-^ 



a factor over which the farm stand operator has little 

 control. Some farm stands have tried "accessory out- 

 lets" such as smaller portable stands which are 

 erected at busy intersections, fairs, shows, and other 

 community events These small stands have the ad- 

 vantage in that they can be used where there is a 

 large concentration of potential customers, reduce 

 travel distance and — if properly constructed — also 

 help to promote the "main" farm stand while they 

 showcase its finest products Unfortunately, these 

 smaller portable stands do require additional labor 

 that is often not available to the smaller operators. 



Convenience also means that customers can easily 

 locate, park at, and enter your farm stand Good 

 signage with your name, products, and hours of opera- 

 tion make your business more customer friendly. Con- 

 gested or poorly maintained parking areas may deter 

 potential customers Muddy or cluttered entrances are 

 less than inviting to many folks who may have become 

 accustomed to electric doors 



THE EXPERIENCE 



Experience is an excellent marketing tool that is often 

 overlooked Visiting a farm stand "in the country" of- 

 fers the consumer a chance to experience a change of 

 pace from the city Many older consumers remember 

 growing up on the farm and use the farm stand shop- 

 ping experience as a means to reminisce Young fami- 

 lies enjoy the scenery, the smells of fresh produce, 

 and the chance to learn about local agriculture Farm 

 stand operators should learn to utilize the consumers 



desire to experience something they can't get at the 

 mall or shopping plaza Decorations of brightly col- 

 ored flowers and produce, strategic displays of unique 

 or locally preferred products, and courteous customer 

 relations provide for a positive and memorable expe- 

 rience that can lead to repeat sales for many seasons 



PRICE 



Price is one of the first things the consumer considers 

 when buying agricultural products. While it is difficult 

 for many of the smaller operators to compete against 

 larger corporate outlets, prices for the most part re- 

 main comparable and competitive While large outlet 

 chains have the advantages of volume purchasing, 

 they must also contend to some degree with product 

 perishability and shipping costs This is where local 

 farm stand have a slight advantage Most consumers 

 are willing to spend slightly more for what they per- 

 ceive to be a better quality product 



These are only a few of the marketing strategies 

 that enable the farm stand operator to build and 

 maintain a viable customer base and remain competi- 

 tive in today's highly volatile market. 

 Since December 13, 1093, Paul Rees has been Extension Edu- 

 cator for Agricultural Resources for Sullivan County. This 

 article is an opportunity for him to introduce himself to The 

 Plantsman readers and share some of the observations he's 

 made while visiting agricultural enterprises during his first year 

 at his new ioh. He's al 24 Main Street. Newport, and can be 

 reached at 603-863-0200. 



RED HEMLOCK 



DOESN'T GET MULCH 



BETTER THAN THIS 



1-800-866-4991 

 MORSE BROS. 



32 Gombo Rd., Windham, ME 04062 

 (Tel) 207-892- UOO (Fax) 207-892-3400 



