ROADSIDE MARKETING - Craig Richov 



Roadside marketing represents a $30 million industry in Massachusetts 

 and 1980 estimates put the number of roadside stands and markets at over 700. 

 Working closely with market operators as a marketing consultant is the Depart- 

 ment's Roadside Marketing Specialist. Tohelp keep Massachusetts a leader in 

 direct marketing, the specialist writes a bimonthly newsletter to inform growers 

 of marketing trends and retailing techniques. His attendance at the National 

 Direct Marketing Conference in Washington, D.C., the New York State Roadside 

 Marketing Conference in Kingston, New Yotf. and the New England Apple Institute's 

 Roadside Marketing Conference in Springfield, helped keep him aware of current 

 problems and breakthroughs in the industry. 



The Roadside Marketing Specialist also provided services to growers who 

 requested his assistance in establishing retail marketing outlets and in im- 

 proving the operation of existing markets. Plans for new roadside markets 

 were provided in Stow, Ipswich and Holden, and improved market layouts were 

 worked out for over 20 stands across the state. The advice and recommendations 

 given to growers serves to upgrade the appearance, image and effectiveness of 

 farm markets in Massachusetts. The Massachusetts farm families and their prod- 

 ucts have been a continuing source of pride for the entire Commonwealth. 



Promotional activities of the marketing specialist included the distribu- 

 tion of "Massachusetts Grown and Fresher" publicity materials and assistance 

 with the Massachusetts Vegetable Growers Association's "Vegetable of the Week" 

 promotion program. As chairman of the Massachusetts Federation of Farmers and 

 Gardeners Markets' promotion and exhibit committee, he also promoted farmers 

 markets through informative exhibits and live farmers markets at the Eastern 

 States Exhibition in West Springfield and smaller fairs and functions through- 

 out the year. 



FARMERS MARKETS 



From the Cape to the Berkshires, farmers markets increased in popularity 

 with both buyers and sellers. 



As well as offering vegetables, many markets also sold other items such 

 as fresh strawberries and raspberries in season, basil, mint, eggs, honey, maple 

 syrup and flowering plants. 



Over the past few years, farmers markets have mushroomed across Massachusetts, 

 increasing from some seven locations in 1976 to the current total of forty-four. 

 More local farmers each year are selling direct to the consumer at urban and 

 suburban farmers markets, while more shoppers are enjoying their convenient 

 locations and excellent products. 



The state Food and Agriculture Department also encourages farmers in "direct 

 marketing" at roadside farm stands and in direct sales to supermarkets, institu- 

 tions and the restaurant trade. Growers or potential buyers are urged to contact 

 the Department's Division of Markets at (617) 727-3018 for assistance. 



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