ROADSIDE MARKETING SPECIALIST 

 Craig M. Richov 



Massachusetts ranks sixth nationally in gross farm sales and can boast of a 

 $30 million plus roadside marketing industry. Helping Massachusetts to remain 

 one of the most progressive states in this field is the Department's Roadside 

 Marketing Specialist, who visited close to 200 farms this year. His in- store 

 evaluations and recommendations to grower-retailers are intended to further 

 upgrade the appearance, image and success of the more than 700 farm markets 

 throughout the Commonwealth. 



A Roadside Marketing Newsletter is published monthly to inform growers of 

 current marketing trends, merchandising ideas and techniques. Plans for new 

 roadside markets were provided in Easthampton, Framingham, Hudson, Leominster, 

 Scituate, Westminster and Auburn, and improved market layouts were recommended 

 for twenty-five stands across the state. This years speaking engagements 

 included the Central Massachusetts Small Farm Management Program, South Boston 

 Career Day, and Westfield State College Wine and Grape Symposium. 



Many hours of pre-season information gathering and plans culminated in the 

 release of the Department's first "Roadside Marketing Directory " which lists 

 many of the state's roadside stands with information on location, season and 

 crops sold. Other promotional activities of the marketing specialist include 

 the distribution of "Massachusetts Grown. ..and Fresher" promotional materials 

 and participation on the Marketing and Promotion Committee of the New England 

 Vegetable Growers Association. One of the highlights of the work accomplished 

 with this Committee was the 1982 Produce Buyers' Tour. 



The Marketing Specialist was also the Trade Show Manager of the 1983 "Mass 

 Grown and Fresher. ..Means Business" Agricultural Seminar and Trade Show at the 

 State House in March. He also organized a live farmers market in the 

 Massachusetts Building at the Eastern States Exposition in West Springfield to 

 promote Massachusetts products and offer information on Massachusetts farmers 

 markets, roadside stands and pick-your-own operations. Similar exhibits were 

 also set up at the Brockton Fair and other functions and fairs throughout the 

 year. 



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