Farmers selling on roadside or farm gate is an entry-level approach to direct farm marketing. Farm gate marketing or farmgate sales allows farmers to sell agricultural produce – mostly food – directly to the consumer, to restaurants and caterers, and to independent retailers.
Direct farm marketing allows farmers to control the production and selling of a product, including the ability to be a price maker. To learn more about direct farm marketing and the types of operations on-farm, visit here.
Most importantly, farm direct marketing is a trusted relationship developed between farmers and consumers. It involves supplying quality products in a clean and customer friendly environment. Customers value fresh, quality products, along with the opportunity to support local producers.
Here are some tips when interacting with customers and consumers at farm gate:
1. Genuinely listen
- While your customer is speaking, give them your full attention and listen to what they are saying without thinking ahead of how you are going to respond back
- Ensure eye contact and active listening - do not be afraid to smile
2. Acknowledge their experience
- Allow your customers to feel seen and heard - think from their perspective and their experience rather than the need to sell. This is more amiable toward your brand
- 89% of people are more likely to buy again after experiencing a positive customer service interaction
3. Match their expectations
- Ask what is working / not working for them? What can you do to help them feel satisfied? Be open to receive customer feedback on products and ways to improve
- Leave a lasting positive impression through customer service
4. Follow through
- Follow up with customers to ensure their needs were met and if there is anything else you can provide
- This goes to prove that you engage with your customers and support their healthy eating habits
Farm direct marketing is often referred to as value-added agriculture. Be aware of what best management practices, applicable rules, and regulations you must learn and adhere to.