University of Kentucky College of Agriculture

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College publications are given 2-part "pub numbers" that are used to identify them. The first part (the prefix) is a set of letters that indicates which series the document belongs to. A series is a grouping of documents that share similar content.

The second part of the pub number is just a sequential number.

Series: Marketing Profiles: Center for Crop Diversity

Roadside Farm Markets
2/23/2018 (minor revision)

A roadside farm market is sometimes distinguished from a roadside stand by location and hours. The term "roadside farm market" can refer to those markets located in permanent facilities at the farm or food manufacturing location; they are typically open most of the year. Roadside stand, by contrast, is a more general term referring to those markets that may be located off the farm and are seasonal in operation. | CCD-MP-4
web only | 4 pages | 1,757 words | - | PDF: 1,600 kb

Marketing Fresh Produce to Food Retailers (Grocery Stores)
2/1/2018 (minor revision)

The food retail industry saw a renaissance of interest in local and regional sourcing of fresh fruits and vegetables during the 2000s. This interest came within an industry characterized by heavy investment in fewer and larger centralized distribution centers. Although the distribution center model remains prominent within the food retail industry, some retailers have created flexibility within their distribution models to answer consumer demand for local produce. Large retailers are also finding transportation and distribution cost savings by sourcing fresh produce items from new or expanding producers. Smaller chains and local grocers remain potential markets for fresh produce growers expanding to wholesale volumes. Producers of value-added produce products may also find local groceries a possible market for their product. | CCD-MP-20
web only | 4 pages | 1,737 words | - | PDF: 3,000 kb

Marketing Fresh Produce to Restaurants
1/25/2018 (minor revision)

Sourcing and serving fresh produce from local farms remains a trend in the U.S. foodservice industry. The practice of sourcing locally grown fresh produce, first featured by niche and high-end restaurants, moved into mainstream foodservice distribution channels in the early 2000s. A focus on local food appears to be persisting into the 2020s. The National Restaurant Association's 2018 Culinary Forecast, based on surveys of nearly 700 chefs, identified hyper-local sourcing as the top restaurant concept trend, with local produce also among the Top 10 concept trends. | CCD-MP-21
web only | 5 pages | 2,260 words | - | PDF: 1,600 kb

MarketReady Producer Training Program
12/15/2017 (minor revision)

The MarketReady Producer Training Program instructs producers in the key business functions that small farmers and ranchers must manage as they seek to develop supplier relationships with restaurants, grocers, wholesalers, and foodservice buyers, including schools. While significant opportunity exists to build on the demand for local products in local markets, many farmers are hesitant or unprepared to meet the transactional requirements expected by these buyers to manage their own food safety, insurance, product quality, and traceability risks. MarketReady addresses these issues. After training, producers will be prepared for business transactions when selling a variety of products including dairy, fruits, meats and vegetables. | CCD-MP-11
web only | 3 pages | - | 8 downloads | PDF: 1,600 kb

Regional Food Hubs
6/19/2017 (minor revision)

The term "regional food hub" has been devised by the USDA to refer to facilities that aid farmers in getting locally produced products to consumer markets. | CCD-MP-23
web only | 3 pages | 1,492 words | 8 downloads | PDF: 1,000 kb

Community Supported Agriculture
5/25/2017 (major revision)

Community Supported Agriculture (CSA)is relatively new to the United States, beginning in Massachusetts in 1986 and growing to 60 CSA farms in the U.S. in 1990. The CSA structure grew significantly in popularity among both producers and consumers during the 2000s; by 2009, as many as 6,000 farms were operating a CSA. The 2015 USDA Local Food Marketing Practices Survey reported 7,398 farms nationally selling by CSA for a sales value of $226 million. There were nearly 60 CSAs listed for Kentucky, in 2016, in the Kentucky Department of Agriculture CSA directory. The CSA marketing channel continues to increase in popularity, moving to new demographics besides the original core affluent urban consumer. | CCD-MP-1
web only | 8 pages | 4,511 words | 8 downloads | PDF: 3,300 kb

Marketing Crops to Schools and Institutions: An Overview
10/31/2016 (minor revision)

Schools and institutions have long been identified as potential markets for local and regional food crops. These markets have both generated greater interest and purchases during the past 20 years due to consumer interest, food and health policy initiatives, and changes in school and institutional purchasing and procurement systems. | CCD-MP-19
web only | 4 pages | 1,579 words | 5 downloads | PDF: 864 kb

Kentucky MarketMaker
7/11/2016 (minor revision)

Kentucky MarketMaker is a web-based marketing aid adapted for Kentucky markets. The primary purpose of this resource is to provide a link between agricultural producers and potential buyers of food products. In addition to a searchable database of markets and growers, MarketMaker also contains a wealth of demographic and business data which can be summarized in a map-based format. | CCD-MP-10
web only | 2 pages | 802 words | 6 downloads | PDF: 963 kb

Produce Auctions
5/1/2015 (minor revision)

A produce auction is a market outlet for locally produced wholesale products. Fresh produce, as well as a variety of other agricultural products, are offered for sale to the highest bidder. The auction charges the seller a commission, usually a percent of sales, to cover the auction's operating expenses. | CCD-MP-22
web only | 5 pages | 1,843 words | 3 downloads | PDF: 1,200 kb

Social Meida/Mobile Technology Tools for Ag Businesses
10/7/2014 (new)

The way we communicate with each other is changing. Many consumers are now using their smartphones or tablet devices to connect to and interact with local businesses. It is becoming very practical to connect your business to your clientele through social media using mobile technology tools. These tools offer easy methods to communicate, connect, and engage with your customers. Social media is increasingly important to marketing your business. Mobile technology tools are becoming more accessible to rural areas and they offer different options to both businesses and customers in increasing the ease of transactions and finding more connections. | CCD-MP-7
web only | 8 pages | 3,650 words | 4 downloads | PDF: 12,800 kb

Roadside Stands
9/26/2014 (minor revision)

Roadside stand is generic term for a type of marketing site in which a farm producer sells directly to consumers. A roadside stand is a seasonal, temporary or semi-temporary structure that may be located on or off the farm. A roadside stand may be distinguished from a roadside market in that the latter is usually a permanent structure that is often open year-round. | CCD-MP-5
web only | 4 pages | 1,547 words | 4 downloads | PDF: 774 kb

Pick-Your-Own (U-Pick) Marketing
6/30/2014 (minor revision)

Pick-Your-Own (PYO), also referred to as U-Pick, occurs when farmers "invite the public onto the farm to harvest their own food."1 Producers searching for new crops, combined with a growing Kentucky population, renewed interest in PYO during the past 20 years. | CCD-MP-3
web only | 4 pages | 1,399 words | 4 downloads | PDF: 1,300 kb

Marketing Organic Produce
6/27/2014 (minor revision)

Growth in organic food consumption has been a major trend in the U.S. food industry during the last two decades. Sales of organic food rose from $3.6 billion in 1997 to $21.1 billion in 2007. Sales of organic food products were estimated at $28.4 billion in 2012 and approaching $35 billion in 2014. | CCD-MP-9
web only | 5 pages | 1,687 words | 4 downloads | PDF: 1,200 kb

Marketing Asian Produce in Kentucky
6/19/2014 (minor revision)

Burgeoning Asian populations and consumer interest in Asian cuisine helped stimulate increased interest in purchasing fresh Asian vegetables to prepare at home, a trend expected to continue. Caucasian consumers tend to prefer value-added and processed vegetables, but there are market niches for fresh Asian vegetables. Kentucky producers have received inquiries to source edamame (vegetable soybean) and daikon (Chinese radish) at wholesale quantities. | CCD-MP-8
web only | 6 pages | 1,403 words | 1 download | PDF: 758 kb

Marketing Via the Internet
5/1/2014 (minor revision)

The Internet can be utilized in a variety of marketing strategies. Producers may sell their products online through e-commerce, use a website to take orders for their goods, or simply advertise their operation through a "billboard" type website. Social media and blogs provide yet another way the Internet can be used for promoting a farm enterprise. The increase in access to Web-based services through handheld devices makes many customers more immediately accessible to products and services. | CCD-MP-2
web only | 4 pages | 1,937 words | 2 downloads | PDF: 442 kb

Grower Cooperatives (Co-ops)
4/1/2014 (minor revision)

Cooperatives have historically been utilized to market wholesale quantities of produce in Kentucky. In the early 2000s, as many as five grower cooperatives in Kentucky were actively marketing tomatoes, melons, sweet corn, cabbage, bell peppers, pumpkins, and other crops to wholesale buyers. By 2006, however, produce marketing by grower co-ops had largely disappeared from Kentucky's produce industry as growers found other ways to ship produce. The involvement of co-ops in marketing produce from Kentucky has since been limited. | CCD-MP-17
web only | 4 pages | 1,467 words | 4 downloads | PDF: 385 kb

Selling Farm Products at Farmers Markets
3/25/2014 (minor revision)

Farmers markets are used by Kentucky growers of all farm sizes and scales. "Market gardeners" often tend less than an acre of land for selling strictly at the local farmers market. On the other hand, some of Kentucky's largest orchards use local farmers markets as a retail outlet during the fall to command a premium price for their crop. | CCD-MP-6
web only | 6 pages | 2,340 words | 2 downloads | PDF: 811 kb

Selected Resources for Developing Value-added Products in Kentucky
7/27/2013 (minor revision)

The following list is intended to provide Kentucky growers with resources that will help them on their way to adding value to their raw farm products. Included are the names and contact information of pertinent agencies and departments at the University, State, and Federal levels. Links to government regulations and laws related to processing value-added food products are included, as well as links to other selected Internet resources, fact sheets, and guidebooks. | CCD-MP-16
web only | 7 pages | 2,114 words | - | PDF: 745 kb

Kentucky Restaurant Rewards Program
7/1/2013 (minor revision)

The Kentucky Department of Agriculture (KDA) is providing an incentive to local restaurants to purchase eligible Kentucky Proud products. The Kentucky Restaurant Rewards Program reimburses participating restaurants and caterers with a percentage of the purchase cost of qualifying products. | CCD-MP-18
web only | 4 pages | 1,215 words | 4 downloads | PDF: 639 kb

Adding Value to Plant Production: Market Research for Value-added Products
6/28/2011 (new)

The University of Kentucky's Center for Crop Diversification has sponsored several market research projects evaluating the value consumers place on different crops and product characteristics. This fact sheet will report the results of that research. | CCD-MP-15
web only | 5 pages | 1,714 words | 1 download | PDF: 791 kb

Adding Value to Plant Production: An Overview
6/28/2011 (new)

"Value-added agriculture" is a broad term encompassing many practices that increase the value of farm products. Value-added agriculture has come to describe practices as varied as agritourism activities that provide consumers value from visiting a farm to large-scale processing endeavors that create mass-market retail food products from commodity crops. | CCD-MP-14
web only | 4 pages | 1,340 words | - | PDF: 741 kb

Adding Value to Plant Production: An Introduction to Policies and Regulations for Kentucky Producers
6/28/2011 (new)

This profile identifies the policies and regulations experienced by many value-added crop producers in Kentucky. This is a summary and is intended only to highlight key considerations for crop producers considering value-added products. Producers should always conduct their own investigation of relevant local, state, and federal requirements for their intended value-added production enterprise. | CCD-MP-13
web only | 5 pages | 1,785 words | 2 downloads | PDF: 705 kb

Adding Value to Plant Production: A Summary of Kentucky Products
6/28/2011 (new)

While a complete list of value-added crop products is impractical due to the number of these products marketed from Kentucky crops, producers considering new value-added enterprises may be helped by a summary of products with similar marketing characteristics. The major types of value-added products derived from Kentucky-grown crops listed here are grouped by marketing characteristics. This profile also includes brief summaries of several Kentucky value-added producer success stories. | CCD-MP-12
web only | 7 pages | 2,706 words | 2 downloads | PDF: 1,400 kb