This book gives farmers the tools to become a marketer rather than just a producer. It details market specifications, product promotion, quality control and how to respond to consumer demands for animal welfare practices, health, food safety, environmental and ethical issues.
Contents
- Introduction
- Chapter 1 Basic considerations
- What to produce and market?
- Marketing chains and value-adding
- Analysing market trends and the changing world
- Case study: Livestock industry - Environmental stewardship
- Eco-label and organic wool
- Case study: organic wool production on 'Keelambara'
- Commodities or niche/branded/specialised products?
- Case study: Megalong Beef - getting close to customers
- Case study: Alan and Shelley Green - eggs
- Key messages from this chapter
- Chapter 2 Market specifications and quality focus
- Case study: Tooraweenah Prime Lamb Marketing Co-operative
- Case study: WA Q Lamb
- The MSA meat grading scheme
- Market specifications for some agricultural products
- Market specifications and the farm business plan
- Case study: Northern Rivers Food - a grower alliance in action
- Key messages from this chapter
- Chapter 3 Selling unbranded products
- Beef
- Wool
- Wheat
- Case study: a $3m reminder to sell grain carefully
- Key messages from this chapter
- Chapter 4 Price risk management
- Managing price risks for grain
- Case study: Andrew Watson, 'Brigadoon', Boggabri NSW
- Case study: WA farmers focus on marketing post-deregulation
- Managing price risks for other agricultural commodities
- Key messages from this chapter
- Chapter 5 Marketing branded or niche products
- Find your niche market
- Set your price
- Work out how to sell your product
- Promote your product
- Promote your business online
- Case study: Redgate Farm - Jurassic quail, free-range ducks and more
- Plan, monitor and review your promotion
- Just turning up
- Organic farming - a 'growing' niche market
- Case study: Organic Feast
- Key messages from this chapter
- Chapter 6 The marketing plan - putting it all together
- Chapter 7 Further reading, support and training
- Further reading
- Advice, support and training
Author: Brian Walsh
ISBN: 9781742560601 | 80 pages | A4
Catalogue number: B738
Publisher: NSW Department of Primary Industries | 2011