Marketing & Promotion Creating the tools you need

This Ain’t No Ordinary Chicken Conventional farmers have a huge array of materials and resources available to them Outside the conventional box there is nothing Create your own

Have a story

See, Smell & Taste Engage all the senses Create good visuals – posters, labels, website, displays, table tents –Show the animals –Show the product –Show the farm & the farmers Cook it – bring the aroma Offer free samples Provide recipes

See, Smell & Taste Can’t afford the fancy visuals? –Photograph the farm –Photograph the family –Photograph what you do

Sales Know the rules of salesmanship –Greeting –Dress –Etiquette –Promptness –Be an expert on your product

Be Honest About the product –How does it look? –How does it cook? (apron cards) –How does it taste?

Be Honest About what you can deliver –Don’t promise the impossible to get the sale –Develop a reputation for quality and integrity –Know when to say “yes” and when to say “no”

Know the Product Definitions of Products Based on Standard Breeds of Chickens ProductStandard Breed(s)AgeDressed Weight Cornish Game HenCornish6 weeks1 ½ pounds FryerAmerican Class including Plymouth Rock, Buckeye, Wyandotte, and others. 12 – 15 weeks3 – 4 pounds BroilerAmerican Class16 – 17 weeks4 ½ pounds RoasterJersey Giant20 – 24 weeks5 – 6 pounds StewerAll breeds6 – 7 months6+ pounds

Know the Product

Chicken Products Whole Roasters 90% of market 3# Cost: $8.50 Sell for $11 CA cut 2 legs 2 thighs 2 wings Split breast 2.5 # Cost: $9.50 Sell for Deboned & Deskinned Breast meat = $5.50/# Dark meat = $2.00/#

Timing & Cost Majority of cost is in first 5 weeks Bigger chicken brings less per pound –1.5 pound dressed = $5.00 / pound –3.5 pound dressed = $4.00 / pound –5–6 pound dressed = $2.50 / pound

Know the Market Fresh Refrigerated Frozen Wholesale Retail Direct to Consumer Whole Bird Cut Up (California Cut) Specialty Cuts Breast Deboned & skinned Dark meat

Invite the Public Open the doors to the farm –Have a bio-security plan and stick to it –But make them feel welcome!! –Be candid

Invite the Chefs Restaurant day at the farm –Invite chef, owners AND wait staff –Show, tell, share, listen –Provide table cards (cheap advertising) –Be candid

Get It In Writing Contracts answer questions about who is responsible for what –Contracts with farmers –Contracts with buyers –Contracts with transport

Generating Visibility Access Expertise Internet Quality Other

Push -- Pull Quantity Quality

Push -- Pull Product Variability Product Consistency Genetic Diversity (Healthy) Genetic Uniformity