1. Retail Farm Market School John Berry Ag Marketing Educator Penn State Extension

2. This material is based upon work supported by USDA/NIFA under Award Number 2010-49200-06201.

3. Introduction Pennsylvania ranked #3 nationally for dollar value of direct-to-consumer farm sales At least 4,200 retail farm marketers 5 member statewide Team 50% of my time

4. Limitations Only the Education Professionals I tried to reach Available time Transferring the “heavy” produce focus to other farm retail products Cost of local School – perceived value of School

5. Methodology Traditional Extension education Tell me, Show me, Let me do it Advisory groups Tested, and modified

6. Literature Review Penn State Extension Ag Marketing Resource Center Cornell Small Farms Program County / Regional / Campus Associations Farm Bureaus

7. What this project did.... Worked through network of retail farm marketer advisory groups and industry leaders for needs assessment

8. What this project did.... Developed a curriculum based on farm and grocery retail marketing principles

9. What this project did.... Tested the curriculum and modified as evaluations, comments and advisors suggested

10. What this project did.... Submitted a project pre-proposal, and full proposal that did get funding

11. What this project did.... Offered curriculum and subject matter training to colleagues across some of the northeast and mid Atlantic states – Retail Farm Market School – Adult Education – Food Retail Trends

12. What this project did.... Delivered (and will be delivering) local programming directly, and through partners

13. What this project did (and is doing)... Partner support Evaluating experiences – Trainers – Farm Retail Marketers

14. Material sample

15. Material sample (continued)

17. Evaluations to date Train-the-Trainer Pre / Post School “review” results Anecdotal

18. Do you expect to conduct a Retail Farm Market School?

19. Pre / Post School Pre: What do you want to get out of the day? Post: What did you get out of the day?

20. “review” 92% returned

21. “review” 92% returned

22. Conclusion There is a need for education as described by retail farm marketers These project materials (and others) begin to address this need Innovator & Early Adopter level materials are the most lacking There seems to be a continuing demand for education, support and service to this growing segment of U.S. agriculture

23. Retail Farm Market School John Berry Ag Marketing Educator Penn State Extension