Author Archives: Eva Antczak

Marketing & Sales Series: Pt 9 ~ CA Takes a Bite Out of Farmers Market Fraud

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Our Marketing & Sales series continues today with an article on the new legislation to fight farmers market fraud. This new law, aimed at vendors trying to cheat the system by reselling wholesale items they didn’t grow, is the latest in an effort to maintain the farmer-grown reputation of farmers markets across California.

Read on to learn more about the rules of the new law, how it came to be, and why the punishment for false claims should have everyone paying attention!


Written by Brie Mazurek, Online Education Manager at CUESA.

Most people take it for granted that all the fruits and vegetables at the farmers market are grown by the farmers who are selling them. And with good reason: the purpose of farmers markets is to foster direct relationships between producers and consumers. Values like knowing your farmer, transparency, and nurturing the local foodshed are at the core of why people shop at farmers markets.

But recent reports of fraud threaten to undermine that foundation of trust. In 2010, an undercover investigation revealed farmers purchasing wholesale produce from Mexico to sell at Los Angeles farmers markets. Last year, LA County boosted enforcement at markets and rooted out 19 vendors selling produce they didn’t grow.

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FarmsReach Social Media Roundup

On the FarmsReach Facebook and Twitter pages, we post a mix of news, inspirational quotes, photos and more each day.

For those who shy away from the information overload of tracking each of these social sites, here is your monthly “best of” roundup of posts.

If you like, you can “Like” us on Facebook, or follow us on Twitter to access the information flow. Otherwise, we hope you enjoy our digest of best picks!


Organic vs. ‘Climate-Smart’: Can the UN Fix Farming in Time?, Civil Eats
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From the United Nations Climate Summit to the People’s Climate March and the accompanying Flood Wall Street action, all eyes have been on the climate this week. Amidst heated discussions of global policy change, greenhouse gases, and emissions caps, food and farming–and the impact they are having on climate change - were also in the spotlight. After all, agriculture is one of largest contributors of human-caused emissions.

California Takes a Bite Out of Farmers Market Fraud, CUESA
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Most people take it for granted that all the fruits and vegetables at the farmers market are grown by the farmers who are selling them. And with good reason: the purpose of farmers markets is to foster direct relationships between producers and consumers. Values like knowing your farmer, transparency, and nurturing the local foodshed are at the core of why people shop at farmers markets. A new law boosts enforcement to weed out vendors who are cheating the system.

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Marketing & Sales Series: Pt 8 ~ Agritourism as a Value-Add to Your Farm Business

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Wagon tours at Full Belly Farm’s annual Hoes Down Festival in Guinda, CA

Written by guest bloggers, Penny Leff, Agritourism Coordinator for the UC Small Farm Program, and Scottie Jones, Founder of U.S. Farm Stay Association.

Today, our Marketing & Sales series continues with tips on the many things to consider when offering an agritourism experience on your farm. Agritourism continues to grow in popularity across the US and abroad as farms and agricultural businesses realize the potential for additional revenue and an enhanced customer experience. There are many types of agritourism – farm tours, U-pick, barn dances, and even overnight stays – each having its own set of considerations, benefits, and drawbacks.

Read on for some great tips to prepare you to add an agritourism element to your business. From a business plan to insurance, permits, and making sure your neighbors are on board, these tips will help ensure your new endeavor is a success!


1. Sell the experience; the products will sell themselves if your guests are having fun.

Think about what you, your family, and friends enjoy doing on your farm or ranch, and what aspects you are passionate about. It could be gathering eggs from your pastured chickens, picking fruit, making music under the stars, riding horses, distilling lavender oil, pruning trees, helping with the harvest, or just watching birds.

Think about how you might offer these experiences to the public for a fee. Could you offer tours or demonstrations? Workshops for do-it-yourselfers? A U-Pick operation? Farm dinners with a local chef? A fishing or hunting club? A festival? Farm camp for kids? A farm stay? A farm stand? A corn maze or pumpkin patch? An event facility for weddings, parties and retreats? Tastings?

And consider multiple agritourism offerings. If you’re offering a cheese-making classes, for example, maybe those same guests would love to stay overnight. How about U-Pick and then a Farm-to-Table Dinner with a cooking class for the preparation? How about a sheep shearing demonstration and then a weaving class with already cleaned roving from the farm.

Think about ways to add value to your venture so you can step up the income. This might not happen right away, but listen to what your customers are saying, and ask them for suggestions about what else they would love to do on your farm. You don’t need to charge for everything, and a package price is often better overall. Be creative and look for those added-value opportunities.

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Marketing & Sales Series: Pt 7 ~ Tips for Creating an Inviting & Usable Website

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Smolak Farms website, North Andover, MA

Written by guest blogger, Myrna Greenfield, founder of Good Egg Marketing

Creating your first website or considering a relaunch? Whether you hire a professional or build it yourself for free, having a website is still one of the most effective ways to market your farm. Often farms will set up a Facebook page instead of build their own site. Remember, social media sites are great way to get the word out about your brand, but can’t house all of the information potential customers might need.  So, don’t use them instead of having your own site; consider using them as a supplement to your site.

If you can, it can be helpful to hire a professional to set up your website, but if it’s not in your budget, there are several free or inexpensive web platforms that are surprisingly easy to use. In addition to WordPress, the favorite of most small businesses, sites like Weebly, Wix, and Squarespace, have lots of attractive features.

No matter which platform you choose to use, here are some dos and don’ts to keep in mind as you’re planning your site!


1. Keep it simple. Visitors to your home page should be able to “get” you in one glance.

  • Keep your topline navigation menu short, with easy-to-understand tabs.
  • Choose images that make your offerings as clear and compelling as possible.
  • Don’t use too many colors, fonts, flashing images, or boxes.
  • Be careful about using photographs as background images for your site. They can be distracting and compete with the main images on your page. Unless you’ve got good contrast between the background and the rest of your site, use a matching color instead.
  • Make sure the text is easy to read – no shadow typefaces, limit your use of italics and white type reversed out of dark background.
  • If your name of your farm isn’t self-explanatory, a tagline or brief descriptor can help explain what you do.

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FarmsReach Social Media Roundup

On the FarmsReach Facebook and Twitter pages, we post a mix of news, inspirational quotes, photos and more each day.

For those who shy away from the information overload of tracking each of these social sites, here is your monthly “best of” roundup of posts.

If you like, you can “Like” us on Facebook, or follow us on Twitter to access the information flow. Otherwise, we hope you enjoy our digest of best picks!


More Crops Per Drop: No-Till Farming Combats Drought, Civil Eats
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Paul Kaiser of Northern California’s Singing Frogs Farm, grows fruit and vegetables completely without machinery, a system he refers to as “non-mechanized, no-till.” He said goodbye to his tractor and tiller seven years ago after he felt he was unnecessarily harming wildlife, saw too many machines break down, and watched his soil quality decrease. Now, his eight-acre farm has a robust community supported agriculture (CSA) program, and his soil is full of life.

Overdrawn Groundwater, Overdue Legislation, CalCAN
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California is facing a groundwater crisis. The Central Valley alone has lost about 41 million acre-feet of groundwater since the 1990s. Three bills currently on Governor Brown’s desk would, for the first time, put in place comprehensive groundwater management regulations. CalCAN supports these bills as a necessary step forward to improve local groundwater management and provide greater certainty for agricultural and urban water users at a time of increasing water scarcity.

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Marketing & Sales Series: Pt 6 ~ New Farmers Market Resources Added to Toolkits!

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We’re excited to announce new farmers market resources in our Marketing & Sales Toolkit! Whether you’re new to this direct marketing channel or currently sell at many markets, these resources will help you think about your pricing strategy, improve the look and feel of your stall, begin to introduce mobile payment options, and more.

All of our Toolkit resources are recommended by our Featured Farmerspartners, and the community. We hope you use the checklists, info sheets, spreadsheets, and detailed practical references to make the most of your markets and maximize sales. Below is a sampling of our new additions. We’re adding more resources to this Toolkit all the time, so stay tuned for updates!


Getting Started with Farmers Markets
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Comprehensive guide for beginning to sell at the farmers markets, including tips on what to know before you begin, choosing a market, finding your niche, and understanding your competition.
Source: Wallace Center

Farmers Market Break-Even Calculator 
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Loosely adapted from Richard Wiswalls’ popular book The Organic Farmer’s Business Handbook, this simple worksheet helps you quickly calculate your required daily sales at each farmers market to break even.
Source: FarmsReach

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Marketing & Sales Series: Pt 5 ~ Tips to Improve your Brand and Market Value

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Today, our Marketing & Sales series continues with tips on how to think about your brand strategy. We’ll walk you through the basic process of creating a brand by identifying your audience and the messages you want them to receive about your farm business.

Whether you’re new or experienced with the idea of branding, it’s incredibly valuable to create a brand for your farm that stands out in the marketplace and to periodically assess the appeal of your brand with your customers. These tips will also help you think about your big picture marketing strategy and how to eloquently talk with your customers about what you do and how you do it.


This feature was excerpted from the Community Involved in Sustaining Agriculture’s (CISA) Marketing 101 Manual. Since 1993, CISA has been working to strengthen the connections between farms and the community, by creating and running programs that link farmers, community members, and markets. 

What is a Brand?

The most basic component of a marketing effort is a brand. Your brand is the story that you tell about your farm, the values that you communicate, and the sense that customers have of your business. And this is refined over time, so even if you have a branded farm now, there are always ways to improve the look and feel of your product.

Ask yourself: “When someone thinks of my farm, what comes to mind?” The answer defines your current brand: your brand is what your customers think of your farm business. If your current brand does not align with your self-perception, your values, or your goals, then it is not as strong a brand as it could be.

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Announcing the Interactive FarmsReach Community Map!

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After many months in development, our new, interactive Community Map is live! Check it out and let us know what you think.

In either a Map or Grid View, you can use robust filters to easily browse and find just who you are looking for among the growing FarmsReach community:

  • Farmers
  • Seed Stakeholders
  • Agriculture Advisors
  • Organizations and Advocates

Get the most from our Community Map by logging in and completing your Profile.  It helps expand the map and extend your network. 

There are many ways to use our new map and its filters. Below are just a few examples:

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FarmsReach Newsletter ~ September 3, 2014

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Check out our latest newsletter! Topics in this edition:

To receive member newsletters, all you have to do is Join! It’s free and takes 1 minute!

Note: If you’re not in the agriculture industry, please sign up for our general newsletter.

NOTE: The East Bay farmers market deliveries pilot has been suspended, and Instacart and FarmsReach are conducting a feasibility study of deliveries from farmers markets from the San Francisco urban center.

Marketing & Sales Series: Pt 4 ~ Mobile POS Payment Options for Your Customers

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Square mobile device

Have you considered turning your smartphone or tablet into a cash register when you’re selling at the farmers market, making deliveries or otherwise interfacing with your customers? If you’re not already accepting EBT payments at the farmers market, do you know just how easy it is to set up?

Today, our Marketing & Sales series continues with a discussion of why a mobile point of sale (POS) system may be right for your operation, including recommendations on the best systems out there. Additionally, we discuss the CalFresh EBT program and ways you and your market can easily offer this type of payment system, and increase your customer base.


What is a mobile POS?

A mobile POS is a smartphone, tablet, or other wireless device that performs the functions of a cash register, anywhere there is a cellular or wireless internet connection. In just a few steps, a smartphone or tablet can be transformed into a mobile POS with a downloadable mobile app, and some simple hardware (a credit card reader, hand-held docking station or printer).

After setup, the POS system links to your bank account and can often also be an integrated component of your larger accounting and data management system. Either way, the cardholder’s information is encrypted and stored in a remote server, “the cloud”, so your customers’  privacy is protected and secure.
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