Farm Marketing Guide: Practical Strategies to Grow Your Agriculture Business
- Joshua Brock
- 12 minutes ago
- 11 min read
"If a tree falls in the forest and no one is around to hear it, does it make a sound?"
George Berkeley | 18th-century Irish philosopher
Our guess is you've heard that quote before. It's mentioned in many contexts, but we felt it was quite appropriate here. If you plant and harvest crops on your farm, or raise and slaughter cattle on your ranch, but no one knows about your operation, is it really worth it? Are you really selling all that you can?
Running a farm or ranch is hard work; we really don't need to tell you, but when you throw in the need to understand the nuances of sales and marketing as well, it can become a real juggling act. Marketing is a broad term for how you get the word out about your farm. In fact, there are so many categories that it's rare for even larger, corporate marketers to handle all these categories at once.
We wanted to pass along some tips on ways to promote your farm; some are quick and easy wins, others require a long-term plan and some dedicated focus. As farmers and marketers ourselves, we've come across an enormous volume of marketing strategies, and they're changing all the time - just what you wanted to hear, right?!
Let's walk through the topics we'll be discussing in this article:
Know Your Market
Most farms fall into the small business category, typically with 50 employees or fewer. For the farmers we know and love at Farmbrite, the most effective marketing often comes from a multi-pronged approach. It makes sense: when you’re already wearing a dozen hats just to keep the farm running, adding one more to manage your marketing is simply part of the job.
In all seriousness, you know your farm or ranch better than anyone. You, your family, your team - you live it day in and day out. You're the perfect ones to tell the story. But marketing isn't just about what you grow or what you sell and the price you're asking, it's about the story behind it and how to showcase those elements to make your operation stand out from the rest.
Check out our "Marketing & Growth" stories here on the blog
Another key aspect is knowing your market, not just geographically, but also whether you will be focusing on retail or wholesale (or both), selling direct or through distributors, on-farm or off-farm sales (or again, both)? What is the demand for your products in the area you've determined you will be selling in? What other producers already compete in this space you've defined? What motivates your potential customers - price, quality, local, organic, sustainable?
Four primary sources of information will help you better know and understand your markets:
Observations (local markets, stores, etc.)
Data (USDA, your local Ag extension office, local or regional grower groups, or co-ops)
One-on-one conversations with existing and potential customers
Your own sales history (if applicable)
Observations
Depending on which sales channels you intend to pursue, direct observations can include everything from farmers' markets (observing buying behavior, what products are popular, price variance by producer, and price tolerance by the consumer), and local grocery stores and co-operatives (what's being stocked, what appears to be missing or an opportunity, pricing trends through the season).
If you intend to sell directly to restaurants or chefs, your observations might include what products are being sourced locally, what local retailers are buying from local producers, and how they market those relationships. For ranchers, you might observe local and regional auction barns and livestock markets to note the variety of suppliers, the pricing, and the offerings.
12 things to look for to observe customer buying behavior at farmers’ markets to understand purchasing patterns and preferences.
Identify which products are most popular and consistently sell well.
Compare price differences between producers to spot market trends.
Gauge consumer price tolerance and willingness to pay for certain products.
Visit local grocery stores and co-ops to see which products are currently being stocked.
Look for gaps in inventory that may signal new market opportunities.
Track seasonal pricing trends to better plan production and sales timing.
If selling to restaurants or chefs, research which products are being sourced locally.
Note which local producers, restaurants, and retailers are currently buying from.
Pay attention to how businesses market their partnerships with local farms and ranches.
For ranchers, visit local and regional auction barns and livestock markets.
Observe the variety of suppliers and livestock offerings available.
Monitor pricing trends and demand within livestock markets.
Data
Thanks to the Internet (we think...don't get us started on AI), data is readily available, on any topic, at all times of day, and this includes information such as market reports, consumer trends, and pricing data. Sources from federal (USDA, NRCS, FSA), state (university research, producer groups), and local (ag-extension) outlets can be found readily for every commodity, specialty, and niche crop or livestock breed available.
What data should I be looking up for my farm:
Market reports
Consumer trends
Pricing data
One-on-One Conversations
For a society that has become so dependent upon technology, there really is no substitute for the simplicity, honesty, and directness of people interacting with people. We are all humans after all.
These types of "market research" conversations can take place at markets and farm stands, CSA member feedback, farm stands acting as focus groups, you name it. Any opportunity you and your team have to personally interact with customers and potential customers is not only an opportunity to learn, but an opportunity to show that you care and are truly considerate of what folks are looking for.
Market research questions to ask your farm customers:
"What brought you here today?"
"What would you like to see us grow/raise?"
"What's most important to you - price, it's grown locally, organic, convenience, something we haven't even thought of?"
Your Own Sales History
If you've already dipped your toe into a market, or a related one, there's not much better data than your own data. In the off-season, take some time to dig through your sales numbers - where and when did you see peaks and valleys? What else might've been tied to the fluctuations you noticed? What channels worked best for you, and what types of marketing or outreach efforts did you make? Data works best when it's easily accessed, tied to specific products and expenses, and is readily available, and as far back in history as you have it. We can think of one great tool off the top of our heads that can be that "single source of truth" for your farm or ranch.
Building A Strong Brand for Your Farm or Ranch
It's important to understand that part of a successful and comprehensive approach is not just marketing your products and services, but also marketing you specifically and your farm or ranch.
Certainly, having a quality product and a high level of customer service are important, but what differentiates you and your products from all the others, whether that be two or twenty-two competitors, is the larger story of your operation. Aspects like "where does the farm name come from", "how long have you been a rancher", and "what's the backstory about what it takes to bring your products to market".
In marketing-speak, what is your USP, or Unique Selling Proposition? That's the qualitative part of the story; your price-point, products, and services are the quantitative part. You need both to succeed nowadays. Additionally, as you find your voice and determine which marketing channels you will be using, it's important to build a consistent message and theme to share across them all - logo, tone, and messaging - the whole enchilada.
Direct-to-Consumer Strategies
Expanding on our "One-on-One Conversations", we're talking specifically about opportunities such as Farmers Markets, CSAs, farm stands, or other types of on-farm sales, as well as online markets and delivery services.
Now, not every farm or ranch fits these types of sales outlets, but for those that do, there are some specific, integrated techniques you can make use of at some of these venues:
Offer free trials or samples: Allow potential customers to experience your product or service before committing to a purchase.
In-store promotions: Create engaging displays, offer special discounts, and run loyalty programs for in-store customers.
Run contests and giveaways: Generate excitement and attract new customers with social media contests or special promotions.
Use local directories: Register your business on platforms like Yelp, Google AdWords, and local chamber of commerce listings.
Direct mail marketing: Send targeted postcards or flyers to local residents.
Utilize influencer marketing: Partner with local influencers to reach a specific target audience
Word-of-mouth marketing: Encourage existing customers to refer friends and family by offering referral bonuses or loyalty programs.
Local community engagement: Participate in local events, advertise in community publications, and highlight your commitment to the area.
Partnerships and collaborations: Cross-promote with complementary businesses to reach a wider audience.
Digital Marketing Basics
We're going to dive a little deep into this section. We are a digital farm management platform after all, so pour that second cup of coffee or tea and let's dive in. For many farmers and ranchers, marketing still feels like something that happens only at the farmers' market or through word of mouth. As we've discussed, while those channels remain incredibly important, today’s customers often discover farms long before they ever meet you in person, thanks in part to search results, social media, or through an online recommendation.
The good news is that digital marketing doesn’t have to be complicated or time-consuming to be effective. It's actually simpler than replacing the starter in that old IH, as I speak from experience in both realms.
Start with a simple website, one that's friendly to both desktop and mobile users. One that clearly answers three questions: what you sell, where you’re located, and how to buy from you. Whether it’s fresh vegetables, pasture-raised beef, or raw honey, your customers should be able to understand what you're offering in seconds. Keeping this information current, especially your hours, availability, and seasonal products, really helps to build trust.
Establish a basic local presence. Claiming and updating your Google Business profile ensures your farm shows up when someone searches for “local eggs near me” or “organic hops in Pennsylvania.” This is one of the highest-impact, lowest-effort steps a farm can take.
Social media can then serve as your storytelling engine, which we touched on earlier. You don’t need to be everywhere; simply start by choosing one or two platforms where your customers already spend time, be that Facebook, Instagram, or TikTok. Share real moments like planting, feeding, harvesting, even your setbacks, and most importantly, your wins. Customers connect with authenticity far more than polished advertising.
Consider building a simple email list or a blog. Unlike social media, where algorithms control visibility, email and blogs give you that direct line to your customers we've been touting. A short weekly or monthly update about what’s available, what’s coming, and what’s happening on the farm can help build a loyal following, which can then help drive consistent, repeat sales.
At its foundation, digital marketing is about visibility and connections. Start small, stay consistent, and focus on making it easy for customers to find and buy from you.
Marketing All-Year Round
We probably don't have to remind you, but one of the biggest challenges in agriculture is seasonality, and not just concerning agricultural production, but in building and keeping engagement with your audience and customers.
Many farms market heavily during peak season, then go quiet in the off-season. The result? Lost momentum and customers who drift elsewhere. Remember, "Outta sight, outta mind".
Effective farm marketing happens all year round, even when the fields lie dormant. During the growing or production season, marketing should focus on what's available and the urgency of it. What’s fresh right now? What’s limited? What should your customers buy before it’s gone? This is the time to highlight abundance and drive immediate sales.
As the season winds down, the focus of your marketing efforts shifts, which could include promoting bulk purchasing, storage options, or any holiday offerings you might have. Encourage customers to stock up or commit to future purchases, such as CSA shares, meat bundles, or locking in prices on a multi-year contract for your crops.
The off-season is where many farms miss an opportunity. While production may slow or even be nonexistent, your storytelling should not. This is the time to deepen relationships and build new ones, share planning decisions, equipment maintenance, lessons learned this past season, and goals for the coming year. Customers who feel connected to your process are far more likely to return when the season starts again.
It’s also a great time to pre-sell. Whether it’s CSA memberships, breeding reservations, or early product bundles, off-season marketing can help stabilize cash flow and reduce uncertainty.
A simple way to think about it:
In-season: Sell what’s ready
Shoulder season: Extend and retain
Off-season: Build connections and demand for down the road
Consistency across these phases turns one-time buyers into long-term customers.
(Marketing) Tools To Stay Organized
As your farm grows, marketing can quickly become overwhelming. Customer lists, product availability, sales channels, and communication schedules all start to pile up. Without a system, things fall through the cracks, so organization is what turns marketing from reactive to reliable.
At a basic level, every farm should have a way to track customers. This could be as simple as a spreadsheet or as robust as a farm management platform (check out our Getting Started with Contacts how-to guide)! Knowing who your customers are, what they’ve purchased, and how often they buy allows you to communicate more effectively and identify your most valuable relationships.
Inventory awareness is equally important. You can’t market what you don’t have, or heck, even worse, oversell what’s no longer available! Keeping a clear, up-to-date view of what’s ready, what’s coming, and what’s limited helps align your marketing with the reality of what your farm has (or will have) available.
A simple content or communication calendar can also make a significant difference. Planning out when you’ll post updates, send emails, or announce product availability removes the guesswork and, again, helps ensure that consistency.
As operations become more complex, many farms turn to digital tools to bring everything together. Farm management systems like Farmbrite can integrate production tracking, sales, customer data, and task management into one place. This not only saves time but also provides better visibility into what’s working and where to focus.
The goal isn’t to overcomplicate things or add another to-do; it’s to create just enough structure that your marketing becomes consistent, intentional, and allows for growth when the time comes.
Common Mistakes To Avoid
Marketing doesn’t fail because farmers aren’t working hard; rather, it usually fails because efforts are inconsistent, they are unfocused, or they're disconnected from what customers actually want.
One of the most common mistakes is trying to do too much at once. Being on every social media platform, selling through multiple channels, and experimenting with every trend can quickly lead to burnout. Again, start simple and know that it’s far more effective to choose a few channels and do them well.
Inconsistency is another major issue. Posting frequently for a few weeks and then disappearing for months makes it difficult to build trust or stay top-of-mind. Customers need regular reminders that your farm or ranch exists, and that your products are available!
Undervaluing products can also present a frequent challenge. Many farmers price based on fear, and that fear is rooted in losing customers or being undercut, rather than on the true value of what they produce. Competing primarily on price isn't sustainable, especially for small operations. Customers who value quality, local sourcing, and transparency are often willing to pay for it.
Another mistake is failing to communicate clearly. If customers don’t know what you have, when it’s available, or how to buy it, very rarely will they take the extra step to figure it out. Clarity and simplicity drive sales.
And finally, bringing it back to where we started, many farms overlook the importance of relationships. A loyal customer base is more valuable, more predictable, and more likely to advocate for your farm.
Marketing isn’t just about attracting new customers; it’s about keeping the ones you already have and keeping them happy!
Joshua, his wife Jenn, and their dog Rooster live in PA. Joshua is the owner and operator of Hoffman Appalachian Farm, where they grow Certified Naturally Grown hops. Joshua has over twelve years of experience in growing crops, including growing in an organic system. In his spare time, he enjoys trail running, backpacking, and cycling.
