Catalog Description

Hours: 36 lecture
Description: Overview of direct farm marketing. Includes innovative marketing alternatives for the small to medium size grower, methods of product development, promotion, pricing and distribution. (not transferable)

Course Student Learning Outcomes

  • CSLO #1: Evaluate and select the most appropriate marketing channels for specific agricultural products based on product characteristics, customer demographics, and business goals.
  • CSLO #2: Develop and present a comprehensive direct marketing plan for a specific agricultural enterprise that includes target market analysis, channel selection, promotional strategies, and budget considerations.\\n
  • CSLO #3: Define and differentiate between various direct-to-consumer marketing channels available to agricultural producers including farmers markets, CSAs, farm stands, e-commerce, and agritourism
  • CSLO #4: Design and develop compelling brand identities and marketing materials that effectively communicate a farm's values and product benefits.\\n
  • CSLO #5: Calculate and compare the profitability and resource requirements of various direct marketing channels to inform business decisions.\\n
  • CSLO #6: Plan and organize seasonal marketing activities that align with production cycles and consumer demand patterns.

Effective Term

Fall 2026

Course Type

Credit - Degree-applicable

Contact Hours

36

Outside of Class Hours

72

Total Student Learning Hours

108

Course Objectives

  1. Evaluate various direct marketing channels and select appropriate options for specific farm enterprises.
  2. Develop a comprehensive marketing plan for a direct-to-consumer agricultural business.
  3. Apply market research techniques to identify target customers and their preferences.
  4. Design effective branding and messaging for farm products
  5. Implement digital marketing strategies including social media and e-commerce.
  6. Calculate appropriate pricing strategies for direct market products.
  7. Identify relevant regulations and best practices for food safety and labeling.

General Education Information

  • Approved College Associate Degree GE Applicability
    • AA/AS - Social and Behavioral Sciences
  • CSU GE Applicability (Recommended-requires CSU approval)
    • Cal-GETC Applicability (Recommended - Requires External Approval)
      • IGETC Applicability (Recommended-requires CSU/UC approval)

        Articulation Information

        • Not Transferable

        Methods of Evaluation

        • Classroom Discussions
          • Example: After watching videos of food handling, students will critique and identify proper and improper handling of produce after harvest through classroom discussion. Students will be evaluated for participation and identification of proper and improper handling techniques.
        • Objective Examinations
          • Example: Students will answer exam questions to assess objectives. Example multiple choice question: How could the Pathogen " Staphylococcus Aureus" be a risk in a food business where there is open food or hand-packed food? Possible answers: A. The pathogen lives on the hands and can be passed on easily B. It is in the air and can land on food items not covered C. By handling the open food, you increase the risk of cross contamination from the pathogen from your hands to the food D. It can fly from one surface to another and contaminate food items
        • Projects
          • Example: Students will develop a direct farm marketing plan for the business of their choice. The business may be an existing one, a nonexistent one you are interested in, or one the student is interested in starting in the future. The business plan will be assessed for inclusion of market and competitor information, outlining the part of the market being targeted, key competitors and what differentiates the business from them. It should also include the sales and marketing strategy, as well as information on how the product or service will be priced, channels to market, and advertising and marketing plans.
        • Reports
          • Example: Students will write and present results from interviews of local producers. These reports will include challenges the producer has encountered with customers and or licensing agencies as well as what has worked well. In addition, marketing strategies for products must be identified. Performance will be evaluated for completeness, accuracy and proper use of terminology related to agricultural product marketing.

        Repeatable

        No

        Methods of Instruction

        • Lecture/Discussion
        • Distance Learning

        Lecture:

        1. Proper produce handling techniques will be illustrated by the instructor followed by student demonstration.
        2. Instructor will present videos illustrating good and poor customer service. These videos will lead to an instructor facilitated discussion of customer service practices and student role playing demonstrating good customer service practices. Objective: 7

        Distance Learning

        1. On a weekly basis, with instructor oversight and facilitation, students will discuss media articles they have read. Guided by the instructor, discussion will focus on the impacts to agriculture business and direct marketing and how management is affected by the issue. An example article topic may be changes to policy leading to laws regarding the use of pesticides. Instructor will prepare and deliver a lecture on management styles. In class discussion and lecture will include examples of current challenging business situations in agriculture business and economics. Students will work collaboratively in small groups and analyze a case study. Groups will report out on details of case study and proposed solutions to the situations

        Typical Out of Class Assignments

        Reading Assignments

        1. Students will read a variety of subscription contracts for produce and evaluate their differences based on specific operational needs in written format or in group discussions. 2. Students will read Placer/Nevada County Agriculture Marketing materials and identify available marketing resources and programs. Knowledge of these marketing resources and programs will be applied to class discussions on marketing strategies for various products throughout the semester.

        Writing, Problem Solving or Performance

        1. Students will visit and interview a producer featured in the "Placer County Agriculture Guide" regarding their marketing strategies and the benefits and challenges they have experienced with direct farm marketing. A report will be written which will include the interview results. 2. Students will visit a minimum of two Farmers' Markets to observe direct marketing strategies and techniques. A written report will be completed comparing and contrasting the markets.

        Other (Term projects, research papers, portfolios, etc.)

        Required Materials

        • Placer County Agriculture Guide
          • Author:
          • Publisher:
          • Publication Date: Annual
          • Text Edition:
          • Classic Textbook?:
          • OER Link:
          • OER:
        • Farm-direct Marketing: An Overview and Introduction
          • Author: Larry Lev
          • Publisher: Washington State University
          • Publication Date: 2023
          • Text Edition: 1
          • Classic Textbook?: No
          • OER Link:
          • OER: chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/https://extension.oregonstate.edu/sites/extd8/files/documents/pnw201.pdf
        • Farm-direct marketing: Merchandising and pricing strategies
          • Author: Larry Lev
          • Publisher: Oregon State University
          • Publication Date: 2024
          • Text Edition: 1
          • Classic Textbook?: No
          • OER Link:
          • OER: https://extension.oregonstate.edu/catalog/pnw-203-farm-direct-marketing-merchandising-pricing-strategies
        • Farm-direct Marketing: Food Safety and Product Quality
          • Author: Christy Anderson Brekken
          • Publisher: Christy Anderson Brekken
          • Publication Date: 2023
          • Text Edition: 1
          • Classic Textbook?: No
          • OER Link:
          • OER: chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/https://extension.oregonstate.edu/sites/extd8/files/documents/pnw687.pdf

        Other materials and-or supplies required of students that contribute to the cost of the course.