Photo Credit: Edwin Remsburg
BEGINNING FARMER SUCCESS FALL 2018
ARE YOU FOLLOWING THE LAW WHEN YOU FIRE PROBLEM EMPLOYEES By: Paul Goeringer, University of Maryland I recently contributed an article to Progressive Forage magazine on how to properly fire an employee. Progressive Forage recently published the article in the September issue.
There are many considerations that a producer should consider if it becomes necessary to fire an employee. Before firing a farmhand, you should be giving feedback and evaluating employee performance. Conduct these evaluations positively. The article highlights additional steps to terminate an employee properly. To read the article, click here.
2018 Agricultural and Environmental Law Conference The Agricultural and Environmental Law Conference brings together members of the Delmarva’s farming and conservation communities to allow for dialogue and an exchange of ideas and information on the complex intersection of environmental regulation and agriculture in Maryland. This conference will feature a range of experts who will share ideas, opinions, and information on current legal issues that impact Delmarva’s agricultural and environmental communities. Previous year’s conferences have featured topics such as agritourism, aquaculture leasing, anaerobic digesters, alternative energy on the farm, developing topics in agricultural and the environment, and nutrient management.
In This Issue: Are you following the law when you fire problem employees Pg 1 Packaging That Sells Pg 2-3 Beginning Farner Training Program– Applications open Pg 3 Upcoming Events Pg 4 Events of Interest Staying Connected Pg 5
To register for this year’s conference or for more information visit http://go.umd.edu/aleiconf
Packaging That Sells By: Ginger Myers Ag Marketing Specialist, University of Maryland Extension Packaging is more than just a way to get your product from A to B — it’s also an incredibly valuable customer touchpoint. In today’s age of “Social Media” moments and You Tube videos, your product packaging is an additional way to get extra marketing mileage for your “brand”. A product's packaging communicates many things, from what the product can do for your customers to your company's values. It is important to take some time deciding exactly what you want to accomplish by packaging your item, because for most food products, almost a quarter of the cost per unit that is realized comes from the price paid for packaging. While the primary function of packaging is often containment, how you package your product and now how that packaging pairs up with your target customers values is emerging as an important product differentiation variable. For example, the emergence of packaged meals and direct to the customer’s door delivery has weathered most of the model’s growing pains. But how will these models differentiate themselves and attract new customers? They have already tapped into their target audience’s desire for convenience in their food preparation. Since they have identified their customer’s key value points, they can start marketing to those as well. ButcherBox is a meat delivery service, which ships 100% grass-fed beef, free range organic chicken and heritage breed pork directly to their customer’s door. Vericool, makers of high-performing compostable insulation and recyclable thermal packaging, has announced a $10M packaging partnership with ButcherBox to provide sustainable packaging to safely deliver their product to their environmentally conscientious customers.
Protection: Protecting the product from microorganisms, rodents, dust, external contaminants, humidity, and light is a crucial function. Protection is also the most important consideration in determining shelf life of food products. From intentional tampering From shock and vibration during handling and transportation. Which of these applies to your product? Is your packaging part of your brand identification- your logo, package size or shape, how it’s sealed, disposal of the packaging? Does Product and Packaging Stand Out? Some experts think that the package design is more important than the product itself for attracting customers. People buy with their eyes. Does your packaging reflect the quality of your product and create a memorable link to make the product easier to find and purchase again? Pass the five-year-old test If you can describe your product to a five-year-old, send them into a store or into the farmers market to find it, and actually get it, your packaging creates an iconic connection. Consumers will come back week after week looking for it. The key to this stickiness is a distinctive brand mark. For example, you could tell a five-year-old, to get the salt pack with the girl in a yellow coat with an umbrella on it; she will come back with Morton Salt. Similarly, ask for the blue pack with the big black and white cookie splashed in milk, and he will return with a package of Oreos.
Step 1– Know Your Product and Brand There are many reasons why we package food for sale. Primary Functions Containment: Containing or holding the product without necessarily protecting it is a very basic function of a package. Continued on next page>>> 2
Step 2– Know Your Customer Your target market will greatly impact the type of experience your customer will expect on receiving your product. Being focused on a market niche means that your first concern is not your product, itself, but how your product fits into the needs of the target market that you have chosen. When you are focused on the customer, you will want to learn how your target group relates to these issues. The customer’s needs and wants, and how closely they align with the products and services you offer are the bases of your marketing efforts. Knowing that your customers like the reassurance of a shrink-wrapped lid on a bottle of BBQ sauce, or that they want 8,” rather than 12,” pies (as they become empty nesters) can make all the difference between an effective, or ineffective marketing strategy. The process of framing a niche market takes a bit of work that will have to be re-addressed as your business develops; these questions must be asked regularly – with an openness to realize that the issues and responses will change.
Step 3– Consider Some Practical Variables So, what are the tangible aspects of product packaging that you need to consider? Durability: Even the most beautiful package won’t make a good impression on your customer is easily damaged. Consider your product and what kind of protection it might need. Is it breakable? You’ll definitely want to include elements to protect your product either in the packaging itself or in a separate box. Function: Is your product perishable? If so, then your product packaging might need to include an airtight component. Display and Carrying: Does your product packaging allow it to display well on a store shelf or on your market table? Odd shaped packages can fall over or are hard display neatly. Does your packaging make it more difficult for your customer to carry or position in their shopping bag?
A free, year-long program with 3 levels from entry-level to advanced. Applications for the 2019 season are now OPEN! The BFTP offers a year-long immersive training experience that combines a comprehensive classroom curriculum with hands-on learning at Chesapeake region farms that employ practices that are profitable, protect land and water, and build healthy communities. We offer 3 training levels, designed to meet the specific needs of beginning farmers at different stages in their careers. This is a region-wide program, open to beginning farmers in MD, VA, DE—including the Delmarva Peninsula—and DC, WV, and PA. We offer farmer-to-farmer training opportunities throughout the Chesapeake region, and classroom requirements may be completed inperson or online. We offer training in diverse operation types, including vegetables, fruit, cut flowers, herbs, and livestock at urban, peri-urban, and rural farm settings. The program is also designed with built-in scheduling flexibility to allow new farmers to further their training while maintaining their own farms or other work.
The final submission deadline is October 15, 2018. Detailed program information and instructions on how to apply are on our website HERE. Questions? Please contact Sarah Sohn, BFTP Director: email@example.com.
Upcoming Events September 9/22– Seed Saving How-To Workshop 9/22– Crop Production, Harvesting, and Marketing Workshop: Jamaican Callaloo and Scotch Bonnet Peppers 9/24– Urban Farmer Field School: Insurance and Business Structures 9/26– MidAtlantic Women in Agriculture Webinar: Farm Recordkeeping 9/26– Lavender Fields: Succession Planting, Agritourism, and Value-Added Products 9/28– Understanding Acidic Foods Workshop
October 10/10– MidAtlantic Women in Agriculture Webinar: Smart Choice Health Insurance 10/10– Cultivate Baltimore: Marketing Your Farm and Building a Brand 10/12– Annie’s Project Fall Farm Tour 10/20– Double Oak Farm Garden Tour
10/23– Annie’s Project: Women Managing Commercial Poultry Series 10/24– MidAtlantic Women in Agriculture Webinar: Preparing Your Marketing Efforts for the Holidays 10/30– Food for Profit Workshop
November 11/8– Agricultural and Environmental Law Conference 11/13– Sowing the Seeds of Social Media Success– Strategic Market Planning 11/14– MidAtlantic Women in Agriculture Webinar: Farm Lease Agreements 11/30– 29th Annual Harvest Breakfast:’”How Extension Works For You”
Click event for details, or visit: extension.umd.edu/events for a full list of events.
Events of Interest
FOR FARMERS, SERVICE PROVIDERS, AND SOIL HEALTH ENTHUSIASTS: A FULL DAY OF LEARNING FROM FARMERS AND OTHER EXPERTS ABOUT LATEST INNOVATIONS IN SOIL HEALTH AND FERTILITY. REGISTRATION NOW OPEN SIGN UP HERE!
Get Connected! www.extension.umd.edu/NewFarmer
Click here to receive this newsletter every month â€œThis material is based upon work that is supported by the National Institute of Food and Agriculture, U.S. Department of Agriculture, under award number #2012-49400-19552. Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the author(s) and do not necessarily reflect the view of the U.S. Department of Agriculture.
The University of Maryland, College of Agriculture and Natural Resources programs are open to all and will not discriminate against anyone because of race, age, sex, color, sexual orientation, physical or mental disability, religion, ancestry, or national origin, marital status, genetic information, or political affiliation, or gender identity and expression.