General Agricultural Observations 2001

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General Agricultural Observations2001

• Row crops
• Swine
• Forestry
• Poultry
• Cattle
• Green Industry
• Fresh Produce

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Two Tiers of Vegetable Marketing

• Large scale commercial production
• -high risk/ high return
• -win big/ lose big
• -susceptible to market prices, crop failures
• Small scale roadside and U-Pick production
• -low risk, low input
• -crop failures have less impact

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Roadside and U-Pick Observations

• Low overhead
• Commodity prices dont matter (profit selling)
• Make the crop, make money if you have the sales
• Consumer characteristics
• -Fair Price -Quality Product -On-Farm
  Experience
• - Demographics (age, income, etc.)

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Building on Bright Future

• 30 growers in this type business
• 8 new-comers in the past two years
• Make money if we make sales
• Draw more people to their business
• Joint promotion (not joint marketing)
• Let people know of sources they may not know about

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Benefits of Joint Promotion

• More economical
• Allows for greater means of advertising
• Individual farm promotion is
• -less affordable
• - less visible
• -less effective
• Shopping Center concept

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Put Plan in Motion

• Applied for funding (20,000)
• Held educational meetings for growers
• Developed Articles of Incorporation
• Formed an 18 member farmer cooperative
• Sought funding
• - Commissioner of Agriculture
• - Legislators
• - Board of Commissioners

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Formed Co-op in 2002

• 250 membership
• Set deadline for membership
• Advertised in paper
• Adopted by-laws
• Elected officers and Board of Directors
• Planned promotional activities

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Promotions

• 20,700 brochures
• 20,700 self mailers (Female, 35-70)

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Promotions

• 20,700 brochures
• 20,700 self mailers (Female, 35-70)

• Caps, pens, koozies, mugs, magnets, key rings

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Promotions

• 20,700 brochures
• 20,700 self mailers (Female, 35-70)
• Caps, pens, koozies, mugs, magnets, key rings

• Signs (Member, commodity, arrows)

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Promotions

• 20,700 brochures
• 20,700 self mailers (Female, 35-70)
• Caps, pens, koozies, mugs, magnets, key rings
• Signs (Member, commodity, arrows)

• Website (www.farmfreshtattnall.com)

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Promotions

• 20,700 brochures
• 20,700 self mailers (Female, 35-70)
• Caps, pens, koozies, mugs, magnets, key rings
• Signs (Member, commodity, arrows)
• Website (www.farmfreshtattnall.com)

• Television

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Goals

• Make Tattnall County the place people come to
  for fresh produce
• Help farm families regain financial stability
• Build on agriculture (our economy)
• Draw people to the county, and provide
  opportunity for them to spend money with other
  local businesses
• Enjoy a drive through the countryside
  (agritourism)

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Results

• Free Media Coverage
• - Atlanta Journal Constitution
• - Macon Telegraph -The Connector
• - Tattnall Journal - Glennville Sentinel
• - Enterprise Dealer - Coastal Courier
• 30 increase in traffic reported by Farm Fresh
  Tattnall members
• Estimated increase in sales of 180,000

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2003 Activities

• Brochures (mailings in March-13,000 May- 17,000
  August-14,000) 9 counties
• Corporate Sponsors (500/ad in May and August)
• Glennville Onion Festival
• WIC Program (12,264 redeemed, 60)
• T.V. ads (March,May,Aug.) New fall production
• Eye on Business
• Website (over 700 hits per month 24 months)
• Another 30 increase in customer traffic

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2004

• 40,000 Brochures (March, May, August)
• TV ads (March, June, August)
• Radio ads (June)

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2004

• 40,000 Brochures (March, May, August)
• TV ads (March, August)
• Radio ads (June)
• WIC Nutrition Program (13 of 17 farms) Over
  17,000 redeemed
• CAED Survey (200 individuals)
  47 Word of mouth, 35 brochures, 31 signs

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2005

• 40,000 Brochures (March, May, August)
• TV ads (March, June, August)
• Radio ads (June, July)
• WIC Nutrition Program (9 of 13 farms) Over
  17,000 redeemed
• CAED Survey (Similar results)

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2006

• 35,400 brochures (May, August) 2
  mailings, GHI - gt30,000, 8 ads/brochure
  8counties (Tattnall, Toombs, Candler, Evans,
  Liberty, Long, Wayne, Appling)
• New TV ad

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2006

• 35,400 brochures (May, August) 2
  mailings, GHI - gt30,000, 8 ads/brochure
  8counties (Tattnall, Toombs, Candler, Evans,
  Liberty, Long, Wayne, Appling)
• New TV ad
• WIC Program strong
• New Mail list - 25/1000 (911 addresses)

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2006 Budget

• Income 16,250
  5,000 Commissioners
  8,000 ads
  3,250 dues
• Expenses ?????
• Brochures - 15,600 (.206 print, .27 postage,
  address)
• New Mail list - 800
  
• TV ads WTOC 600 rotator (15 ads)
• - WPHJ 225/mo. (40spots)
• Radio ads - 15.50/60 sec. spot (20-25
  spots)
• 8,000 of the original in 2001 we still draw from
  annually

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Success

• 5 years old
• 20-30 increase in customer traffic every year
  reported by nine farms
• Sold 64 ads to 22 different businesses (10 pubs
  in 4 years)
• Website avg. 625 hits/mo. since May 2002
• Deemed a gem, and our best opportunity to
  promote Tattnall County according to Exec. Dir.
  of One Georgia Authority

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