There is value in bargains. We are still able to grow small quantities of old apples that have no room on the grocery shelf but still have room in our customers’ homes. People love getting discounts. Also, when we set the bins out, we allow them to pick their own fruit. There is something about the power of choice that customers really enjoy. We end up saving money and time spent on marketing because of the repeat customer. The relationship that we have with our customers is really hard to put a price tag on.
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Sam Hall, Bush-N-Vine Farm, York, SC
I have found Facebook marketing to be very beneficial. You get more bang for your buck, because not only is it significantly less expensive than advertising in newspapers, magazines, and on the radio, but I can also market to specific areas based on the demographics I am looking for. I have also found that it is important to use your logo as your profile picture across all marketing channels because it helps create a brand, and people will be able to recognize you anywhere.
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Ben Wenk, Three Springs Fruit Farm, Aspers, PA
The most important thing I’ve learned about marketing is the value of authenticity. Just because your customers might not know what sand, silt, and clay are doesn’t mean they can’t spot a phony. Don’t put on airs – let your personality show. Don’t let your marketing feel too rigid, stiff, and buttoned up. Make it fun, make it relatable, and make it uniquely yours.
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Emma Reynolds, Reynolds Farms, Inc., Lake Placid, FL
I’ve realized that 90% of marketing is getting someone to actually pick up and buy your product. The other 10% is actually having a good product. Our world has become so instantaneous and on demand that one really needs to be in all forms of social media to be effective. People eat and shop with their eyes. A good logo, slogan, or reputation will go a long way to gaining and keeping customers.
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Garret Patricio, Westside Produce, Firebaugh, CA
In today’s world of email, technology, and rapid data transmission, there is still no replacing a good in-person meeting or visit with a valuable customer. Each new buyer demands our attention, intention, and support. New buyers typically have multiple suppliers to meet, and a different way of doing business. Putting a name with a face and a brand has ultimately been very valuable to us.
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Eli Shanks, Abby Lee Farms, Phoenix, AZ
I try to connect by meeting my customer personally whenever possible, whether they are the final customer at a farmer’s market or the buyer for a chain of grocery stores. I make a point of visiting each store and market stand frequently to talk to buyers and customers, and to see our display. In order to give our farm that personal feel, we have a simple name and a simple logo that accentuates the local nature of the produce, and lets buyers know that it was grown in Phoenix and sold in Phoenix.
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Mark Boyer, Ridgetop Orchards LLC, Fishertown, PA
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Sam Hall, Bush-N-Vine Farm, York, SC
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Ben Wenk, Three Springs Fruit Farm, Aspers, PA
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Emma Reynolds, Reynolds Farms, Inc., Lake Placid, FL
Whether your business is in its beginning stages of development or is already established and in need of increased visibility, establishing a solid marketing plan will help set you on the path to success.
We talked with 14 creative GenNext Growers and asked them to share their marketing wisdom including advice on branding, creating logos, and social media tips.
Stay tuned to GrowingProduce.com for Part II featuring the remaining seven GenNext growers.
June 29, 2015 
