Marketing is so much more than ads—it’s about crafting a clear message that resonates with the right people, helps them understand your value, and encourages them to buy. For small farms, understanding and applying the basics can transform how customers see your business. KCARD’s marketing services are designed to help you build this foundation by offering one-on-one support, branding guidance, market research insights, and practical tools to strengthen your outreach.
The Marketing Mix: 4 Ps + 3 Cs
Product: Think beyond what you're growing. Packaging, branding, and even offering experiences or value-added products (like jams or bundles) can set you apart.
Price: Price competitively by factoring in both direct costs (seeds, labor) and indirect costs (branding, distribution). Transparency with customers builds trust.
Place: Choosing your sales channel—farm stand, CSA, farmers market, or local restaurants—shapes everything from packaging to pricing to branding.
Promotion: From social media and email to flyers and in-person events, tailor your promotional tactics to where your ideal customer spends their time.
And don’t overlook the 3 Cs:
Cost: What is affordable for both you and your customer? Think about not only the price of your product and the profit you earn, but also the cost of your customer coming to you. Is your product easily available?
Communication: How will you convey your value? How do you continue to build your relationship with your customer after they made their purchase?
Consumer: Who are you targeting, and what do they want? Demographics, lifestyle, and preferences should steer your messaging.
Action Step
Draft a customer persona: age, income, values, what they expect from your farm. This persona is your ideal customer(s). Create a character with a backstory – what do they need? What problem are you solving for them based on your product(s)? This persona will anchor your product decisions, pricing, and communication strategies. KCARD can help you refine this persona and apply it across your business plan. Contact us at (859) 550-3972 or kcard@kcard.info.