March 2025 - 38

FARM MARKET & AGRITOURISM
BY BRIAN MOYER | PENN STATE EXTENSION
Crafting a strong value proposition
for retail farm markets
O
ne of the benefits of my work with Extension is
that I get to visit a lot of markets. Every market
is unique, and each one, either consciously or
unconsciously, reflects its values and the reason each
is in this business.
A well-defined value proposition is essential for
retail farm markets to stand out in a competitive
landscape. It communicates the benefits and value
your farm offers to customers, helping to attract and
retain loyal patrons.
A value proposition is a clear statement that
explains how your product or service solves
customers' problems or improves their situation,
delivers specific benefits and tells customers why
they should buy from you. It highlights the value your
product or service provides and is designed to make
your offering more attractive to potential customers.
Here's how to create and leverage a compelling value
proposition for your retail farm market:
Identify unique selling points (USPs)
Determine what sets your farm apart from others.
This could be anything from organic farming practices
or heirloom varieties to farm experiences. Highlight
these USPs in your value proposition to show
customers why they should choose your products
over competitors.
Perhaps it's your community engagement. For
example: " Our farm is deeply rooted in the
community, participating in local events and
supporting local charities. "
Communicate clear benefits
Your value proposition should clearly articulate the
benefits customers will receive. Focus on how your
products improve their lives, whether through superior
taste, health benefits or supporting local agriculture.
Make sure these benefits are specific and tangible:
" Experience the difference of farm-to-table
freshness with produce harvested just hours before
it reaches your hands. "
Create a consistent message
Ensure your value proposition is consistently
communicated across all marketing channels,
including your website, social media, signage
and packaging. Consistency helps build trust and
recognition among customers.
Leverage customer testimonials
Positive feedback from satisfied customers can
reinforce your value proposition. Share testimonials
and reviews that highlight the benefits and unique
aspects of your products. This social proof can be very
persuasive to potential customers.
Showcase your farm's story
People love to know the story behind their food.
Share the history of your farm, your farming
practices and the people who make it all happen.
This personal connection can enhance your value
proposition and make your farm more relatable
and trustworthy.
Offer exceptional customer service
Great customer service can be a significant part
of your value proposition. Ensure your staff is
knowledgeable, friendly and ready to assist customers.
Employees should understand that they have the
responsibility to delight the customer. A positive
38 | MARCH 2025
March 2025

Table of Contents for the Digital Edition of March 2025
