Most Farms operate as a family business. As a result, there comes a time when the next generation has to take over the Farm. To take the business to the next level, it’s essential to understand how the world has evolved, keep up with the times, and adapt your Farms’ business model to move forward.

When you think about your Farm brand, there are multiple elements to consider. On the surface, there’s your Farm name, logo, brand voice, color palette, and imagery (to name a few). These are elements that your Buyers will begin to connect with and recognize. Beneath that is your Farm’s messaging. This will determine Buyers’ experiences when reading your email newsletters, looking at your social posts, or visiting your Farm in person or at the market.

When building your Farm’s online brand presence, we often remind Farmers to consider: “What Would Amazon Do?” Buyers are conditioned by billion-dollar brands and expect the same convenience of ordering from your Farm anytime, anywhere.

Today, Americans no longer use phone books or Yellowpages to look up information about your Farm. Instead, everyone expects to find your Farm online, including the ability to shop directly from you. However, having a Farm website is no longer enough to stay competitive in today’s market.

As Farmers look to sell direct-to-market, it is important to consider how to attract and grow your customer base. Farms with a large, diverse set of customers enjoy more consistent sales, ongoing demand and better resilience. There are a variety of options for Farmers to reach potential customers, including word of mouth, email, and social media.