Farm-to-Table Marketer of Agriculture Persona

Role of The Farm-to-Table Marketer

Job Title(s): Farm-to-Table Marketer, Local Food Advocate, Agricultural Marketing Specialist
Department: Marketing
Reporting Structure: Reports to the Marketing Director or Agriculture Program Manager
Responsibilities:

• Developing and executing marketing strategies to promote farm-to-table initiatives.
• Building relationships with local farmers, restaurants, and consumers to facilitate direct sales.
• Creating engaging content for social media platforms to raise awareness about local produce and sustainable practices.
• Organizing events such as farmers’ markets, farm tours, and community workshops to connect consumers with local agriculture.
• Analyzing market trends and consumer preferences to inform marketing strategies and product offerings.

Key Performance Indicators:

• Increase in sales of local produce through direct marketing efforts.
• Growth in social media engagement and followers related to farm-to-table content.
• Number of partnerships established with local farms and restaurants.
• Attendance and participation rates at organized events.
• Consumer feedback and satisfaction ratings regarding local food initiatives.

Additional Persona Notes: Focuses on promoting local, sustainable agriculture by connecting consumers directly with farmers. Utilizes digital marketing tools and community engagement strategies to enhance visibility and sales of farm-fresh products.

Goals of A Farm-to-Table Marketer

Primary Goals:

• Increase consumer awareness of local produce and its benefits.
• Boost sales through direct marketing strategies such as farmers’ markets and online platforms.
• Establish strong partnerships with local farmers and producers.

Secondary Goals:

• Expand the reach of marketing campaigns to attract a broader audience.
• Enhance customer loyalty through community engagement and education.
• Develop content that highlights the stories behind local farms and products.

Success Metrics:

• 15% increase in sales from direct-to-consumer channels.
• 20% growth in social media followers and engagement.
• 30% increase in participation at local farmers’ markets.
• 80% of customers report awareness of local produce benefits.
• Establishment of at least 5 new partnerships with local farmers each quarter.

Primary Challenges:

• Building awareness and trust among consumers regarding local produce.
• Competing with larger grocery chains and their pricing strategies.
• Managing logistics and supply chain issues for timely delivery of fresh produce.

Secondary Challenges:

• Limited access to technology and digital marketing tools among local farmers.
• Difficulty in educating consumers about the benefits of farm-to-table practices.
• Seasonal fluctuations in product availability affecting marketing strategies.

Pain Points:

• Struggling to create effective marketing campaigns on a limited budget.
• Balancing the need for online presence with the personal touch of local marketing.
• Overcoming consumer skepticism about the quality and safety of local products.

Primary Motivations:

• Promoting sustainable agriculture practices.
• Connecting consumers with local farmers and fresh produce.
• Encouraging healthy eating habits within the community.

Secondary Motivations:

• Building a strong brand identity for local food products.
• Fostering community relationships and support for local economies.
• Educating consumers about the benefits of farm-to-table practices.

Drivers:

• Personal commitment to environmental sustainability.
• Desire to support small-scale farmers and local businesses.
• Passion for creating awareness about food origins and quality.

Primary Objections:

• Perceived high cost of sourcing local produce.
• Limited consumer awareness and understanding of farm-to-table benefits.
• Logistical challenges in maintaining fresh produce supply.

Secondary Objections:

• Concerns about the reliability and consistency of local suppliers.
• Resistance from traditional retailers to change their sourcing methods.
• Uncertainty about the scalability of farm-to-table initiatives.

Concerns:

• Ensuring sustainable farming practices among local producers.
• Building a loyal customer base while competing with larger retailers.
• Addressing seasonality and availability of local produce.

Preferred Communication Channels:

• Email for official communications and newsletters.
• Social media platforms (Instagram, Facebook) for engaging with customers and promoting local produce.
• In-person meetings at farmers’ markets and community events for direct customer interaction.
• Webinars and online workshops for education and networking with other industry professionals.

Information Sources:

• Agriculture and sustainability blogs for the latest trends and practices.
• Industry reports and market analysis from agricultural associations.
• Local agricultural extension services for research and resources.
• Networking events and trade shows focused on farm-to-table initiatives.

Influencers:

• Local chefs and food bloggers who advocate for farm-to-table dining.
• Nutritionists and health advocates promoting local and organic foods.
• Community leaders and activists focused on sustainable agriculture.
• Successful farm-to-table brands and entrepreneurs as case studies.

Key Messages:

• Connect consumers with the source of their food.
• Promote the benefits of eating locally and seasonally.
• Highlight the stories and practices of local farmers.
• Advocate for sustainable and ethical farming practices.
• Foster community relationships through accessible food sources.

Tone:

• Warm and inviting.
• Passionate and engaging.
• Informative and educational.

Style:

• Conversational and relatable.
• Visual and storytelling-focused.
• Authentic and transparent.

Online Sources:

• Local Harvest
• Farmers Market Coalition
• Eat Well Guide
• Food & Wine Magazine
• GrowNYC

Offline Sources:

• Farmers’ markets
• Agriculture trade shows
• Local food festivals
• Community workshops
• Networking events with local farmers

Industry Sources:

• American Farm Bureau Federation
• National Farmers Union
• Local food advocacy organizations
• University agricultural extension services
• Regional sustainable agriculture networks