Small-Scale/Hobby Farmer of Agriculture Persona

Role of The Small-Scale/Hobby Farmer

Job Title(s): Small-Scale Farmer, Hobby Farmer, Urban Farmer
Department: Agriculture
Reporting Structure: Self-employed or may report to a local farming cooperative or community organization
Responsibilities:

• Cultivating a variety of crops or raising small livestock for personal use or local markets.
• Managing the day-to-day operations of the farm, including planting, harvesting, and maintenance of crops.
• Implementing sustainable farming practices to enhance soil health and biodiversity.
• Marketing and selling produce at local farmers’ markets, through community-supported agriculture (CSA), or direct to consumers.
• Maintaining records of farm activities, expenses, and income for tracking productivity and financial viability.
  Key Performance Indicators:
• Crop yield and quality of produce.
• Revenue generated from sales of farm products.
• Customer satisfaction and repeat business from local markets.
• Adoption of sustainable practices and their impact on farm productivity.
• Efficiency in resource usage (water, fertilizer, labor).

Additional Persona Notes: Often operates on a smaller scale, balancing farming with other jobs or responsibilities. Values community engagement and sustainability, and seeks affordable tools and resources for farm management and marketing.

Goals of A Small-Scale/Hobby Farmer

Primary Goals:

• Increase crop yield and diversity to support local markets.
• Enhance soil health and sustainability practices.
• Develop a strong brand presence within the community.

Secondary Goals:

• Reduce water usage and improve irrigation efficiency.
• Expand knowledge of organic farming techniques.
• Build relationships with local restaurants and retailers for product sales.

Success Metrics:

• 15% increase in overall crop yield year-over-year.
• 30% improvement in soil health indicators (e.g., organic matter content, pH levels).
• Establish partnerships with at least 5 local businesses.
• Reduce water usage by 20% through improved irrigation methods.
• Achieve 100% compliance with organic farming regulations.

Primary Challenges:

• Limited access to financial resources for expanding operations.
• Seasonal fluctuations affecting crop yields and income stability.
• Balancing time between farming activities and other job responsibilities.

Secondary Challenges:

• Lack of access to advanced farming technology and tools.
• Difficulty in finding reliable markets for selling produce.
• Limited knowledge of sustainable farming practices and pest management.

Pain Points:

• Struggling to maintain profitability while managing input costs.
• Feeling overwhelmed by regulatory requirements and compliance.
• Frustration from inconsistent crop performance and pest issues.

Primary Motivations:

• Desire for self-sufficiency and sustainability.
• Passion for growing organic and healthy food.
• Enjoyment of outdoor activities and connecting with nature.

Secondary Motivations:

• Building community through local markets and farm-to-table initiatives.
• Creating a family-friendly environment and engaging children in agriculture.
• Exploring new hobbies and learning about diverse farming techniques.

Drivers:

• Commitment to environmental stewardship and reducing carbon footprint.
• Interest in the wellness benefits of homegrown produce.
• Desire to contribute to local economies and support small businesses.

Primary Objections:

• High initial investment for farming equipment and technology.
• Limited time to learn and implement new farming practices.
• Concerns about the sustainability of new farming methods.

Secondary Objections:

• Uncertainty about the return on investment for new tools and technologies.
• Difficulty in sourcing reliable information and support for new practices.
• Fear of losing traditional farming techniques and knowledge.

Concerns:

• Maintaining soil health and biodiversity on a small scale.
• Dealing with unpredictable weather patterns and climate change impacts.
• Balancing personal enjoyment of farming with the pressures of profitability.

Preferred Communication Channels:

• Email for receiving newsletters and updates from agricultural organizations.
• Social media platforms (like Instagram and Facebook) for connecting with other farmers and sharing experiences.
• Online forums and communities for asking questions and exchanging tips.
• In-person workshops and local meetups for hands-on learning and networking.

Information Sources:

• Agriculture blogs and websites focused on small-scale farming techniques.
• YouTube channels featuring tutorials and farm tours.
• Local agricultural extension services for advice and resources.
• Books and publications on sustainable farming and gardening.

Influencers:

• Popular small-scale farmers and homesteaders on social media.
• Authors of influential gardening and farming books.
• Local agricultural experts and extension agents.
• Advocates for sustainable and organic farming practices.

Key Messages:

• Cultivate sustainable practices for a healthier planet.
• Connect with local communities through fresh produce.
• Embrace creativity and passion in farming endeavors.
• Leverage technology for efficient farm management.
• Share knowledge and experiences to inspire fellow farmers.

Tone:

• Friendly and approachable.
• Passionate and enthusiastic.
• Supportive and community-focused.

Style:

• Informal and relatable.
• Visual and storytelling-oriented.
• Practical and solution-driven.

Online Sources:

• The Spruce – Gardening
• Mother Earth News
• Rodale’s Organic Life
• Small Farm Nation
• Farmers’ Almanac

Offline Sources:

• Local agricultural extension offices
• Community gardening clubs
• Farmers’ markets
• Workshops and seminars at agricultural fairs
• Library resources on farming and gardening

Industry Sources:

• National Sustainable Agriculture Coalition
• American Community Garden Association
• Small Farm Central
• Local farming cooperatives
• Organic Trade Association