Winter Business Intensive: Markets and Marketing

About this event

Find the Market That Fits the Farm

Winter Business Intensive: Markets and Marketing will help farmers look beyond what they can produce and focus on who will buy it. The fourth session in Appalachian RC&D’s 2026-27 Winter Business Intensive is scheduled for November 17 from 6 to 9 p.m. at the Langston Centre in Johnson City, Tennessee.

The session gives participants an opportunity to examine customers, sales channels, pricing, promotion, and the practical demands that different markets place on a farm business.

Compare Sales Channels Before Committing

Markets and Marketing participants can examine options such as farmers markets, farm stands, community-supported agriculture programs, restaurants, wholesale buyers, and other outlets. Each channel comes with different expectations for pricing, volume, packaging, delivery, and customer communication.

A market with strong sales potential may also require more transportation, packaging, labor, or production consistency. Farmers can compare those demands with their operations’ actual capacity before deciding where to invest time and money.

The session also encourages producers to consider whether a market aligns with the farm’s scale and long-term goals rather than chasing every possible sales opportunity.

Build a Clear Message for Customers

Marketing is not only about choosing where to sell. Farmers also need to communicate what they offer, why it matters, and how customers can buy it.

Participants can think of branding, promotion, and customer communication as tools that support the business, not separate tasks. A clear message can help a farm explain its products, production practices, availability, and value without relying on vague claims or constant discounting.

Use Marketing Information in the Business Plan

Market decisions affect production planning, infrastructure, and finances. A farmer who knows which customers matter most can make better decisions about crop mix, livestock numbers, harvest timing, packaging, and delivery.

This November 17 session is part of an eight-session series that guides participants toward a stronger farm business plan. Appalachian RC&D says qualifying graduates can also earn Tennessee Agricultural Enhancement Program education credit toward eligible Producer Diversification requirements.

Read our full-length articles about educational and grant opportunities here!

From Appalachian Resource Conservation & Development Council