Now, you can easily edit the price and quantity of subscription orders to protect your Farm profit margins and keep your recurring revenue programs running smoothly. Subscriptions are the best way to transform one-time buyers into loyal, repeat customers, and these new tools make managing them simpler than ever.

Introducing More Flexibility: Subscription Order Adjustments

At the request of Farmers like you, we recognized that you needed more flexibility and an easier way to manage subscriptions as business conditions change. 

With Barn2Door’s latest product updates, you can now easily modify existing subscription orders in just a few clicks:

• Adjust Quantities: Need to change the amount of a product in a subscription? You can modify the quantity for a single upcoming fulfillment or for all future orders from a specific date forward.

• Adjust Pricing: When your costs go up, your prices need to follow. Now you can update the price for all future subscription orders from a specified date, ensuring your business stays profitable.

To maintain the trust you've built with your buyers, our system automatically sends an email notification detailing any adjustments you've made to their subscription. This transparency keeps your customers informed and confident in their purchase.

Simple Management and a Clear Audit Trail

When you're managing tens, hundreds, or even thousands of orders, the last thing you need is complicated software. We designed this feature to make managing subscription changes simple, fast, and easy to track.

In just a few clicks, you can see a complete history of every change made to a subscription. Clear banners are automatically added to the order, showing:

• Price Adjustments: See the exact date a price was changed (up or down).

• Quantity Changes: The specific date your quantity is adjusted (up or down) is called out separately.

• Black-out Dates: For your convenience, any upcoming Black-out Dates (e.g. holidays) are showcased in the upcoming orders for total visibility.

With these changes, Barn2Door helps you streamline subscription adjustments and readily see the timeline and edits in a single view. If a customer ever has a question about their subscription, you have all the details at your fingertips, ready to answer them in seconds.

Conclusion

In a business where costs can change overnight, having flexible tools is critical. Barn2Door's new subscription editing features give you the control, visibility and audit controls you need to manage your recurring revenue with confidence, save time on office work, and keep your loyal buyers happy. By making it simple to adapt, you can ensure your subscription program remains a profitable and predictable foundation for your farm business.

Barn2Door offers software for Independent Farmers to create and promote their brand, sell online and in-person, and save time managing their business. If you’re curious to learn more, watch this 5-minute video.

If you want to grow sales and keep customers coming back, there is one proven strategy: expand your shopping cart to capture a larger share of your buyers' monthly food budget.

That is the lesson from Dan and Debbie’s Creamery in Iowa, shared by Josie Rozum on the Independent Farmer Podcast. Josie’s family Farm has transformed from a single-product dairy into a full-service local food market. They did it by partnering with other Farms and marketing those products strategically alongside their core offerings.

Dan & Debbie’s Creamery offers a clear blueprint for how any Farmer can expand offerings, increase average order size, and create a one-stop shop for customers.

Why Expanding the Farm Cart Boosts Sales

When Dan and Debbie’s Creamery opened, they sold only their core dairy products: bottled milk, cheese, butter, and ice cream.

Josie quickly realized that it was difficult to get customers to drive to the store just for one item like a gallon of milk. Shoppers want convenience. They want to check multiple items off their grocery list in one stop.

By offering complementary Farm products such as honey to go with butter or jam to pair with cheese, the Creamery created a fuller shopping experience. Over time, their Farm became a destination for local food shopping.

The results:

• Buyers spend more per visit.

• Partner Farms gain an outlet for their products.

• The Creamery builds its reputation as a trusted brand for local food.

How to Choose Farm Partners

When sourcing potential products, Josie followed one guiding principle: keep it local. Every product had to come from Iowa, preferably another small Farm or artisan producer.

Key criteria included:

• Authenticity: Products made by Farmers from start to finish.

• Quality: Foods that matched the Creamery’s high standards.

• Complementary items: Products that naturally paired with dairy.

• Uniqueness: One vendor per category to avoid overlap, such as one honey and one jam.

This selective approach built customer trust. Shoppers knew that if it was on the Creamery’s shelves, it was thoughtfully chosen.

Consignment vs Resale for Farm Products

When approaching other local producers, your Farm partnerships can be structured in two ways:

• Consignment – The vendor provides inventory and gets paid when items sell. This lowers the risk for the Farm store.

• Resale – The store buys wholesale and resells at retail. This model works best once products are proven sellers.

In the early days, most products sold by Dan & Debbie’s were on consignment. However, as sales became predictable, their business model shifted to resale. Today, about 80 percent of the Creamery’s partnerships are resale.

This flexible approach is a smart Farm business strategy that helps both Farmers and vendors reduce risk and build stronger relationships.

Subscriptions and Add-Ons for Farm Delivery

Expanding the cart does not stop at the store. By leveraging Barn2Door to offer home delivery, Dan & Debbie’s added another avenue for convenience and growth.

• Farm subscriptions: Milk and eggs became the weekly staples.

• Add-ons: About 60 percent of subscribers add extras such as bacon, beef, yogurt, or seasonal produce.

As a result, a standing weekly milk order can quickly become a $50 transaction. Customers value convenience, and once delivery is set, they are more likely to add additional Farm fresh foods.

Marketing Farm Products Online

After you’ve established Farm partnerships and rounded out your product offerings, you must market new options to your existing buyers. Products don’t sell themselves. Josie emphasized that expanding the cart only works when you raise awareness and actively market.

Top Farm Marketing Strategies:

1. Social Media Marketing for Farms: Daily posts about seasonal or fresh items keep customers engaged.

2. Email Marketing for Local Food:

• Automated reminders sent through Barn2Door prompt subscribers to add items before the cutoff.

• Newsletters sent via Mailchimp combine product promotions with behind-the-scenes Farm updates.

Pro tip: Use email to segment your Farm customers. Target messages to specific groups of buyers (audiences) based on their geography, purchase history, or product interest. For example, target delivery customers who haven’t added on to their initial subscription, prompting them with a CTA to try a new product. 

Hosting Farm Events to Grow Sales

While online tools are powerful to stay top-of-mind, nothing replaces in-person interactions to increase brand loyalty. Dan and Debbie’s Creamery hosts three annual events where customers meet Farmers, sample products, and learn the stories behind their food.

• Perfect Pairings (Fall): Cheese with jam or butter with honey.

• Holiday Eats (Winter): Holiday-themed foods and giftable products.

• Taste of Iowa (Spring): A showcase of as many local vendors as possible.

These events create community connection and serve as excellent local Farm marketing opportunities. They also build brand affinity, drive large sales, and encourage add-on orders (increasing average order value).

Tips for New Farmers Selling Direct

When considering Farm partnerships, it can be intimidating to know where to start. Josie offers practical advice to encourage Farms to give it a try:

• Be ready for rejection. Early on, many local producers and grocery outlets said no. Each meeting improved her pitch.

• Show up in person. Drop off samples and introduce yourself to prospective Farm partners to be more effective.

• Keep it simple. Start with handshake agreements to test out new Farm partnerships, then expand into formal contracts at a later date when the revenue is material.

• Experiment. Test and learn what products are a good complement to your product offerings. Not every product will sell. The key is to keep trying.

These lessons are especially useful for Farmers exploring direct-to-consumer sales or Farm-to-table business models.

Why Expanding the Cart Creates Long-Term Success

Expanding your shopping cart is about more than stocking shelves. It is about creating long-term value for customers and a stronger base of recurring revenue for your Farm and your partner producers.

When you curate high-quality products, market them consistently, and connect with your community, you:

• Increase average order size.

• Build stronger customer loyalty.

• Strengthen the local food economy.

Josie summed it up well: “Do not be afraid to try something new, and do not be afraid if it fails. You want it to be a win-win. The reward is there if you give it a try.”

Conclusion

Independent Farmers do not need to compete with big-box grocery stores. Instead, they can stand apart by offering convenience, authenticity, and connection. Expanding your shopping cart is one of the most effective Farm marketing strategies to make more money while better serving your community.

Barn2Door offers software for Independent Farmers to create and promote their brand, sell online and in-person, and save time managing their business. If you’re curious to learn more, watch this 5-minute video

1. Who are my Target Subscriptions Buyers?

Before you plan your Subscription items and fulfillments, you must identify the ideal Buyers you intend to serve within your community. As an independent Farmer, it is crucial that you build a loyal base of customers and target them in your marketing efforts to increase recurring orders. Some Farmers will survey their community to understand their desired products, frequency, fulfillment options,and preferred package sizes to fit their household needs. Once you better understand these factors, you can assemble your Farm storefront and product options. Note, you are not trying to serve everyone, rather you should focus on ideal Buyers that value your products, and will pay a premium.

2. What Food Subscriptions Should I Offer?

When determining your Subscription offerings, consider your product mix, and what pairings may be complementary. If you have poultry and pork, a breakfast box Subscription with eggs, sausage and bacon could be popular. Other Farms will offer a mix of items, like a seasonal Produce sampler or a mixed Protein box with the products that are plentiful on the Farm. This ensures that you can move more products through your store, including items that may be harder to sell, while increasing your average order value (AOV). Choose if you want to offer a seasonal (set duration) or ongoing (without a set end date) Subscription, based on what works best for your products and Buyers.

 To scale your business and make it easier to package Subscriptions, limit product offerings to Farmer’s Choice (and avoid any variations selected  by Buyers). This provides Buyers with the most fresh products, based on pairings that the Farmer recommends, while also ensuring that all products move through your inventory in a timely manner.

3. How Should I Package my Farm Subscriptions?

Your Subscription offers should appeal to households of different sizes based on demographic data. One-third of America lives alone, one-third lives with 2 people, and one-third lives with 3 or more people. Most Farms will offer a Subscription box tailored for 1 person, 2 person or 4 people to serve  a variety of common household sizes. All of your packaging should be branded with your Farm logo and website URL, so you can market and attract new Buyers during pick-up and/or delivery. Offer add-ons to Subscription for an additional upsell, such as a jam with a cheese Subscription or beef sticks with a mixed proteins box.

4. How Should I Price My Food Subscriptions to Make a Profit?

When pricing your Farm products, evaluate your input and output costs to ensure you are preserving a healthy profit margin. Analyze your production costs, including  labor, fuel, packaging and fulfillment costs. Some Farms make the mistake of pricing their products low, to help them attract more orders. However, a race to the bottom to please Buyers will quickly run you out of business.

Price at a premium to reflect your Farm’s commitment to sustainable practices, quality products and the nutritional density. A start contrast to commodity products at the local grocer. Upcharge for the added convenience of direct delivery. Market your products as exclusive and limited production, so Buyers appreciate paying a premium for the best quality products.

5. What Fulfillments Should I Offer for my Farm Subscriptions?

Evaluate the Buyers you intend to serve to best understand their preferred fulfillment options. Analyze the daily and weekly routines of your target Buyers to best understand the places they frequent regularly — aka the  “Local Loop.”  Local businesses, churches and schools are ideal pick-up locations, making it easy for Buyers to access your products in the normal course of their busy lives. Additionally, your Brand presence at Local Loop pick-ups will often attract new, like-minded Buyers enabling you to increase sales and fulfill more orders at the same venue. Consider offering on-Farm pick-up to provide Buyers the opportunity to interact further with your business,  build a loyal relationship and reinforce brand affinity. Many Farms also offer pick-ups at the market to spur more add-on purchases when Buyers can see and purchase more of your inventory when accessing  their order.

Farms offering direct-delivery earn 2x more average monthly revenue than those Farms only offering pick-ups. If your Farm chooses to offer delivery, start small in a narrow market with Buyers density and charge a minimum fee (e.g. $9.95) to offset your costs. Buyers are willing to pay a premium for the added convenience of direct delivery. Barn2Door allows Farmers to configure multiple delivery zones, tied to zip codes, to limit the availability of direct-delivery to Buyers in specific geographic areas.

6. How will I Market to New Farm Subscribers?

To attract new customers,  leverage in-person and online marketing efforts to re-direct Buyers  to your eCommerce store. Utilize social media to share ongoing Farm updates, insights to your daily life, and to interact with your local community.. Link your Farm store to the “Shop Now” button on your social profile and post new and current items that followers can access easily online. Work with local influencers such as chefs or other small businesses to expand your reach with their audience (in exchange for free products or cross promotion).

In-person marketing can help your Farm build a deeper relationship with local Buyers and raise brand awareness among your target audience. Attend local events such as fairs, Farmers Markets or fundraisers to meet new community members and further expand your Brand reach and visibility. Hand out flyers with QR codes that lead to your website and Farm store, including a discount off their first order. Encourage current customers to share your Farm with their friends and family as an added marketing tactic.

7. How will I Handle Farm Food Subscription Payments?

Streamline the check out process for Buyers, by offering a variety of online payment options - credit card, debit card, cash, check, Apple Pay and Google Pay. Barn2Door enablesFarmers to automatically collect recurring charges for Subscriptions, so Buyers can enter their payment details once. Thereafter, Buyers can enjoy ongoing access to your Farm products with minimal effort. The benefit for  Farmers is a growing base of recurring cash flow (without chasing down and manually collecting payments). Payments should be easy for Buyers to minimize cart abandonment at checkout.

8. How will I Maintain Buyer Relationships and Retention?

Provide a consistent and seamless experience with your Farm store and brand to increase Buyer trust and loyalty. With software built for Farmers, Barn2Door enables you to offer Buyers  a simple purchase experience and easy access to your products across multiple channels - online and in-person. To keep your Farm top-of-mind, market regularly, keep Buyers informed of ongoing updates, and position yourself as the obvious choice for customers. Provide a discount to your most loyal customers by sending out a promo code to email Subscribers for their next purchase. To entice sign-ups, provide email Subscribers with limited, exclusive or preferred access to on-Farm events and new products.

Be personable and authentic in all your Farm communications with Buyers to build and foster a loyal relationship. You can include special items in their Subscription box from time to time as a gift, like a product add-on or a note. Include recipes in your Subscription boxes to help increase Buyers’ comfort with your products and make it easy for them to prepare and consume the items.

9. What Software Should I Use to Manage my Farm Subscriptions?

Look for  an eCommerce platform that is built for Farmers, with features and capabilities that are best designed to suit the unique needs of your business. With Barn2Door, Farmers can sell by weight, offer ongoing or seasonal Subscriptions, capture upfront deposits, support multiple price sheets, and automatically generate a pick-and-pack list with the click-of-a-button. Be certain your eCommerce software offers real-time sync for online and in-person purchases to keep all your inventory accurate and up-to-date at all times. Buyers should have the ability to “skip” a Subscription fulfillment (if out of town), and Farmers should have the ability to “black-out” given dates if they are on holiday. Your Farm software should be easy to navigate for Buyers and allow your Farm to easily track and download all  of your pick lists, pack lists, labels, invoices and receipts.

10. How Do I Differentiate my Food Subscriptions from Others?

To stand-out from other Farm businesses in your community, build a recognizable and trustworthy Brand that promotes  a relationship with local Buyers Share your Farming practices and mission to underscore your commitment to feeding local Buyers with sustainably-raised products that are healthier and nutritionally dense; a stark contrast to commodity products in the grocery store. Focus on local Buyers and avoid casting your net too wide to increase your conversion rates. Maintain strong customer service and be responsive with social media and emails to ensure Buyers have a positive experience. A personal relationship with local Buyers and strong Farm Brand affinity will help differentiate your Subscriptions from other market alternatives.

Conclusion

Farm Subscriptions enable your business to build a strong base of recurring cash flow,  consistent orders, and loyalty among your Buyers. Seek to identify and understand the needs and preferences  of your ideal Buyers to help fuel  a successful Subscription business. Look for  opportunities to upcharge for add-ons and delivery, and always market your Subscriptions  as a premium product to protect your margins and increase Farm profits.

Barn2Door offers software for Independent Farmers to create and promote their brand, sell online and in-person, and save time managing their business. If you’re curious to learn more, watch this 5-minute video

Selling your pork direct to consumers through online channels can be streamlined by software to make your products more accessible to Buyers and help manage your orders and increase cash flow. 3 in 5 Americans regularly purchase groceries online for pick-up, so your customers are accustomed to ordering food through these sales channels. Organize your inventory, plan ahead for your harvest dates, and align your fulfillment schedule, before your pigs are processed! Save time with an online Farm store that is accessible via your website, mobile, social media and email.

1. Find a Farm eCommerce for Pork

When deciding to sell pork online, you must choose an eCommerce solution that provides the capabilities to sell and manage perishable food products. As a pork producer, you may prefer to sell your items in bulk (whole/half with an upfront deposit), as a one-time purchase, or as an ongoing box subscription (pay-as-you-go). The majority of generic eCommerce platforms do not support all of these avenues or purchases, which may cause confusion for Buyers or extra work for you as a Farmer. Utilizing a solution built for Farm products, Barn2Door allows you to Sell by Weight (take deposits, then reconcile the remaining price at pick-up), sell as a One Time Purchase, or offer recurring Subscriptions to your pork products (on an ongoing, seasonal or rolling basis). 

• Listen: Selling Half and Whole Hogs from the Farm

Align your harvest and fulfillment dates within your eCommerce platform to move all your pork products through your Farm store, and avoid packing your freezer. Your Farm eCommerce platform should be easy for Buyers to navigate and intuitive for your Farm to manage, while helping you capture Buyer contact information at every interaction (without charging you an additional fee). Unlike other eCommerce solutions, Barn2Door allows Buyers to check out as a “guest” to make a quick and easy purchase.

2. Pricing and Packaging your Pork

Consider who your ideal pork Buyer may be in your community. Survey local customer preferences, analyze market purchase history, and ask other Farms for their insights. When you know your ideal customers’ purchase habits, commitment to sustainable food, monthly budget and family size, then you can better tailor your product offerings to attract more purchases. 

Many Farms offer Subscriptions to pork bundle boxes, which helps move more products through a single order, while minimizing dependencies on freezers. Pork bundles enable your Farm to package popular cuts (e.g. pork loin, pork chops, bacon) with less familiar cuts (e.g. pork butt, pork sausage) to ensure you are moving every part of your animals. Subscriptions will also help your Farm business build a healthy base of recurring revenue and plan ahead (e.g. harvest dates, fulfillment schedules, and available pick-up and delivery options). Standardize your bundle boxes to simplify your packing process and reduce decision fatigue for Buyers. 

Offer one-time-purchases to Buyers to become familiar with your pork products, or to access and pay a premium for specialty items (e.g. pork belly). Pair lesser known products into bundle boxes with popular items, to help fuel demand and increase your average order value (AOV). You may also choose to sell byproducts or value-added items in your Farm store. These can often be seen as premium goods, such as jerky, meat sticks, pet food, and pork lard. Offer these byproducts and value-added products as an add-on to existing Subscriptions, to capture more wallet share.

• Read: Farm HERO: Sell your Pork in a Variety of Ways!

 Your products are sustainably raised, and tastier than what is offered at the local grocer. Buyers that understand your commitment to raise healthy food for the community, plus seeing your hard work and building a personal connection through your marketing efforts will encourage them to pay a premium for your Farm products. Communicate the value of your product to build Brand loyalty.

Know and evaluate your production costs to ensure you are preserving a healthy margin for your pork products. To build and maintain a sustainable Pastured Pork business, you must make a viable income. Price your products at a premium to build a strong base of recurring revenue to underwrite your Farm operations and pay yourself a living wage. Loyal customers will support your Farm businesses, even at a higher price point (versus their local grocer), because consumers value their health (you are what you eat). Do not be afraid to lose a few customers when raising your prices; rather, focus on serving and acquiring Buyers who value your Farm’s commitment to sustainably raised hogs.

3. Marketing Pork Products

Target Buyers online and in-person for your pork products. Share photos online of your animals, products, Farm, your family and daily life (chores) on social media platforms. Buyers want to feel a personal connection with your brand. 43% of customers spend more money on brands they trust. This underscores the importance of providing a consistent Brand experience on all channels, that is professional and friendly for Buyers to interact with on your website, mobile, social media and in email newsletters.

Share your “why” (mission), photos and videos, your Farm history and the seasonal chores and activities on social media and in email newsletters to increase Brand awareness in your local community. Encourage followers to share your posts, and offer promotionals on products when Buyers sign-up to join your email list (e.g., 10% off your first order). Online marketing allows you to link directly to certain products (e.g. Subscriptions, Pre-Orders). This will make it simple for Buyers to find and purchase your pork products. Make it easy for customers to shop anywhere, anytime, and they will become loyal Buyers provided your fulfillments are convenient (local pick-ups and/or direct delivery).

• Read: Why you Need a Separate Farm Website and Store

Attend local community events, Farmers Markets and fairs to shake hands with prospective customers in-person. Invite customers to attend on-farm tours, better understand your practices, interact with your hogs and build a personal relationship with your business. Whether you are at a booth or on the Farm, collect emails and encourage Buyers to visit your Farm store to increase loyalty and encourage future purchases. Find other small businesses within your community to partner with to offer complementary products, such as poultry and dairy items (e.g. a breakfast bundle), or a beef Farm for a mixed protein Subscription (e.g. a griller’s bundle box). You can expand your audience and increase your average order size by partnering with other Farms and producers.

4. Convert In-Person Pork Buyers to Online

When you convert in-person Buyers to online shoppers, you provide access for those customers to make self-serve purchases 24/7. This will encourage larger orders of your Pastured Pork and allow you to move more products. The average order value online is 4x greater than in-person purchases because your Farm is catering to a captive Buyer (without competing alternatives adjacent to your market booth). To convert Buyers, collect their contact information at every available in-person interaction. Using a Point-of-Sale (POS) built for Farmers, you can collect emails with a screen prompt at checkout. Include a QR code on all your Farm signage, packaging and vehicles, and use a clipboard to collect customer emails during in-person sales. 

With Buyer emails, you can market consistently, increase Brand awareness, and provide a simple link to your online store. Utilizing eCommerce will allow you to link directly to product pages for a one-click purchase. 70% of Americans admitted to being influenced by email marketing to make a purchase. Make it easy for Buyers to access your inventory and convert into online customers with enticing pork offerings (e.g. pin your top-selling Bundles Boxes and Subscriptions to the top of your storefront). Offer promo codes in your email marketing to encourage Buyers to make an initial online purchase. Once they see that it is simple and convenient to order online, Buyers will be encouraged to purchase again from your Farm in the near future.

• Read: 5 Tips to Convert Buyers to Self-Serve Ordering

5. Convenient Local Pork Fulfillments

When it comes to purchasing products from your Farm, it must be convenient. If it is difficult for Buyers to obtain your products, they will opt for something that is more convenient. Make your Farm visible and accessible in your community’s local loop (business, churches and schools) to make it easy for Buyers to pick-up their orders (while expanding your reach and Brand awareness with new potential customers in those areas). Consider highly populated areas where you can set up pick-up locations that are easy for Buyers to access, and allow your Farm to fulfill multiple orders in one place. If your Farm is in a smaller town, but close to a big city, consider targeting high-traffic areas. 

Pick-up captains are another strategy to target different areas and increase the efficiency of fulfillment day. Find trusted Buyers who live in highly-populated areas, who are willing to make their house a pick-up location. This will require a shaded area (and/or refrigeration) for other customers to grab their orders within a given time range. 

• Read: Pick-up Captains for the Win!

Direct-delivery is the most convenient option for Buyers, but must be worthwhile for your Farm business. If you have sufficient Buyer density and can complete 5+ deliveries per hour, then direct-delivery can be a profitable avenue for your Farm (assuming you charge at least a $5+ delivery fee to cover the costs of fuel and labor). Farms offering delivery find the average order size of those Buyers are 2x greater, and often the most loyal.

Convenient fulfillments options for Buyers (not Price) is often the deciding factor for many customers when it comes to ordering from your Farm.

Conclusion

Selling your pork online provides Buyers convenient 24/7 access to your products. Choosing an eCommerce solution that is tailored to suit your Pastured Pork products is critical to streamlining your operations. Make sure your eCommerce software is built for Farmers, providing the ability for you to manage different Buyer types, offer various avenues to purchase (sell by weight, one-time-purchases, and subscriptions), and makes it easy to track your online and in-person orders. You are raising a premium product, so ensure your Buyers benefit from a premium purchase experience when buying your pork.

Barn2Door offers software for Independent Farmers to create and promote their brand, sell online and in-person, and save time managing their business. If you’re curious to learn more, watch this 5-minute video.

Starting a flower business requires planning ahead to simplify your operations once you launch your business. Consider how you wish to sell flowers online and in-person, whether you want to offer cut flowers or a U-Pick option (or both) and how you will target and connect with potential Buyers within your community. First, revisit your aspirations, and what is the motivating factor(s) to start a flower Farm. This will keep you going even when challenges arise. Determine what flowers will grow best in your region, and what conditions are required to maintain healthy and sustainable harvests for extended durations.

Choose an eCommerce platform that is specifically built for Farm products and offers capabilities to help you build a recurring base of revenue and streamline your inventory management. Consider what pricing and packaging will be most effective for your target Buyers. Are they looking for one-time-purchases (for special events and holidays), or do they desire Subscriptions to fresh flowers on an ongoing basis? Provide a range of pricing and packaging options to help move all your inventory to ensure you can sell year-round. With effective marketing, you can build loyal relationships with Buyers to command a premium. Connect in-person and online to consistently engage customers and spur more orders.

• Listen: Farm Storefront Best Practices

Here are some things to consider when flower farming for profit:

1. The Foundation of a Profitable Flower Farm

Building a successful flower Farm business requires a strong foundation of product offerings, access to ideal Buyers, and a strong Farm brand. What sets your Farm apart from other alternatives at the local grocer? Be sure Buyers understand that your products are sustainably and locally grown, and you can offer a personal experience to your Buyers. At your core, this will set your business apart and help you stand out, provided you give Buyers convenient access to your products and consistently market to your target audience.

To grow a profitable flower Farm business, you must have software in place to allow Buyers to conveniently shop your products. An eCommerce platform will enable your customers to browse available offers, facilitate sales anytime, anywhere, simplify Q&A, and automate order management. eCommerce allows your Farm to streamline the process with clear product listings, price lists for various Buyer types and provide easy payment and fulfillment options.

• Read: Why you Need a Separate Farm Website and Store

Your website should be a landing page for Buyers to learn more about what you grow, your practices and how to contact / find your products. Link out to your store and social media platforms so potential customers can further connect with your brand. Focus on local sales, as you may lose money trying to reach a wider audience when everything you need is already within your community.

Farm fresh flowers are perishable, so concentrate on local fulfillments, for sale at local markets, available at local pick-ups or direct delivery (for a fee). Know what flowers grow best in your region, and start with those when exploring what you want to grow and sell. Once you establish a strong foundation, identify your products and your target sales channels, then you can begin to set up your store.

2. How to Package and Price your Flowers

Determine the types of Buyer you want to target for purchasing your flowers. Some Farms will focus on retail customers, and others on wholesale Buyers, while many do a mix of the two. Retail flower sales will allow your Farm to have more power in the selling process, and move different types of purchase options (single bouquets, by the stem, or Subscriptions). Retail Buyers can be accessed at local Farmers Markets, through online and in-person marketing efforts and with effective partnerships (e.g., selling bouquets at a local bakery). Consider which sales options will be most profitable for your Farm, or offer a mix of Subscriptions and single orders to please a multitude of Buyers.

• Read: Find the Perfect Retail Buyer for your Farm

When selling flowers direct to consumer, you can offer a range of purchase options to fit their many needs. You may choose to offer one-time purchases (small, medium and large bouquets), special events (baby, wedding, birthday, get well, funeral), or stem purchases, where Buyers can browse and purchase in-season flowers available on your storefront. Most Farms only sell bouquets online (one-time purchase or subscriptions), and reserve stem purchases for in-person sales only (on-Farm store or markets). 

Selling direct to retail customers allows you to command a premium on smaller orders, while most wholesale orders will expect a discount on bulk purchases. For your retail items, consider offering seasonal or holiday bundles (e.g., Christmas wreaths or Mother’s Day bouquets) to help spur emotional sales for a given season, holiday or event. 

For wholesale, target wedding planners, florists, restaurants and other local businesses that may consistently need a large quantity of flowers. Your wholesale Buyers will typically need bulk orders of flowers and be more consistent with ordering than retail customers. Leverage an eCommerce solution that allows you to offer different price sheets and product offerings among your Retail and Wholesale Buyers. Some Wholesale Buyers may elect to purchase bulk orders of stems and bunches to create their own bouquets and arrangements for clients, depending on their specific business needs.

3. Marketing and Selling your Flowers Online and In-Person

Online Flower Marketing

Selling flowers direct to your local community gives you the opportunity to access customers through multiple sales channels, including online and in-person avenues. Online, you can connect with local Buyers through social media, email marketing and partnerships with other local businesses within your community. Consider sharing photos and videos of your flower offerings on social media platforms.

• Listen: Attracting Local Buyers to your Online Farm Store

Your followers are more likely to interact with clear, professional-looking photos (even from your phone!) that showcase your inventory offerings, daily chores and life on the Farm. Keep your social media followers and newsletter subscribers engaged with weekly posts, consistent story uploads and regular emails. Keep your profile up to date and well branded with your logo and links to your website and store to convert followers to Buyers. Hold giveaways on social media by encouraging followers to share your post and tag friends for a chance to receive a promo code or a free Farm gift. This will be a low-cost way for you to attract new Buyers within your community.

Send weekly email newsletters to your Buyer list to keep them updated with current inventory offerings, Farm events and life stories that will engage readers. With an eCommerce built for your products, you can link directly to products within your email to make it easy for your readers to shop. Barn2Door enables you to sync your Buyers into Mailchimp to easily segment Buyer types based on their purchase history, so you can effectively market to customers who may be loyal or have not purchased in a while.

• Read: Top 6 Tips to Collecting Emails for your Farm

In-Person Flower Marketing

In-person marketing efforts will allow you to build a personal relationship with local Buyers, let them engage with your brand and give them first-hand experience with your Farm fresh flowers. Many successful Farms invite their community onto their Farm to give them a peek into their daily chores, how their product is harvested and their sustainable practices. Many flower Farms offer a U-Pick opportunity, where visitors can pay a fee and pick flowers straight from the field to take home. This can encourage Buyers to invite other community members on the Farm as well, or serve as a great field trip opportunity.

• Read: Farm HERO: Streamline your In-Person Sales with POS

Consider inviting community members on the Farm for a tour of your land. This can be an educational experience where potential Buyers can learn about the flower growing and harvesting process, better understand what seeds grow well in your region and the story behind your Farm business. Consider selling tickets for these tours and marketing them online and at local events, such as the Farmers Market. You may also offer flower arrangement classes on-Farm, and for a flat fee, attendees can pick flowers for their own bouquet arrangement, and learn what makes a good bouquet. At the end, encourage class attendees to share their arrangements on social media (and tag you!).

Set up Farm stands and attend Farmers Markets (if they are worthwhile for your business) to sell directly to Buyers in-person, meet other local businesses and share your brand with the local community. Ensure your booth, banners and flyers are clearly branded with your logo, QR codes for your email list sign-up, your website link, and social media handles. These will be prime places to meet other local businesses to form partnerships. For example, you can partner with a dairy to offer a bi-weekly Flower Subscription alongside their routine Milk deliveries. This will help your Farm expand your reach within your community.

• Read: How to Sell at a Farmers Market

Frequently Asked Questions about Flower Farming

• Is flower farming profitable? Yes, flower farming can be a highly profitable business if you price your products at a premium, maintain a simple inventory, and build a loyal base Flower Subscriptions. Communicate the value of your flowers to your local Buyers, and build a personal relationship through marketing efforts to make it simple for them to spend more with your Farm. If they feel connected to your brand, and appreciate the value of your local Farm fresh Flowers, they will spend more to support you.

• How do I find customers for my flower Farm? When you sell your flowers direct to consumer, focus on local marketing efforts. Attend local events, hand out flyers leading to your store, collect emails to communicate with Buyers and consistently upload to your social media platforms (and encourage others to share!). Partnerships will allow for you to reach new audiences, and you can always offer promos for every new Buyer a community member leads to your store. Offering your own events will help new customers connect with your brand.

• What are the biggest challenges for starting your own flower Farm? Every flower Farm may encounter different challenges when it comes to growing flowers in their specific region. There will be much trial and error in the beginning, so you should expect struggles. However, the biggest challenge for your business is one-time-purchases. The number one goal should be repeat buyers (aka Subscriptions). Utilize eCommerce to serve Buyers anytime, anywhere, with clear inventory listings that will answer any questions customers may have. In the backend, streamlined operations will save you the headache of troubleshooting every step from planting to delivery.

Conclusion

Ensure you have a firm foundation for your flower sales by deploying eCommerce that will streamline sales, utilizing consistent marketing efforts to attract local Buyers and build up a strong base of recurring subscriptions. There are many options for local flower Farms to thrive, but it is important to stay true to your mission and choose sales avenues that best fit your vision for the Farm.

Barn2Door offers software for Independent Farmers to create and promote their brand, sell online and in-person, and save time managing their business. If you’re curious to learn more, watch this 5-minute video.

Email is by far the most successful avenue to drive consistent, recurring sales. To catapult your Farm success, it is crucial to collect email addresses across all your online and in-person marketing efforts. To grow your email list, create content and provide exclusive offers to engage your audience, help them connect with your Farm and encourage purchases. Follow these 6 tips to attract email sign-ups and fuel more sales for your Farm business:

Tip #1: Capture Emails Directly at your Farmers Market Stand

The Farmers Market or a stand at a local community event are great ways to interact with potential Buyers in person, and collect their emails. Always post a QR code and offer a sign-up clipboard at your checkout, with a form for Buyers to share their information. Some Farmers pay their employees $1 per verified email collected, encouraging some to walk around Farmers Markets with clipboards in hand to grow their email list with in-person interactions.

• Listen: From Hobby to Full-time Farmer

Your sign-up clipboard should include a QR code on the form, ample pens or pencils, and inviting, potentially with a plate of product samples or Farm stickers next to them. These can incentivize sign-ups while allowing them to experience your product and brand. Many Farms offer a small discount for new subscribers or enter them into a drawing for a free product. Use event sign-up sheets or digital forms for farm tours, workshops, and open houses to collect contact information.

Tip #2: Use Pop-Up Forms on your Farm Website

Whenever Buyers navigate to your website to learn more about your Farm or shop from your store, you can capture their emails with a “pop-up” sign-up form. This is a standard experience across all websites today, helping to build relationships and encourage purchases with promos or incentives. Your website may include a standalone sign-up page, or a pop-up form that automatically appears as viewers scroll through it. Your sign-up form should be easily visible and engaging to ensure visitors do not overlook it or click out.

Pop-up forms should be on brand with the rest of your website, nonintrusive, and simple to complete. Too many questions or repeated pop-up forms turn-off potential customers, leading them away from your Farm store.

• Read: Farm Customer List Building Strategy

When creating a landing page to collect contact information, consider what will most effectively attract visitors to share their details. Include a sign-up form on pages with engaging content (e.g., a Farm Table Dinner event) to show Buyers what they can expect from your email communications. Promote special offers, such as “10% off your first order” or “Exclusive Invites to On-Farm Events and Dinners”. This will pique the interest of potential sign-ups and could be the deciding factor for someone considering entering their information.

Tip #3: Place Sign-Up Forms in Engaging Content

Offer valuable content or exclusive access to special offers for those who sign up for your email list. Consider free assets like seasonal recipes, cooking tips or ideas for using your whole cow or pig (e.g., making stock with bones), or a video breaking down a chicken or arranging flowers. People will be more willing to sign up if they receive something in return. You can add a sign-up form to the end of the website page or blog post to encourage readers to subscribe for more valuable insights via email.

Some Farms host On-Farm events, workshops or activities such as canning, sourdough baking or cooking classes. When attendees sign up for your newsletter, you will ask for their email to send them tickets and information. Thereafter, you can continue to send them future events, such as Farm tours or dinners, as well as updates on current offerings and stories that lead to your store.

Tip #4: Utilize Farm Partnerships for a Wider Reach

Partner with complementary local businesses (e.g., bakeries, restaurants) to reach new Buyer groups and expand your reach within your community. Consider offering pick-ups at these locations, or pairing their goods into a bundle box to attract more Buyers. When partnering with another brand, encourage them to share your website or social media with customers, so they can find more of your products in your store.

• Listen: Building Farm Partnerships in your Community’s Local Loop

Set up pick-up locations in popular local establishments where local Buyers frequent regularly (e.g. gyms, CrossFit studios, coffee shops) to attract new customers. Place signs or QR codes around pick-up locations to capture potential customer details, and help new Buyers discover your Farm. Whenever you partner with other local businesses, whether it is a pick-up location or for product bundles, ensure you are sharing both your brands throughout marketing efforts.

Tip #5: Place Calls-to-Action in your Social Media

Social Media can be an effective way for potential Buyers to find and share your Farm brand. It is crucial to add your email to your bio for visitors who may want to contact you. Link to an email sign-up form in your profile to quickly capture emails. Use compelling calls-to-action on platforms like Facebook and Instagram to direct followers to your email sign-up pages on your website or store. Offer exclusive access to Farm products or events, promotional discounts and/or downloadable items (e.g., a recipe eBook) to attract more sign-ups. You can place a call-to-action right in your bio to make it the first thing visitors see (e.g., “Click the Link in Bio for 10% off!”).

• Listen: The ABCs of Social Media’s 3 E’s

Run social media contests that require email sign-up for entry, expanding your reach to new audiences. It is wise to caption your competition or giveaway posts with rules, including “fill out the form in our bio,” and “share this post on your story,” or “tag a friend in the comments”. Each of these will help you expand your reach to capture more emails. You can partner with other local businesses to attract different audiences by bundling your products together for a giveaway box (e.g., breakfast bundle box). Always require completing your email sign-up page as a condition to participate in the giveaway.

Tip #6: Market Exclusive Farm Offers in your Newsletter

The Fear Of Missing Out (FOMO) is a powerful emotional draw that encourages current and prospective Buyers to sign-up for your email list (in exchange for a perk). Build FOMO by communicating that email subscribers will receive rewards like exclusive discounts, early access to new products or be the first ones to pre-order popular items. Prior to harvest dates, share on your social media or a banner on your website or store, encouraging sign-ups for first access to products or exclusive items. 

Share behind-the-scenes photos from prior activities, festivities or events (e.g., Farm-to-Table dinners) in your marketing emails to help build a personal relationship with subscribers. Add videos of Farm chores that may not have been featured on your Social Media, include personal stories, product updates and “In the daily life of a Farmer” to foster a strong sense of community and connection. You can entice Social Media followers or website visitors by including a CTA of “sign up for our email list for exclusive offers and to learn more about the Farm!”. 

• Read: 5 Emails your Farm Should Be Sending

Engage subscribers with interactive content like surveys, polls, meme challenges or Q&A sections in your newsletters. This will make them feel more involved in your Farm and help you gather valuable feedback. This may also help you craft engaging content to share in your emails and on Social Media. Always point to your store through product links and buttons to help convert readers to shoppers. Your main goal is to encourage sales while building a relationship with Buyers, so emails should feel personal and easy to navigate.

Conclusion

Email marketing is a crucial asset for independent Farmers looking to build a loyal, engaged customer base. Unlike Social Media, your Farm newsletters can be personalized, segmented and link directly to your store or individual products. Be sure to encourage email sign-ups across all channels, from in-person to online avenues. This will help you attract more Buyers and foster stronger relationships.

Your content should be engaging and interesting for email subscribers, and always include links that lead them to your store. As you build a personal relationship with your subscribers, you can expect email subscribers to purchase more often from your store with exclusive offers and access to new products. Email is one of the most powerful sales tools for many Farmers, provided you are committed to providing interesting content, encouraging sign-ups and linking to your store.

Barn2Door offers software for Independent Farmers to create and promote their brand, sell online and in-person, and save time managing their business. If you’re curious to learn more, watch this 5-minute video.

Selling at a Farmers Market allows independent Farmers to connect with their local community, expand their reach and give Buyers a convenient option to shop their available products. It is crucial to plan ahead when choosing to sell at a local Farmers Market. Consider where you will sell, your booth set up, preparation for market day, how you will facilitate sales and collect customers’ details. When leveraging Farmers Markets for direct sales, ensure you gather emails and share QR codes linked to your store so you can encourage customers to purchase online. Your goal is to convert every one-time purchase at the market into a long-term, loyal relationship and repeat orders.

1. Your Essential Guide to Selling Success at the Farmers Market

Farmers Markets can be an effective avenue for independent Farmers, offering a direct-to-consumer sales model that builds community, encourages transparency with Buyers, and provides immediate feedback on your products. Farmers Markets allow you to showcase your products, share your farm's story, and establish personal connections with your buyers, leading to increased loyalty. But before you set up your first stall at the Farmers Market, some crucial groundwork is necessary.

• Listen: Farmers Market Best Practices

Getting Started: Essential Steps Before You Sell at the Farmers Market

Before diving headfirst into setting up a booth at a market, search to find the right Farmers Market for your business and products. It is crucial to understand what you are looking for in a Farmers Market, as they are not all created equal. Research local markets to understand their size, typical attendance, vendor mix, and customer demographics. Is there a demand for your products? Is there steady foot traffic and ample parking for attendees? Look for markets that offer a good fit for your products and attract your target audience. Consider speaking with the current vendors at a potential Farmers Market, looking up reviews online or visiting as a Buyer to see how the market operates.

Understand what you are expected to pay to sell at the market. When you first apply to join a Farmers Market, there may be an application fee and an interview process. It is important to research the specific market before applying to avoid wasting time and money on a Farmers Market that is not worthwhile. Each market is different, but you should expect to pay for your booth. The cost to participate in a Farmers Market can vary significantly, from a daily booth fee to seasonal rates, and/or a percentage of your gross sales. Access to water or power is often an additional cost, too. Get the details before selling to ensure your Farm can cover the costs. It is also wise to understand and comply with any legal requirements for a Farmers Market when selling food, understanding necessary health permits and business licenses.

• Read: 4 Farmers Market Mistakes to Avoid

2. Mastering Your Market Presence: Products, Displays, and Sales Strategies

What to Sell at Farmers Markets

Your product selection is key to consistent sales and efficient inventory management. Focus on staple products that you know will attract regular sales, such as proteins, produce and dairy. You can offer more complementary niche items to attract Buyers to your booth, but you cannot trust that they will pay off for a day at the Farmers Market. Provide Buyers with options that they are familiar with, such as beef / pork / poultry, seasonal fruits and vegetables, milk or eggs.

You can attract Buyers to your booth with value-added products that will boost your average order value. Offer jams, preserves, salsas, meat sticks, jerky, bone broth, or even tallow-based skincare to increase your average sale per customer. These can be great additions to a Subscription box pick-up or a purchase at the market. Remember to align your harvest dates with your market schedule to ensure your products are fresh and high-quality. This will help you maintain a consistent flow throughout your inventory so you are not stuck with products.

• Read: Package your Farm Products to Sell Out!

Farmers Market Booth Setup

Your booth is your storefront at the market – it must be inviting and clearly represent your farm. The typical setup for a Farmers Market includes a tent, tables, coolers, proper signage, a check-out section and packaging materials. Your Farmers Market display should attract attention from passersby, with clear branding, accurate pricing and inventory listing and a product arrangement that entices Buyers. The checkout section should be efficient and allow plenty of space for a line of Buyers. Use a point-of-sale (POS) to quickly take any payment methods your customers may use, track and sync your in-person and online sales, and gather Buyer information.

• Clear Branding: Make your Farm logo stand out in your signage, on packaging, and even staff attire. You should have consistent, obvious messaging on signs and banners that point to all social platforms, your website, online store and newsletter sign-up. A QR code linking directly to your online store can be a powerful tool for capturing sales beyond the market.

• Enticing Product Arrangement: Arrange products neatly and attractively. Use coolers that are easy to search through (with appropriate labels), baskets and crates with highlighted seasonal specials, best-sellers and value-added items. Use clear, readable signs for product names, prices, and your Farm's mission.

• Storytelling Elements: You can attract more customers with a display of photos from your Farm. Share pictures of your family, what the Farm looks like, workers, packaged orders and customers to give your business a human element. Describe your farming practices (e.g., regenerative agriculture ), and share information about your animals or crops. Buyers want to connect with local farms that have a strong brand identity.

Farmers Market Sales Tips: Engaging Customers and Driving Purchases

Direct interaction at the market is a unique opportunity to build your customer base. Encourage all of your Farmers Market employees to interact with customers and remind them that their attitude directly impacts your Farm brand, positively or negatively. Be open, authentic and courteous with Buyers to build relationships and gain their trust. Engage with customers, answer their questions, and share anecdotes about your farm. People want to buy from someone they trust. Allow them to sample or test your products to convert hesitant Buyers who may need to see / taste / experience the value of what you are selling.

• Read: Customer List Building Strategy

Make it easy for Buyers to find product pricing, and communicate the quality and nutritional value of your products to command a premium price. 9 out of 10 Buyers are willing to pay more for local, sustainable food. Once they arrive at checkout, giving them a simple and quick experience will encourage them to become repeat customers. A POS device allows your Farm to accommodate various payment methods (credit, debit, cash, check, ApplePay / GooglePay) and collect tips.

Collect emails to grow your customer list at the Farmers Market so you can stay in contact with market attendees. Include a QR code on your signage that links to a sign-up page on your website, collect emails with your POS, or have employees solicit Buyers with a sign-up sheet. Many successful Farmers pay their employees $1 for every email collected, because a strong, growing customer list translates to increased sales. Offer an incentive for signing up for your Farm newsletter, such as a discount on their first online order or a free recipe. Your customer list is essential for consistent communication, building loyalty and attracting recurring sales.

3. Sustaining Growth: Retaining Farmers Market Customers

Leveraging Your Market Presence for Online Sales and Loyalty

The vast majority of potential buyers (99%) do not regularly attend Farmers Markets. This means your online presence is crucial for capturing sales from a wider audience and sustaining relationships built at the market. To truly scale your farm business, you need to extend your reach and nurture customer relationships beyond market day. Include QR codes on your signage, in bags and packaging and on flyers to lead Buyers to your online store.

• Listen: How to Build a Loyal Base of Local Customers for your Farm

Build up your customer list so you can consistently engage Buyers with Farm updates, product links and FAQs. On social media, you can share engaging content with stories, humor and attractive photos to give Buyers a look into life on the Farm. The more connected they feel to your mission and commitment to sustainable agriculture, the more they will want to support your operation.

Encourage Subscription sign-ups to offer food security to local Buyers and build a consistent base of recurring revenue for your Farm. You can do this by offering a discount on their first box, sharing testimonials from other subscribers, creating recipes for items in the bundle or giving them exclusive access to premium products / experiences when they sign up for a newsletter. At the market, you can offer a “sampler” box to give them an idea of what they can expect. Offer convenient fulfillments to Buyers, including deliveries (for a fee), local pick-ups or a pick-up at the market. When you become a part of their local loop, you make ordering easy and fulfillments convenient.

• Read: The Data on Buyer Demand for Local Farm Pick-Ups

FAQs: Common Questions about Selling at Farmers Markets

• How to sell food at the Farmers Market? Obtain necessary permits, choose products that you know Buyers desire, create an appealing display, engage with customers (and lead them to your online platforms), and offer convenient payment and fulfillment options.

• What are common Farmers Market booth fees? Fees vary widely by market, ranging from daily rates to seasonal fees, and/or a percentage of sales. Always confirm directly with the market organizer.

• What to sell at Farmers' Markets to make the most profit? Focus on high-demand staple products, incorporate value-added goods, and offer convenient bundles. Consider Subscriptions for recurring income. Offer online orders for pick-up at your market booth to attract more customers to meet you in person and potentially entice them to add more products to their order.

• How do I set up a Farmers Market booth effectively? Ensure clear branding, attractive product arrangement, a smooth customer flow, and prominent signage. Plan ahead of time so you are not scrambling the day of the market. Employ labor that can help you arrive early and set up your booth to make it easy to navigate and shop. Make sure you have various marketing assets and a QR code that points Buyers to your email sign-up, social platforms and/or website.

• How can I become a successful Farmers Market vendor? Build strong relationships with customers, consistently offer high-quality staple products, provide excellent service, and leverage technology (such as a POS) to manage your operations and nurture customer loyalty beyond market days (via newsletters).

Conclusion

You must be strategic when planning to attend a Farmers Market. It takes much preparation, including choosing the right market, setting up your booth, arranging your products, marketing to Buyers, ensuring check out is efficient and building loyal customer relationships. Leverage your market presence to capture emails, convert to online sales and cultivate loyalty through consistent communication and convenient fulfillment options. You can transform market-day successes into year-round recurring revenue.

Barn2Door offers software for Independent Farmers to create and promote their brand, sell online and in-person, and save time managing their business. If you’re curious to learn more, watch this 5-minute video.

SEO (Search Engine Optimization) is used by many businesses to rank high in search engine result pages to attract more organic traffic. Using tactics to make your website easy to navigate and specific to your geographical area and products, your Farm can use SEO to become more visible online to Buyers - reducing your costs to acquire more customers.

It is crucial to keep your website information up to date and relevant, such as your contact page, schedule for markets or on-Farm events, product mix, image and video descriptions (known as alt-text), and any blogs or recipe pages. Share your agricultural practices and where your business is located to improve visibility in searches when Buyers search for information about local Farms. SEO does not have to be a daunting task, and it is important to understand its role, as well as misconceptions.

Here are 3 things to understand about SEO for your Farm:

1. Why SEO Matters for Farms

Investing in an SEO strategy is important in helping your Farm connect with local customers. Consider that when you are researching for a business or service in your area, you typically will type in ‘Product’ or ‘Service’ in ‘City’ or ‘State.’ For example, Honda Mechanics in Nashville, TN, or Barbershop in Savannah, GA. This is the same for your potential Buyers, who may be researching ‘Grassfed Beef in Minneapolis, MN’ or ‘Pastured Poultry in Charleston, SC’. This is why it is crucial to have this information up-to-date on your website.

A higher ranking on the search engine results page will increase your Farm’s visibility and brand authority. As a result, Farmers on page 1 or 2 are likely to attract more organic, unpaid traffic, versus a Farm on the 5th page of Google search results. Typically, we trust businesses that have greater visibility, as opposed to a business that is buried in an obscure location. When Buyers are researching a product or service, they will typically select one of the first 5 - 7 options they discover. Ranking well in search engines can help drive direct sales to your online store and foster community engagement for your Farm.

• Read: 5 SEO Tips for your Farm Website

However, as an Independent Farmer, you do not need to stress over the exact spot of your Farm website in search engines (e.g., you do not have to be number one). Nor do you need to spend hours of your time and money to improve your SEO placement. Using simple, practical tactics can help boost your exposure with local Buyers, spurring more traffic and sales.

2. Misconceptions About SEO

There are many misconceptions about SEO that may cause your Farm to lose time and money. Number one (#1), SEO is just one of many tactics to acquire customers; SEO is not the holy grail, and it does not guarantee specific outcomes. It is best to learn how SEO can help your Farm, and the ongoing efforts it truly takes to maintain your position. SEO can take a while to pick up attention on the results page (often 6 -12 months), so there is no need to check it daily. Instead, routinely refresh the content on your website to ensure it is attractive to potential Buyers and up-to-date.

Another misconception is that you must pay someone to run your SEO efforts. Most Farmers can manage their SEO strategy with routine efforts to update their website to help improve visibility in search engine results. Your website content, alt-text and backlinks are all free tactics that can be maintained and updated routinely. Instead of spending money with a digital agency, simply plan ahead to refresh your website assets quarterly or semi-annually to maintain accurate and relevant content.

• Read: Why you Need a Separate Farm Website and Store

Lastly, people believe the misconception that SEO will quickly bring hundreds of customers to their website. Improved search engine rankings are often a slow process and do not guarantee an influx of visitors. Instead, a good SEO strategy simply ensures that Buyers with good search intent should discover your Farm quickly, access your website, and increase the chances of a purchase. You want to attract your ideal local customer, not some random person on the other side of the nation. In the best case, SEO helps your Farm improve visibility among your ideal, local customers. Be sure to include your city name and state in content throughout all the pages on your website. Additionally, include any local businesses, Farmers Markets or other locations where your products may be featured or available (include hyperlinks to those other local businesses and venues).

3. Practical SEO Strategies for your Farm

To help improve your local search visibility, create a Google My Business Profile for your Farm. This will create a business listing for your Farm when it populates in the search engine, with photos, contact information, store hours (if applicable), map links, and details on your products. This is a free listing process offered by Google, and will help your Farm stand out to Buyers as a professional business, show up on Google Map results and directions, and enable Buyers to leave reviews and testimonials for potential customers to read.

When it comes to your most loyal customers, offer them a $10 promo code for a 5-star review of your Farm business and products. The more Google Reviews, the better for your business and authority. Always respond to reviews (positive or negative) with a gracious tone. 

• Read: Google My Business: A Free Billboard for your Farm

On your website, post high-quality content that captures your mission, values, story and products. Keywords that describe your operation will help your Farm rank higher in the local search engine results. Consider blogging about life on your Farm, and/or posting recipes for your products. You do not need dozens of pages; it is more important that the content on your Farm website is high-quality, authentic and valuable to potential customers. Be sure to include location details and or local landmarks in your website content to help improve indexing in local search results.

Always keep your contact information updated, including featured venues to access your products (restaurants, grocers), attendance at Farmers Market locations, upcoming events, and any other useful details for Buyers. If your information is outdated, it may lead to a non-ideal customer perusing your website, or a missed sales opportunity from a potential Buyer. During your website creation with Barn2Door, our design team helps optimize your entire website to help your Farm improve search engine rankings, access to target customers, and increase your visibility online.

Conclusion

SEO is an important tactic for your Farm business, but not something to stress over, spend countless hours, and / or throw money trying to ‘perfect’. It is a free tool that can help increase your visibility through valuable, updated content added to your website. Consider working with a team (like Barn2Door) that can help you optimize your website during the design process to provide a foundation for your Farm’s SEO strategy, and help make optimizing your website easy and stress-free. Start building your Farm’s robust online presence to connect with your local community across all digital channels.

Barn2Door offers software for Independent Farmers to create and promote their brand, sell online and in-person, and save time managing their business. If you’re curious to learn more, watch this 5-minute video.

• Listen: Busting Farm Marketing Myths

This comprehensive guide is designed to equip you with the essential farm marketing strategies and farm advertising techniques to elevate your operation. Create a memorable farm brand that is accessible across online and in-person channels, and regularly engage your local community to fuel direct sales and build a loyal base of Buyers. Invest in a cohesive go-to-market strategy that complements the quality of your products.

1. Laying the Groundwork – Building Your Farm's Brand

Before you can effectively market your products, you need to establish a clear and compelling identity for your farm. This foundational step is crucial for recognition and trust.

Crafting Your Visual Identity: The Power of a Farm Logo and Farm Sign

Your farm's visual identity is often the first impression for potential Buyers. A Farm logo serves as the cornerstone of your brand, communicating your values, products, location and/or mission. Your logo is the first thing Buyers will see when discovering your Farm. Think about what makes your operation unique and be sure it is reflected within your Farm logo. Your Farm values and brand should be captured in your Farm logo — it must be professional and not simply AI-generated on a whim. Work with a professional designer to create a simple logo that is memorable and looks good on everything from product packaging and labels to your Farm website.

• Read: Farm Logo Design Guide

Equally important is clear and inviting Farm signage. Whether it's a sign to welcome visitors for on-farm sales or a banner at a Farmers Market, effective signage is crucial to attracting customers and increasing awareness for your brand. Include your logo, products, location and a QR code to your website to make it easy for Buyers to find you online.

Defining Your Farm Brand and Core Values

Beyond a logo, your farm brand encompasses the entire experience and perception customers have of your operation. Communicate your Farm values in your marketing assets (content, images and videos) to reflect your family business, product quality, sustainable practices, and animal welfare to educate and connect with customers on an emotional level. Share your values consistently across all your marketing channels, from your social media posts to conversations at the Farmers Market. Authenticity builds trust and fosters a loyal customer base (Buyers spend 43% more with Brands they trust).

2. Digital Reach – Expanding Your Farm's Online Footprint

A robust online presence is a must-have when it comes to building an effective Farm marketing strategy. While your relationships should be personal and include in-person engagement, online platforms (web, mobile, social and email) will help you amplify your reach, build credibility and stay connected with Buyers.

Creating an Attractive Farm Website

Your Farm website acts as your 24/7 information hub, attracting and educating new Buyers while also providing clear calls-to-action (“Shop” your online store). Your website must be informative, easy to navigate, and visually appealing. Include high-quality photos of your farm, products, and your family to build a connection. Share your product mix, local Farmers Markets or pick-up locations, and direct Buyers to your online store. Optimize your site for search engines by using relevant keywords in your content, product descriptions, and blog posts. Include testimonials, recipes and stories from the Farm to entice new customers with valuable content.

• Read: Why you Need a Separate Farm Website and Store

Launching Your Online Farm Store with eCommerce

An online Farm store can significantly expand your reach beyond local markets. Choose an eCommerce solution that is built for Farming with features specifically designed to support your products (e.g., Sell-by-Weight, Combined Inventory, Pick-n-Pack). When setting up your Farm store, focus on distinctive product categories, pin your top revenue-generating products at the top, including detailed descriptions and beautiful images. This will make it easier for Buyers to navigate and shop from your store. Be transparent about your ordering process, delivery/pickup options, and any minimums. The most successful Farms offer Bundle Boxes and/or Subscriptions to encourage larger, recurring purchases.

Engaging Buyers with Farm Newsletters & Social Media

Email marketing with Farm newsletters is one of the most cost-effective avenues to maintain relationships with your customers. Use newsletters to announce new products, share harvest updates, offer special promotions, provide recipes, or tell stories about life on the farm. Newsletters help to keep your Farm top-of-mind for Buyers and encourage repeat purchases. Aim for consistency, but don't overwhelm your subscribers. Farms with a robust volume of recurring orders send Farm newsletters 2-4 times each month (biweekly or weekly).

Beyond your website and newsletters, invest in a social media marketing strategy to boost your overall Farm awareness. Platforms like Facebook and Instagram allow you to share ongoing Farm life activities, events and happenings (that spur followers to interact with your post(s)). Use high-quality photos and videos, share in-the-moment stories, and encourage your Buyers to tag you when they post your products. Consistent branding across all digital channels will reinforce your Farm brand.

• Listen: The ABCs of Social Media’s 3 E’s

3. Community Connection – Direct Farm Sales and Local Engagement

Connecting directly with your community is a cornerstone of successful farm marketing. These direct interactions build loyalty and provide invaluable feedback.

Mastering Farm Direct Sales

Direct Farm sales offer the highest profit margins and the most direct connection with your customers. Whether it's an on-farm store or pick-up, a Community Supported Agriculture (CSA) program, or local neighborhood deliveries, make the experience for your Buyers welcoming and efficient. Display pricing, accept various payment methods (cash, check, credit, debit, Apple Pay, Google Pay), and provide answers to frequently asked questions about your products and practices. A simple and easy shopping experience can turn a one-time buyer into a loyal customer.

Farmers Market Marketing

Farmers Markets are vibrant hubs for local food and great avenues to connect with your local community, attract potential customers and meet other small business owners. To excel at Farmers Market marketing, consider your booth set up, check out process and branding. Make your Farm brand stall visually appealing with attractive displays, clear signage including your Farm logo, and a QR code that points to your online store. Offer product samples to attract potential new customers. Engage with customers, share your Farm story, and be energetic. Effective Farmers Market promotion also involves pre-market social media posts, encouraging customers to come shop, and attracting email customer list sign-ups at checkout (digitally), or collecting emails on a clipboard (manually).

• Listen: Farm Customer List Building Strategy

Cultivating Local Support for your Farm

Grassroots Farm marketing involves building genuine, authentic connections within your local community. Participate in local events, get involved at schools in your area, or donate produce to community initiatives. Consider hosting educational workshops or farm tours to build a personal connection with your community. These activities not only raise awareness of your brand but also position your Farm as a valuable community asset. Unpaid word-of-mouth, direct referrals and/or social posts from satisfied local customers are incredibly powerful.

Farm events are an excellent way to invite customers onto your farm, allowing them to experience your operation firsthand. Think beyond simple sales: "You-Pick" days, farm-to-table dinners, seasonal festivals, field trip opportunities, or educational workshops (e.g., canning, cheese making). These events create memorable experiences, deepen customer loyalty, and provide fantastic content for your social media and Farm newsletters. They also offer opportunities for additional sales of your products. Encourage community members to share posts about their visit to your Farm on their social media accounts.

• Read: Grassroots Marketing Tactics Every Farmer Should Know

4. Specialized Product Marketing and Collaborative Growth

Different Farm products often require tailored marketing approaches to highlight their unique benefits, especially if they are unfamiliar to your local Buyers. Furthermore, collaboration can open new doors for growth.

Targeted Marketing for Specific Products

• Strategies for Grassfed Meat: If you offer grassfed products, emphasize the health benefits, ethical raising practices, and superior flavor. Use clear labeling and certifications if applicable. Share photos of your animals grazing naturally on your Farm.

• Effective Poultry Marketing Techniques: For poultry, highlight whether your birds are pastured, free-range, or organic. Discuss the quality of the meat or eggs, and perhaps share recipes. Transparency about growing and harvesting your birds builds consumer confidence.

• Best Practices for Dairy Marketing: In dairy marketing, emphasize freshness, local sourcing, and any unique characteristics of your milk, cheese, or yogurt (e.g., Raw Milk in glass bottles). If you have a unique breed of cow or a special processing or packaging method, make that a key part of your brand story (e.g., Yogurt in glass containers).

Highlighting Value-Added Farm Products for Increased Revenue

Consider creating value-added farm products (like jams, pickles, baked goods, soaps, or crafts), which can be included in Bundle Boxes or Subscriptions. Value-added products can significantly boost your revenue and extend your selling season year-round. When marketing these items, focus on the craftsmanship, the quality of the farm-fresh ingredients, and the story behind their creation. Consider pairing these items into boxes to expand your reach, as these products often make excellent gifts and can attract a broader customer base.

The Power of Farm Partnerships

Explore potential Farm partnerships that can expand your reach without significant additional marketing spend. Partner with local restaurants that want to source fresh, local ingredients. Collaborate with other farms to offer a wider range of products with a bundle box or create joint marketing campaigns. Consider working with local artisans or food businesses to cross-promote, and share these campaigns on your social media. These collaborations enable each partner to leverage the other's customer base to increase awareness and build a stronger local food ecosystem.

• Listen: Building Farm Partnerships in your Community’s Local Loop

Frequently Asked Questions (FAQs) About Farm Marketing

• What are the most cost-effective advertising methods for small Farms? For small Farms, word-of-mouth, email newsletters and organic social media are the most cost-effective avenues to attract buyers. Farmers Markets, too, are good for building initial awareness of your Brand, but do entail more costs. Local pick-up and delivery locations can help expand your reach in new neighborhoods.

• How can I create a compelling Farm brand story? Your brand should highlight your Farm values, history, passion, and what makes your operation unique. Be authentic, share your practices, and focus on the "why" behind what you do. Use photos and videos to bring your story to life on your Farm website and social media.

• What are the key components of a successful Farm marketing plan? A successful Farm marketing plan starts with defining your target audience, setting clear goals, and identifying your avenues to sell products. Thereafter, invest in the appropriate marketing channels (digital and in-person), budget, and regularly evaluate your efforts. Your Farm marketing plan should be written down as a living document that you revisit and adjust.

• How do I effectively promote my online Farm store? Promote your online Farm store through your email newsletters, social media posts (with direct links), local community groups, and by mentioning it at Farmers Markets. Highlight your Farm brand and QR code (that leads to your online Farm store) on all Farm vehicles, packaging, product labels and digital media profiles. Consider offering an introductory discount for first-time online Buyers and encouraging customers to share their purchases online (and tag you).

• What are some creative ideas for Farm events? Creative Farm events include "Meet the Animals" days, cooking classes using your products, seasonal harvest festivals, Farm-to-table dinners, on-Farm workshops on sustainable farming, and/or field trips and volunteer opportunities for schools.

• How can Farm partnerships benefit my business? Farm partnerships can lead to increased sales, expand your reach to new local customer groups and provide opportunities for product diversification (e.g., creating value-added Farm products together or partnering on a bundle box).

Conclusion: Harvesting Your Marketing Success

Building an effective farm marketing strategy is not a one-time task, but an ongoing process that combines planning, creative execution, consistent efforts and measurable outcomes (to analyze and adjust at least quarterly). Implement the Farm marketing strategies outlined in this comprehensive guide to significantly boost your farm's visibility, cultivate a loyal customer base, and ensure long-term profitability.

From establishing a strong Farm brand with a memorable logo and clear signage, to leveraging the power of your website and online store to give Buyers a convenient avenue to shop your products. Engage with local Buyers through direct Farm sales and in-person Farmers Market interactions to build loyal relationships within your community. Embrace the digital tools, connect with your community through grassroots initiatives and engaging Farm events, and explore the benefits of local partnerships. With a proactive Farm marketing plan, your operation can truly grow and thrive.

Barn2Door offers software for Independent Farmers to create and promote their brand, sell online and in-person, and save time managing their business. If you’re curious to learn more, watch this 5-minute video.

Using Hydroponics to Grow Year-Round

Living in Wyoming, the land and air can make it difficult to grow fruits and veggies year-round. This Farm turned to greenhouses and hydroponic systems to support their product growth. This allows them to grow crops that typically would not survive in their location. Hydroponics allows the Farm to raise its products in a water-based solution (with mineral nutrients) instead of the soil. The Farm utilizes 3 hydroponic zones (automated for irrigation and nutrients) to keep up with demand, as well as growing some crops in dirt (provided they grow well in their Wyoming soil).

The Farm looks at what grows best and matches with Buyer demand - with a controlled environment, they have more opportunities to bring unique products to their community. This allows them to provide variety within their store and CSA options, with goals of expanding into other products (e.g., mushrooms).

Offering Variety in CSA Boxes

The Wyoming Farm offers local Buyers various CSA box options to maintain a Farmer’s Choice model, while still allowing customers the opportunity to choose their box preferences. While Buyers can purchase single items within their store, the CSA boxes offer their best products, a fresh mix of fruits and vegetables and premium recipes. Each box is an annual Subscription commitment, with the option of 5 different local pick-up locations as fulfillment options.

• Read: Scaling your CSA with Farmer’s Choice

The Farm offers a half box, a standard box, and a bounty box. Their half box is their most popular, and is their entry level option with 5-7 items that allow Buyers to try their produce selection without fully committing to a full-sized box. The standard box gives Buyers 8-10 items, with a mix of greens, herbs, and various fruits and veggies and rotating special items. The bounty box includes 10-14 items and includes their best product mix.

Attracting New CSA Members

To attract new CSA members within their local community, the Farm offers its best produce varieties within their boxes, including familiar staples, as well as fun and new items. When given new items that Buyers may not be familiar with, the Farm includes a recipe, making it less daunting to try new products. The Farm looks at what is missing within their community to understand what they can offer to satiate Buyer demands, to set their store apart and attract new customers. 

It is important for the Farm to get to know their community so they can understand their desires, from product mix to fulfillment locations. They participate in community events, marketing their brand and offering product samples to showcase their Farm-fresh produce. They market the Farm through social media posts, consistent email newsletters, in-person events like Farmers Markets and print advertising leading to their online store.

• Read: Farm Customer List Building Strategy

There are no other commercial greenhouses in their local area within Wyoming, so the products they can raise are distinguished from other Farms. This allows them to offer a different variety of products (year-round!) than other producers. The Farm knows that once people taste their produce and learn about the nutritional benefits, they will come back for more.

Conclusion

Serving community members year-round with fresh produce helps encourage this Wyoming Farm in its operations. Through utilizing hydroponic systems, they can raise products that would otherwise be unable to grow in their climate and soil, allowing them to cultivate staples and unique items for their Buyers and CSA members. With consistent marketing, recipes for their products and a variety of box options, the Farm has built and maintained a successful CSA program.

Barn2Door offers software for Independent Farmers to create and promote their brand, sell online and in-person, and save time managing their business. If you’re curious to learn more, watch this 5-minute video.

Using Barn2Door, the Farm could access a fully branded website and eCommerce to give Buyers convenient access to their products. With an organized system in place, the Farm now serves hundreds of Buyers and has secured over 6-figures in their farming operations.

• Read: How to Sell Produce Online

Establishing a Local Customer Base

As an independent Farmer, it is crucial to create a brand that stands out to your potential base of Buyers. This Florida produce Farm offers a wide variety of products that their Buyers desire, they are active in their community, and hold educational events with local schools inviting customers to the Farm. Creating a local brand and offering Buyers an easy and convenient alternative to the grocery store has helped this Farm build a loyal customer base with ongoing, repeat orders.

The Farm takes advantage of its produce season (November - May) when choosing what to sell to Buyers. In the Off-Season, they focus on cover cropping, soil care, their chickens and fruit trees, remaining busy and continuing to sell to local Buyers. To encourage future purchases, the Farm focuses on offering premium customer service during their CSA season, surveying customers for their opinions and giving them a range of options to shop.

• Read: How to Build a Farm Brand that Attracts Buyers

The Farm uses the Barn2Door + Mailchimp integration to segment and target various Buyer groups with biweekly newsletters. This keeps their business top-of-mind with customers. However, they see the most success with their in-person marketing efforts, using branded banners and QR codes that lead potential customers to their store. Being active in their community ensures that their Farm will attract new and existing CSA members.

Farmer’s Choice CSA Offerings

Offering a Farmer’s Choice CSA allows the Farm to choose seasonal, in-stock items to pair within a Subscription box. With a variety of produce, the Farm can pair popular, and lesser known items together, to ensure Buyers will receive what they want and new things to try. This streamlines their fulfillment day, as they can simplify the time and energy to pack, versus spending loads of time (and labor costs) individually tailoring every individual box. Instead, they give Buyers flexibility by offering different box types, such as seasonal mixes, microgreens, a salad box, or a mushroom share, with weekly and biweekly fulfillments in two different sizes.

• Read: Scaling your CSA with Farmer’s Choice

You can have a plan, but be ready to be flexible because everything changes all the time. Keep your strategy the same, but be flexible.

- Florida Produce Farmer

The majority of the Farm’s sales are from their CSA boxes, and Buyers are typically eager to sign on year-after-year. They give customers the option to Add On an egg share to their CSA to increase the value per order and move more products per Buyer. Subscriptions have allowed the Farm to simplify its operations from planting to fulfillment. Harvesting bulk produce makes it much easier to package and sell Subscriptions rather than harvesting little by little to fit a given order, making Farmer’s Choice boxes ideal for the Farm.

Retaining Buyer Relationships

Retaining your local Buyers is crucial for an independent Farm operation. You want to build recurring revenue month over month and know that your Buyers are committed to pay a premium for your sustainable produce. This Florida Farm found that in-person interactions helped them build lasting relationships with local customers. Attending local events, inviting community members on Farm, and providing volunteer opportunities aided in making Buyers feel a personal connection with the Farm.

• Listen: How to Build a Loyal Base of Local Customers for your Farm

When people participate in events on Farm, it is common for individuals to post on social media, tag the Farm, and increase their brand awareness and audience reach. This allows the Farm to access free marketing and attract potential Buyers they may have never met. To help retain customers, the Farm will message them after CSA season to better understand their preferences, get feedback and see what changes may need to be made with the next season. This conveys to  Buyers that they value their opinion and helps cement a loyal relationship. The Farm also shares recipes and tips on their website to help make customers more comfortable with the produce they purchase and encourage them to try new products.

Conclusion

Selling produce directly to your community requires a strong, loyal relationship with local Buyers. This Florida Farm understands that they must provide customers with healthy, sustainable products, consistently market and give Buyers a convenient way to shop to build that relationship. Providing CSA members with a variety of products and encouraging them to cook and try new items helps improve customer retention, and contributes to the Farm’s success.

Barn2Door offers software for Independent Farmers to create and promote their brand, sell online and in-person, and save time managing their business. If you’re curious to learn more, watch this 5-minute video.

For independent poultry Farmers, the digital age offers a powerful way to connect directly with consumers who crave fresh, high-quality chicken, turkey, ducks and eggs. Selling your poultry online allows you to build a loyal customer base, command better prices, and take control of your farm’s operations. Follow this comprehensive guide for assistance defining your products and navigating regulations to marketing your farm and fulfilling orders.

• Listen: Many Tactics for Selling Pastured Poultry for Profit

Why Sell Poultry Online?

Selling poultry online allows your Farm to connect directly with your consumers, giving them 24/7 access to shop your products anytime, anywhere. You are no longer limited to farmers' markets or wholesale contracts. By selling online, your Farm can reach the 99% of buyers who do not regularly attend markets by offering them easy and convenient access to your farm's products.

An online storefront accessible via the web, mobile, email, and social media allows your Farm to tell your story, showcase your practices, and build a brand that resonates with your local community. This direct relationship fosters trust and loyalty, turning one-time buyers into lifelong customers.

1. Defining Your Poultry Products & Market

Before you can start selling, you need a clear vision of what products to offer and who you will be targeting as potential customers.

• Read: Data to Make your Poultry Sales Profitable

What Products Are You Selling?

To maximize your profits and move your entire inventory, consider a variety of product offerings that will move the whole bird through your store (in one or more orders):

• Whole & Half Birds (Spatchcock): Offer whole chickens for roasting, and spatchcock for grilling on the barbecue. Provide a recipe for roasting a whole chicken and suggestions for prepping spatchcock birds for the grill (including temperature and times). An overview of butchering a whole bird may also be valuable to include (e.g. YouTube).

• Poultry Cuts: When it comes to oversized birds, consider offering popular cuts like breasts, thighs, and wings in packages of 4, 8, or 12 pieces. This caters to different family sizes and cooking preferences. Be mindful that cutting and packaging birds involves more labor and packaging, so increase the price per pound for poultry cuts. 

• Bundle Boxes: Create bundle boxes that cater to specific needs and /or offer a mix of poultry products. Bundle boxes, such as a "Griller's Pack" or a "Family Dinner Box," can also increase your average order value and introduce complementary value-added products (e.g. spices, rubs, sauces)Successful Farms typically offer boxes for 1, 2, or 4 person households to give the majority of Buyers an option that fits their needs.

• Value-Added Products: Turn leftover parts into high-margin products like chicken sausage, jerky, or nutritious bone broth. These items can be great add-ons to other purchases or sold individually. Build gift baskets with value-added items to market your brand, and push your leftover products through the store with a premium sale.

• Subscriptions: Create weekly, bi-weekly, or monthly subscription options that offer a mix of poultry products. Buyers love the convenient access to your products and the hassle-free nature of just receiving their orders as expected. For your Farm, this will help you turnover more inventory, provide a stable base of recurring revenue and help you streamline your operations and harvest schedule.

Who is Your Ideal Customer?

As a local farmer, you have a distinct advantage: you understand your community. Your ideal customer should be someone who values locally sourced, sustainably raised food and is willing to pay a premium for quality and transparency. They may be busy families looking for convenient and healthy meal options, or food-conscious individuals who want to know the story behind their food.

• Listen: Creating your Ideal Customer Profile for your Farm Retail Buyers

Take the time to create an ideal customer profile to tailor your marketing efforts and product offerings to their specific needs. Once you understand their routine, household size and purchasing habits, you can better fill your store with options they will repeatedly purchase.

2. Where to Sell Your Poultry Products Online

Choosing the right eCommerce solution is crucial for a seamless online selling experience for both you and your customers.

Choosing Your eCommerce Platform

While there are many general eCommerce platforms available, a solution built specifically for farmers will offer features tailored to the unique needs of selling food products. The specifications needed to sell poultry products are different from the ones needed to sell consumer products (e.g. t-shirts and watches). Look for an eCommerce platform that allows you to:

• Supports Multiple Price Sheets: Most Farmers sell products to retail and wholesale buyers; many Farmers also support private buying clubs (e.g. CSA or Herdshares). To preserve flexibility for your Farm, leverage an eCommerce platform designed for products to be sold across different price sheets, with different packaging and fulfillment options. (e.g. dozens of eggs for consumers, cases of eggs for wholesale buyers). 

• Sell by Weight or Fixed Price: Many products sold by Farmers are priced by weight. This is critical when it comes to correctly charging buyers for a small bird (3.125 lbs) versus a large bird (4.625 lbs). To maximize your Farm profits, be certain you invest in eCommerce that supports the ability to toggle from a Fixed Price to Sell by Weight (or vice versa) for any given item while tracking the number of units separately. 

• Manage Inventory: This is essential for preventing overselling and ensuring you can meet demand. Whether products are sold online or in-person, your inventory needs to update automatically in real time. Additionally, be sure your eCommerce supports “Combined Inventory” for the same product across different unit sizes (e.g. your chickens produce 100 dozen eggs per week, that total should deducted accurately if sold as 1 dozen, 2 dozen, a small case (15 dozen), or large case (30 dozen)).

• Offer Flexible Fulfillment Options: Provide convenient local pickup and delivery options with automated order cut-offs and delivery reminders. Your eCommerce solution should offer the flexibility to associate different products with different fulfillment options and buyer types (e.g. consumer pickups versus wholesale delivery zones). Leverage software that allows you to narrow availability to Buyers based on their access to a pickup, or within a specific delivery zone (based on zip codes).

• Support Subscriptions and Pre-Orders: Build recurring revenue with Subscriptions and increase cashflow with Pre-Orders for seasonal items (e.g. accept deposits for Thanksgiving turkeys). Your eCommerce solution should offer your Farm flexible purchase options, from one-time purchases, Subscriptions, Pre-Orders and Deposits. Your store must be transparent with fulfillment frequencies and dates so Buyers know what to expect when making a purchase.

• Sync with In-Person Sales: All of your online store purchases should sync with in-person sales using a point-of-sale (POS) device. Your POS should support sell by weight, multiple price sheets, multiple payment options (credit, debit, cash, check, Apple Pay, Google Pay), and offer the ability to collect tips and email addresses at check-out. Additionally, your POS device should automatically sync inventory units in real time with your online eCommerce solution.

Built for Farmers, Barn2Door eCommerce and POS offer a comprehensive platform, providing all these features (and more) to help you save time and grow your business. Your website should act as a billboard for your business, while your actual eCommerce site facilitates all sales across the web, mobile, email and social media.

• Read: Why you Need a Separate Farm Website and Store

Setting Up Your Online Store

Your online Farm store is your digital storefront. Make it easy for customers to find what they're looking for to make a purchase. Use high-quality photos of your farm and products. Write compelling product descriptions that highlight your farming practices and the quality of your poultry. Organize your store with clear categories and a simple checkout process. Pin your most valuable products to the top of your store to make it easy for Buyers and increase conversion.

3. Managing and Fulfilling Your Poultry Orders

Fulfillment Options

Offer convenient options that fit into your customers' lives, becoming a part of their normal routines and schedules. Poultry products are consumed regularly; your goal is to make it simple for Buyers to commit to ongoing purchases from your Farm. Be sure your eCommerce solution supports a variety of fulfillment options:

• On-Farm Pickup: Allow customers to pick up their orders directly from your farm. This is a great way to build relationships and let them appreciate where their food is grown and harvested. When customers can actually meet the Farmer and see poultry birds on pasture, you increase loyalty.

• Local Delivery: Offer home delivery or convenient drop-off points in your community to accommodate the busy lives of your customers. In an Amazon-era of convenience, local delivery is a tactic that often spurs the growth and success of many Farms. Note, most Farms charge a delivery fee to offset costs (making it profitable), and find they attract more customers along their delivery routes.

• Farmers' Markets: Use farmers' markets as an avenue to acquire more customers and as a pickup location for pre-orders placed through your online store. This often entices Buyers to purchase more as they browse online ahead of picking up their order.

• Local Loop: Provide pick-up locations that fit conveniently into the weekly routine of local Buyers. Consider local schools, churches and businesses that your ideal customers frequent on a regular basis. Then, set up your fulfillment options to align with schedules at those destinations (e.g. a pick-up adjacent to a local school when families pick-up their kids).

Your eCommerce solution should offer the flexibility to support all the above fulfillment options, including limiting certain products and availability by schedule. For instance, Barn2Door enables Farmers to make their Poultry products available on a weekly pick-up schedule (e.g. Egg Subscription), while limiting availability for other Poultry products on a monthly pick-up schedule (e.g. Meat Birds).

Inventory and Order Management

An effective inventory management system is crucial. Selling Subscriptions for regularly consumed products (e.g. Eggs, Meat Birds), and taking Pre-orders for high-demand items (e.g.Thanksgiving Turkeys), enables you to increase cash flow and streamline your processing schedule accordingly. Accepting deposits for Turkeys also ensures that you will collect full payment for your bird, automatically charging the credit card on file (versus chasing down customers for payment).

• Listen: How to Sell Out of Chicken Subscriptions

Package your produce products according to what is most attractive for Buyers, and what helps you move more inventory. Subscriptions for Whole Birds and Bundle Boxes for Poultry Cuts enable you to pair popular and less-popular cuts together.

4. Marketing Your Poultry to Local Buyers

Email and Social Media

Email is a powerful tool for communicating directly with your customers. Build an email list by collecting addresses on your website, on social media profiles, and at in-person events. Send regular newsletters with farm updates, new product announcements, and special promotions. Use social media to share behind-the-scenes glimpses of farm life, post delicious recipes, and run contests to engage your followers. Your Buyers should be educated on your commitment to sustainable agriculture and animal welfare through your posts and newsletters. Share your family and Farm story to build trust and loyalty through authenticity.

• Read: Farm Customer List Building Strategy

In-Person Marketing

Your Farm Brand is the sum of all the interactions a Buyer has with your business. Don't underestimate the power of face-to-face interactions and a good handshake. To make an impression, engage Buyers and share your passion for your Poultry products. Look for avenues to meet prospective in your local community that attract your ideal customers:

• Farmers' Markets: Your booth is a fantastic marketing opportunity to connect with Buyers interested in supporting local Farmers. Use clear signage with a QR code linking to your online store. Given most Buyers at Farmers’ Markets spread their money among vendors, your goal is to capture emails of all purchases to convert them to online Buyers. Many successful Farms pay their teams $1 per verified email they collect on a clipboard!

• On-Farm Events: Host tours, events or workshops to invite your local community to participate in on-farm activities and learn more about your practices firsthand. This will attract families, schools and other groups that could potentially become loyal Buyers once they learn more.

• Partnerships: Collaborate with local businesses, churches, and schools to expand your audience reach, increase brand awareness and sell more products. Encourage customers to share pictures of your products online for a promotional discount on their next order. Give local influencers (e.g. Chefs & Restauranteurs) free products to prepare and share on their platforms via cooking videos or photos to reach a wider audience.

5. Selling Eggs and Value-Added Byproducts

There is potential profit to be made with eggs and other poultry byproducts. Move more birds through your store by breaking down and selling different parts in byproducts and value-added products.

• Read: How Value-Added Products Can Increase your Average Order Value

Egg Sales

Farm-fresh eggs are always in high demand. Offer them on Subscription for a consistent source of revenue, or as an Add-On to other purchases to increase your average order value. Eggs can quickly become a best-seller in your store, given they are in consistent demand year-round. To capture a premium, be sure to market the unique value of your eggs: 

• Pastured: Be sure to market that your eggs go well beyond the “cage-free” minimum and are actually raised on a pasture.

• Non-GMO: If you supplement your Layers with Non-GMO feed, then market it to Buyers who care about the inputs. 

• Soy-Free / Grain-Free: If you supplement your Layers with Soy-Free or Grain-Free feed, then market it to Buyers who have food sensitivities or allergies.

Many Farmers market and sell their Eggs at 2-3x of market price by attracting Buyers who are willing to pay a premium for the unique value of a given product.

Value-Added Products

To maximize your revenue and increase your margins, sell every part of your poultry birds. Help Buyers get comfortable with using chicken heads and feet to make stock by encouraging them with recipes, on-farm classes and videos. Also, consider creating and selling value-added products yourself:

• Chicken Jerky and Sausage: These are popular snack items with a good profit margin. Buyers will be familiar with these products, and they can be used as a Subscription add-on to attract more sign-ups.

• Chicken or Bone Broth: Market the health benefits of this nutrient-dense product. Make chicken and bone broth kits including all the chicken parts and spices packaged together, or premake the broth for an easy sale.

• Pet Treats: Dehydrated chicken feet or other poultry parts can be sold as healthy and natural dog treats. Many customers will choose to add this to a monthly Subscription box for their pet.

From Coop to Customer

Selling poultry online as an independent Farmer can provide you the freedom to sell your birds on your terms. By offering attractive products, packaging and convenient fulfillment options, your Farm can leverage an eCommerce platform to build a thriving direct-to-market business. Consider the products your local community desires, and provide options that will help you build a consistent, recurring income from Subscriptions, supplemented by one-time purchases and value-added product sales. Focus on providing quality products and a convenient customer experience, and you'll cultivate a loyal following of Buyers who are proud to support your poultry Farm business.

Barn2Door offers software for Independent Farmers to create and promote their brand, sell online and in-person, and save time managing their business. If you’re curious to learn more, watch this 5-minute video.

Bulk beef sales allow your Farm to move whole cows through your store, supply your Buyers with more food and sell your niche cuts and products. It is crucial to plan ahead to ensure you do not get stuck with cow products in your freezer, and instead secure commitments to orders of your animals well in advance of harvest dates.

You can capture deposits to lock-in orders prior to processing your animals to better plan your packaging and fulfillments. This will help cover processing fees and enable your Farm to align harvest, processing and fulfillment schedules to streamline your operations and labor costs. This will encourage a loyal relationship with Buyers that are making a bigger commitment to your Farm by communicating the values of your Farm business and commitment to sustainable practices.

1. Before You List Your Bulk Beef

If you use a generic eCommerce solution that is built for consumer packaged goods (e.g. watches and swim trunks), you will be missing crucial tools and features that are designed specifically for Farm products. Find a platform that makes it easy to manage your operation, sell your inventory and fulfill orders based on the requirements of different products (e.g. bulk beef v. produce) and different buyers (e.g. retail v. wholesale). Keep an organized schedule and align your harvest, processing and fulfillment dates to ensure you are not sitting on a freezer full of beef. Consider your pricing (hanging weight v. final weight) when listing your bulk beef, and explain to customers their price breakdown for clarity to avoid unnecessary questions. Keep it simple.

• Read: Why You Need a Separate Farm Website and Store

2. Marketing Your Bulk Beef Products

Market limited access to your beef well ahead of harvest dates to build up the Fear-of-Missing-Out (FOMO). Encourage Buyers to sign-up for your email list to access first-to-know information about upcoming beef sales, so they don’t miss out on limited availability. On social media, share photos of your products, life on the Farm and events (Farmers Markets, community events, Farm stand, fulfillment day). Share important Farm details to your social stories and highlights, and incentivize customers to share their products and recipes (and tag you!) by offering a discount on their next order.

Routinely update your customers with email newsletters that are sent on a consistent basis (weekly or bi-weekly). Include links to top-selling products, subscriptions, upcoming Farmers Markets, pick-up locations and any Farm stories from the past week. This will foster a deeper relationship with your Buyers, who are eager to support a local Farmer. During all in-person interactions at markets, pick-ups and events, collect emails and educate customers about your Farm, products, family and practices. Being face-to-face with potential Buyers can help encourage an initial purchase, and you can better answer questions and explain the unique value of your products.

• Read: The Data on Selling Your Beef Products Direct

Be transparent with Buyers about the wide variety of cuts they will receive when purchasing bulk beef. Share recipes, links to YouTube videos or offer instructions to help make Buyers more comfortable with less familiar cuts, so they do not feel stuck. Educate Buyers on how much freezer space they will need to accommodate bulk beef orders for a quarter, half or whole cow. Eliminate any guesswork to make it easy to purchase bulk beef from your Farm. Add a “What to Know When you Purchase Bulk Beef” page on your website or in your welcome email, and spell out the details in the product descriptions of your store.

3. From Farm to Freezer: Selling Your Bulk Beef

Most Farmers and Ranchers will begin pre-selling their bulk beef 3-6 months prior to harvest dates, depending on their existing demand. This will ensure you secure Buyer commitment for each animal, get paid an initial deposit in advance, and align your fulfillment schedules with your harvest dates. Market your pre-sales across all online (website, email, newsletter and social media) and in-person (markets, on-farm, flyers) avenues to raise awareness with Buyers and keep them informed of limited inventory availability (in real-time). This will help build FOMO to help spur demand and fuel upfront deposits on your bulk beef.

 With Barn2Door’s patented Sell by Weight capabilities, when Buyers place a pre-order, you get cash-in-hand and secure a payment token for final payment after you know the final cost post-processing. Taking a deposit allows buyers to secure their order, help offset your processing costs and simply pay the remainder once their order is ready.

• Read: How to Sell Meat Online

Barn2Door’s Combined Inventory feature allows you to track the total number of animals available in one listing; as Buyers select Quarter, Half or Whole, each order will draw from the same inventory (automatically calculating available product proportionately). This way, you can save time and do not have to worry about overselling. (Note, Combined Inventory can be used for all your fungible agriculture products that are sold in different unit sizes, across consumer and wholesale price lists.)

In the absence of eCommerce built for Farm products, your business must track and reconcile deposits, orders, payments, and available inventory manually. . With Barn2Door, everything is handled and tracked automatically, making the process easy for Buyers to purchase and simple for Farmers to manage. No more chasing down Buyers to collect a final payment - you can close out final payments automatically (deducting initial deposits) and charge the card on file or send an electronic invoice (for cash / check payment). An automated email receipt or invoice will be sent once their order is ready and you complete the final charge.

4. Beyond Your Beef Sales

With your order transaction history, you can create a list of all past bulk beef purchasers, and offer them a promo code (% or $ off) ahead of the next product listing. This will encourage repeat purchases and build loyal Buyers. Check in with some Buyers after their purchase to better understand what they enjoyed about your products, and gather any feedback about how to improve their experience next time.

• Listen: Attracting Local Buyers to Your Online Farm Store

Encourage Buyers to share their products on social media and tag you, to spread the word about your bulk beef sales and other items you offer in your store. Leading up to opening pre-orders for bulk beef, share testimonials from past Buyers to entice new customers to try it. You can also increase feedback by offering a discount for people who submit a quote or video for you to share on social media. Share reviews and posts of Buyers using your products to give your Farm a more human appeal, rather than just a business. This will build trust in potential Buyers who are considering making a purchase from your Farm.

Conclusion

If you are planning to sell bulk beef, it is crucial to plan ahead to secure pre-orders and jump-start your sales. Many Buyers are unaccustomed to bulk beef, so it is important to answer all of their questions, simplify the process from harvest to fulfillment, and give them an easy, intuitive shopping experience. When selling quarter, half and whole cows, use an eCommerce platform built with features to support your Farm products, market to your community and share customer reviews to attract new Buyers.

Barn2Door offers software for Independent Farmers to create and promote their brand, sell online and in-person, and save time managing their business. If you’re curious to learn more, watch this 5-minute video.

Engage your Farm customer list with a regular newsletter, and collect email addresses online and in-person to build an ongoing relationship among your Buyers. If you fail to consistently communicate with prospective Buyers on your list, they may take their business elsewhere. Learn the best practices for growing your Farm customer list and staying top-of-mind:

Collecting Emails In-Person

Growing your email list in-person allows you to personally interact with new and existing Buyers to explain your mission and practices. At Farmers’ Markets, consider putting up a banner or handing out flyers with a link to your website or a QR code with a direct link to sign-up for your email list. Many successful Farms will hire friendly and conversational staff that carry around clipboards and collect emails at the market. Some Farms pay their staffers $1 for every validated email that is collected at the market to spur friendly competition. It pays off.

• Read: 5 Email Tactics Every Farmer Needs to Know

At the Farmers’ Market, community events or your on-Farm store, use the Barn2Door’s POS to streamline your in-person sales and sync with your online store. The POS also allows you to prompt customers to put in their email addresses at checkout without asking. Entice Buyers to sign-up for your list by offering a discount in their first Farm newsletter, a free recipe, or a raffle for new sign-ups (for free Farm food!) when they enter their email address.

Be certain your Farm brand and QR code to join your email list is visible on every touchpoint with your business - including all packaging (bags, boxes and labels), all vehicles (trucks, vans, cars and tractors) and all signage (banners, tents, business cards, flyers and letterhead). Buyers spend 43% more with brands they trust. Many Farmers acquire dozens of new email sign-ups every time they drive around town to make deliveries or drop off products at local pick-ups.

Collecting Emails Online

There are various opportunities to collect emails from potential Buyers through your online profiles, store and website. Include a pop-up on your website home page with a prompt to enter their contact information (spark interest by adding a sentence about receiving a promo in their first email or “Get Updates from the Farm!”). The pop-up will be one of the first things viewers see on your website, making it quick to gather their information (note, this ordinary course at online retailers). You can also add a dedicated newsletter sign-up on your Farm website to better explain what subscribers can expect from your emails. On the subpages of your website, add a call-to-action at the bottom to enter their email address for updates on new Farm products.

• Listen: Farm Email Marketing Best Practices

On social media, link to a sign-up page in your social media profile (bio), link-tree, or in posts to capture more email addresses. It is wise to give Buyers an incentive to sign-up, such as a new subscriber discount. When requesting sign-ups, market exclusive content such as on-farm dinners, seasonal recipes, farming practices and tips, access to Pre-Orders, or new products. When you regularly mention signing-up for your email, and the benefits your Buyers can have through your newsletter, you will attract new contacts that can be routed to your online store.

How to Market to your Customer List

As mentioned, incentives to sign-up for your email list will entice Buyers who may be on the fence about giving you their information. Everyone loves a free recipe, a promo code for products and exclusive access to the products they love. The “Fear-Of-Missing-Out” (FOMO) is a healthy motivator for many customers to subscribe to your newsletter. Make it obvious that they will miss out on special Farm offerings if they are not on your email list.

• Read: 5 Emails your Farm Should be Sending

Once a customer is added to your list, automate an introductory welcome email, sharing more about your Farm story, products and practices - including a promo for their first order. In subsequent email campaigns, feature Bundle Box and Farm Subscriptions to push high-value, recurring orders. Within your newsletter, you can explain what Buyers can expect from these purchases, including fresh, seasonal items, access to your best product mixes, and peace-of-mind (food security). Your local customers will become more loyal when they feel a personal connection to your Farm. Share stories about what is happening on the Farm, the history of your business, and any updates about your commitment to serving sustainable products to your local community. 

Make your newsletters interesting and interactive by encouraging Buyers to respond with their questions and stories, sharing photos from the Farm and funny stories from your day-to-day life. Buyers will be interested in how you raise the food they are purchasing, recipes using items from your Farm and “how-to” place an order from your store (selecting fulfillments, choosing a Subscription, etc.). Successful Farmers use the 3 E’s (entertain, educate and eCommerce) to write their emails, ensuring each newsletter is interesting for Buyers to read, helps them understand why they should shop locally, and makes it easy to purchase your products anywhere, anytime.

Retaining your Farm Buyers

To keep Buyers engaged and spur ongoing purchases, you must make them feel valued and interested in your email content. Send targeted communications to Buyers related to their past orders and habits. With Barn2Door + Mailchimp integration, the purchase history of your customers, contact details and product catalog are directly integrated with email software to automatically target buyers intelligently by customer groups (aka audience). As a result, your Farm can segment Buyers into different lists and organize marketing campaigns based on their purchase habits, order frequency, and/or customer tenure. When communications are targeted and cater to the specific needs of Buyers, they will be more likely to open and engage with your emails.

• Read: This Email Marketing Tool Will Help you Grow your Farm

Use tactics that are proven to spark customer interest, including FOMO campaigns to drive Pre-Orders (e.g. “Only X amount of time to sign-up!”), or send best-selling products exclusively to members of your loyal Subscribers list who are the first to know about new items. You can also send Buyers automatic order reminders to regularly encourage purchases in the background (e.g. every Monday morning), reminding them that new product inventory has been re-stocked.

Give exclusive access to high-demand products and value-added goods to your email Subscriber list (via a private locked store). When Buyers know that they can only access exclusive products through an email link, they will sign-up to join your customer list. Send promos to returning customers who may have not made a purchase in a while, to keep them engaged with your store. Consider having seasonal promotions only available to email Subscribers. Regularly engage your customers on socials and in email to keep them interested in your Farm, and to keep your brand and products top-of-mind. It is not enough to simply grow your customer list, you always want to engage them and lead them to make a purchase on your online store.

• Read: Why you Need a Separate Farm Website and Store

Conclusion

Build your customer list to create a loyal base of Buyers that you can engage via email and lead to make a purchase on your online store. There are in-person and online efforts you can use to attract community members to share their email addresses with you to communicate about Farm stories, products and promos. Entice Buyers with a welcome offer, exclusive access to high-demand products and a look into what life is like on the Farm. Grow your customer list to build a healthy base of loyal Buyers and recurring revenue.

Barn2Door offers software for Independent Farmers to create and promote their brand, sell online and in-person, and save time managing their business. If you’re curious to learn more, watch this 5-minute video.

Why Sell Your Produce Online?

As a produce Farm business, you should look for ways to expand your reach within your local community. You may have an inventory of perishable, local goods, so it is crucial to find a customer base that will consistently purchase from you to keep your crops moving through your store. Sell produce online to access the 99% of Buyers who do not attend Farmer markets regularly with convenient purchasing options, streamlined inventory and a system to manage your orders, fulfillments and customer details. To be successful, it is imperative to find an eCommerce platform built for Farmers and best suited for your online produce store.

Whether you are a vegetable Farmer or a fruit Farmer, your operation needs to streamline your business efforts, align harvest dates with your fulfillment schedules, track payments and attract Pre-Orders. Ask yourself these questions to determine if selling online and using a Farm eCommerce can help you save time, access more customers and increase sales:

1. What Produce eCommerce Should I Use?

There are many solutions that offer an online platform for businesses to sell consumer product goods (e.g. shirts, purses, watches) and professional services (e.g. haircuts, salons, counseling). However, Farm products are unique with different harvest dates, shelf lives and packaging requirements, especially for perishable goods like fruits and vegetables. As a produce Farmer, it is important that you find an eCommerce platform built with your business in mind, with features specific to the industry. There is no ‘one size fits all’ eCommerce solution that is suitable for every product, service or goods. A Farmer must have a solution that offers various capabilities that make it easy and convenient to manage your products, and easy for your Buyers to shop and place an order.

• Read: Why you Need a Separate Farm Website and Store

Barn2Door offers patented, patent-pending and proprietary features such as Sell-by-Weight and Combined Inventory to make it simple for Farmers to keep track of their produce inventory and collect accurate payments for the full value of their products. With various pricing sheets available for different Buyer types, your Farm can offer a storefront to serve your wholesale produce customers, as well as retail consumers or private Buyers. Take multiple payment options online and in-person (with Barn2Door’s POS device), so you never miss out on a sale and have an efficient checkout process.

2. Who Should I Sell My Produce To?

Retail Produce Sales

Consider all the groups within your community that want access to your products: retail, wholesale and private Buyers. Your retail produce Buyers may include individuals, couples or families within your community that are looking for a healthier alternative to the fruits and vegetables at the grocery store. It is wise to survey these groups to understand the best ways to price, package and fulfill your orders to make a purchase convenient, and a no-brainer for your community.

• Read: The 4 P’s of Marketing Successful Farm Subscriptions

Offer various package sizes for your sustainable produce to best serve multiple household sizes, including 1, 2 and 4 person homes. This will give Buyers the option to choose what best suits their needs without creating decision fatigue or overwhelming them with too many items. Send emails to your local customers to buy produce online based on their purchasing habits and behaviors (e.g. first-time, loyal or infrequent customers), throwing in promos and Farm updates with your newsletters.

Wholesale Produce Sales

Your wholesale produce Buyers may include local grocers, chefs and schools. When selling produce to restaurants, consider how you need to price and package your items as opposed to smaller retail orders. You will need to provide wholesale pricing, tailored packaging options and a fulfillment schedule that will best fit the routines of these businesses. Offer bulk pricing incentives to ensure your profit margins are preserved, while growing your wholesale customer list. Make it easy by tracking all of your customers and orders through the Barn2Door platform.

• Read: Simplify Management of Wholesale & Retail Accounts

Private Produce Sales

Your private produce Buyers could include buying clubs or loyal customers with limited or exclusive access to your fruits and vegetables (e.g. a CSA Subscription). Through Barn2Door, you can set up a private storefront on your eCommerce for high-demand or limited quantity items that are reserved for your best customers. Your private store can be marketed as an exclusive club that can only be “unlocked” when Buyers buy a specific product/subscription, or sign-up for early access to an item. Make Subscriptions more attractive by offering add-on products that can only be unlocked after signing on to a produce Subscription box.

3. How Do I Market My Produce Farm?

Produce Farm marketing will help you attract Buyers with efforts that have been proven effective for independent Farmers. There are various steps you can take online and in-person to expand your reach to increase sales.

Online Produce Marketing

Online, utilize platforms such as social media profiles, your Farm website and email newsletters. On your website, share your Farm story with pictures and text that describes who works on the Farm, how you got started in the industry and what products you grow. Then, link to your eCommerce site for easy access for Buyers to place an order.

• Listen: Attracting Local Buyers to your Online Farm Store

Share information, entertaining stories and snippets of your daily life on the Farm on your social media platform to help build a relationship with Buyers and make them feel loyal to your Farm brand and products. Use keywords on your website and in your store for high-demand products, so your Farm improves search engine optimization when Buyers are researching online. Use attractive photos to entice customers and catch their attention across social platforms.

In-Person Produce Marketing

When you are marketing your produce products in your community, consider avenues to reach the most potential Buyers. Attend high-traffic Farmers’ Markets, partner with local businesses to sell your products in store, and place pick-up locations at local businesses, churches and schools to make fulfillments easy. When you market across your community, customers will find it simple to access your products, try new products from the farm and increase your visibility among potential new Buyers. 

Place signage at all your market booths, pop-up events and pick-up locations to showcase your Farm brand and make your products memorable. Add a QR code on any signage, banners, flyers, bags and vehicles to link directly to your eCommerce Farm store to make it easy for customers to find you and make a purchase.

• Read: Can Farmers’ Markets Help Drive Year-Round Sales?

4. How Do I Manage Produce Fulfillments & Inventory?

Your produce inventory should be easy to shop, with purchase options that fit the needs of your local Buyers - from product mix, to fulfillments to package sizes. Offer Bundle Boxes to pair more produce together and move more items through your inventory. Consider partnering with a local protein or dairy Farm to add other attractive, complementary products to your mix and expand cart size. Utilize Subscriptions to lock in recurring orders and increase cash flow. Entice Buyers with weekly salad Subscription boxes, bi-weekly fruit & vegetable boxes or a mixed meat and veggies bundle.

• Listen: Produce Packaging Basics

Limit the number of individual items to high-value items that can be unlocked with a Subscription, Bundle Box, or Pre-Order to entice Buyers to commit to your store to receive “exclusive” access to desirable products. Upsell any value-added products you make on the Farm or source from partners, such as fruit jams and preserves or salsas. These will make great gifts and offer cross-promotional opportunities to spread the word about your Farm. Value-added products also make valuable additions to Subscription boxes to further encourage sign-ups. Offer convenient delivery (for a fixed price) and pick-up locations (for free) within your community to make it easy for Buyers to get their orders. Consider what your community is searching for from your Farm (product mix, packaging size, etc.) to maintain loyalty among customers.

5. How Should I Price My Produce Products?

9 out of 10 Buyers are willing to pay more for sustainable Farm products, so market your sustainable produce and price them at a premium to improve your margins and increase your product value. Ensure that you are sharing your practices to grow sustainable produce on your Farm, as well as educating Buyers on the benefits (versus conventional products), highlighting your items as a healthier and more nutritional option. Buyers will then understand why they should pay more for sustainable fruits and vegetables, and you make it easy for them to shop and purchase your products. Incentivize your Subscription offerings by offering 10% off when Buyers pay upfront versus a pay-as-you-go model.

• Listen: Exclusive Content: Planting for Profit

Charge a fixed delivery fee to ensure your labor and fuel costs are covered (even Amazon does this for food), and/or incentivize free delivery after a minimum purchase threshold (e.g. orders over $100). Run your numbers to ensure you are covering all of your operating and production costs and turning a profit. Do not be afraid to raise prices when necessary; your loyal Buyers value their relationship with you and will return to purchase.

Conclusion

Selling your Farm produce online enables you to access more Buyers, streamline and organize your operations, and make it convenient to reach your community. Ensure you research which Farm eCommerce platform will be the best fit for your Farm, with capabilities that are right-sized for your operation. Be sure you can serve multiple Buyer types with various functions, such as different storefronts, price lists and accepting multiple payment methods. Market to your community to increase brand awareness and attract sales, while managing your inventory and fulfillments with a solution built for Farmers.

Barn2Door offers software for Independent Farmers to create and promote their brand, sell online and in-person, and save time managing their business. If you’re curious to learn more, watch this 5-minute video.

It is better to understand the eCommerce needs prior to building a standalone website.

Should your Farm eCommerce be Directly Accessible?

Yes, your Farm eCommerce should be directly accessible from your website (“Shop Now”), your email, social media profiles and via QR codes. However, many new Farms believe that they should bury their products into website pages, where there are multiple pages of information and details to peruse. The data proves that a standalone eCommerce experience increases conversion versus a website with products that are intermingled.

Successful Farmers have proven that a distinction between an informational website and eCommerce store helps improve conversion, attract more orders and lessen Buyer confusion. A standalone online Farm store can be easily linked to your homepage, or individual website pages, but can also be shared through mobile messaging, on social media, in email newsletters, and accessed via QR codes. Sending people directly to your Farm store will make shopping more convenient for potential Buyers, and give them a simplified avenue to view your inventory and make a purchase anytime, anywhere. Less steps to purchase will equal increased conversions.

• Read: Why Farms Experience 4x Average Cart Conversion Rates on Barn2Door

Every branded channel, including your website, should be a gateway to your Farm store, with ‘Shop’ buttons, product descriptions and available inventory. However, if you attempt to combine all of your Farm information and all of your product information in one place, it is often overwhelming for Buyers and reduces conversion. 

On your website, your Farm information, such as an ‘About’ page, your fulfillment and store locations, your Farm practices and Recipes should be segregated from your Shop to avoid Buyer confusion, and limit endless pages to scroll through. Do not overload Buyers with Farm information when they are simply looking to make a purchase. Your Farm eCommerce experience should have the goal of leading Buyers to place an order, while your website can have the goal of educating customers about your Farm business, practices, and history and pointing them to “Shop Now” on every page.

Leverage an eCommerce platform that is built for Farm products and offers enhanced functionality to attract orders (e.g. Sell by Weight, Deposits, Subscriptions) versus a basic website builder for one-time-purchases. Barn2Door’s software is built for Farmers to manage the nuances of different products, price sheets, and payment options, while simplifying order management with you and your customers in mind. 

• Read: Barn2Door Selling Overview

While a basic website can be good for informational purposes, an eCommerce experience that has features specifically for selling Farm products can lead to a better user experience for Buyers, a streamlined backend operations for the Farmer and less stress for all parties involved.

Prepare for Sales Before Marketing

Prior to launching a website, your Farm must have a functional eCommerce store in place. An easy to shop experience that can be accessed from every channel (email, social, mobile, website and QR code) is more important than a standalone beautiful website (with any eCommerce). While you want both at the end of the day, begin with sales of your products, which are the #1 driver of your Farm business. Start with driving revenue through your shop, then use your website as one of many marketing assets.

• Listen: Attracting Local Buyers to your Online Farm Store

Plan ahead to ensure your Farm store provides a strong foundation for sales and builds a strong base of recurring revenue. Prioritize product listings by pinning the most popular items and Subscriptions to the top of your store. Provide a variety of product and packaging options that attract Buyers, including fulfillment options that are easy and convenient to minimize back and forth communications. Provide clear product descriptions and simple pricing, explaining any discounts or costs for bulk items.

Once you have built your eCommerce store, you can then test it on trusted friends and family before launching your Farm brand to the general public. When you soft launch your store, you can work out any kinks, anticipate potential questions and run through a fulfillment day without the stress of serving hundreds of Buyers.

• Read: How to Soft Launch your Farm Store to Buyers

Thereafter, you can create a website with pages pointing to your store (Shop Now), dedicated to products, fulfillments, your mission and Farm story. Your Farm eCommerce should be user friendly and easy to use, so it makes purchasing a breeze and maximizes your conversions. Simplify your Buyers’ experience by placing your products into appropriate categories, naming items with clear titles and offering a range of convenient packaging options. Once your store has been built out and tested with a soft launch, you can start marketing it to the general public.

Marketing your Farm eCommerce

Your eCommerce store should be easy for your customers to find and navigate. It is important that you link your Farm store to the homepage on your website, social media profiles, as well as newsletter templates, email signatures, and to a QR code that can be posted anywhere. This will allow Buyers to have an easy path to shop from you, leading to improved conversions. The less steps it takes to make a purchase, the more Buyers will be inclined to shop, and become a returning customer.

• Read: 5 SEO Tips for your Farm Website

You want to think about your Farm storefront (eCommerce), prior to investing in your digital billboard (website). Every Branded channel (website, social, newsletters, emails) are for information sharing and marketing, while your Farm store is for selling purposes. You should link to your Farm store in your social media bio and in social media posts (Facebook). In all of your newsletters, share specific products that link to your store homepage with a “Shop Now” button, and in your email header/footer. Link to your store across your website, with the “Shop Now” button visible on your homepage and add links to products on your product pages. By effectively connecting your website and your eCommerce experience, you can turn visitors to your website, social media, newsletters and email into loyal customers.

Conclusion

There are several steps you can take to ensure you have a firm foundation in place prior to launching your Farm sales. Many Farmers may believe that a website is the first order of business, however, your eCommerce experience is the actual driver of sales for your products. Ensure you have your Farm storefront assembled and tested, prior to launching a branded website to your community for marketing. Once your Farm store is ready to sell, then you can attract Buyers via your website, social media, newsletter, email and QR codes to your eCommerce to make a purchase.

Barn2Door offers software for Independent Farmers to create and promote their brand, sell online and in-person, and save time managing their business. If you’re curious to learn more, watch this 5-minute video.

Secret #1: Marketing your Bulk Pork like a Pro

Bulk pork purchases may be intimidating for some Buyers. It is important to make them aware of the advantages of these larger orders, helping them understand what they will receive and keeping the sales experience simple. As an Independent Farmer, you have the opportunity to build a local brand, share your practices, invite neighbors to your Farm and be intentional with your marketing efforts. Share with potential Buyers how your pigs are raised in a natural environment, treated humanely, and how happy hogs maximize flavor and nutrients, versus commodity products offered in the grocery store. Your pricing should be transparent, and customers should understand that bulk purchases will result in better prices per pound versus individual cuts.

• Listen: Farm Legal Series #5: Swine and Pork Laws, Sow What?

Market to local Buyers online, on social media and in newsletters, and in person through word-of-mouth, partnerships and tangible marketing assets (QR codes or flyers). Create a fear-of-missing-out (FOMO) by promoting exclusive offerings with a bulk purchase that will entice Buyers to sign up. Many successful Farms will include high-demand items in every Bundle Box (e.g. bacon in every box!). Offer returning customers a discount on their next bulk order, and offer those who sign-up for a Pork Subscription Box access to unlock a private store with other popular items (e.g. pork belly). Ensure customers know the high demand of your products by sharing notes such as, ‘Only X boxes left! Running out!,’ so no one misses out on an order.

If selling by the whole or half hog, share visuals of what Buyers can expect from a bulk purchase (note: this can be illustrations rather than real images!). This will ensure that customers are not surprised when they receive their order, and that they will have something to refer to when they have questions of how half and whole hogs are cut. You can give examples of what Buyers may expect in their order. Your order cut off and fulfillment dates should be transparent and obvious on your eCommerce storefront and in newsletters, so Buyers can plan accordingly (and know when to place and pick up an order).

• Read: 5 Tips for the Off-Season from Successful Farms

Your customers should be aware of what they are going to receive in their bulk order, such as the average amount of finished products (lbs) for a whole or half hog. In your product descriptions, share what is typically included in those orders, such as ~ 4 full grocery bags, or 5 roasts, 15lbs of bulk sausage in 1lb packs, 4 packs of bacon, etc. They will feel more comfortable signing up for a bulk order if they know what to expect to receive.

Secret #2: Educating Buyers for Increased Loyalty

Educate your Buyers on the importance of shopping from a local, sustainable Farm, and the benefits of eating pasture-raised pork. Explain the advantages of heritage breeds, such as Berkshire, Duroc and Hampshire hogs, explaining how they are sustainably raised and how their diets can impact the flavor of the meat.

One benefit of selling directly to your community is that you can be transparent with your processes, inviting people on-Farm and sharing how your Farm operates in your marketing efforts. Set Buyers expectations ahead of their orders, so there are minimal questions and hiccups once those purchases are made and fulfilled. Explain the timelines for pork growth and harvest cycles, so your customers know when they can expect their meat. Secure commitments upfront with Whole and Half Deposits and Pre-Orders for Bundle Boxes, so Buyers are locked in and you don’t have to worry about moving pork once it is processed.

• Read: How to Sell Out Before Harvest (and Increase Cash Flow)

Inform Buyers that they will be charged based on final weight, and not hanging weight (and give a short explanation as to what this means, many Buyers may be unaware). Make sure they understand how much freezer space will be required for a whole or half, as well as what cuts they can expect from the butcher.

Secret #3: Standard Cuts are your Sales Superpower

Keep it simple and reduce friction in the purchase process by giving customers options that are easy to understand. By only giving the option of standard cuts, you can minimize ‘Buyer Decision Fatigue’ and time required for making decisions, saving you and your customers time and stress. Provide information on your website to anticipate and answer all questions surrounding cuts they may receive in their order.

Giving a limited, well-defined standard cut sheet simplifies decisions and boosts sales. If Buyers are overwhelmed or confused by your offerings, or told they have to choose each cut, they may turn away from making a purchase. Share what they can expect on a single standardized cut sheet, and provide clarity on “this is what you get” when you order bulk pork from your Farm store. Note, you may choose to offer a custom cut sheet at a premium price for Buyers who are more well-versed in pork cuts available with whole or half hog orders.

• Read: A Definitive Guide to Beef Cut Sheets

It is important to know when and why you charge more for custom requests, as these often cost more at the butcher, require more prep work on your end and can cause more confusion during processing. Custom requests should only be offered at a premium price, with a larger upfront deposit (+$50-100 more).

Secret #4: The Power of the “Invisible” Processor

Eliminate stress and confusion for Buyers by handling all the conversations with your processor in the backend, streamlining the purchase experience, then pick up at the processor later. Everything should be easy and convenient for the Buyer, as you are the expert as the Farmer. You can reduce friction in the fulfillment process by offering multiple options - pick-up on Farm, pick-up locations in various towns or direct delivery to their doorstep.

• Listen: Farm Legal Series #8: Understanding Meat Processing Possibilities

Streamline your Farm operations by aligning your fulfillment and processing dates. That way, pick-up is easy and planned out before your product is even harvested. Run your fulfillments the same day you pick up at the processor to ensure you move all of your product at once. This will reduce your labor costs and efforts, reduce your freezer footprint, and save time from having to pack in and out of freezers over an extended period of time.

Secret #5: Utilizing Farm Software for Streamlined Orders

Use Combined Inventory for seamless tracking of all your inventory - what is already sold and what is still available - all from one place in Barn2Door (whether sold in-person or online). Take advantage of pre-orders to secure upfront deposits and sell out in advance of your harvest dates. With Barn2Door, you can automatically charge the final amount (based on dollar value or final weight) less the initial deposit against the pre-authorized credit card on file. This saves hours of back and forth communications with customers, and makes it easy for Buyers to place an order one-time (and not think about it again, until it is ready to be fulfilled). Farmers no longer need to chase down pre-order customers to get a final payment!

• Read: Beef Hanging Weight Prices:: Ensure Healthy Farm Margins

You can automate sending your Buyer a final receipt/invoice, so they can keep track of how much they have paid in total, after your pork is processed. In Barn2Door, Farmers can create schedules to align your butcher and fulfillment dates in the backend, so everything is organized and notated for your business. You can automatically send out order reminders within the system to keep Buyers up-to-date, without extra work on your end. Track and organize your customers and create lists based on their buying habits to keep your marketing efforts tailored and personalized.

Conclusion

Streamline your bulk pork sales by using software that is built specifically with your Farm in mind. Secure upfront deposits, plan fulfillment and processing dates, keep track of your inventory with ease, and automate final payment reconciliation. Consider how to best attract new and returning customers to your whole and half hog product offerings, encouraging them with educational content and enticing promotionals. Sell out of your pork well in advance, increase your cash flow, and give Buyers and your Farm peace-of-mind.

Barn2Door offers software for Independent Farmers to create and promote their brand, sell online and in-person, and save time managing their business. If you’re curious to learn more, watch this 5-minute video.

By meeting with other Farmers in Barn2Door’s Connect Program and learning from their Account Manager, this Colorado Farm has implemented best practices for their online and in-person sales to fuel their growth and save time.

Growing your Farm’s Product Offerings

As a first generation Farm, Michelle and her husband purchased their land in 1996 and ran a Farm and Feed Store. They raised their own eggs and sold them within the store, consistently selling out. Once they sold the store, they decided they still wanted to be in agriculture. After a restaurant owner encouraged them, by committing to continue purchasing their eggs, they decided to establish their Farm business. After growing their brood of layers, they then moved to meat birds and pigs to diversify their product offerings, and began to sell at a Farmers’ Market that was 30 miles away.

They officially went full-time on the Farm in 2018, when COVID changed the trajectory of their business a few years later. During the pandemic, Michelle and her husband would set up on street corners and have lines of people lined up, over a block long. This helped spread the word about their Farm, and boosted their sales significantly. They learned the power of local, word-of-mouth marketing, and grew their business.

• Listen: Increase your Farm’s Average Order Value

The Farm made the decision to grow and harvest pork because it is cheaper and faster to raise versus beef (infrastructure and animals). They liked the profitability of pigs, and chose to partner with other local operations to sell beef. They also partner with other Farms to sell produce, jams and jellies, and honey. Their Colorado Farm is a family-run business, with help from their daughter and community members who assist with chores (e.g. egg washing).

Creating Pork Bundle Boxes

Pork Sampler Bundle

Product Mix

The Colorado Farm offers a Pork Sampler Bundle Box, packed with various cuts such as bacon, pork chops, and breakfast links. They try to bundle broadly, to allow Buyers to have some of their favorites while also adding in unfamiliar items they may not typically purchase. They do not include products no one will eat (such as organ meat), to avoid turning Buyers away. An attractive product mix encourages customers to enjoy their favorites, and try new flavors and cuts, too. They use Farmers’ Markets as a guide to understand their best selling products to include in each box.

Packaging

The Bundle Box is a monthly Farmer’s Choice Subscription with a 10lb and 20lb option. Michelle looked at what other Farms offered in terms of box sizes for inspiration, while also considering what they typically sell at Markets. Since the Farm knows the top-selling size for specific cuts, (e.g. a ham roast), they can determine sizes that will work best for their local Buyers. They like to give customers two (2) bundle box options so they can choose to purchase the right amount for their household, while also affording Buyers the flexibility to skip or cancel their recurring box Subscription at anytime.

• Read: Package your Farm Products to Sell Out!

Pricing

The Farm’s Subscription box provides Buyers their assortment of cuts for a 15% off discount, as well as a free dozen eggs as an incentive to sign on. The Subscription discount encourages Buyers to try new pork cuts and expand their experience with the Farm. Michelle’s husband had the idea to add a free dozen eggs, given it’s a cornerstone product that their Farm is known for, and always in demand. By purchasing a Subscription, customers get a variety of product cuts for a better value.

The Farm offers free delivery for orders over $50 in their local community. For orders outside their local delivery zone, a Buyer must spend more money to earn free delivery (to make it worth their time). Since all of their Subscription boxes exceed the minimum order size for free delivery, each box is available on a Buyer’s doorstep, or for local pick-up. For Buyers who choose to pick up their Bundle Box at a Farmers’ Market, it can also prompt add-on purchases available at the booth, resulting in a larger average order size.

Mixed Meat Sampler Bundle

The Farm also offers a Mixed Meat Sampler Bundle Box (with a 15% off discount and a free dozen eggs). This box includes cuts of pork, chicken (on a seasonal basis) and beef from a local partner, with products such as ground beef, bacon, whole and half chickens, and ribs. The Farm uses the Mixed Meat Sampler Bundle as an opportunity to expand their Buyers’ palate and experience of their products. This recurring box Subscription is also a monthly Farmer’s Choice option that Buyers can skip or cancel at anytime.

• Read: How to Package your Farm Subscriptions and Bundle Boxes

Selling Byproducts as Pet Treats

The operation currently uses their pork and poultry byproducts to make Pet Treats. Last fall, the Farm received a grant to purchase a freeze dryer to make these new products on Farm. They process their poultry on-Farm, but their pork is done through a USDA processor. With a goal to use every part of the animal, they grind some of the byproducts and freeze dry them for a value-add Pet Treat. 

The Farm sells half and whole hogs to move more pork, providing Buyers transparency in how much meat they can expect to receive, and the freezer space needed to accept their order. The Farm utilizes a standardized cut sheet for whole and half animals (which is typical, given most Buyers have no understanding of a cut sheet), but they also offer a custom cut sheet for an additional $50 (if requested by a Buyer).

Attracting Buyers to your Farm Subscriptions

The Farm takes advantage of the community hubs around their Farm, including a ski resort that is just 30 miles west. Their Farm business services over 25 restaurants in the ski area with eggs and wholesale pork products. They frequent Farmers’ Markets during the months of June to October, selling meat and eggs. Online sales have allowed them to expand the Farm to expand their reach and continue to serve Buyers year-round (not limited to in-person interactions). In either case, all of their inventory is up-to-date in real-time for online and in-person sales with Barn2Door.

• Read: How to Name your Farm Subscriptions to Sell Out

The majority of their marketing is done through social media, on Instagram and Facebook, but the Farm is trying to be more diligent in sending out a weekly newsletter. Michelle has seen orders come in through the email within 24 hours, and knows that directly linking to specific products makes it easy for Buyers to purchase. Using Barn2Door’s Marketing Toolkit, she has access to seasonal, product-specific prompts and graphics to make her marketing efforts easier to assemble (and schedule in Meta suite). The Marketing Toolkit also includes seasonal Newsletter templates and sample content to help her save time when setting up her email newsletter.

Using Barn2Door Connect to meet other Farmers, this Colorado Farm has built a supportive community and network of Farms across the country to learn from and help grow their business. Building relationships, online and within their local community, has helped them explore new opportunities for their pork business, from seeing how other Farms package their Subscriptions to better understanding what their Buyers desire from the Farm. Their goal is to be more efficient in their stewardship of their land and animals, managing their Farm business operations, including processing, fulfillments and Farmers’ Markets. They strive to always learn, ask questions of Buyers and other Farmers, so their business can continue to thrive and scale.

• Read: The 4 P’s of Marketing: Successful Farm Subscriptions

Conclusion

As a small Independent Farm business, this Colorado operation has a goal to use the whole animal when selling direct to local consumers and wholesale buyers. Through Pork and Mixed Meat Subscription boxes, bulk orders and individual cuts, they give Buyers plenty of options to best suit their needs, while building a stable base of recurring Subscription income for their family business. It is important to simplify your product offerings when selling direct to attract Buyers, move more product, and increase sales. Find what works best for your Farm and your target Buyers to assemble product options that spur more purchases, streamline your inventory and save time.

Barn2Door offers software for Independent Farmers to create and promote their brand, sell online and in-person, and save time managing their business. If you’re curious to learn more, watch this 5-minute video.

See examples of names successful Farmers have given their products to attract more purchases:

Build FOMO with Exclusive Products

Highlighting products that are exclusive or only offered for a limited time can build urgency in Buyers, leading them to make a purchase even if they are on the fence about a product. If your customers have a fear of missing out (FOMO) on a certain item, they will be more likely to order, and do it sooner rather than later.

• Read: 5 Promos to Drive FOMO

Ensure your products are marked accordingly, especially your seasonal Subscriptions (e.g. Spring Flowers, Summer Berries, Autumn Oranges, Fall Fungi). Some Buyers may not be aware of product seasonality, and will appreciate the information in the name to ensure they do not miss out on an order. In the product description, you can also include availability and planned fulfillment dates. In your marketing efforts, let Buyers know that if they do not place a timely order, they will miss out on the seasonal item(s).

Build exclusivity around Subscription boxes by marketing them as a ‘Club’. This will make your Buyers feel as if they are members of an exclusive group, and increase their likelihood to sign up year after year. You can also spur FOMO by having a limited sign up window for your ‘Club’. Market the sign up dates in newsletters and on social media to build hype, and ensure your Buyers know the cut off date. Consider marketing that “Club Members” get a discount when joining, such as 10% their first order, and exclusive access to new products with limited availability. This will further encourage new members to sign up.

• Listen: How to Sell Out of Summer Chicken Subscriptions

Be transparent in the product descriptions as to what will be included in these boxes, and use descriptive words such as ‘sustainable,’ ‘artisanal,’ ‘heritage,’ or ‘grass-fed’. You have a leg-up against big box brands that may not have the opportunity to be fully transparent across their packaging (especially if they lack sustainable practices). Take advantage of the fact that Buyers trust local Farmers, 9 out of 10 Buyers want products from local Farms, and you have the power to market your products accordingly.

Bundle Attractive Product Pairings

Many Farms will create bundle boxes based on attractive product pairings. Consider meals that can be created with your products, and potentially partner with other Farms for extra products or add in spices and blends to complement the dish. Successful Farms will market these boxes as an all-in-one bundle that is ready to cook, much like a meal kit. You can attach a recipe to your box for an extra special touch for Buyers.

Some options may include a ‘Taco Box,’ which can be packed with ground beef and/or chicken, spices, a cheese blend and fresh produce or a jar of salsa (from your own Farm or through a partnership with another local operation). You can promote this box on your socials and in newsletters by offering a ’Taco Tuesday’ special or ‘Cinco De Mayo’ deal. Other Farms may give Buyers the option to purchase a ‘Stir Fry Box’ with beef, fresh peppers, broccoli and onions, rice and seasoning. Partner with local chefs or food influencers by giving them a free box to cook and try on their social media, in return for a review or video.

• Read: 12 Subscription Options for your Farm

Other attractive bundles (that can also be offered as weekly or seasonal Subscriptions) include a ‘Breakfast Bundle’ or ‘Summer Grill Box’. The ‘Breakfast Bundle’ could be offered as a recurring Subscription including fresh eggs, milk, fruit and sausage or bacon. Everyone loves breakfast food, and this bundle would make it easy for Buyers to purchase staples that they regularly consume, in a single order. Pack a ‘Summer Grill Box’ with different cuts of meat, and make it a seasonal option that is exclusive to the summer months. Your Farm can add in recipe examples of your favorite meals to make out of the grilled meats, which will inspire and encourage Buyers to purchase.

Market High Value Items

There are many high-value products that are popular among various communities, such as a Carnivore Blend for health-conscious individuals. Consider what products you can offer (an added bonus if they allow you to use animal byproducts that otherwise would go to waste), and determine if you want to sell them as an individual item or a product that is only available with a Subscription sign up.

• Read: Barn2Door’s Unlock Feature

Ensure you are naming these items in a way that will catch Buyers’ eyes. If a customer who is dedicated to clean beauty comes across “Moisturizing Tallow Sugar Scrub,” they will be more enticed to purchase versus an item simply called “Sugar Scrub”. You can survey your local Buyers to understand their purchase preferences, and what products they want to see in your Farm store. Once you understand their desires, you can better plan your inventory and name products in an eye-catching way. 

Consider add-ons that may attract Buyers, such as ‘meat sticks’ or ‘gourmet jams’. You may choose to pair various single items such as these into a ‘Charcuterie Board Bundle’, or simply keep them as a locked feature that only Subscription members can unlock to add on to their orders. The options of names can be endless. The key is to assemble product names that will attract new and returning customers to your store.

Consider your Target Customers

Some Farms find success in capitalizing on their local brands and experiences. Knowing your Buyers individually and what they will recognize is an advantage larger companies do not have. You may consider using hyper-local names for certain products or bundles, such as important street names, landmarks, events or traditions known only by those in your community. This will not only draw their eye, but establish pride and ownership in them to your product.

• Listen: Attracting and Retaining Farm Buyers

Be certain to analyze the mix of households that you are serving. Ensure you are offering your products packaged in a mix of different sizes and fulfillment options that will fit the needs of your local community. Make it convenient for local Buyers to shop, and they will return to purchase. If you’re willing to share some insider knowledge on specific recommendations, consider naming a box based on personalized suggestions. For example, “The Smith Family Bundle” may include a dozen eggs, a mix of proteins, two gallons of milk and some fresh produce based on what the Smith family enjoys. If their weekly Subscription is something you believe other Buyers may enjoy, then consider marketing it!

Conclusion

As an Independent Farmer, you know that you offer fresh, sustainable and tasty products. However, sometimes it may be difficult to attract local Buyers to your products if they do not have enticing names or fail to appeal to a familiar experience. Consider unique and eye-catching titles when naming your individual products, bundle boxes and Subscriptions that evoke an emotional connection. Include add-ons such as special items or recipe cards to show your commitment to serving your customers. Set up your online Farm store today, and include product names that will attract purchases.

Barn2Door offers software for Independent Farmers to create and promote their brand, sell online and in-person, and save time managing their business. If you’re curious to learn more, watch this 5-minute video.

This North Carolina Farm found success using Barn2Door’s POS to fuel their in-person sales. See the features that made their transactions seamless, and how they attract Buyers to their on-Farm store. With 97% of Americans preferring to use Cards or Digital Wallets (Apple Pay, Google Pay) for every purchase, this Farm quickly attracted 6-figures in in-person sales with their POS! Learn more about the Barn2Door POS purpose-built for Farmers:

First Generation to 6-Figure Farm

Jim and Carol built their first-generation protein Farm in eastern North Carolina in 2008. What started as a homestead grew into a business, as their family quickly realized that to maintain operations, their Farm had to be profitable. In 2014, they bought 7 acres and around 2020, they went full-time with their Farm business, selling directly to their community.

Prior to Barn2Door, Jim and Carol used an industry-agnostic solution, but found that it was not designed for Farm products, and required a lot of painstaking, manual updates to keep their inventory updated in the backend and did not support Sell by Weight. Barn2Door removed the headaches and made it easy with a POS built for Farmers, that supports Fixed Price and Sell by Weight options for the same unit, and syncs all their online and in-person sales in real-time. No more manual updates!

• Read: 5 Tips to Start your New Farm Business

Opening an On-Farm Storefront

The Farm found that Farmers’ Markets were not worthwhile for their operation, taking extra effort to haul coolers and set up their inventory without a viable return. Instead, they chose to open an on-Farm store in their garage. This allows Jim and Carol to set their own schedule (Friday and Saturday from 10am-2pm), and eliminates the extra work of setting up each week for local North Carolina customers. Buyers can also come by appointment if they know they will spend enough to make their extra work worthwhile. These Buyers tend to become their top spenders, and recognize that the Farmers are putting in extra effort to allow them to shop after hours.

Jim and Carol sell items in their Farm store from other small Farms or local homesteaders in their area. They make wholesale arrangements, or sell other products on a commission basis. This allows their Farm to attract Buyers by offering a wider spread of products, and helps them build partnerships with other Farmers within their community. They will partner with other producers to sell perishable items such as fruit, veggies, bread or dairy products. 

Barn2Door enables their Farm to track all of these items (whether they are produced on their Farm or elsewhere) so their online and in-person inventory is synced no matter where a purchase takes place. All orders and transactions can be downloaded in a spreadsheet for easy analysis of online orders against what was purchased in-person with their POS device.

• Read: Farm POS - Not Just for Markets

Attracting In-Person Buyers

The Farmers’ daughter works in their store, and helps attract like-minded moms and other community members. By sharing her passions and values, other potential Buyers find the Farm products more trustworthy and will return each week to purchase. The Farmers are active on social media posting consistently, which has helped 9 out of 10 buyers find them on Facebook. Note: every Farm is different, and other social platforms or email may work better for attracting Buyers to your Farm in particular.

They have 2 pick-up locations that they fulfill on Mondays. They allot 30 minutes to the parking lot pick-up zones, further solidifying their set schedule to run orders each week. While Buyers utilize these pick-up locations, their Farm store has become a community hub that people frequent weekly. They offer many high-demand items (some of which may not be available on their online store), such as raw milk (not for human consumption), eggs and bread. The Farmers know that carrying staples, and creating a welcoming, educational environment, bring Buyers back each week.

An on-Farm store not only allows the Farmers to increase their orders and meet their Buyers in person, but gives the customers an educational opportunity to explore the Farm. The Farmers’ 6-year-old granddaughter will give visitors a tour of the Farm, educating community members on their practices and values. This attracts crowds of people, including homeschool groups or parents visiting with their children. The Farmers are always looking to build relationships with their local customers, which builds Brand loyalty and brings people back week after week.

• Listen: Creating your Ideal Customer Profile for Farm Retail Buyers

With a consistent base of Buyers, Jim and Carol have enjoyed an increased base of recurring sales, whether it is picking up their weekly Egg Subscription or one-time-purchases of Chicken or Lamb. At their on-Farm store, customers typically spend more money, purchasing a wide variety of products, value-add and staples. When families hang out on the Farm, they will typically purchase snacks from the Farm store during their visit. All of these transactions occur through the POS, which has helped this North Carolina Farm accumulate more than 6-figures in sales!

Using Farm POS to Streamline Orders

With the Barn2Door POS, Jim and Carol have streamlined their operations, seamlessly syncing their inventory (between online and in-person orders) and managing their Buyer information. Their favorite feature is the ability to identify their Buyers, segment them into different lists (by purchasing habits), and then sending automated order reminders weekly ( without adding extra effort).

• Read: How Farm POS Can Fuel your Farm Sales

The ability to take multiple payment options on the POS - cash, check, credit cards, debit cards and digital wallets (Apple Pay and Google Pay)- means they never have to turn away buyers. Those visiting to tour the Farm, may not have come anticipating to make a purchase (and often do not have cash on hand). The Farmers can also adjust Subscription quantities and edit schedules in Barn2Door, allowing them to always have full control over their orders. As they have grown fast, they hope to maintain their current processes using Barn2Door’s software - built for Farmers.

Their advice for new Farms - do not be afraid of marketing. They have found that posting consistently on social media has helped them attract the majority of their local buyers. Your followers may not see every single post you upload, so remaining consistent is key with a variety of engaging posts that can raise your profile. They post photos and videos about their products, practices and care for their animals to shed light on the importance of local, healthy food. It does not always have to be a sales pitch in marketing, you can simply share a Farm story and that could lead customers to your store.

• Read: How to Build a Farm Brand that Attracts Buyers

Jim and Carol also recommend offering products that will bring buyers back every week, such as milk, eggs and bread. If it becomes a routine for your customers to purchase from your store regularly, they are more likely to request new products that could be an add on to their orders. Increase your Farm’s Brand awareness in your local community by hosting events, inviting your neighbors on the Farm, and providing a space to meet and learn about your practices. This North Carolina operation knows that the Farmers’ Market is not open every week, but their Farm store will be ready to serve local Buyers on a consistent basis.

Conclusion

Giving buyers multiple avenues to shop from your Farm can help increase orders, by providing more access to browse and purchase your products. Jim and Carol found that inviting their North Carolina community to their on-Farm store enabled them to build a base of loyal Buyers and capture 6-figures in POS sales. With Barn2Door software built for Farmers, this North Carolina Farm has found success, simplifying their inventory management, accessing more Buyers and streamlining their operations, online and in-person.

Barn2Door offers software for Independent Farmers to create and promote their brand, sell online and in-person, and save time managing their business. If you’re curious to learn more, watch this 5-minute video.