Penn State Extension's Food Systems and Local Foods team is the recipient of $254,000 through the U.S. Department of Agriculture (USDA) Farmers Market Promotion Program. The awarded project, titled Building Dynamic Marketplaces & Stronger Networks for Pennsylvania's Direct to Consumer Outlets, addresses the shifting marketing landscape in Pennsylvania toward direct-to-consumer outlets like farmers markets and retail farm markets. The grant is part of the USDA's $90.2 million investment in 203 projects to strengthen and explore new market opportunities for local and regional food businesses. The funding is made possible through grant programs administered by the Agricultural Marketing Service (AMS) as part of the Local Agriculture Marketing Program (LAMP). These grants are intended to help maximize opportunities for economic growth and ingenuity in local and regional food systems to kickstart a transformation.
The Penn State Extension team will provide educational programming, direct technical assistance, and peer-to-peer networking and learning opportunities for farmers markets and retail farm market owners and staff through both new and signature programs, including Under the Ground, Retail Farm Market School, and the annual Farmers Market Managers Conference. Through a variety of learning formats, this project will equip producers with tools and information to expand their customer bases, increase customer retention, increase sales of locally produced agricultural products, and respond quickly and efficiently to marketplace challenges and demands.
Retail farm market operators and other food and beverage businesses throughout Pennsylvania can now register for Under the Ground, a full-year program that provides participants with a shopper survey customized for their business, in-store secret shopper evaluation and feedback, peer network connections, immersive learning experiences, and other useful tools for improving retail operations and the customer experience. The program will begin in the spring.
The first 20 businesses to register will receive a discount on the fee. In addition, two full scholarships are available. To register, visit https://extension.psu.edu/ and search for "Under the Ground." For more information about Under the Ground, contact Miranda Harple at mharple@psu.edu.
Additional programs for retail farm markets and farmers markets will launch in the spring. Business operators interested in program announcements may sign up for Penn State Extension business management and marketing emails at https://extension.psu.edu/email-preferences.
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