Angela Thygesen already sells beef at a farmers market, but her customers keep asking her for chicken and eggs.
However, she doesn’t want to jump in blind. First, she wants to know the rules and regulations of what she can and can’t do when selling directly to customers.
Thygesen looked for answers at a recent direct marketing workshop hosted by Alberta Agriculture in Camrose.
“I want to know what is required. I want an update on the changes to regulations,” said Thygesen of Hay Lakes, Alta. “I want to stay on top of food safety.”
Read Also
Cattle smuggling worsens outbreak in Mexico
Cattle being smuggled across Mexio’s southern border are making a screworm outbreak much more difficult to control.
Thygesen received a primer on food safety, access to finances, slaughter regulations and how to network with federal and provincial specialists and producers who also want to do direct marketing.
Kristy Goodsman of Edson, Alta., who raises 100 ewes, wanted to know how she could begin selling her lambs and the regulations she needs to follow.
“I have no trouble selling them, I just need to know the regulations,” she said.
Lisa Greenstein of Daysland, Alta, made her share of mistakes when she started selling her family’s animals.
“We did far more wrong than right to get where we’re at,” said Greenstein of Greenstein Farms, which now sells lambs to customers across Alberta as well as in Save-On Foods stores in the province.
She said social media has been key to their success, including YouTube, Twitter, Facebook and LinkedIn.
Greenstein recommended starting with a simple website and expanding to get customers emotionally in-volved with the farm and its produce.
“When you’re selling something for twice as much as they can buy it in the store, the customer needs a reason to spend the extra money,” she said.
“We buy on emotion, especially with things we don’t need.”
Greenstein said managing the many social media platforms takes time, but it is key to maintaining customer interest in the product. She combines personal updates, ethical questions and controversial topics to get her followers engaged.
A controversial posting on her Facebook page by a vegetarian generated enormous debate. Greenstein left the post instead of deleting it, which resulted in a dramatic increase of followers and page likes.
She said social media may get customers’ attention, but sheer tenacity gets the sales contracts, especially with large grocers.
“You need to be persistent.”
Greenstein warned producers to be careful what they wish for with direct marketing.
After she signed a contract with Save-On Foods, she next had to convince Alberta’s only federal lamb slaughter plant, which was her competition, to slaughter her lambs. Then she had to find labels and de-velop a distribution system.
“Get ready for the bumps in the road,” she told the group.
Eileen Katowice, Alberta Agriculture’s farmers market specialist, said selling through local farmers markets and joining other similar organizations is a good way for potential marketers to have a more smooth transition and learn the rules in a safe and friendly atmosphere.
