Cornell cooperative extension of jefferson county (ccejc) will conduct marketing on behalf of seven traditional farmers markets in rural jefferson county, new york

These small markets, scattered in villages and towns throughout a large and geographically diverse county, lack sufficient staffing and funds to engage in effective marketing and advertising. Each has struggled to not only attract customers, but also to recruit and retain farmers. Local consumers have poor awareness of local food outlets, despite the annual publication of a local food guide. Newly relocated soldiers and dependents on nearby fort drum frequently leave the community without ever discovering local markets. This turnkey project will provide direct marketing support to the county s traditional farmers markets, with an emphasis on reaching fort drum residents. Consumer surveys will determine where advertising funds will be most impactful and any barriers to market attendance. From this data, a marketing plan will be developed and implemented. Ccejc will purchase paid advertising on social media, local radio, television, targeted digital advertising and print. Upon launching the advertising campaign, ccejc staff will track its effectiveness through vendor and consumer surveys. Using data gathered during the first market season, ccejc staff will refine the marketing plan prior to the second year of advertising. As part of these marketing efforts, ccejc will offer samples and conduct cooking demonstrations promoting products found at local markets - something farms are unable to do due to new york state food safety rules that require commercial kitchen licenses.