Buyers build connections to their food through Facebook, Twitter

By STEVE BROWN

Capital Press

BREMERTON, Wash. -- Farmers and farmers' markets have plugged into social networks to connect with their customers.

"The faithful shopper loves to know what's going to be at the next market," Jackie Aitchison said. "You can post photos fresh from your field during your harvest the day before."

Aitchison, manager of the farmers' market in Poulsbo, Wash., was passing along ideas to farmers at the recent West Sound Small Farms Expo, sponsored by Washington State University Extension.

She said a Facebook business page can communicate almost instantaneously with its followers. "So update often," she said. "Keep that connection fresh."

Facebook has the potential of reaching "an exponential audience for direct marketing," she said. "It's a free advertising vehicle for you."

Aitchison warned her listeners to set their security settings carefully to keep control of their postings.

Twitter has the same instantaneous aspect, she said. "Chefs, markets and growers can all keep in touch."

Communication is the key to marketing, whatever form that takes, Aitchison said. A farmers' market booth can use low-tech signs such as a chalkboard for product prices and a high-tech electronic frame to display pictures of farm operations.

"Tell your story," she said. "That's the charm of direct marketing."

That communication should include education for the consumers as well.

"Consumers are used to processed foods, even pre-chopped lettuce," she said. "Recipes and directions for use will help them feed their families."

Not for beginners

Rebecca Slattery has been operating a community-supported agriculture program since 1992. Two cultivated acres at her Persephone Farm, near Indianola, Wash., provide produce for 70 subscribers, as well as a farmers' market and several local restaurants.

Many people would consider a CSA that size a success, she said, "but I'm reconsidering the meaning of 'success.' I'm looking more at my dream. ... I like to be outside growing vegetables."

The requisite bookkeeping and other nongrowing chores distract her from that, she said.

There's a lot of work involved in a CSA, more than she had expected going in. "The CSA is not a good place to start. It's the hardest marketing model. You're making a promise to these people, promising their satisfaction. Until you know you can do it, you can't make that promise."

CSA customers share the risks and rewards of the growing season. A cold, wet summer affects everyone, she said, so the grower must plan a diversity of crops and a season of succession.

"Start small, and set your yourself up for success," she advised. "Not everything will work perfectly, but feel proud of what you're doing well."

One variation on the traditional CSA model is like a Chinese menu, Slattery said, where the member chooses two items from column A and three from column B, for example.

Another variation is "a straight credit system," where members can pick up pre-paid produce at the farmers' market.

Another, a home-delivery system, provides produce from several farms. "I don't think it's a CSA," she said. "You don't know the origin of the food."

Integrity of service and product are most important to Slattery: "The spirit is about taking things that thrive here and promoting them. It's not about season extension. ... It's about expanding people's food horizons."

Online

http://farmersmarketcoalition.org

http://persephonefarm.com

http://kitsap.wsu.edu