Posts By Alisha Lumea and Polly Legendre
It’s March and spring is just around the corner. As communities begin to thaw out, and regional farmers markets prepare to start offering their first spring crops, it’s a great time for farmers’ market managers to start planning their season. Farmers already have a lot to do, and market managers can play an important role in unifying and promoting the market.
It’s no secret that farmers markets are becoming more and more popular. According to the USDA, as of mid-2011, there were 7,175 farmers markets operating across the US. This is an increase of 17% from 2010. A new local food system is growing, but it needs a boost of more robust marketing and promotion to compete with the industrial food system. Many market managers come to the job through a love of food and farming and a desire to be part of a new food movement.
Branding and Marketing Advice for Sustainable Food Entrepreneurs: A Farmer’s Guide to Working with ChefsFebruary 23, 2012 | Alisha Lumea and Polly Legendre
Farmers and chefs have a lot in common. They both work long, often uncomfortable hours. They both suffer the whims of weather, from ruined crops to cancelled reservations, and they both depend on delivering a stellar product and pleasing others for their livelihood.
To make it in food — from the field to the kitchen — you need passion. To make it in the food business, you need communication.
Thus far, in our three-part series on DIY press savvy for sustainability-minded food entrepreneurs, we’ve covered how to put together your story to resonate with the media, and how to tell it to the right people. In the final part of this series, we look at how to leverage the press you get for maximum benefit.
Last week in our branding and marketing advice column for sustainability-minded food entrepreneurs, we kicked off our three-part series on DIY press savvy by providing advice on how to put together a story that will resonate with the media. This week’s column is all about how to get your story in front of the right reporters.
So let’s begin with the pitch.
While it’s perfectly acceptable to make a phone call to make your pitch, email is generally the best first approach. With email, you won’t catch someone at a bad moment, and you can craft your pitch without worrying about getting flustered mid-sentence or going off-topic.
This week in our branding and marketing advice column for sustainability-minded food entrepreneurs we kick off a three-part series on working with the media that will cover how to develop your story, how to make your approach to the right reporters, and finally how to leverage the coverage you receive.
The media plays such a huge role in society that it often gets talked about as something abstract and impenetrable. Getting coverage is really not all that mysterious, and the priesthood of PR agents isn’t required. With a few pointers and “rules of the road,” you will have everything you need to be a great press agent for yourself. And you will have what no one else can give you — authenticity. Nobody can tell your story with more passion, or explore more facets of it, than you. Authenticity, passion and a well-structured story mean more than an address book full of media contacts.