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Communicators Have Lessons to Learn from Farmers Who are Natural Marketers

To market to market…

The old nursery rhyme always comes to mind when I head to South Anchorage’s farmer’s market…not to buy a fat pig…but I probably could. Just as locally-grown products are popular in the Lower 48, so grows the family farm in Southcentral Alaska. Growing up in Oregon, we regularly visited u-pick farms, and my brother now owns a farm in Western Washington. I appreciate the difference in quality and flavor, and I’m willing to pay for it.The line for checkout.

Each Saturday I join the throngs to stock up on fresh vegetables at the South Anchorage Farmer’s Market. Things are a tad more expensive but they more than make up for the expense by being LOTS more flavorful.  I am a fan of one particular farmer…who doesn’t really even realize all the things he’s doing correctly from a marketing perspective.

Mark Rempel is the head of Rempel’s Family Farm and has been for years. He was one of the Mat-Su Valley farmers who invited people from Anchorage to tour his farm in 2009 as part of “Meet your Alaska Farmers.” I spoke with him a week or so ago as he walked among the stack plastic bins filled with his clean and fresh vegetables offering samples of snow apples and cooking tips for unfamiliar vegetables. He walks naturally among the bins offering suggestions to customers who every few minutes called out

“How do I…?,” “What do you suggest for…”

Farmer Mark and some of his familyMark looks like a farmer and said he wasn’t nearly as at ease talking with customers as he appeared. He said it’s hard because he builds relationships between the end of May and October, and then many of us go away before the next summer. He seemed surprised when I said I’ve been coming every weekend for three years and so had many others. His success comes from a ton of hard work and a natural gift for marketing.

  • His produce is top quality
  • I feel like I know him and his other family members
  • His produce is clean and well packaged
  • His family is friendly and obviously hard-working

So, how do I know it’s a family? They wear cool nametags that tell me where they fit into the family.

“Ben farmer’s son” and “Mark head farmer.”

Their very nature and the nametags seem to invite customers to chat with them.

The younger family members also have their own cut flowers they market somewhat separately from the larger farm. Signs for Ben’s flowers denote his hard work and their location at the market – apart from the produce — signals their importance.

Each week I get a newsletter from the market describing what will be there and Rempel’s list seems the most complete to me…although Alaska strawberries from Glacier Valley were out of this world as well.Boxes of fresh produce

Mark’s marketing is natural but it’s also part of his personality.

That’s what makes me go back every Saturday until winter is upon us and it’s just too cold for fresh veggies. Then, we’ll reluctantly return to the grocery store’s less flavorful items, knowing that spring will bring yet another season of freshness. At least Alaska is starting to have more fresh produce like the rest of the country.

Have you had similar experiences with small businesses? Why do you choose one over another? What else could Mark, and farmers like him, do? Are there other professions with natural marketers?

And, in case you forgot your nursery rhymes:

To market, to market to buy a fat pig;
Home again, home again, jiggety-jig.
To market, to market, to buy a fat hog;
Home again, home again, jiggety-jog.
To market, to market, to buy a plum cake;
Home again, home again, market is late.
To market, to market, to buy a plum bun;
Home again, home again, market is done.
To market, to market, a gallop a trot,
To buy some meat to put in the pot;
Three pence a quarter, a groat a side,
If it hadn’t been killed it must have died.
By |2018-03-18T22:52:58+00:00September 27th, 2011|Strategic Communications Planning/Counsel|0 Comments

About the Author:

Mary Deming Barber, APR, Fellow PRSA, runs a strategic communications consultancy where she helps clients understand how to integrate new media into traditional communication programs. Mary has counseled clients in Tacoma, Anchorage, San Francisco, Oregon, and Colorado for nearly 40 years working with a variety of food organizations, several agencies, and as a key team member on two successful US Senate campaigns. 


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