Open resource
FARM & FOOD MARKETING: TRAINING FOR TECHNICAL ASSISTANCE PROVIDERS
This four-module resource is for consultants, educators, business advisors, and others who provide technical assistance. Adapt the materials for your clients, setting, and available time.
Please note: This is a train-the-trainer resource, not a self-guided course for farm and food business owners.
These materials were originally developed by Good Egg Marketing for the Rio Grande Colonias USDA Regional Food Business Center, which operated from 2022 through 2026. Good Egg Marketing is making them publicly available with the approval of Valerie Venecia, the Center’s former Program Director.
Except where otherwise noted, the original instructional content is licensed under the Creative Commons Attribution 4.0 International License. You may use and share the complete, unmodified presentations, including their embedded images, as provided. Photographs, illustrations, logos, trademarks, and other image materials are not covered by the CC license and may not be extracted or reused separately. If you adapt a presentation, replace its images unless you have separate permission for your intended use.
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Reserved for the PDF that introduces the four-module project, explains its intended use, and states the exact Creative Commons license and attribution requirements.
TRAINING LIBRARY
Each module keeps its PowerPoint, facilitator guide, worksheets, quizzes, and breakout exercises together.
MODULE 1
What Marketing Is; The “6 Ps” of Marketing; Market Research
This opening module introduces the meaning and purpose of marketing, the “6 Ps” framework, and practical market research techniques. Participants learn how to use the 6 Ps to identify marketing opportunities and strengthen a client’s overall marketing approach.
POWERPOINT
Introduces marketing as a business discipline and provides the visual spine for Module 1.
FACILITATOR GUIDE
Supports timing, talking points, activity setup, discussion, and a mid-session break.
QUIZ
Surfaces assumptions about marketing and opens discussion about customer-focused decision-making.
BREAKOUT EXERCISE
Helps participants distinguish related concepts before applying them to client situations.
WORKSHEET
Guides a practical review of a client's marketing strengths, gaps, and priorities.
MODULE 2
Know Your Customers; Understand Your Peers and Competitors; Build a Clear, Consistent, and Compelling Brand
Module 2 explores how market research can help farm and food businesses identify and understand their ideal customers and compare themselves with peers and competitors. Participants learn how these insights can help a business differentiate itself and build a clear, consistent, and compelling brand.
POWERPOINT
Connects customer knowledge, competitive context, and brand perception.
FACILITATOR GUIDE
Provides pacing, prompts, and debrief guidance for the customer and brand activities.
BREAKOUT EXERCISE
Asks small groups to identify useful customer segments for different farm and food businesses.
WORKSHEET
Creates a simple comparison of a client and the alternatives their customers may choose.
WORKSHEET
Helps clients define what customers should know, think, and feel about the business.
MODULE 3
Create a Marketing Plan and Evaluate the Results
Many small farm and food businesses do not have a written marketing plan or a reliable way to determine which marketing efforts are working. Module 3 introduces a simple four-step process for planning a marketing campaign around a measurable goal. Participants also learn practical ways to evaluate the results of individual tactics and complete campaigns.
POWERPOINT
Moves from goals and planning to customer loyalty, retention, frequency, and average sale.
FACILITATOR GUIDE
Supports goal-setting instruction, group work, and discussion of realistic retention tactics.
WORKSHEET
Turns a broad business priority into a specific, measurable marketing goal.
BREAKOUT EXERCISE
Challenges groups to propose ways to increase visit frequency or average sale for different clients.
WORKSHEET
Identifies key moments from first awareness through purchase, repeat visits, and loyalty.
MODULE 4
Attract Customers; Retain Customers; Increase Sales
Attracting new customers, retaining existing customers, and increasing sales are three of the most important ways farm and food businesses can strengthen their financial performance. Module 4 introduces practical tactics for accomplishing each goal and helps participants consider which approaches are most appropriate for the clients they support.
POWERPOINT
Connects channels and tactics with testing, metrics, evaluation, and next-step decisions.
FACILITATOR GUIDE
Provides pacing and debrief support for campaign planning and data-based decision activities.
WORKSHEET
Moves from goal to customer segment, tactics, and a practical measure of success.
BREAKOUT EXERCISE
Gives groups real-world data to interpret before deciding whether to continue, change, or stop a tactic.
QUIZ
Checks understanding of how tactics can support awareness, purchase, and retention.
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