The Cooperative Extension Service at the University of Arkansas has developed a series of videos intended to help growers develop stronger connections to customers.
The videos are at the heart of the “Experience Arkansas Agriculture” campaign, which launched this past summer. The campaign focuses on relationship-based marketing approaches.
Ron Rainey, Extension Economist for the University of Arkansas System Division of Agriculture, said that local food systems continue to thrive within the state but that marketing is a constant challenge for many growers. The campaign features options to leverage the numerous ways consumers can connect to and support agriculture.
The video series collaborates with host Logan Duvall, who owns and manages the Me and McGee Market, located in North Little Rock. It features segments shot at various farms all over the state, including aquaculture farms, walnut groves, watermelon patches and more. “The segments highlight the diversity of Arkansas agriculture, as well as value-added linkages,” Rainey said.
The “Experience Arkansas Agriculture” segments have been airing twice a month. The television exposure has drastically enhanced the campaign’s engagement with consumers across the state, according to Rainey.
The campaign invites Arkansans and out-of-state visitors alike to experience the state’s rich variety of agriculture by learning about the hundreds of direct-to-consumer farming and ranching operations in Arkansas, shopping at any of the more than 100 farmer’s markets located in more than 60 counties, visiting the many “U-pick” operations, patronizing restaurants that prioritize locally grown foods and much more.
Learn more about the resources provided through the campaign at https://www.uaex.uada.edu/farm-ranch/economics-marketing/experience-arkansas-agriculture/.
EDITOR’S TAKE:
An idea that has taken many forms over the decades with attempts to connect consumers and sell the unique attributes of a state’s agricultural heritage and diversity. Today’s technology, however, offers both faster connections to more people and less cost per contact. This is one of those concepts that can help drive not only consumer understanding and acceptance, but can be great for business. Does your state have a program like this? If so, is there a way you can connect with the program and/or the growers? Some of them are bound to be looking for a new truck and could probably use AgPack.
