FSMIP

Analyzing and Developing Marketing Strategies for Tennessee's Value-Added Agriculture

Proposal Abstract (March 1999)

Interest by Tennessee small-farmers and agri-entrepreneurs in value-added products and enterprises is growing. In order to enhance the chances for success, these entrepreneurs must develop thorough marketing, management and production plans. However, proper business planning for new, value-added activities by small farmers and agri-entrepreneurs is often stifled by the lack of documented market information. An evaluation of actual related case studies and market research studies would be valuable, if not critical, to the success of these new abribusinesses.

However, in such an industry (value added), case studies and market research are just not available. Therefore, through the FSMIP program, the development of a variety of case studies (from actual value-added businesses) and the results of actual, project-specific market research surveys will have immediate and long-term impacts to the clientele and outreach programs of the Agricultural Development Center (ADC) and the Tennessee Department of Agriculture.

Five value-added agriculture projects submitted by Tennessee farmers to the ADC will be selected as the subjects for this study. For each project, a case study of a similar, existing, successful business will be studied and a market research study will contribute to the development of marketing plans and corresponding efficient marketing strategies for these new businesses. The results will also be used to develop educational materials to assist in market assessment by other agri-entrepreneurs and industry leaders at various workshops and outreach efforts.