Over sixty varieties of herbs and edible flowers

Info icon This preview shows pages 7–9. Sign up to view the full content.

committed to benefiting people and the environment for generations to come. Over sixty varieties of herbs and edible flowers grace our northern California coastal farmlands.” ( ) Pinnacle Organically Grown Produce – “Phil and Katherine Foster farm 250 acres of C.C.O.F.- certified organic fruit and vegetables on two ranches near San Juan Bautista and Hollister, California. We have a diverse range of crops, marketing up to 60 produce items at the peak of the season. We sell at the farm on Saturdays, at farmers markets, through local retail stores, local wholesalers, and several national wholesalers. We strive to maintain the Pinnacle label’s high quality by treating our workers, our products, our land, our community and our planet with utmost respect.” ( ) v. Questions to ask when establishing your brand and value proposition: Why should a prospective customer buy from you rather than any of your competitors? What differentiates you from other farmers? Are you certified organic? Do you have other certifications like food safety, kosher, halal? Who is your labor? What is their connection to your operations? Do you follow sustainable labor practices or participate in a union? What is your unique farm story? Why do you farm? How long have you been farming? Where is your growing region? In what ways are you a good steward of the land? What is your relationship to the community? Do you support your local food bank? Sell to schools or other institutions for their meal programs? Host field trips for school children? Offer education programs to inner city youth? Provide internships for aspiring farmers? What crops do you produce? What is your harvest season? Are there unique benefits of your specific crop (health, environmental, etc.)? Is the crop particular or unique to your growing region? Are you growing any heirloom varieties or crops that have significance to certain cultural or religious groups? c) Instructor’s Note: Ask students: “What are your favorite produce brands and why?” Print pictures from the internet of popular brands to inspire discussion. d) Devices to identify and differentiate the brand: i. Slogans: e.g., “Like a good neighbor, State Farm is there”–State Farm Insurance “Nothing runs like a Deere”–John Deer Tractors • “Just do it”–NIKE “Where there’s happy, there has to be Heinz”–Heinz “Picked at the Peak of Perfection”–Green Giant ii. Brand names: establish your own brand name for your produce, e.g., “Pinnacle Organically Grown Produce” is from Phil Foster Ranches. The brand name (Pinnacle) can be labeled on all boxes and on produce tags to identify your produce in the marketplace. Lecture 1: Marketing Basics
Image of page 7

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

Marketing Basics 220 | Unit 5.0 iii. URLs: If you have a website, be sure to include it on your boxes and all printed materials iv. Logos: Design a unique logo that represents you unique operation v. Characters: Use a unique font to display your farm name vi. Criteria for selecting a brand: Memorable, meaningful, likeable, transferable,
Image of page 8
Image of page 9
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern