FarmieMarket Utilizes Social Media and Content Marketing to Connect Consumers with Local Farmers

October 10, 2013 — Leave a comment

Yesterday I attended a Social Media Tech Valley Breakfast event at the Troy Savings Bank Music Hall in Troy, New York. It was an excellent event. It was my first visit to the Troy Savings Bank Music Hall, which is a wonderful venue with a great story and heritage. It is notable for having a music hall constructed on the second floor above the bank itself. The Troy Savings Bank Music Hall is world renowned for its near perfect acoustics. In another post, I will tell the story of the Troy Savings Bank Music Hall, one of the gems of the capital region.

I was impressed by the presentation given by FarmieMarket founder Sarah Gordon. Sarah had a great story to share about the founding and growth of FarmieMarket, an online farmers market.

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Sarah is a third generation farmer who grew up on the family farm in Knox, New York. She lived first hand the struggles and simple pleasures that come with a family farm. After college she knew that she wanted to do something that promoted sustainability and paid tribute to the knowledge she picked up on the farm. Living in downtown Burlington, Vermont, she was inspired by the prevalence of active farmers’ markets, local foods restaurants, and the agricultural community in the urban environment. Burlington was the first place she had ever been where the small farmer was King, and she knew she wanted to replicate feeling back home.

Sarah had two unique insights that has helped build her business. Consumer’s were hungry for fresh, local food but often too busy to visit the farmer’s market every week. Most families with active children fall into that segment. Sarah also understood that small local farmers were time constrained. Local farmers were too taxed by the day-to-day challenges of farming to market themselves.

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In January 2010, she began marketing her family farm’s products online, using social networking tools. The concept caught on. From there, she began talking to other farmers she knew and offered to help them to market their products by building synergy amongst local farmers in a central, internet-based market place.

In June 2010, Gordon founded FarmieMarket, an online farmers market where Capital Region consumers could order fresh produce, eggs, meat and more from local farms and have them delivered directly to their door. Catering to the needs of time-strapped consumer and farmer has proven to be a good business model.

The goal was to help family farms make their businesses viable by expanding their access to a broader customer base. The small farms she works with have limited resources and often cannot take the time away from the farm to go sit at a booth at a farmers market (especially not knowing how much they may actually sell).  By marketing on behalf of family farms online, farmers save time and money and reach a broader customer base than may be at a traditional farmers’ market.

The concept is simple and convenient. Local farmers list what items they have in stock on the FarmieMarket website, where shoppers can order online. Once a week, Farmie Market makes deliveries to consumers, while also marketing products on the website to help farms attract more business. Farmers set their own prices and Gordon adds her own operating costs on top of that. Shoppers only have to place a minimum delivery order of $25, plus a $5 delivery charge.

FarmieMarket’s mission is easy to identify with and support:

  • Improve small family farms profitability and economic sustainability.
  • Provide naturally grown, organic and local food to families and individuals.
  • Offer local customers a modern, convenient service.
  • Improve rural and regional economies by recycling customers’ food dollars with local farms and small businesses.
  • Create and maintain jobs on farms, in small businesses and amongst entrepreneurial local food leaders.

FarmieMarket is a great example of an entrepreneur following a passion who understood the jobs that consumers and farmers are trying to get done. Sarah has done a great spreading the word about FarmieMarket through content marketing and social media. I wish her continued success.

Have you purchased farm fresh vegetables online?

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