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Developing a Marketing Strategy with Farm and Food Businesses
Thursday September 24, 2026 8:00am - 9:30am MDT
Alvarado G
Rose Wilson of Rose Wilson Consulting with Sara Armstrong Donegan and Christine Porcaro of the Intervale Center are proposing this session on how to develop a marketing strategy with farm and food business owners. Through the lens of farm business goal setting, we will walk participants through how to work with farmers to develop core competencies around market research and demand, to test assumptions, to use sales goals to define approaches, to create easy to measure metrics, and to gather that information to build a coherent marketing strategy. Throughout the session, participants will learn a clear framework for building a farm marketing strategy and practice guiding farmers through market research and assumptions testing, translate farm business goals to actionable marketing tactics, identify easily measurable metrics tied to sales goals, and familiarize themselves with existing tools to facilitate this process with farmers in their own work. The session will reinforce how the process does not end with creating the plan, step two is implementing and step three is following up to review and analyze actuals to assumptions, and update the plan for the new year.
Speakers
RW

Rose Wilson

Principal, Rose Wilson Consulting LLC
Over the past 22 years, Rose Wilson has helped more than 500 farms and food producers with business launch, expansion, and exit; enterprise analysis; market development; and grant writing/capital raise. Rose brings a broad set of technical and people skills to each client and project... Read More →
CP

Christine Porcaro

Farm Business Specialist, Intervale Center
Christine Porcaro is a Farm Business Specialist at the Intervale, where she supports farm and food businesses in strengthening their marketing, sales, and overall business management. She previously served as a co-owner and Marketing & Sales Manager at Fat Toad Farm, working with... Read More →
avatar for Sara Armstrong Donegan

Sara Armstrong Donegan

Farm Business Specialist, Intervale Center
Sara Armstrong Donegan has been working as a farm business consultant with the Intervale Center for over six years. She works with farmers across Vermont with a focus on business planning, financials, and marketing. Sara also owns a diversified vegetable farm with her husband, Trillium... Read More →
Thursday September 24, 2026 8:00am - 9:30am MDT
Alvarado G
  Food and Farm Marketing and Distribution, Business Planning and Development

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