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Innovative Marketing Strategies for Independent Chicken Farmers

Unlock the potential of your chicken farming business with tailored marketing and promotional strategies. Unlike conventional farmers, you can set yourself apart by creating unique visual tools that engage customers' senses—through captivating posters, interactive displays, and enticing aroma experiences. Showcase your farm, your products, and your story to build trust and integrity. Invite the public onto your farm, connect with chefs, and utilize honest sales tactics to foster loyalty and boost sales. Learn the market and take charge of your success!

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Innovative Marketing Strategies for Independent Chicken Farmers

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  1. Marketing & Promotion Creating the tools you need

  2. This Ain’t No Ordinary Chicken • Conventional farmers have a huge array of materials and resources available to them • Outside the conventional box there is nothing • Create your own

  3. Have a story

  4. See, Smell & Taste • Engage all the senses • Create good visuals – posters, labels, website, displays, table tents • Show the animals • Show the product • Show the farm & the farmers • Cook it – bring the aroma • Offer free samples • Provide recipes

  5. See, Smell & Taste • Can’t afford the fancy visuals? • Photograph the farm • Photograph the family • Photograph what you do

  6. Sales • Know the rules of salesmanship • Greeting • Dress • Etiquette • Promptness • Be an expert on your product

  7. Be Honest • About the product • How does it look? • How does it cook? (apron cards) • How does it taste?

  8. Be Honest • About what you can deliver • Don’t promise the impossible to get the sale • Develop a reputation for quality and integrity • Know when to say “yes” and when to say “no”

  9. Know the Product

  10. Know the Product

  11. Chicken Products • Whole Roasters • 90% of market • 3# • Cost: $8.50 • Sell for $11 • CA cut • 2 legs • 2 thighs • 2 wings • Split breast • 2.5 # • Cost: $9.50 • Sell for • Deboned & Deskinned • Breast meat = $5.50/# • Dark meat = $2.00/#

  12. Timing & Cost • Majority of cost is in first 5 weeks • Bigger chicken brings less per pound • 1.5 pound dressed = $5.00 / pound • 3.5 pound dressed = $4.00 / pound • 5–6 pound dressed = $2.50 / pound

  13. Know the Market • Fresh • Refrigerated • Frozen • Wholesale • Retail • Direct to Consumer • Whole Bird • Cut Up (California Cut) • Specialty Cuts • Breast • Deboned & skinned • Dark meat

  14. Invite the Public • Open the doors to the farm • Have a bio-security plan and stick to it • But make them feel welcome!! • Be candid

  15. Invite the Chefs • Restaurant day at the farm • Invite chef, owners AND wait staff • Show, tell, share, listen • Provide table cards (cheap advertising) • Be candid

  16. Get It In Writing • Contracts answer questions about who is responsible for what • Contracts with farmers • Contracts with buyers • Contracts with transport

  17. Generating Visibility • Access • Expertise • Internet • Quality • Other

  18. Push -- Pull Quantity Quality

  19. Push -- Pull Genetic Diversity (Healthy) Genetic Uniformity Product Variability Product Consistency

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