Using Technology to Educate and Link Entrepreneurial Farmers to Consumer Markets

Poster

The goal of this project is to expand the capacity of MarketMaker (http://www.marketmaker.uiuc.edu/), an interactive marketing tool for Illinois farmers, into a resource that will help farmer entrepreneurs nation-wide. This display will focus on 1) what MarketMaker can do for your state, 2) what states are already involved, and 3) how your state can get involved. A multi-state platform centered around New York City and Chicago facilitates the development of a Midwest and a Northeastern Region networks, with the two sites initial elements of a developing national network.

MarketMaker is an on-line marketing resource developed by University of Illinois Extension to provide Illinois producers with regional market access via an extensive collection of searchable food industry data allowing demo-graphic and business data to be queried and summarized on a map to show concentrations of markets and business partners. Fact sheets, customized demographic profiles, and supporting research also are features of the site. The on-line resources improve the user's understanding of food marketing and access to regional food markets.

The integration of a general marketing tool with a technical program providing advanced consumer market information and analysis also presents excellent program opportunities for statewide Extension education and training. There is further potential in training of retail groups in and around major urban areas, including value added organizations developing specialty products and foods. This approach builds on the present network of Extension staff and faculty working on specialty, niche and ethnic-oriented marketing focused on urban consumer demand.