In recent years, there’s been a movement among consumers to adopt healthier lifestyles – from mental health and exercise to diet.
However, with packaged and processed foods more readily available, there are increasing links to health problems, leading to people evaluating what they are consuming. According to Statista, approximately 30% of U.S. consumers reported buying organic compared to conventionally produced products as of 2022.
As consumers become more interested in locally sourced health foods, they’re also interested in making and selling these foods themselves.
The increasing interest in farming
Younger generations are more intrigued by farming and agriculture. Following the aftermath of COVID-19, the United States Census Bureau found that, “the country’s fastest-growing places are increasingly likely to be far-flung exurban communities on the outer margins of metro areas.”
In other words, people want to enjoy a mix of rural and urban settings instead of the once-crammed cities that were necessary for in-person jobs. They now want to plant gardens or even try to purchase a full-fledged farm.
The statistics back it up:
● The American Farm Bureau Federation notes that 30% of all farmers are beginning farmers, meaning they’ve been in business for less than 10 years.
● NPR reported that the National FFA Organization’s student membership is at an all-time high.
● In an article from Texas Health, studies showed that younger generations — Millennials and Gen Z in particular — are more health conscious than previous generations.
It’s all adding up.
In addition to growing their own food, 43% of Americans garden to grow food – this increased interest in farming is giving younger generations a window to make farming their source of income.
Younger generations want to make fresh, sustainable products accessible to consumers
The number of farmers markets nationwide is increasing. In fact, a USDA survey found that markets selling organic products report higher customer turnout, more vendors, and increased monthly sales.
Young farmers also have an opportunity to sell directly to consumers online. With a robust e-commerce platform, farmers can:
● Effectively track inventory for product accessibility. Inventory tracking is critical for farmers — you can’t sell what you don’t have. With seasonal crops coming and going, keeping tabs on stock is crucial, especially when selling online. What’s more, by seeing which products fly off the shelves, farmers can make savvy decisions. Maybe those heirloom tomatoes are a surprise hit, or the grass-fed beef is outperforming expectations. With this knowledge, farmers can tweak their plans, growing more of what people want and less of what they don't.
● Manage offerings and expectations by selling by weight. One factor that can make or break a sale is price, but pricing food for online sales is challenging. No two cuts of steak or a crop of vegetables weigh the same. And weight matters — especially when you're feeding a family of six instead of a couple. In a traditional grocery store, prices are exact to ensure a fair transaction for both parties. When farms sell by weight, they can replicate the traditional buying experience online. You can then create a personalized experience, giving customers control to get what they need.
● Engage with consumers through social media. Farms need to ensure they have a sound presence to capitalize on where their customers are. According to GlobalWebIndex, 54% of people use social media to research products and 71% are more likely to purchase products based on social media referrals. While selling food products directly through social media may not be as popular as other retail items at this point in time, it can still be a goldmine for your farm. Showcase photos of fresh products, engage with comments and questions from customers, and highlight seasonal offerings. It’s a great way for you to grow your presence beyond farmers markets and word of mouth.
● Put loyalty programs and subscriptions at the heart of selling strategies. Subscriptions and loyalty programs offer flexibility and value to consumers while providing benefits to farms. Subscription options allow customers to regularly receive products tailored to their preferences. For example, a customer interested in trying new items could opt for a monthly delivery of varied meats or vegetables. They can choose the quantity and frequency that suits their needs. Loyalty programs can also make premium options like organic produce more attractive. By offering rewards or special perks to regular customers, farms can encourage repeat purchases. These incentives may help offset the higher cost of organic items for price-conscious consumers. For farms, predictable sales, customer retention, and faster inventory turnover contribute to steady revenue growth.
The farming industry is ripe for transformation
The farming industry will continue to transform, especially as technology makes farm fresh, sustainable foods more accessible. With the increasing interest from consumers in farmers markets and social media and e-commerce bringing businesses to consumers nationally, there will be increased awareness of farm-fresh foods and access to sustainable choices.
