3/31/2025 5:57:06 AM	SUAG 160 Course Outline as of Fall 2025	Changed Course
CATALOG INFORMATION
Discipline and Nbr:  SUAG 160	Title:  DIRECT FARM MARKETING
Full Title:  Direct Farm Marketing
Last Reviewed:2/10/2025

Units		Course Hours per Week			Nbr of Weeks	Course Hours Total
Maximum	3.00	Lecture Scheduled	3.00		17.5 max.	Lecture Scheduled	52.50
Minimum	3.00	Lab Scheduled	0		8 min.	Lab Scheduled	0
		Contact DHR	0			Contact DHR	0
		Contact Total	3.00			Contact Total	52.50
		Non-contact DHR	0			Non-contact DHR Total	0

Total Out of Class Hours:  105.00

Total Student Learning Hours: 157.50

Title 5 Category:  AA Degree Applicable
Grading:  Grade or P/NP
Repeatability:  00 - Two Repeats if Grade was D, F, NC, or NP
Also Listed As: 
Formerly:  SUSAG 160

Catalog Description:

In this course, students will review the principles and practices of direct farm marketing. Topics include business planning, marketing, post-harvest handling, food safety, and distribution. This course focuses on direct farm marketing practices relevant to the North Bay Area, including Community Supported Agriculture (CSA), farmstands, farmers markets, restaurant sales, and agritourism. Class may include mandatory field trips and/or participation events at Shone Farm.

Prerequisites/Corequisites:

Recommended Preparation:

Limits on Enrollment:

Schedule of Classes Information
Description:

In this course, students will review the principles and practices of direct farm marketing. Topics include business planning, marketing, post-harvest handling, food safety, and distribution. This course focuses on direct farm marketing practices relevant to the North Bay Area, including Community Supported Agriculture (CSA), farmstands, farmers markets, restaurant sales, and agritourism. Class may include mandatory field trips and/or participation events at Shone Farm.

(Grade or P/NP)
Prerequisites:
Recommended:
Limits on Enrollment:
Transfer Credit:
Repeatability:00 - Two Repeats if Grade was D, F, NC, or NP

ARTICULATION, MAJOR, and CERTIFICATION INFORMATION

Associate Degree:		Effective:		Inactive:
Area:
CSU GE:	Transfer Area			Effective:	Inactive:
IGETC:	Transfer Area			Effective:	Inactive:
CSU Transfer:		Effective:		Inactive:
UC Transfer:		Effective:		Inactive:
C-ID:

Certificate/Major Applicable: Both Certificate and Major Applicable

COURSE CONTENT

Student Learning Outcomes:
At the conclusion of this course, the student should be able to:

1. Understand fundamental principles and practices of direct farm marketing.

2. Use safe and effective techniques for harvest, post-harvest, and distribution of farm products.

3. Develop a business plan and/or marketing plan for a specific market and/or farm product.

 

Objectives:

At the conclusion of this course, the student should be able to:

1. Describe the purpose and types of direct farm marketing.

2. Evaluate a variety of direct farm marketing techniques for effectiveness.

3  Relate the practices of direct farm marketing to crop planning and crop production practices.

4. Evaluate crop suitability and availability for various direct market outlets.

5. Utilize practices for safe produce handling and identify potential food safety risks.

6. Plan for an agritourism event, such as a u-pick or harvest festival.

7. Develop the components of a business plan for direct farm sales.

8. Establish and maintain productive relationships with customers.

9. Develop pricing structures for agricultural products.

10. Understand relevant regulations and certifications that impact their marketing and distribution.

Topics and Scope

I. Overview of Direct Farm Marketing

II. Direct Marketing Techniques

    A. Marketing: 4 P's

         1. Product

         2. Price

         3. Place

         4. Promotion

    B. Distribution

         1. Farmers markets

         2. Farmstands

         3. CSA

         4. Restaurants

         5. Agritourism

    C. Customer relations

III. Harvest and Post-Harvest Principles and Practices

    A. General farm operations

    B. Crop progress and availability assessment

    C. Food safety

IV. Business Planning

    A. Market assessment

    B. Marketing planning

    C. Record keeping

V. Regulations and Certifications

Assignments:

1. Individual visit to 2-4 direct farm marketers and/or outlets to observe direct marketing techniques

2. Evaluation(s) of the marketing technique(s) observed (1 - 2)

3. Class discussion assignments (5 - 10)

4. Quizzes and/or Exams (2 - 3)

5. Complete business plan and/or marketing plan

6. Reading (20 - 40 pages per week)

7. Field assessments of crop progress and availability (4 - 6)

8. Assigments related to field lectures, which may include participation in the Shone Farm Fall Festival.

9. Weekly reflection assignments

Methods of Evaluation/Basis of Grade.

Writing: Assessment tools that demonstrate writing skill and/or require students to select, organize and explain ideas in writing.		Writing 10 - 20%
Evaluation of marketing techniques, weekly reflections
Problem solving: Assessment tools, other than exams, that demonstrate competence in computational or non-computational problem solving skills.		Problem Solving 20 - 30%
Business plan and/or marketing plan
Skill Demonstrations: All skill-based and physical demonstrations used for assessment purposes including skill performance exams.		Skill Demonstrations 20 - 30%
Field assessments
Exams: All forms of formal testing, other than skill performance exams.		Exams 10 - 20%
Quizzes and/or Exams
Other: Includes any assessment tools that do not logically fit into the above categories.		Other Category 10 - 20%
Class participation, discussion assignments

Representative Textbooks and Materials:

The Farmer's Office: Tools, Templates, and Skills for Starting, Managing, and Growing a Successful Farm Business. 2nd ed. Shanks, Julia. 2024.

Instructor prepared materials and web-based materials

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