12/3/2024 9:10:00 AM	SUAG 160 Course Outline as of Summer 2025	Changed Course
CATALOG INFORMATION
Discipline and Nbr:  SUAG 160	Title:  DIRECT FARM MARKETING
Full Title:  Direct Farm Marketing
Last Reviewed:1/28/2019

Units		Course Hours per Week			Nbr of Weeks	Course Hours Total
Maximum	2.00	Lecture Scheduled	2.00		17.5 max.	Lecture Scheduled	35.00
Minimum	2.00	Lab Scheduled	1.00		8 min.	Lab Scheduled	17.50
		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:  70.00

Total Student Learning Hours: 122.50

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:

This class is an overview and hands-on experience of marketing practices used by farms to provide local food direct to consumer.  Includes innovative marketing practices for the small to medium size grower, post harvest handling of produce, food safety, promotion and distribution. Class practicum includes hands-on participation with the SRJC campus produce stand, Shone Farm Community Supported Agriculture (CSA) and fall festival. Class includes mandatory field trips to local direct retail outlets.

Prerequisites/Corequisites:

Recommended Preparation:

Limits on Enrollment:

Schedule of Classes Information
Description:

This class is an overview and hands-on experience of marketing practices used by farms to provide local food direct to consumer.  Includes innovative marketing practices for the small to medium size grower, post harvest handling of produce, food safety, promotion and distribution. Class practicum includes hands-on participation with the SRJC campus produce stand, Shone Farm Community Supported Agriculture (CSA) and fall festival. Class includes mandatory field trips to local direct retail outlets.

(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.  Compare and contrast several distinct direct marketing practices.

2.  Set up and profitably manage a produce stand.

3.  Properly handle produce after harvest, based on its intended market.

4.  Develop novel marketing strategies.

 

Objectives:

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

1.   Identify food safety issues related to direct farm marketing of fresh produce.

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

3.   Set up and profitably manage a produce stand.

4.   Evaluate crop suitability for restaurant use.

5.   Differentiate between post-harvest handling techniques based on intended market.

6.   Prepare for an on-farm event, such as a u-pick or harvest festival.

7.   Establish and maintain productive relationships with customers.

8.   Set up and manage community supported agriculture (CSA) subscription.

9.   Compose a simple marketing plan.

10. Develop pricing structures for various end users.

Topics and Scope

I. Overview of Direct Farm Marketing

    A. Direct marketing vs. wholesale marketing

    B. Role of social media

II. Direct Marketing Techniques

    A. Farmers markets

    B. Roadside stands and U-pick operations

    C. Farm Trails

    D. Selling to restaurants

    E. Community supported agriculture

III. Harvest and Post-Harvest Handling

    A. Safety

    B. Handling for intended market

IV. Regulations

V.  Marketing Strategies

    A. Principles of direct marketing: 4 P's

         1. product

         2. price

         3. place

         4. promotion

    B. Developing novel marketing strategies

VI.  Assessing Current Trends and Potential Niche Markets

VII. Relationships with Customers

 

All topics are covered in the lecture and lab portions of the course.

Assignments:

Lecture-Related Assignments:

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

    techniques

2. Present results of market research evaluation

3. Prepare 1-2 written evaluation(s) of direct marketing techniques employed by vendors at field

    trip and individual visit locations

4. Prepare a written marketing plan for farm enterprise

5. Complete problem solving questions on direct marketing scenarios

6. Reading 10-15 pages per week

 

Lab-Related Assignments:

1. Evaluate crop availability and prepare an availability list

2. Assist with Shone Farm harvest and participate in all aspects of preparation for and execution

    of SRJC campus produce stand and Shone farm CSA boxes

3. Prepare written reflection on experience with class practicums (2-3)

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 20 - 30%
Field trip write-ups, Practicum reflection write up
Problem solving: Assessment tools, other than exams, that demonstrate competence in computational or non-computational problem solving skills.		Problem Solving 20 - 30%
Problem solving questions
Skill Demonstrations: All skill-based and physical demonstrations used for assessment purposes including skill performance exams.		Skill Demonstrations 30 - 40%
Harvest, produce stand, availability list and CSA practicums
Exams: All forms of formal testing, other than skill performance exams.		Exams 0 - 0%
None
Other: Includes any assessment tools that do not logically fit into the above categories.		Other Category 20 - 30%
Marketing plan

Representative Textbooks and Materials:

Instructor prepared materials and web-based materials

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