Turning Farm Abundance Into Customer Opportunity
You’ve got the abundance. Maybe you’ve even started planning that value-added product line. Now comes the part that separates successful food producers from those with barns full of beautiful produce: marketing your bumper crop.
Selling a bumper crop isn’t just about moving excess product; it’s about transforming a seasonal challenge into a story that resonates with your customers.
Message First
Before you post “Help us clear out our excess tomatoes,” pause. Your customers don’t care about your storage problems, they care about what’s in it for them.
Frame your abundance as their opportunity. Those “excess tomatoes” become “peak-season tomatoes at their absolute best, perfect for weekend canning projects.” That shift from your need to their benefit changes everything.
Your customers need to know: what you’re selling (and why it’s special), why they want it (benefits to them), and where to get it (make it easy to say yes).
Spreading the Word
Your existing channels: Start with people who already trust you. Email lists, social media followers, and regular market customers are your best first audience. Keep your message consistent across all touchpoints to strengthen your farm marketing strategy.
Visual storytelling: Nothing sells abundance like showing it. Overflowing baskets, wheelbarrows full of perfect apples, customers enjoying your harvest these images tell the story better than words. Strong farm photography and visual storytelling can transform your bumper crop into a compelling brand moment.
Partner networks: Your farmers’ market association, local restaurants, and fellow producers can amplify your message to similar audiences. A post from your market’s social media carries different weight than your own channels.
Face-to-face conversations: A simple, authentic conversation goes a long way. Asking, “Have you thought about doing any canning this year?” can spark sales in ways digital ads can’t. These direct-to-consumer conversations often convert better than online promotions.
The goal isn’t reaching everyone everywhere, it’s reaching the right people with a compelling message about why your abundance is their opportunity.
Need help crafting messages that turn abundance into customer opportunities? Our team at Farm Food Drink develops marketing strategies that build brands while moving product.
Contact Us: hello@farmfooddrink.ca
Farm Food Drink is a team of food research, planning, marketing and training specialists who focus solely on Canadian farm, food, and drink businesses. We provide an integrated, 360 approach and are committed to working alongside our clients as they grow their businesses.
Further Reading
How Canadian Agri-Food Producers Can Better Utilize Fall Bumper Crops
There’s nothing quite like the mixed blessing of a bumper crop. But what if it isn’t a problem to solve, but an opportunity?
Creating Value-Added Products: Considerations for Food Producers
So you’ve decided this year’s bumper crop might be the catalyst to creating value-added products. Don’t let the work intimidate you!
