highlights of the year - institute of agriculture | utia · digital marketing trends with 89% of...
TRANSCRIPT
In 2018, the Center for Profitable Agriculture conducted 98 educational presentations with 2,489 participants, 22 farm visits, and 1,503 consultations and developed 29 fact sheets and 3 Extension publications. The Center released 9 news articles, 4 newsletters and 9 program brochures and submitted 15 new funding proposals with more than $320,000 awarded.
2018HIGHLIGHTS OF THE YEAR
▶ Made ninety-eight educational presentations to 2,489 participants from 69 counties.
▶ Consulted with 1,503 people using email, phone, and direct mail.
▶ Conducted twenty-two farm visits in 16 counties.
▶ Made 2,078 direct contacts through our educational exhibit featured at sixteen trade show events.
▶ Developed twenty-nine fact sheets and three Extension educational publications.
▶ Released nine news articles and four newsletters.
▶ Prepared nine program brochures for statewide distribution.
▶ Submitted fifteen new funding proposals/requests for a total of $301,663 in awards and generated $19,449 in program fees and sponsorships from approximately eight different events/sponsors.
▶ Sent numerous email blasts, updates, and program promotions to the Center’s four email groups for: (1) value-added beef, (2) farmers markets, (3) agritourism, (4) value-added dairy.
▶ Center staff participated in more than 150 hours of professional development in some thirty-four events.
▶ Staff members represented the Center on five different search committees in the Institute and served on more than twenty-five boards, advisory committees, and planning teams inside and external to the University.
▶ Center staff members were recognized with the Downen Award, Hicks Award, Goan Award, twenty-five years of Extension service, NACAA Communications Award, National SRMEC Award, invited to make presentations at National Meetings and honored in the “Troy Dugger Night” at the Hickman County Fair.
Over the past nine years, the Center for Profitable Agriculture conducted an average of 101 educational presentations, thirty-six farm visits, and 1,821 consultations and developed six publications and sixteen fact sheets per year. The Center has a 62 percent success rate on external funding requests, generated over $1.47 million in external funds, and received an average of $163,000 per year.
“The Center has helped transform value-added agriculture in Tennessee and has contributed to the development of successful alternative
income streams for farmers.” – Program Collaborator
“The folks in the Center for Profitable Agriculture do great work. They develop effective programs and provide valuable
information that impacts the bottom line of family farms.” – Workshop Participant
Programs in agriculture and natural resources, 4-H youth development, family and consumer sciences, and resource development. University of Tennessee Institute of Agriculture, U.S. Department of Agriculture and county
governments cooperating. UT Extension provides equal opportunities in programs and employment.
AG.TENNESSEE.EDU
Annual Report
Center for Profitable Agriculture
2018
Educational workshop to
teach farmers basic
recordkeeping for direct
marketing, food processing
and agritourism enterprises
Register Today
Check-in and networking will begin at 8:30 am
local time. Sessions will begin at 9:00 am and
end at 4:00 pm.
Space is limited and registration is required
no later than five business days prior to each
workshop. The registration fee is $20 per person.
Lunch is provided.
Register online now at tiny.utk.edu/farmrecords.
Questions? Contact Hal Pepper at
931-486-2777 or email [email protected].
This workshop fulfills a TAEP educational
requirement in ONLY the following Producer
Diversification sectors: Agritourism, Fruits &
Vegetables and Value-Added. For additional
information regarding educational programs for TAEP
requirements, please contact Clay Dunivan at the
Tennessee Department of Agriculture,
615-387-5348.
Dates & Locations
Participants will be introduced to
QuickBooks accounting software
and learn about:
• Setting up a chart of accounts, items,
customers and vendors
• Entering sales and making deposits
• Paying bills and writing checks
• Creating reports
This workshop is designed for operators
of a value-added farm business.
Participants will be shown how to use a
desktop version of QuickBooks for an
“example farm.” A workshop manual for
home reference will be provided.
December 12, 2017 Martin, TN
December 13, 2017 Carthage, TN
December 14, 2017 Chattanooga, TN
March 13, 2018 Memphis, TN
March 14, 2018 Franklin, TN
March 15, 2018 Knoxville, TN
What to Expect
This material is based upon work supported by
USDA/NIFA under Award Number 2015-49200-24228.
FOR SUCCESSFUL VALUE-ADDED ENTERPRISES
Educational workshop to teach farmers how to develop a
business plan for direct marketing, food processing and
agritourism enterprises.
What to Expect
This workshop series is designed for operators
of a value-added farm business. Participants will
learn business planning strategies and receive
training in eight sessions that will equip them
with the tools needed to complete their business
plan. Presenters will teach provided materials
from Building a Sustainable Business: A Guide
to Developing a Business Plan for Farms and
Rural Businesses. Templates from this Guide will
be assigned as homework and the completed
templates will become the framework of each
participant’s business plan.
Presenters and Extension specialists will be available
to provide one-one-one assistance in the development
of business plans over the eight weeks of the
workshop series.
The workshop series will be conducted in
Jackson, TN and at satellite locations via
Zoom in Columbia, Knoxville and
Memphis on the following dates:
Register Today
Check-in and networking will begin at
5:30 pm Central Time (6:30 pm Eastern Time).
The workshop will be conducted from 6-8 pm
Central Time (7-9 pm Eastern Time).
Space is limited and registration is required
no later than December 31. The registration
fee is $25 for the total workshop series for one
person or $20 per person for two or more
people from the same farm.
Register online now at
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxx.
Questions? Contact Hal Pepper at
931-486-2777 or email [email protected].
This workshop fulfills a Tennessee Agricultural
Enhancement Program (TAEP) requirement in the
Agritourism, Fruit and Vegetable and Value-Added
Producer Diversification Sectors.
Producers must attend a minimum of four (4) sessions to
receive one (1) TAEP credit. Value-Added producers are
eligible to receive two (2) credits if all eight (8) sessions
are attended. For TAEP credit, missed sessions cannot
be made up.
For additional information regarding educational
programs for TAEP requirements, please contact
Jan Keyser at the Tennessee Department of
Agriculture, 615-837-5346.
This material is based upon work supported by USDA/NIFA under Award Number 2015-49200-24228.
January8, 15, 22, 29
February5, 12, 19, 26
The workshop sessions will feature different
topics each night.
Check-in and networking will begin at 9 am local time.
Sessions will begin at 9:30 am and end by 4:00 pm.
Pre-registration and pre-payment
are required 5 business days prior
to each workshop.
REGISTRATION FEE
$20 per person.
Lunch will be provided.
REGISTER ONLINE
https://tiny.utk.edu/FB101.
Megan Bruch Leffew with questions at
[email protected] or 931-486-2777.
As Facebook continues to be a valuable marketing tool, some producers have not yet tapped its potential. This
hands-on workshop will introduce value-added agriculture entrepreneurs, agritourism operators and direct farm
marketers to marketing using Facebook.
NOVEMBER 14 IN KINGSPORT
NOVEMBER 15 IN KNOXVILLE
NOVEMBER 28 IN JACKSON
NOVEMBER 29 IN NASHVILLE
DECEMBER 5 IN MCMINNVILLE
MANAGING PAGE SETTINGS
LOADING PROFILE AND
COVER PHOTOS
COMPLETING THE
“ABOUT” SECTION TO
BEST TELL YOUR STORY
INVITING PEOPLE
TO LIKE THE PAGE
MAKING POSTS WITH TEXT
ONLY, TEXT AND IMAGES,
TEXT AND VIDEOS, TEXT
AND LINKS
SCHEDULING POSTS FOR
MAXIMUM EXPOSURE
DEVELOPING EFFECTIVE
CONTENT
SCHEDULING EVENTS
BOOSTING POSTS
CREATING ADS
VIEWING AND USING
ANALYTICS TO MAKE
MARKETING DECISIONS
ABOUT
BOOST POST
This material is based upon work supported by USDA/NIFA under Award Number 2015-49200-24228.
This workshop fulfills a Tennessee
Agricultural Enhancement
Program requirement in the
Agritourism, Fruit and Vegetable,
and Value-Added Producer
Diversification Sectors.
CANCELLATION POLICY
The entire registration fee will be
charged for educational program
cancellations made after the
registration deadline. The entire
registration fee will also be charged
for any registration participant who
does not attend the event. Educational
programs include events such as
trainings, seminars, workshops, tours,
webinars and conferences.
CONTACT
Participants will set up a business
page, if they do not already have
one, and learn fundamentals to
effective marketing using this
social media platform such as:
WORKSHOP DATES
LOCATIONS
Exact location information
will be emailed to
registered participants the
week prior to workshops.
Participants can bring their
own laptop or tablet or
use a tablet provided by
the instructors. Because of
the hands-on nature of the
workshop, space is limited.
CHECK-IN & REGISTRATION
Taught by UT Extension Marketing Specialist, Megan Bruch Leffew,
and Area Information Technology Specialist, David Yates.
LEARN
FACEBOOK 101 For Direct Farm Marketers
TAEP EDUCATIONAL CREDIT
Direct farm marketers, value-added agriculture entrepreneurs and agritourism
operators are invited to participate in a free “lunch and learn” webinar series starting in June. The series will cover a variety of topics related to marketing through websites, social media and email.
Webinars will be held the fourth Tuesday of
each month (except December) from June 2018 –
June 2019 at 11am-noon Central/noon-1pm
Eastern. Topics and speakers are scheduled for
the first six sessions.
A listing of future topics and speakers will be available on the
Center for Profitable Agriculture website
https://ag.tennessee.edu/cpa/Pages/webinars.aspx.Links to participate in the webinars will be emailed to
registered participants prior to each session. Participants will
be asked to complete an evaluation form for each session
they attend and a follow-up evaluation for the series reporting
how they have implemented the information learned.
This material is based upon work supported by USDA/NIFA under Award Number 2015-49200-24228.
Register online to receive session links at
http://tiny.utk.edu/MarketingWebinarsContact Megan Bruch Leffew with question at
[email protected] or 931.486.2777.
WEBINAR SERIESJune 26, 2018Trends in Digital MarketingMegan Leffew, Center for Profitable AgricultureJuly 24, 2018Social Media BasicsBrett Wolff, Kentucky Center for Crop DiversificationAugust 28, 2018Basics of Web DesignBrett Wolff, Kentucky Center for Crop DiversificationSeptember 25, 2018Understanding and Using Analytics
Brett Wolff, Kentucky Center for Crop DiversificationOctober 23, 2018Using Adobe Spark to Market Your BusinessDavid Yates, UT Extension
November 27, 2018Photography Tips for Websites and Social Media
Doug Edlund, UT Institute of Agriculture
ONLINE MARKETING WEBINAR SERIESAbout the TrainingSessions by instructors Megan Leffew and Hal
Pepper will include the following NEW topics:Merchandising Methods to Make MoneyLearn how making a good first impression, designing an effective product display and creating signage that sells can increase sales and
reduce costs.Digital Marketing TrendsWith 89% of American adults using the Internet, if
you aren’t on the Web, you aren’t. Learn current
trends in online marketing tools and strategies.Business Planning BasicsIt’s important to assess your current situation and
consider your mission when setting and prioritizing goals. Take time to sharpen your business planning skills.Food Product Cost and Pricing Tools
Calculate the cost of your food products so you
can price them to make money.
When and WhereJanuary 23, 2019 Henderson, TNJanuary 28, 2019 Chattanooga, TNFebruary 7, 2019 Lebanon, TNFebruary 18, 2019 White Pine, TN9:30 am – 4:00 pm local time. The same training
will be conducted at each location. Check-in and
networking will begin at 9 am local time.
RegistrationPre-registration is required five business days prior to the workshop.Register today as space is
limited! Registration fee = $20 per person.Lunch is provided.
Register online now at: tiny.utk.edu/fmbootcamp2019Please note that registration fees are not refundable after the preregistration deadline.Questions?
Contact Hal Pepper at (931) 486-2777 or email [email protected].
Tennessee Farmers Market Vendor Boot CampsJoin us for an all-day educational workshop designed for farmers market vendors.
SponsorsAppreciation is expressed to the Tennessee Department of Agriculture,
Tennessee Association of Farmers Markets, Southern Extension Risk
Management Education, Collegedale Tomorrow Foundation and
Collegedale Market for funding to support this program.
This workshop fulfills a Tennessee Agricultural
Enhancement Program (TAEP) educational requirement in ONLY the following Producer Diversification sectors: Fruits & Vegetables and
Value-Added. For additional information regarding
educational programs for TAEP requirements, please contact Jan Keyser at the Tennessee Department of Agriculture, 615-837-5346.
Programs in agriculture and natural resources, 4-H youth development, family and
consumer sciences, and resource development, University of Tennessee Institute of
Agriculture, U. S. Department of Agriculture and county governments cooperating.
UT Extension provides equal opportunities in programs and employment.
2018 Grass-Fed Beef Workshop
Workshop DateTuesday, August 14th, 2018
Time9 AM to 4 PM local time
LocationEd Jones Agri-Plex Auditoriumc/o UT-TSU Extension Gibson County1252 Manufacturer’s RowTrenton, TN 38382
Registration Cost$25 – Cash or Check is accepted.Lunch will be provided
Pre-Registration DeadlineAugust 3, 2018
ContactUT-TSU Extension Gibson CountyDanny Morris [email protected] 731-855-7656
Workshop InformationHelping producers address the challenges of managing forages, finishing cattle and marketing beef using pasture-based production systems. Educational topics covered include:
▶ Considerations for grass-fed finishing. ▶ Developing a forage system for grass-fed beef. ▶ Grass-fed beef nutrition. ▶ Carcass characteristics of grass-fed beef. ▶ Marketing and labeling considerations for grass-fed beef. ▶ Production economics of grass-fed beef systems. ▶ Grass-fed beef producer experiences.
Registration Information
Name of Participant(s) Address
City State Zip
Please complete and submit form and registration fees of $25 per person.
Please make checks payable to the University of Tennessee.
Mail to: UT-TSU Extension Gibson County1252 Manufacturer’s Row Trenton, TN 38382 EmailPhone
Farm/Business Name
Pre Registration ends by August 3, 2018
The workshop qualifies as one educational course requirement for TAEP Producer Diversification Value Added Sector only.
Help Direct Farm Marketers
Manage Online PresenceThe DeviceReady Workshops will be held: - August 15, 2018 in Knoxville - August 16, 2018 in Murfreesboro
Exact location information will be emailed to registered participants the week prior to workshops.
Check-in and networking will begin at 9 a.m. local time. Sessions will begin at 9:30 a.m. and end at 4:00 p.m.
Pre-registration and pre-payment are required by August 7. Registration fee = $20 per person.
Lunch will be provided. Register online at https://tiny.utk.edu/DeviceReady.
Contact Megan Bruch Leffew with questions at [email protected] or 931.486.2777.
This workshop fulfills a Tennessee Agricultural Enhancement Program requirement in the Agritourism, Fruits and Vegetables, and Value-Added diversification sectors. The workshops are made possible, in part, through a grant from the Southern Risk Management Education Center.
This material is based upon work supported by USDA/NIFA under Award Number 2015-49200-24228.
Cancellation Policy:The entire registration fee will be charged for educational program cancellations made after the registration deadline. The entire registration fee will also be charged for any registration participant who does not attend the event. Educational programs include events such as trainings, seminars, workshops, tours, webinars and conferences.
WORKSHOP REGISTRATION
As an increasing number of consumers are using smartphones, tablets and computers to interact with businesses, direct farm marketers, including value-added agriculture entrepreneurs and agritourism operators, must learn to communicate with customers in new ways.
DeviceReady helps entrepreneurs learn how they can gain a degree of control with their owned, earned, and paid online presence. The program uses a workbook with checklists to guide group and individuals through activities using smartphones and other devices. Using the viewpoint of the customer, businesses will assess their online presence and work on a plan to improve engagement and work towards being DeviceReady into the future. Using the workbook after the program will ensure participants are keeping up with the trends in mobile media marketing.
The Center for Profitable Agriculture is proud to partner with Eric Barrett and Rob Leeds from OSU Extension to bring their workshop to Tennessee farmers in August.
THE CENTER FOR PROFITABLE AGRICULTURE
Online Marketing Webinar Series—Conducted six of twelve online sessions in 2018 with sixty-two participants, 31 whom increased knowledge of marketing fundamentals, tools or techniques and 28 whom developed goals for implementing marketing strategies.
Facebook 101 for Direct Farm Marketers— Trained sixty-eight participants in four locations across the state in November, and 86 percent developed goals for implementing new or improved marketing strategies.
DeviceReady: Developing Your Online Presence— In collaboration with Ohio State University Extension, trained thirty participants in two Tennessee locations. One hundred percent of participants reported increased knowledge of marketing fundamentals, tools, and techniques.
Recordkeeping for Successful Value-Added Enterprises—Collaborated with five co-teachers to conduct thirteen recordkeeping workshops for 139 participants who improved financial management skills, developed written goals, and improved business relationships.
Farmers Market Manager Training—Hosted educational training for farmers market managers and leaders in two locations with forty-one participants.
Farmers Market Boot Camp Workshops—Organized and conducted educational presentations in six boot camp locations across the state for 154 vendors, managers, and Extension agents who learned about food safety regulations, requirements for commercial kitchens, growing and marketing fruit and nut crops, revenue insurance, and online marketing strategies.
Grass-fed Beef Marketing Education—Conducted an educational tour and rolling seminar for twenty participants interested in grass-fed meat marketing. Eighty-three percent indicated the educational program was excellent and 88 percent reported that the information gained on the tour had increased their knowledge and skills to increase revenue, reduce costs, prevent losses, increase payroll, or make a one-time capital purchase.
Monitoring Trends—Analyzed food trends, agriculture statistics, and direct marketing data and used this information in publications and fact sheets and in instruction at workshops, farmer meetings, and other outreach.
Securing funding resources for programs—Submitted fifteen funding requests and received $301,663 in external funds to support seven different programs, projects, and initiatives.
Collaborations—Participated in various program planning, development, and implementation activities with representatives from more than twenty-four different agencies, departments, and associations.
Sustainable Agriculture (SARE)—Provided support for twenty-five Extension agents to participate in five professional development training sessions aimed at sustaining profits, stewardship, and quality of life on Tennessee farms.
Increasing Knowledge in Rural Communities— Delivered forty-two educational programs to 993 participants in thirty-two rural and economically distressed counties. One hundred percent of participants reported that the information learned increased their understanding and skills needed to analyze and develop food businesses. In one workshop, 83 percent indicted the program helped them gain knowledge and skills to increase sales revenue, reduce costs, prevent losses, increase payroll, or make one-time capital purchases for their direct marketing enterprise. In another session, 97 percent indicated that the workshop increased their knowledge of social media/digital marketing strategies to increase and/or enhance their online marketing efforts.
Consultations—Provided various levels of consultation for 1,503 contacts on topics including egg marketing, value-added meat sales, food manufacturing, marketing techniques, labeling, agritourism, business planning, recordkeeping, sales tax, marketing regulations, e-commerce and social media marketing.
Educational Outreach—Delivered ninety-eight educational presentations to 2,265 participants, conducted twenty-two farm visits in sixteen counties, and disseminated information to 2,078 contacts at eighteen trade show events.
It is clear that we’ve been busy. It is nice to occasionally reflect on our activities, accomplishments, and impact. It refreshing and obvious that the work of our Center and the needs of those we serve have been well matched. The numbers we track clearly indicate our dedicated response to the diverse needs of farmers and agri entrepreneurs related to value-added ventures. In 2018, we conducted educational workshops across the state, we published educational information, we developed teams and collaborated with diverse groups, we secured external funds, we monitored industry trends, we evaluated our efforts, we assessed needs and we responded.
In addition, we moved our office headquarters, hosted an open house, served on five search committees within the UT Institute of Agriculture, celebrated the twenty-year anniversary of our Center and helped host a national meeting. We welcomed Troy Dugger to our staff, said goodbye to Chuck Grigsby, and celebrated ten different awards and recognitions by our staff members. Some of our activities and accomplishments for the year are provided in this report.
I S A L E A D E R I N...
2018
LOOKING BACK AT 2018
About the Training
When and Where
Registration
Questions?
The Power of Partnerships
Sponsors