While many farm entrepreneurs have great ideas and deep knowledge about the products they would like to grow and sell, finding the right marketing channel can be difficult. Knowing how to access those channels and the best strategy to market products can be even harder. Most farmers get into the business because they understand agricultural systems, not because they are expert marketers, customer service agents, or graphic designers. 

Through a year-round program for beginning farmers, market gardeners, and landowners, the University of Kentucky Cooperative Extension Service in both Bullitt and Spencer counties collaborated on a class specifically for marketing farm products. During the interactive class, Alexis Sheffield, co-director of the University of Kentucky's Center for Crop Diversity, spoke on the many sales channels available to farmers and residents of Bullitt, Spencer, and six other counties represented in the audience. Sales channels include roadside stands, on-farm markets, farmers markets, community supported agriculture (CSA) subscriptions, online sales, and more.

Of the 20 participants, 12 completed a pre-survey revealing entrepreneurs in all stages of business planning and execution. 33% of participants were not selling anything yet. 40% sold products at farmers markets. Many sold to friends and family, while 2 participants used an e-commerce website. One participant had a U-pick operation. Products sold included a diverse array from produce, fruit, flowers, and pumpkins to eggs, meat, canned goods, jams, jellies, honey, and even dog treats and herbal tinctures. Many of the businesses represented were women-owned, veteran-owned, and one was even youth-owned. 

In a post-class survey, it was displayed that the topic was much needed and attracted new clientele. Only 57% of the participants surveyed had ever previously been to an event hosted by the University of Kentucky Cooperative Extension service. Of those surveyed, 90% were planning to expand their businesses or diversify their enterprises, a key to success in mitigating risk on the farm. 100% of respondents reported improvements in record keeping, business planning, and marketing knowledge. Many of the participants requested more classes on more in-depth marketing topics and were grateful for the opportunity to learn from each other in the room.