In 2025, Marketing for All 3.0 brought together multiple county cooperative extension offices and the University of Kentucky Center for Crop Diversification in an innovative partnership aimed at strengthening small farms across the region. This pilot program targeted farm operators seeking to improve their marketing skills, with a special focus on Shelby, Henry, Trimble and Oldham Counties — a region rich in agricultural heritage and emerging specialty crop producers.

Shelby County is home to a vibrant community of small-scale farmers. Reflecting the realities of modern farming, 58% of participants rely partially on off-farm income, underscoring the importance of diversified revenue streams.

Small farm participants range widely in experience and scale:

• 42% of farms have been in business for less than 5 years.
• 25% have operated for over 11 years.
• 83% of farms grow specialty crops, positioning the participants well within the local food movement.
• Most farms report modest gross sales, with 70% earning less than $20,000 annually.

This context provided a fertile ground for the Marketing for All 3.0 program, designed to boost farmers’ confidence and capacity to market their products effectively.

Before starting the program, 75% of participants rated themselves as not confident or only slightly confident marketers. By the end of the six-week series, participant confidence and marketing know-how saw substantial growth:

• Branding: 36% increased knowledge of farm and business branding, with 46% gaining clarity on communicating their brand effectively.
• Photography: 64% improved skills in taking quality business photos, an essential tool for modern marketing.
• Graphic Design & Web Presence: Nearly half of the participants enhanced their graphic design skills and web management knowledge.
• Online Sales & Email Marketing: All participants found sessions on selling online and email marketing highly useful, with 100% indicating these sessions as useful and recommendable.

Overall, 67% rated the program content as excellent, and 78% gave the presenters top marks. Importantly, 63% planned to reach out to the Center for Crop Diversification for further support, demonstrating sustained engagement beyond the program.

With practical skills in branding, digital marketing, and online sales, Shelby County farmers are now better equipped to expand their market reach and increase sales revenue. The program’s tailored approach acknowledges that many farms are part-time operations with off-farm income, providing flexible, applicable strategies for diverse business models.

Participants reported adopting new marketing practices learned during the series, leading to:

• Improved online presence to attract local consumers.
• Enhanced product photography for social media and sales platforms.
• More effective communication with customers through targeted email campaigns.

These changes position Shelby County’s small farms to thrive in the growing local food economy, supporting rural livelihoods and strengthening community food systems.

Marketing for All 3.0 exemplifies the power of collaboration between local extension services and university resources, delivering measurable impact in farm marketing education and small farm business growth. This program stands as a model for empowering agricultural communities across Kentucky and beyond.