CSA Farmers: Use your Distribution System to Market your Farm

Community supported agriculture is a system where the buying public pays the farmer in advance for the promise of fresh produce over the growing season. Some farmers also request a member commitment of work hours to help supplement labor costs. Crop production is then based on membership. Throughout the growing season, members receive their share of produce on a weekly basis either through a common pick-up or delivery system. By receiving funding in advance, the farmer’s production expenses are assured, and by implementing a standardized delivery system, distribution costs are minimized. If you are not familiar with CSA farming, you can visit www.csafarms.org for more information.

Distribution is a key element of operating a CSA Farm. Your choice of distribution method can not only affect current customers impressions of your farm business, but it can be used as a marketing tool to draw in new customers.

Distribution by delivery:
We are members of Maple Creek Organic Farm in Yale, Michigan. Farmers Michelle and Danny Lutz distribute their members’ weekly farm shares by dropping off produce boxes at a neighborhood “host house”. Their goal is to have locations throughout the Metro Detroit area that are convenient for members to get their weekly share. They typically expect to have 15-30 members picking up at each drop off location. Pick-up at the host house is then available from 3:00 until 8:00 p.m. I found Maple Creek Farm 3 years ago because their delivery truck drove down my street. On the back of their truck it said “Maple Creek Farm – Produce in this truck is grown on a family owned farm located in Yale Michigan”. I remember my jaw dropped. This farmer was delivering in my neighborhood? Bob and I have been loyal customers ever since. Michelle has since told me she believes the truck wrap was the single most effective marketing expenditure she ever made.

This type of distribution system is very convenient for your customers, but the farmers costs will be impacted if gas prices fluctuate significantly throughout the season. It also works best if your customers live across a wide geographic area, or if your farm is located farm from your customer base.


Distribution at a Farmers Market:
Other CSA Farmers distribute their shares at their weekly farmers market, where they also sell excess produce. You may need to ask permission of the farmer’s market manager before you do this, but it’s also a great way to attract new CSA members while distributing shares to current members. Always make sure you display a sign or banner stating your farm name, and your contact information so people will be able to find you after the farmers market closes. Brochures detailing your CSA Farm program including benefits, your distribution method and annual cost should also be available for potential customers.

This type of distribution system works well if customers live in a small geographic area where they would frequent the same farmers market. The downside to this form of distribution is that CSA members are then tied to the farmer’s market operating hours, which often are early to mid-morning. It could be a deal breaker for some customers with conflicting work schedules.

Distribution through Pick-up at your Farm:
Requesting CSA members to pick up at your farm can be convenient for you as it doesn’t take you away from your business of farming. However, if your distribution system is via pick-up at your farm, you may wish to establish firm day(s) and hours for CSA Members to pick-up their weekly shares. We once belonged to a farm that used this method, and the farmer experienced a lot of frustration with customers asking for special pick-up times. Your farm is your business, but also your home, and to preserve your sanity you need to establish solid boundaries about your availability.

Although it’s great for families to visit a farm and see where their food is grown, you can accomplish that through scheduled farm tours. When you distribute at an off-site location, you also generate buzz about your farm. No one sees the wonderful produce customers are picking up at your farm!

If you choose farm pick-up distribution system, it works best when your customers aren’t dispersed over a wide geographic area, and when your farm is not located far away from your customer base. You are not impacted by fluctuating gas prices, as you are passing that responsibility along to your customers. Potential lack of privacy and few marketing opportunities are the downside to this form of distribution.

Whatever distribution method you choose, it has to work for you and for your customers. Incorporating a marketing effort into your distribution plan will help generate new members. There’s always another season around the corner!