Kentucky Proud, the official marketing program of the Kentucky Department of Agriculture, hosted a one-day Retail Readiness workshop in Lexington on April 3 to equip Kentucky producers with strategies to expand their market reach.
The workshop, now in its second year, was held in partnership with the Kentucky Center for Agriculture and Rural Development and the University of Kentucky’s MarketReady Producer Training Program. It included an overview of marketing trends, peer-to-peer panels, discussions, product reviews, advice from local retailers, and hands-on workshops focused on marketing planning and story development.
“We had an astounding turnout at the one-day workshop for Kentucky agriculture producers. Agriculture is economic development and creating pathways to help our producers develop a plan for a larger market share benefits for both the producers and the state,” said Agriculture Commissioner Jonathan Shell according to the organization’s press release. The Kentucky Department of Agriculture operates as a state agency within Kentucky’s executive branch, according to the official website.
Attendees heard from representatives of Meijer, Kroger, Stepping Stone Farm, and The Frazier History Museum Gift Shop about identifying local products best suited for retail placement as well as processes for new vendors and safety certifications. “Partnering with Kentucky Proud and participating in events like today’s provides us with a valuable opportunity to build direct relationships with local suppliers,” said Meijer Supplier Relations Manager Travis Reams. Other agricultural producers such as the Kentucky Cattlemen’s Association and Wildcat Mountain Dairy shared experiences selling in retail spaces supported by marketing plans.
Leslea Barnes, third-generation farmer from Barnes Farm & Milling Company, said: “I made two contacts for new business from the exposure and networking. I want to focus on sampling where we are already located to build up sales. I intend to utilize existing email database options to reach customers for repeat orders and to maximize the return on the point of sale software I already have. I’d like to focus on building up and improving where we are and use that knowledge to expand to other locations.” The department aims to enhance Kentucky’s agricultural economy through strategic partnerships and planning; it also provides resources across all counties in Kentucky according to its official website.
Each participant left with building blocks for a personalized marketing plan and an outline for their story. Products were submitted anonymously by participants for review by mass retailers, specialty retailers, and industry design professionals who provided coaching on marketability. The workshop served as preparation for a Kentucky Proud Vendor Expo scheduled Sept. 18 at Shelbyville Conference Center—a buyer event exclusive to emerging retail-ready members. Additional information about funding through grants for county fairs or projects; celebration of agricultural education; use of Frankfort facilities; administrative functions; strategic planning; or resources across counties can be found at the official website.
Further details about this event are available via the organization’s press release.
