Collaborative marketing is being explored as a way to address challenges faced by small farms in New England, according to a May 29 announcement from University of New Hampshire Extension. By working together, farms may be able to share marketing responsibilities, reach more customers, and offer greater variety than individual operations can achieve alone. However, collaboration presents its own set of questions about coordination, pricing, and maintaining farm identity.
Jesse Wright of UNH Extension and Dr. Analena Bruce of the UNH Food Systems Lab have partnered on a research project titled ‘Developing Mediated Market Models to Increase Consumer Engagement and Market Access for New England Farmers.’ The project aims to better understand collaborative marketing models and the opportunities they present for both farmers and consumers. “Through research on current models in our region, we hope to support farmers who are interested in developing collaborative relationships to clarify strategies that work well, common challenges to plan for, and what can help strengthen collaboration over time,” Dr. Bruce said.
The team conducted workshops with food system stakeholders between November 2022 and March 2024 and performed case studies of four collaborations: Local Harvest, Three River Farmers Alliance, Vernon Family Farm Store, and Fresh Start Farms. Postdoctoral researcher Hannah Stokes-Ramos interviewed nearly 50 participants involved with these models. Analysis focused on themes such as farmer satisfaction, labor demands for managers, and staff perspectives.
Findings were summarized in two public outreach briefs addressing how farms coordinate supply and demand as well as customer relations strategies like pricing communication quality. Wright said farmers should not be intimidated by the titles: “The briefs are designed to be, well, brief! Rather than a 40-page report to sift through, we’ve created digestible summaries with clear headings to guide you to sections of interest. Check them out and see what resonates with you.”
For participating farmers considering collaborative efforts—including crop planning or managing seasonal realities—the project’s findings suggest benefits such as more stable markets or reduced barriers for beginning farmers depend on strong governance structures, clear communication, and effective collaboration.
Financial analysis was also conducted by Food Works Group examining revenue trends among the four case study groups; results will inform future training sessions aimed at helping agricultural service providers assist new ventures. University of New Hampshire Extension serves as the outreach arm of the University of New Hampshire through partnerships across county, state, and federal levels while engaging approximately 6,000 volunteers annually in programs designed around community enhancement, hands-on learning, social well-being, resilient ecosystems, and specialized facilities, according to the official website.
