Research & Publications



About the Department
Research & Publications

For more information about this publication, please contact:

Russ Tronstad
Extension Economist

Phone: (520) 621-2425


Direct Farm Marketing and Tourism Handbook

This guide is designed to help farm and ranch operators (and other individuals who grow or process food products) market their products and services directly to the consumer.

You can access the guide online by following the links below. Please note that these pdf files require Acrobat Reader, which can be downloaded free from the Adobe website.

Link to online Farm Directory



Complete Handbook as a single pdf file [2 MB pdf file]
(requires Adobe Reader 5 or higher)

The Handbook is also available in individual files as listed below.

Table of Contents

Introduction 14 kb

Direct Marketing Alternatives 

  1. Characteristics of Direct Marketing Alternatives 11 kb
  2. Direct Farm Marketing Options 23 kb
  3. Farmers Markets: A Guide to Starting Operating, and Selling 70 kb
  4. Pick-Your-Own Markets: Should I Grow Fruits and Vegetables 61 kb
  5. Roadside Stands: Should I Grow Fruits and Vegetables
  6. Running a Roadside Stand - Some Helpful Tips 15 kb
  7. Selling to Restaurants 22 kb
  8. The Fresh Connection Keeps Farmers and Chefs in Touch 57 kb

Tourism/Value Added Products

  1. Opportunities for Adding Value to Your Products 89 kb
  2. This Market Boosted Sales With Bakery 82 kb
  3. Restaurant Adds to Diversity of Hubers Family Farm 100 kb
  4. Bed and Breakfast: Hosting Travelers for Extra Income 96 kb

Business Planning 

  1. Business Plans are More Important Now than Ever 30 kb
  2. Sources of Small Business Assistance 15 kb
  3. A Business Plan is Important When Working With a Lender 105 kb
  4. Training Helps Farm Market Employees Succeed 93 kb

Market Analysis and Pricing 

  1. Sizing Up the Market Winds 155 kb
  2. Product Position 249 kb
  3. Geyers' Specialty is Marketing Small Fruits 84 kb
  4. Quality Keeps Customers Coming Back to This Farm 70 kb
  5. Taste Preferences Outweigh Appearances of Apples 36 kb
  6. Selling Organic Produce Poses New Challenges 54 kb
  7. The Organic Market: Results from a Tucson Study 56 kb
  8. Pricing 21 kb
  9. Assessing Risks and Finance Requirements 35 kb

 Consumer Profiles and Tourism Trends 

  1. Farm Outlet Customer Profiles 18 kb
  2. Profile of Visitors to Fresh Farm Produce Outlets in Cochise County, Arizona 215 kb
  3. Tourism Trends and Rural Economic Impacts 17 kb

 Advertising and Promotion 

  1. Advertising and Promotion 25 kb
  2. Direct Mailings as an Advertising Strategy 14 kb
  3. How Tasting Rooms Can Help Sell Wine 196 kb

 Legal Considerations 

  1. Legal Structure Rules and Regulations for Direct Marketing Enterprises 24 kb
  2. Examining Insurance Needs is Essential to Marketing 78 kb
  3. How Growers Can Reduce Liability Risks 36 kb

 Production Considerations 

  1. Production of Fresh Fruits and Vegetables as it Relates to Direct Marketing 36 kb
  2. Estimating Costs of Production 295 kb

 Additional Resources 

  1. Further Reading 15 kb
  2. Associations 11 kb

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2011 Dept. of Agricultural & Resource Economics, The University of Arizona
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Last updated July 27, 2007
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