The direct to consumer marketing of farm products often referred to as “market gardening” can help non-farmers get into the business of being a grower and can help current farmers diversify the products they offer and the customers and markets they serve.

To help both groups learn what’s involved, the Purdue Cooperative Extension Service program is offering a series of five evening programs to introduce new entrepreneurs to the world of direct marketing and help refine the skills of current direct market vendors.

The Growing for Market-Purdue School for Beginning Market Vendors series will be held on five consecutive Thursday evenings in January and February 2010. The five part series will be held at the Conference Center on the Hendricks County 4H Fairgrounds via Interactive Adobe Connect. The cost to attend all five sessions is $50 which will cover all reference materials and refreshments.

Pre-registration will be accepted through Jan. 22. Space will be limited at some sites and available on a first come first served basis. Remote (off site) viewing is available this year.

Recent data of the USDA’s Agricultural Marketing Service (AMS) shows that farmers markets continue to increase in numbers with an increase of 6.8 percent — to now nearly 4700 markets-between 2006 and 2008. A trend that has continued from the early 90s.

Recent census data reflects that the amount of agricultural products sold directly to individuals for human consumption, usually to their own local communities, has grown significantly to well over $1 billion dollars. This reflects a 49 percent increase from 2002 to 2007.

There are a number of reasons for the increased interest in local foods, including freshness, the diversification of sources of fresh produce, increasing transportation costs for shipping fresh produce across the United States and perceived food safety issues that have diminished consumer confidence in a centralized food production system. In some cases consumers just prefer to put a face to the farmer responsible for producing the food that they eat.

With the demand increasing current direct farm marketers are struggling to serve additional markets. There is a need for a new “crop” of market vendors who can bring best that Indiana farms can produce directly to the consumer.

This introductory series is the first that is directed toward improving the success and profitability of vendors as they meet the needs of their clientele.

The content of the program will be aimed at providing a detailed overview to anyone interested in making a living by growing fruit, vegetables, flowers or producing meat, eggs, dairy products or a variety of value added processed products for selling locally.

The series is more about cultivating a new “crop” of successful market vendors, expanding opportunities and meeting the needs of today’s consumer than about how to produce any particular kind of fruit ,vegetable, or livestock.

Sessions will be taught by a team of Extension field staff, campus specialists as well as experienced grower/vendors who range in scale, cropping mix, marketing strategies, and growing methods.

Participants will experience a unique program that provides diverse perspectives, invaluable tips, and practical know-how and will have a chance to network and learn from fellow gardeners, farmers, farm market managers, and entrepreneurs.

Growing for Market is an educational effort of the Purdue Cooperative Extension Service, with financial support from North Central Region Sustainable Agriculture Research and Education (NCSARE).

A copy of the program brochure complete with registration materials can be obtained from the Extension office at 745-9260.

For additional information about how you might take part in the Growing for Market series, contact Jon Cain, Extension ANR Educator for Hendricks County, by stopping by the Hendricks County Extension Office at the Hendricks County 4-H Fairgrounds and Convention Complex; by calling 745-9260; or by e-mailing to jcain@purdue.edu. Purdue University is an equal opportunity/equal access/affirmative action institution.