Direct Market Training for Kentucky Meat, Egg, and Protein Producers

This project will enhance the marketing skills, professionalism, and effectiveness of Kentucky meat and egg direct marketers. Kentucky is a small farm state; according to the USDA Ag Census in 2022: • 82% of farms reporting cattle sales in Kentucky sold fewer than 50 animals • 89% of hog farms sold fewer than 50 animals • 96% of egg farms had fewer than 100 layers in inventory These percentages represent 30,034 small farm operations and this project seeks to support these family farms as they explore or expand efforts to sell their products directly to the public. Project deliverables include: • Development of Extension fact sheets and publications • Development and delivery of Extension curriculum • Collection and dissemination of market information including price and cost data • Direct 1 on 1 support to producers in business development and marketing strategies • Producer-centric communication about processing capacity, trends, and other timely information The project leadership team includes experts in direct-to-consumer marketing, beef marketing, value-added marketing, and evaluation from the University of Kentucky departments of Agricultural Economics and Animal & Food Sciences. The Kentucky Center for Agricultural Development (KCARD)—Kentucky’s leader in agriculture business development—will be a subrecipient providing business development and processing-connection support. Collaborators include the Kentucky Association of Meat Packers, the Kentucky Sheep & Goat Council, Kentucky Kentucky Beef Council, Kentucky Farm Bureau, and multiple county Extension Agents. Objectives include: • Increased direct market sales for Kentucky small farms • Increased connectivity between producers and processors • Improved producer understanding about requirements, costs, and opportunities in selling directly to consumers We will assess our performance on these objectives through a multi-method evaluation process.