High Value Markets

High value products offer a means for the small-to-moderate sized farm or ranch to remain economically viable despite low commodity prices. Such enterprises can also provide the income to support a second family or new generation on the farm. Farm-related enterprises can buffer risks of volatile crop prices or weather extremes. Many such businesses build on the resources and skills of the farm and family to make more complete use of people, land and facilities.

Many consumers are seeking to find a more wholesome product that reflects their values in the conventional markets where they shop. In fact, a nationwide Roper poll found that, by a 2:1 margin, consumers trust small farms more than large industrial farms to produce safe food responsibly.

With the right setup, small farms can put their products within easy reach of these consumers. Joint marketing to reach consumers, in the form of farm-based businesses, farmer-owned cooperatives and other groups, offers the means to overcome obstacles of low volume, seasonality, shipping costs, and supply interruptions faced by individual family farms in order to maintain the steady supply of the high-value products consumers want. And, these marketing and distribution networks build more profitable markets for environmentally and socially responsible family farmers and ranchers.

Alternative markets that support environmental stewardship, reward humane production, and relate the story of those who produced the product are critical to the future of family farming and ranching. To survive in the 21st century, family farmers and ranchers need access to new production systems and to information and skills that enable them to capture a larger share of the consumer food dollar.

Resources to Reach High Value Markets