| Direct Marketing
for Farmers and Ranchers |
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Connecting With Customers
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The Imperial Stock Ranch Story
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The Imperial Stock Ranch, which began in 1871, faces a new and serious
challenge to its very survival: how to create new markets for its products
to compensate for longstanding existing markets that have declined or
shifted overseas. Some bold steps were needed to rethink what to do with
the wool from the sheep they raise on their 30,000 acre ranch in Eastern
Oregon. Their solution? Direct, value-added marketing to yarn retailers
and apparel designers.
This is the first in a series of how-to videos funded by the Sustainable
Agriculture Research and Education (SARE) program and produced by Cooking
Up A Story. SARE is pleased to be part of this cooperative venture, and
to share the rich heritage, knowledge, and individual stories of some
of our past farmer grant recipients. As Jeanne Carver notes in the video,
SAREs Farmer Rancher Grants program provided critical assistance for them
as they embarked on a new marketing approach.
Related SARE Resources
 National
Continuing Ed Program, Course 2: Strategic Farm/Ranch Planning and Marketing
Building
a Sustainable Business: A Guide to Developing a Business Plan for Farms
and Rural Businesses
Marketing
Strategies for Farmers and Ranchers
Direct
Marketing Resource Guide
SARE
2008 Conference Poster
SARE
2005 Highlights
· See all From the Field videos
· For more Stories, Food News, and Cooking Fresh videos, visit
http://cookingupastory.com
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