Are you thinking of marketing some of the production from your farm directly to the consumer? Before embarking on such an adventure, it's best to prepare yourself as well as possible for the various complications that may arise. Talk to other producers who are already marketing directly, and/or read about what others have done that has been or has not been successful.

Do not ever imagine that you will be alone in this endeavor- the USDA estimates that over 20,000 producers now participate in more than 2,700 farmers' markets (only one of several types of direct marketing) now operating around the country. There will be plenty of people who will tell you how difficult all of this is, while at the same time telling you it's been worth it, maybe even enjoyable, and has possibly contributed to their financial solvency.

While this activity is for the most part spontaneous, driven by producers and consumers, there is an effort by some state and federal agencies to help augment the number of people who participate in direct marketing. The Sustainable Agriculture Research and Education (SARE) program is one such agency. SARE is a U.S.D.A.-funded initiative that works to increase knowledge about -- and help farmers and ranchers adopt --practices that are economically viable, environmentally sound and socially responsible. It also sponsors competitive grants for sustainable agriculture research and education, that can be applied for and received by producers as well as institutions.

Information about SARE can be found on the internet at http://www.sare.org/, which is the home page for the national office in Washington, D.C. The North Central Region office of SARE, located in Lincoln, Nebraska, can be accessed through that home page, or by calling Lisa Bauer, Communications Specialist, University of Nebraska-Lincoln, 402-472-0265, e-mail: lbauer2@unl.edu. Bill Wilcke at the University of Minnesota is also a representative for the NCR of SARE. He can be reached at 612-625-8205 or e-mail: wwilcke@mes.umn.edu. The SARE website also links to other sites that contain information on alternative agricultural marketing.

On November 19-20, the North Central Region of SARE sponsored an Alternative Agricultural Marketing conference in Lincoln, Nebraska. Over 400 people attended the two day meeting. The program contained a series of speakers, panel discussions, and workshops that focused on different topics around the subject of alternative marketing. Almost all of those who spoke or led a workshop were producers- people who have been at it for several years and had great stories to tell about the mountains they have climbed while initiating a new business on the farm.

Unfortunately, no comprehensive notes were taken, so that it is impossible to request and receive a full report on all that transpired. However, since many of the presenters had also received grants that helped them get started in their new business, there is or may be in the near future, information available about their projects on the SARE website. It can be accessed by going to the homepage, entering Funded Projects, and searching through the subject of marketing in the North Central Region. Lisa Bauer at the regional office can also let you know what information is available.

One workshop was led by Neil Hamilton, a lawyer and professor of Agricultural Law at Drake University in Des Moines. He also owns a 10 acre garden farm, from which he and his wife raise and sell vegetables to local restaurants. Neil has written a book called The Legal Guide for Direct Farm Marketing, that is essential for most producers considering this type of business. It can be purchased by calling the Drake University Agricultural Law Center at 515-271-2065.

Topics discussed include the common forms of direct marketing, organizing and operating a direct farm marketing business, liability issues, and land use and property law, just to name a few of the areas covered. Of course there is a large section on marketing meat, poultry, eggs, and dairy products. Differences between "natural" and "organic" labels are discussed, as well as claims that can or cannot be made about the use of antibiotics and hormones.

It is important to remember that whether starting a business or going to college, planning and organizing are essential ingredients for success. Don't hesitate to read on the subject of direct marketing, or to contact those who already have experience. This will help you avoid a many of the pitfalls as you begin. For more information, call the numbers listed above, or call Wayne Martin at 877-258-4647.