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Using Farmers' Market Based Promotional & Educational Strategies to Increase Producer Sales
SEE-LA's SCNEPP program manager, senior farmers' market manager, and a participating farmer will present best practices and preliminary data from SEE-LA's bourgeoning specialty crop program.

Sustainable Economic Enterprises of Los Angeles (SEE-LA) is a leading Southern California nonprofit organization that operates the largest network of mission-driven farmers' markets in Los Angeles.

In November 2020, SEE-LA began the Specialty Crop Nutrition Education and Promotion Program (SCNEPP). SCNEPP is a farmers' market-based nutrition and economic development initiative whose aims are twofold – 1) to build farmers' market patrons' awareness, access, and knowledge of specialty crops and 2) to increase small and mid-sized producers' sales of specialty crops. SCNEPP meets these aims through a comprehensive social media campaign, adult and youth nutrition education classes, and quarterly specialty crop events.

As of September 2021, SCNEPP delivered three social media marketing campaigns, 29 adult nutrition education classes, and 15 specialty crop events at five SEE-LA farmers' markets. SCNEPP implementation strategies include videos, farmer spotlights, and recipes posted for each social media marketing campaign - recipe demonstrations delivered at each nutrition education class – and recipe cards, coupons, and samples distributed at each specialty crop event.

Producers have observed increased sales as a result of programmatic strategies. Further, preliminary data from the social media campaigns revealed an average 64% increase in engagement across all SEE—LA Instagram platforms.

Starting October 2021, the SNCEPP program will begin engaging producers in a marketing and engagement assistance program to build producers' capacity in marketing techniques – further supporting producer sales.

Presenter: Erica Lee, SEE-LA

Mar 2, 2022 12:00 PM in Pacific Time (US and Canada)

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