Vermont Food System Plan Issue Brief: Marketing

Over the past 20 years, the local food category evolved from an emerging to a maturing market. In a mature market, the rate of growth for the category slows, and while the overall size of the category is larger, increased competition threatens individual market share. This requires enterprises, in this case Vermont farms and food producers, to invest in more strategic, responsive marketing or be left behind. To address these challenges, local food producers must become proficient in leveraging their “marketing mix” to drive sales. A “marketing mix” is defined by marketing professionals as the seven P’s: product, price, place, promotion, people, processes, and physical evidence.

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