Crop Insurance Today Fourth Quarter 2020 - 8

Developing the skills to prepare financial statements was one of the workshop activities.
Albert Essel helps a group of vegetable farmers in Maryland prepare a balance sheet and
income statement for their farms.

socially disadvantaged farmers of specialty crops
to understand and respond to marketing risk.
Participants gained the market analysis skills and
understanding of their own operations sufficiently to develop and implement detailed marketing
plans at the enterprise level.
Specific course objectives included: 1) Reviewing risk management and marketing principles, practices, and tools to understand how they
can be applied to their farm situation; 2) Assisting farmers in conducting an effective marketing
assessment of their own farm business; 3) Providing participants with information on alternative marketing strategies; and, 4) Assisting farmers with the formation and adoption of their own
individualized marketing plans. Again, these
objectives were achieved through workshop instruction and discussion, interactive group activities, and personal homework assignments.

For the Personal Marketing Plans and Strategies course, participants developed a personalized marketing action plan addressing each decision variable of the Marketing Mix (product,
price, place, promotion, people). This required
each participant to: 1) Evaluate the unique situation of their operation including target market
assessment and customer preference identification; 2) Set goals for managing the Marketing Mix
components, 3) Interact with allied professionals
(e.g. farmers' market coordinator, crop insurance
agent, legal adviser, etc.); and, 4) Develop specific
strategies to accomplish their marketing goals.
By the end of the third workshop each participating farmer had established a meaningful
written goal for each of the Marketing Mix variables for their farm, had identified three specific
actions to reach those goals, and committed to
follow through and implement their personal

Active participation by local educators enhanced program success. They recruited farmers
to attend, participated as group leaders in the workshops, provided follow up and supported
between the workshops, and helped with homework assignments. Margeria Smith, Extension
Educator, Alcorn State University, is directing the discussion with some of the farmers she
recruited, helping the group stay on task.

8

FOURTHQUARTER2020

Each Participant who completed one of the
two courses was presented with a certificate
in recognition for successfully completing
the course. Jenny Lillard, Muskogee (Creek)
Nation, Okmulgee, Oklahoma receives her
Certificate of Completion from Laurence Crane,
Albert Essel, and Willard Tillman, Executive
Director of the Oklahoma Black Historical
Research Project, Inc.

marketing management plan. These five goals
and 15 self-specified tasks became their Personal
Marketing Plans.
" Every aspiring farmer should take this course
and commit to implementation of the final goals
and strategies. I am thankful to the sponsors and
presenters for this project. " (Tennessee Farmer)

Partnering

Project partners were Dr. Laurence Crane,
NCIS Vice President-Program Outreach & Risk
Management Education; Dr. Albert Essel, Executive Director, Association of 1890 Extension
Administrators; and Extension Educators at the
1890 land-grant universities in their respective
states. In Pennsylvania NCIS partnered with
Penn State University and in Oklahoma with
the Muskogee (Creek) Nation and the Oklahoma Black Historical Research Project, Inc., also
known as the Black Seminoles.
" NCIS included us at FVSU as full partners
in the planning and execution of this education, "
said Dr. Mark Latimore, Fort Valley State University Extension Director. " Dr. Crane and Dr.
Essel were very good in teaching the workshops
and had the ability to include each participant
and made sure they were understanding the material as it was being presented. They required
accountability of the participants. Our staff were
responsible to help the farmers complete their
homework assignments. This helped to create a
long-term relationship between the FVSU extension agents and the farmers. This will have long
term benefits. "



Crop Insurance Today Fourth Quarter 2020

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