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Jena Van Wagner, account executive at Stevens Advertising, saw that farmers had a great story to tell, but weren’t doing much to tell it and market themselves. In response, she worked with her company to develop an online marketing venue for agribusinesses. PHOTO COURTESY OF JENA VAN WAGNER |
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Links:www.michiganfamilyfarms.comwww.maplevalleyfarms.net |
By Nardy Baeza Bickel | FoodBiz
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GRAND RAPIDS – When Stevens Advertising account executive Jena Van Wagner started working with small farmers in northern Michigan, she realized they shared common needs, yet had very few options to work with.
“I started talking to wonderful farmers and they were saying the same thing. They knew they needed to advertise better, to market themselves better or maybe create a website,” Van Wagner told FoodBiz.
But few had the money, tools or skills to do so. So Van Wagner developed a proposal to expand the agency’s reach from the traditional advertising business it’s been in since 1917.
Van Wagner created Michigan Family Farms, a website promoting Michigan’s family-owned farms and serving as a one-stop shop for those seeking to buy products or find a farmer. The idea is to tap the growing market of consumers that seek to be better informed about their food choices.
“More and more people watch what they put in their mouths. It does matter how it gets there,” said Van Wagner, who counts herself among them. “The other day I went to the farmers’ market and my daughter was eating an asparagus spear as if it were candy. I know the farmer and she said it’s fine, there’s nothing in it that’s bad for her. And you believe it because you know the farmer. I’m a huge fan at a personal level.”
Allen Crater, president of Stevens Advertising, said when farmers don’t get the word out about themselves, they’re in effect losing business.
“Whether it’s the turkey farm or produce, (farmers) had real great stories to tell, but no budget to tell them. There are so many unique products, and we decided if we built this kind of forum, participants can get a lot of exposure without spending a lot of money.”
For Angela and Matt Kuncaitis, the agency has become an invisible right hand.
Two years ago, the family went off the grid, bought an Amish farm and started working the land. The couple’s six children, ages 2 to 17, are homeschooled and help at the farm.
Based on affordability and traditional structures, working with an advertising agency wouldn’t have been possible, Angela Kuncaitis said, adding that through the company, they’ve gotten media coverage and similar opportunities.
“We’ve had to find ways to get the word out, to let people know we’re here,” said Kuncaitis, who charges her cell phone in a car because the farm has no power. “(They’ve) been great. The website is user-friendly, and we’ve had a number of opportunities that we would have never had with another agency. They’re low-cost. It’s been a huge benefit for us.”
The website is supported by a membership fee based on farmers’ particular needs, Van Wagner said. Non-profit organizations are linked for free. She declined to give membership fees.
In addition to getting listed on the website, members also get access to promotional resources – press releases, advertising photos, access to media contacts, etc. – that they previously would have had to pay a lot for.
Van Wagner said unlike other websites, Michigan Family Farms offers listings and resources located throughout the state. People can search by products, farmers or ZIP code, and the website also offers a calendar of events open to the public.
While agriculture is Stevens’ new venture, it’s been key for Michigan’s economic development for a long time. The industry generates about $63.7 billion each year, employing about 24 percent of Michigan workers.
“I think there’s a lot of potential in Michigan’s agribusiness. That’s certainly something we have a passion for,” Crater said. “This was a way to tie in the tools that we’re using in the web-world and get exposure in a cost-effective way.”
Van Wagner said they’re counting on advertising and social networks to promote the farms, and expects next year they’ll be able to increase their membership from the 20 members they currently serve. They also count 400 friends on Facebook.
“Now we have the credibility and we expect it will be much more vibrant come next year,” she said.
Because Stevens has been around for a long time, some may have the perception that it’s old-fashioned, but nothing could be farther from the truth, Crater added.
“We’re really at the forefront of the things that are developing in web media and bringing that expertise to folks that otherwise would not be able to afford it,” he said.
But while they hope to continue attracting membership, the agency is measuring success in more than one way, he said.
“We want to see the community and membership continue to grow. What we’ve been able to do is (provide) additional exposure of the participants who’ve kind of become friends to us. If they get media exposure or get linked to in a blog, we consider that success for them,” Crater said.
Van Wagner said while she loves working with farmers, the setting has its own dressing issues.
“I’ve told people that when I’m working in downtown Grand Rapids, I wear high heels and all. When I’m in the field meeting with clients, I need muck boots because we can talk while they’re working. I’m living a pretty interesting life right now. It’s fabulous. I just have to have the right footwear wherever I go,” she said. “This is a great adventure for Stevens and me.”
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