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Marketing a Food Product: Marketing Considerations for a Small-Scale Food Processor

Publication Number: P2567
View as PDF: P2567.pdf

Do you make the best barbeque sauce this side of the Mississippi River? Do your friends and family rave about your famous salad dressing? Does your grandma’s secret bread recipe put all other breads to shame? Maybe you are thinking of starting your own small-scale food processing business.

The most critical issue to figure out is how you will market your new products. Marketing is the key to the success of any business. To get started, develop a written marketing plan with strict timelines, and then follow it. A marketing plan will help identify the market and potential demand for the product. Demand for the product determines the quantity of the product consumers will buy, at a given price, from the marketplace. Marketing can be summed up as the 4 Ps: product, place, price, and promotion. The following discussion will consider each of the 4 Ps of marketing.

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Portrait of Dr. Alba J. Collart Dinarte
Associate Extension Professor
Horticultural Marketing
Portrait of Dr. Ben Posadas
Assoc Extension/Research Prof
Seafood marketing; Marine and disaster economics