During my time with the University of Missouri (MU) Extension, I often worked with farmers and ranchers as they drafted their business and marketing plans. One lesson remained constant—timing matters. Whether planting or harvesting a crop, securing capital or making marketing decisions, success often depends on one’s ability to recognize opportunities and act at the right moment.
As farmers look to diversify income and navigate tighter margins, timing becomes even more important. Direct and wholesale marketing can create new revenue streams, but stepping into those markets requires preparation, awareness of buyer needs and a strong understanding of how market channels operate. Too often, I’ve met farmers who were excited about growing excellent crops, like strawberries or microgreens, only to realize that their intended buyers weren’t prepared for their products or their business struggled to meet the demands of a wholesale buyer. Even with quality products, finding the right market and buyers can be a challenge.
That experience highlights why building strategic connections, understanding market channels, and capitalizing on opportunities is so important. Fortunately, Missouri farmers don’t have to navigate this alone.
Missouri Farm Bureau (MOFB) and MU Extension offer a range of tools, educational opportunities and resources to help those who are interested in direct marketing. By using the available tools, farmers will better identify new market channels, understand buyer expectations and strengthen their strategy. These resources include educational workshops and seminars on direct and wholesale marketing, guidance on pricing strategies and programs that connect farmers with buyers and industry professionals. MU Extension specialists can help farmers evaluate value-added marketing opportunities, understand regulatory requirements and develop business plans, while MOFB continues to advocate for expanded market access and supports value-added agricultural enterprises.
Both organizations also offer opportunities to build relationships with market partners and buyers/distributors. This can include one-on-one consultations, educational programs or networking events, like the upcoming Meet the Buyers conference on March 11 in Olathe, Kansas, hosted by the Kansas and Missouri Departments of Agriculture and each state’s Farm Bureau. Through each avenue, farmers will learn what buyers are looking for, how to position their products and how to build partnerships. MOFB also hosts online directories for members with agritourism or direct-to-consumer meat businesses to highlight their offerings and connect with buyers.
For farmers exploring direct marketing, or those interested in expanding their reach, these resources and partnerships offer practical support to ensure that products meet the right market at the right time. Farmers interested in learning more about direct marketing, wholesale markets, or value-added agriculture can explore programs and resources through MOFB at mofb.org, or connect with the MU Extension Agricultural Business and Policy team (muext.us/AgBusiness) for upcoming educational offerings and online resources.
