In today’s fast-changing world, growing organic agriculture produce is only half the battle — marketing it effectively is what sets successful farmers apart. Whether you’re a small-scale farmer, agripreneur, or involved in food processing, understanding how to position your product can mean the difference between thriving and merely surviving in the agricultural business.
This blog post explores branding, pricing, traditional and digital marketing strategies, and how to break into new markets.
1. Branding: More Than Just a Logo
Branding is the unique identity that sets your agricultural product apart in a crowded market. If consumers recognize and trust your product, they are more likely to choose it over competitors.
Key Branding Steps for Agri-Produce:
✅ Register your business with the relevant government organizations for legitimacy. In Nigeria for instance, the Corporate Affairs Commission (CAC) is one of the relevant government bodies for legitimacy.
✅ Create a distinct logo that reflects quality and trust.
✅ Design professional packaging that enhances product appeal.
✅ Tell a compelling story—connect with consumers by emphasizing the origin, health benefits, or sustainability of your produce. ✅ Have PGS certification — Getting a PGS certification is also an amazing way to certify your organic produce and generate trust.
💡 Example: Any food brand with organic certification and premium packaging can command higher prices than regular unbranded ones.
2. Pricing Strategies for Profitability
Pricing is a critical factor in agricultural sales, especially as you have to be mindful not to overprice or underprice. Here are five common strategies you can use:
- Cost-Plus Pricing: Add a fixed percentage markup to your production costs.
- Competitive Pricing: Set prices based on what your competitors are charging.
- Price Skimming: Start with a high price and lower it gradually.
- Penetration Pricing: Start with a lower price to gain market share, then increase it later.
- Value-Based Pricing: Set your price based on the perceived value of your product (e.g., organic rice vs. regular rice).
💡 Tip: Research your competitors and understand what makes your product unique before setting a price. Also try as much as possible to reduce your overhead cost
3. Traditional Marketing Techniques That Still Work
Before the digital revolution, farmers used direct and community-driven marketing strategies to sell their products. These methods are still highly effective today:
✅ Local Markets & Open-Air Stalls – Selling directly to consumers increases profit margins.
✅ Retail Partnerships – Small grocery stores and mini-marts can stock your product.
✅ Bulk Supply to Schools & Restaurants – Build long-term contracts for steady sales.
✅ Community Networking & Word-of-Mouth – Satisfied customers become your best marketers.
✅ Trade Exhibitions & Agricultural Fairs – Showcasing your product to wholesalers and large buyers.
✅ Religious & Social Groups – Leveraging community networks for bulk sales.
✅ Home Delivery Services – Direct-to-customer sales via phone orders or WhatsApp.
💡 Example: A farmer who packages food items in 2kg and 5kg bags and sells directly at religious group meetings can establish a strong customer base.
4. Leveraging Digital Marketing to Increase Sales
With social media and e-commerce platforms, farmers no longer need to rely solely on physical sales locations. Here’s how digital marketing can help:
📱 Social Media Marketing
✅ Post high-quality images and videos of your produce on Instagram & Facebook or any social media platform of choice.
✅ Engage with buyers by sharing cooking tips, recipe videos, behind the scenes and customer testimonials.
✅ Join and actively participate in Facebook and WhatsApp groups where healthy living is discussed.
💬 WhatsApp Business for Direct Sales
✅ Set up a WhatsApp Business account with product descriptions, images, and pricing.
✅ Use WhatsApp Status to promote discounts and new stock arrivals.
✅ Create a broadcast list to update customers on promotions.
🛒 Selling on E-commerce Platforms
✅ List your products on Jumia, Konga, and Facebook Marketplace.
✅ Offer nationwide delivery using logistics services like GIG Logistics and DHL.
📢 Running Facebook & Instagram Ads
✅ Target health conscious urban customers, bulk buyers, and restaurants.
✅ Offer limited-time discounts to attract new buyers.
💡 Example: A cassava processor selling “garri” can increase sales by posting behind the scene videos of the production process and running ads to target bulk buyers in major cities.
4. Leveraging Digital Marketing to Increase Sales
With social media and e-commerce platforms, farmers no longer need to rely solely on physical sales locations. Here’s how digital marketing can help:
📱 Social Media Marketing
✅ Post high-quality images and videos of your produce on Instagram & Facebook.
✅ Engage with buyers by sharing cooking tips, recipe videos, and customer testimonials.
✅ Join and actively participate in Facebook and WhatsApp groups where food products are sold.
💬 WhatsApp Business for Direct Sales
✅ Set up a WhatsApp Business account with product descriptions, images, and pricing.
✅ Use WhatsApp Status to promote discounts and new stock arrivals.
✅ Create a broadcast list to update customers on promotions.
🛒 Selling on E-commerce Platforms
✅ List your products on Jumia, Konga, and Facebook Marketplace.
✅ Offer nationwide delivery using logistics services like GIG Logistics and DHL.
📢 Running Facebook & Instagram Ads
✅ Target urban customers, bulk buyers, and restaurants.
✅ Offer limited-time discounts to attract new buyers.
💡 Example: A cassava processor selling garri can increase sales by posting videos of the production process and running ads to target bulk buyers in major cities.
5. Expanding into New Markets
Once you’ve mastered branding, pricing, and marketing, the next step is expanding beyond your immediate community.
How to Access New Markets:
✅ Supermarkets & Wholesalers – Partner with large retailers for mass distribution.
✅Healthy Restaurants and Wellness centers – Supply directly to this category of people will also increase the food service businesses.
✅ Export Potential – Meet international quality standards to sell overseas.
💡 Example: Local farmers can partner with exporters looking for high-quality local food items to sell abroad.
Marketing is not just about selling—it’s about building a brand, setting the right price, and reaching the right customers. Whether you choose traditional methods, digital marketing, or a mix of both, a strategic approach will help you increase sales and build a sustainable agribusiness.
🚀 Start today—brand your produce, set competitive prices, and use digital tools to scale your business beyond local markets!
