My Digital Farmer Podcast - Episode 322: Using Collaborations to Market Your Farm with Erica from Taste the Local Difference

Host: Corinna Bench
Guest: Erica Tebbens, Director of Impact at Taste the Local Difference
Release Date: July 23, 2025

Introduction

In Episode 322 of the My Digital Farmer Podcast, host Corinna Bench delves into the power of collaborations as a strategic tool for marketing farms. Joined by Erica Tebbens, a seasoned marketing expert from Taste the Local Difference, Corinna explores how partnering with like-minded businesses can amplify a farm's reach, build trust, and create lasting brand momentum.

Defining Collaboration in Farm Marketing

Corinna Bench introduces the concept of collaboration early in the episode:

"It's collaboration, teaming up with other businesses to cross-promote and borrow the trust of their audiences. [00:00]"

Erica Tebbens further elaborates:

"A collaboration in its simplest terms is you and another aligned business owner that serves the same ideal customer. You come together and basically do a short-term or long-term partnership to help promote each other so that you can both succeed and sell more. [12:36]"

Benefits of Collaborations

Borrowing Trust:

Erica emphasizes the foundational benefit of leveraging existing trust:

"If the folks on your email list already trust you, partnering with another trusted business allows you to 'borrow' that trust. [16:34]"

Cross-Promotion and Expanded Reach:

Collaborations enable farms to tap into each other's audiences:

"Each person in the collaboration gets to borrow the trust of the other person, and you are able to amplify and get the word out for each other. [20:19]"

Building Momentum and Buzz:

Successful collaborations can create ongoing excitement and anticipation among customers:

"You can create a buzz where people get really excited about your events, saying, 'We gotta go to this next time.' [24:00]"

Examples of Successful Collaborations

Product Line Extensions:

Corinna shares her experience with launching a prepared foods line in partnership with a local chef:

"We are currently beta testing a new frozen prepared foods line in collaboration with a local chef. It's been an amazing way to test new ideas and tap into a whole new audience. [04:49]"

Farm-to-Table Events:

Erica provides another example involving a cook-off event:

"We did our version of 'Chopped,' where CSA members competed in a cook-off challenge judged by a local chef. It generated significant goodwill and brand energy, even if immediate profits were minimal. [33:01]"

Workshops and Classes:

Collaborating with local artisans for workshops:

"Partner with local florists for bouquet-making classes or herb shops for floral dyeing workshops. These events create engaging experiences that draw in new customers. [34:10]"

Planning and Executing Collaborations

Initiating Collaboration:

Erica advises starting with existing relationships:

"Start with the folks that you already have a relationship with first. That could be a good fit and the easiest way to begin. [42:50]"

Pitching Ideas:

When reaching out to potential partners, be clear and intentional:

"Reference what you admire about their business and propose a mutually beneficial idea. For example, 'I love how you prioritize organic materials in your bouquets. Let's collaborate on a floral crown workshop.' [49:03]"

Setting Expectations:

Ensure both parties are aligned on responsibilities to prevent imbalances:

"Make sure there is clarity about what each party is expected to do to avoid one side feeling overburdened. [20:56]"

Tools and Assets Preparation

Marketing Assets:

Having ready-to-use marketing materials simplifies collaboration:

"Have your marketing assets like graphics and text ready. Create social media templates and email copy in advance to streamline promotion. [58:59]"

Shared Calendars and Plans:

Use shared documents to coordinate timelines and promotional schedules:

"Develop a timeline and shared schedule to keep both parties on track with promotion and event execution. [58:59]"

Making Collaborations Recurring

Debriefing and Optimization:

After a collaboration, review its success and areas for improvement:

"Do a debrief with your partner to discuss what worked and what didn’t while the experience is still fresh. [62:30]"

Creating Templates:

Use successful collaborations as templates for future partnerships:

"Store all assets and feedback in a shared folder to replicate successful elements in subsequent collaborations. [64:40]"

Capturing Social Proof:

Gather testimonials and visual content to enhance future marketing efforts:

"Capture images and collect testimonials during events to use as social proof in future promotions. [65:43]"

Conclusion and Resources

Erica Tebbens highlights the comprehensive services offered by Taste the Local Difference, emphasizing their expertise in catering to purpose-driven farmers and local food entrepreneurs. She encourages listeners to explore their resources for further guidance on effective marketing strategies.

Corinna Bench wraps up the episode by urging farmers to consider collaborations as a potent marketing strategy to expand their reach, build trust, and foster a vibrant community around their farms.

Notable Quotes

• Corinna Bench [00:00]: "What if I told you that one of the best ways to grow your farm's customer base doesn't involve spending tons of money on ads or creating more social posts? It's collaboration."

• Erica Tebbens [12:36]: "A collaboration is basically you and another business owner coming together to help support and uplift each other so that you can both have more success and more ease."

• Erica Tebbens [16:34]: "If people trust you, partnering with another trusted business allows you to borrow that trust and reach a wider audience."

• Erica Tebbens [20:19]: "Cross-promoting to each other's audiences increases your visibility exponentially compared to solo efforts."

• Erica Tebbens [33:01]: "Our version of 'Chopped' didn't make us a lot of money immediately, but it generated immense goodwill and brand energy that paid off in the long run."

Resources Mentioned

• Taste the Local Difference: localfoodmarketing.com

• Marketing Plan Checklist: Available in the show notes at mydigitalfarmer.com under episode 322.

Whether you're a new farmer just starting or an established one looking to expand your reach, leveraging collaborations can be a game-changer in building a strong, trusted brand. Tune into Episode 322 to gain actionable insights and real-world examples from Corinna Bench and Erica Tebbens on how to effectively collaborate and grow your farm business.