My Digital Farmer Podcast – Episode 328: Five Consumer Marketing Strategies Farmers Can Steal to Sell More

Host: Corinna Bench
Date: September 3, 2025

Episode Overview

In this lively solo episode, Corinna Bench, CSA farmer and marketing specialist, explores five innovative marketing strategies that major consumer brands use—and reveals how farmers and local food producers can adapt these tactics to boost sales and deepen customer engagement. Inspired by an eye-opening trip to the grocery store, Corinna dissects real-world packaging and positioning moves, offering actionable insights and lively brainstorming tailored to farm businesses.

Key Discussion Points & Insights

1. Modify the Product’s Shape or Format to Change Its Use Case

(Starts ~09:15)

• Inspiration: Sparkle Paper Towels packaging—now designed with mini squares for more flexible use.
• Core Idea: Altering the size, packaging, or portioning of a product can solve hidden problems for customers, create new use cases, and differentiate your products—all without changing the core item.
• Application Examples:
  • Meat producers: Offer smaller package sizes (e.g., half-pound ground beef) that are more convenient for customers’ meal prep.
  • Veggie growers: Create snack packs of cherry tomatoes or baby cucumbers specifically for school lunches or on-the-go snacking.
  • Cheese makers: Pre-sliced cheese squares for charcuterie boards or wine nights.
  • Flower farmers: “Desk flower” mini bouquets marketed for teachers or office workers.
• Corinna’s Quote:

  "Sometimes all it takes to create a new product in your suite is to reshape the old one.” (12:52)

2. Reposition the Product Based on the Benefit, Not Just the Product Itself

(Starts ~15:30)

• Inspiration: Dove Bar Soap’s product line—shelved by mood or benefit (e.g., Relaxing, Rebalancing, Gentle Exfoliation), not just basic features.
• Core Idea: Sell the result or transformation the customer is seeking, not just the product’s features. Emotional resonance in product naming boosts sales.
• Application Examples:
  • Salad greens: Name them “Detox Salad Mix” or “Clean Greens” to attract health-focused shoppers.
  • Meat bundles: “Strong Start Breakfast Trio”—marketed to parents looking for protein-rich options for kids.
  • Herbs: “Mood Lifter Bundle” for herbs that boost mood or well-being.
  • CSA box: Brand one as the “Gut Healthy Box” for customers interested in gut health.
• Corinna’s Quote:

  “People like to buy benefits, not features. When you name your product in a way that reflects how it will make someone feel, it becomes more emotionally compelling.” (18:33)

3. Create a Variety Pack or Sampler Experience

(Starts ~25:10)

• Inspiration: Keurig variety K-cup packs, Bath & Body Works samplers, spice variety packs—all lower risk and fuel exploration.
• Core Idea: Combine different options in a sampler or variety pack to encourage trial, increase confidence, and appeal to gift givers or new customers.
• Application Examples:
  • Vegetable farmers: A changing weekly grill pack with different seasonal veggies and herbs.
  • Meat producers: Family Favorites Sampler—includes cuts from beef, pork, and chicken.
  • Flower growers: Seasonal mini-bouquet trios for a “discovery” floral experience.
• Corinna’s Quote:

  "When you package multiple items together as a sampler, you're lowering the risk for the customer...and these ‘try it all’ packs are encouraging exploration.” (27:35)

4. Reposition the Occasion for Consumption

(Starts ~32:10)

• Inspiration: Taco Bell's “Fourth Meal” campaign—creating a whole new meal occasion (late-night) to increase purchase frequency without changing products.
• Core Idea: Suggest new times or occasions for using your product. By naming and defining a new use occasion, you unlock more reasons to buy.
• Application Examples:
  • Veg farmers: Market salad kits as “Post-Workout Recovery Meals.”
  • Meat producers: “Late Night Grilling Kit” for bonfires and summer nights.
  • Herbal teas: Position as “Bedtime Ritual Tea.”
  • Flower farmers: Bouquets for the “First Day of School” or “Congratulations.”
• Corinna’s Quote:

  "The magic is in naming the moment. If you can define a new moment, then you own it.” (36:12)

5. Incorporate a Lifestyle Message or Identity Hook

(Starts ~39:10)

• Inspiration: Yeti tumblers—a symbol of rugged, outdoorsy identity, not just a cup.
• Core Idea: Build community and loyalty by tying your product into lifestyle or aspirational identity. Customers often buy into a story or group, not just a product.
• Application Examples:
  • Signature product lines: Use branding to tag customers as “Meat Elite” (for serious meat lovers) or create other VIP/club-style identities.
  • Merchandise/Logo: Logo as a badge for the farm’s community or tribe.
• Corinna’s Quote:

  "People don’t just buy products; they buy stories, they buy values, they buy identity.” (40:22)

Notable Quotes & Memorable Moments

• “I had a different topic in store for today and then I went grocery shopping and I just saw all these marketing things going on by big consumer brands. … My motto is: follow the energy.” (06:01)
• “Is there a way we could be naming our product in a slightly different way, or adding words, some adjectives, to suggest a feeling?” (20:29)
• "You can look to your customers, do some research there, ask around, find out how are your customers actually using your product. ... That might give you an idea for how to package it differently or position it differently." (44:25)
• “Remember, you don’t need to create something entirely new all the time. Sometimes it’s just about changing the way your product is used.” (45:18)

Timestamps for Key Segments

• 09:15: Modify the product’s shape or format for new use cases.
• 15:30: Reposition your product around emotional or practical benefits.
• 25:10: Create a variety pack or sampler experience to increase trial and gifting.
• 32:10: Reposition for new consumption occasions (“Fourth Meal” concept).
• 39:10: Add a lifestyle or identity angle to your product offer.

Final Thoughts

Corinna closes by urging listeners to research how customers currently use their products and to experiment with repackaging, renaming, and repositioning. Even small shifts can create powerful new selling opportunities and deepen loyalty. She encourages farmers to share and brainstorm these strategies, and to consider joining her Farm Marketing School community for hands-on support and deeper learning.

For detailed show notes and resources from this episode, visit mydigitalfarmer.com/328

Connect with Corinna:
Instagram – @mydigitalfarmer
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