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Development of the agricultural sector and improving the quality of a farmers life
it must be sold. When the agrarian distress drives the farmers to indebtedness and pauperisation. coffee and cardamom and put up many estates. Wayanad is a representative case that needs to be studied in depth. we know our technologies can have only limited impact unless they are effectively marketed. they have been resorting to the extreme step of committing suicides. 130 farmers and agricultural workers had committed suicide in the year 2004 in this small district having a population of around 8 lakhs in the 2001 census. When the farmers stopped employing the labourers they were left with no option but to starve. a comprehensive evaluation of the plight of agricultural sector in this district is required to understand the reasons for the crisis and to find solution to the ongoing crisis The Wayanad district of Kerala has attracted the nation¶s attention in the recent years due to farmer suicides on a large scale. The ratio of the suicide victims to the population was the highest in Wayanad. Wayanad is a hill district in the northern part of Kerala. the first casualty is the hired labourers. As farmers have lost hope of the revival of their condition. the condition of the farmers and the tribal agricultural labours had greatly deteriorated. As some media people remarked. In the 19th century.INTRODUCTION Every entrepreneur knows that a great idea does not guarantee success . . the tribal agricultural do not even have the courage to take to the path of suicide as an escape route. Hence. the British authorities opened up the land of the Wayanad for cultivation of tea. According to the media and the peasant organizations. Even mass media has neglected the important aspect and failed to highlight the pitiable condition of the tribal labourers at Wayanad. And the farmer suicides reflect the larger agrarian distress. As a result of the economic reforms pursued by the ruling class at the union and the state levels. Similarly.
Similarly. Choose and develop the activities with the most potential to attract the new customers you seek while remaining within your market¶s budget constraints. radio. community meetings. and farmer field days These kinds of activities can help to protect the labourers and the agricultural sector as a whole and also improve the quality of the lives of the labourers 1. Use the goals you set in Chapter Six to guide your advertising efforts. Affordable technologies to the rural poor through a variety of methods including: y y y y y Printed promotions using newspapers. consider what you have learned about why they do or do not shop at your market. produced with local actors Live product demonstrations in marketplaces and agricultural fairs Demonstration plots. ³Growing Your Farmers Market´ markets poster. and television to bulletin boards and websites. TELEVISION. free local weeklies. RADIO. 2. A monthly cultural publication. OUTDOOR VIDEO PRESENTATIONS Your local daily newspaper is one place to advertise but there are others as well. and calendars Radio. billboards. What is important to this group of potential customers? What does your market have to offer? Create messages that communicate the ways your market can serve this group of customers and how your market is different and better than any competitor that also serves this group. Inserts into the paper are relatively inexpensive but should be printed on colorful paper to attract attention. and grocery store circulars. including free classifieds. If you want to reach more families. and/or influence purchasing. posters. increase attendance. and live theatre Feature films. Tailor your advertising message to the audience you intend to reach. PRINTED PROMOTIONS AND ADVERTISING Advertising can be defined as communication intended to raise awareness of the market. outdoor video presentations.EXECUTIVE SUMMARY Every entrepreneur knows that a great idea does not guarantee success ± it must be sold. provided . pamphlets. we know our technologies can have only limited impact unless they are effectively marketed. Farmers markets can advertise through a variety of media²from newspapers. Ask for non profit advertising rates and one-paid/one-free if you are purchasing a substantial number of ads. neighbourhood papers. television.
A special rate may be available if you take out a classified ad for an entire season. Rates vary widely depending on television ratings. location. Remember to include food editors from local and regional papers. Learn to tailor your stories for different sections of the paper. 3.the poster layout for the market and a significant ad for several months in return for listing as a major sponsor on the market poster. voiceovers. Both the paper and the market gained valuable publicity and reinforced the image of the other. and hours of operation in print on the screen. follow the visuals with the market¶s logo. You may have to pay for editing. The rural population is very large when compared to the urban population as well as . Auburn. and other costs of production. whether the camera crew is unionized. The business page would carry a story about using the market as a vehicle for small business development while the food section would be more interested in a tomato tasting event or a cooking demonstration CONCLUSION Instead of going behind fancy products and the kind one should always understand the root cause of the problem and start working on it. and how the station responds to your request. Thus looking at the challenges and opportunities which rural marketers it can be said that the future is very promising for those who can understand the dynamics of the agricultural sector and to exploit them to the best advantage. altering the ad each week to highlight new fruits and vegetables coming into season. PRODUCED WITH LOCAL ACTORS Since people sometimes mute television advertisements. scripting. FAIRS AND LIVE PRODUCT DEMOS Publicity is free media coverage that raises awareness of the farmers market and its goals and attracts more customers. A radical change in the attitude of the government towards the rural economy is thus called for. The book New Farmers Market (by Vance Corum and Marcie Rosenzweig and published by New World Publishing. 4. FEATURE FILMS. Advertising costs less on cable television but that is because many cable viewers continually flip through the channels and the station cannot guarantee a numbers for viewers. California) suggests compiling a media list of reporters and editors who have been or are likely interested in stories and events at the market.
One should always take a note to start from the grass root and build up to make a strong foundation . It is one of the reasons that one should focus the attention on the rural economy rather than the urban ones.more challenging.