farm writing

Writing your blog will become easier over time. Small farms today are direct marketers and as such are in the business of relationship marketing with each customer that buys products from the farm. The customer is not at the CSA pickup, farmer's market,  or on-farm market because it is easiest or cheapest food source -- they are there because they respect the farmer, want to support the local economy, and feel that their dollars are spent on a worthwhile endeavor. Every chance you get as a farm to interact with your customers should reinforce the connection to the land and make the customer feel like they are doing a good thing by patronizing your business. This is a very difficult task for a busy farmer. I challenge you to take your relationship marketing into the 21st century and start a blog on your farm website.

I'm sure some of you are unclear on the meaning of the term "blog". It is a rather fluid term that is a shortened version of "weblog." In my mind, it signifies a webpage that displays content of varying lengths in chronological order and invites readers to interact in the form of comments. Often, blog postings are categorized or tagged by topic so that users can navigate through related blog entries by the tags, such as "farming challenges" or "farmer's market." Blogs take many different forms from personal, public diaries to political commentary to blogs that are published by businesses themselves. This is the most popular form of content generation and information retrieval on the Internet today and the very website you are looking at right now, Small Farm Central, is a blog-style site. If you have heard of the term "Web 2.0", blogs are big part of the Web 2.0 movement.

Your farm should blog because it is an easy and time-effective way for you to get your story out to customers. Repeat customers come to you because of the relationship that they have with you and a blog is a perfect way for you to start and augment the real-world interaction that you have with the customer. Granted it does take some time, energy, and thought to produce effective blog posts that communicate the farm experience, but that post will easily be read 100s or 1000s of times over the life of your blog. That works out to be an extremely time-efficient way to build a consistent and faithful customer base. Customers that read your blog will be more understanding of blemishes or crop shortages because you can explain the exact cause of the problems. This becomes a story that they can take home with their produce and they will feel more connected to the farm and the food if they know some of the challenges that went into growing it.

The complaint I hear the most is that farmers don't have time to be writers as well as producers. Steve Sando of Rancho Gordo dedicates one afternoon every two weeks to writing six blog articles. He then releases one each Monday, Wednesday, and Thursday. There are other techniques of course too: get a trusted intern to write an article each week, find a very enthusiastic and involved customer who will volunteer to write a blog article every once and a while, or just commit to posting a short update once each week. There is no right way to write or schedule your blog, but post on a regular schedule and write with passion because passion is infectious.

At this point, if you are considering a farm blog, start reading a few established farm blogs and get some general advice on how to write blogs. I have discussed some aspects of blogging at Small Farm Central in Farm blogging isn't always literature, but this is and What I learned during an interview with Steve Sando of Rancho Gordo. Blogging will be a topic that I come back to over the next few months because I believe it is the core of any modern farm web marketing strategy.

Some farm blogs to get you started:

• Eat Well Farm Blog : recently discussing problems with the Med Fly and how they are certifying their packing shed as Med Fly-free.
• Life of Farm Blog : this blog is sponsored by the Mahindra tractor company. Perhaps the writer got a free tractor for writing the blog?
• Tiny Farm Blog : wonderful photos and at least a post a day.
• Rancho Gordo Blog : this popular blog receives 300-500 unique visitors a day (which is impressive for a farm website) and even helped the author secure a book deal.

Read about the process of writing a blog and more:

• Blogging Your Way Into a Business
• Business Blog Case Study: Stonyfield Farm
• Blogging for your customers versus blogging for your business
• How to Write Great Blog Content : Great advice from the #1 blogger.

Spend the next few weeks reading farm blogs and exploring some of the resources listed above. Then when you think you know enough about blogging to start, you will probably want to go back to Hosting Options to get your blog online. Not coincidentally, the Small Farm Central software contains all the features you need to get your blog (and farm website) up and running within a few days. I know that not very many farms are taking blogging seriously as a marketing tool, but I have a strong feeling that every serious farm will have a blog in five years.


This is week five of the "Farming the Web" course which comes in weekly installments covering all aspects of developing a website for your farm. If you liked this article, you may also be interested in:
Design (Advanced): what does my customer want?
Farming is not equal to the web?

Make a weekly schedule to write about the farm and good things will happen.Farm writing is almost always of value to customers. Your everyday experience of growing food is so outside of the experience of your readers that you will always be interesting if you write with passion, honesty, and photos. Blogging is an exercise of distilling your work and life into 500-1000 words that interests and motivates your customers to keep coming back to you each week and each year. Write about a particular challenge of the week (squash bugs, irrigation, drought?), the story of someone working on the farm, a particular variety. In the future I will post a list of starter blog ideas to get you writing when you don't have any ideas. If you devote a few hours each week to this throughout the year, I guarantee you will find more loyal and receptive customers; it is no longer an eggplant or a steak, the food is infused with your face and your voice.

Andy from Mariquita Farm in Watsonville, CA takes blogging to the next level by writing an "open letter from Mariquita Farm to everyone with a curiosity about the people, practices, and politics of farming." This is some of the best farm writing I have ever read in print or on screen. One commenter calls Andy "a most unique philosopher-farmer".

This week's article is entitled Water Under The Bridge and deals with Andy's start in agriculture delivering produce from Star Route Farm to the Veritable Vegetable Coop. I'll provide some excerpts to the article and go read it! I wouldn't expect each farmer to write a high-quality blog like Andy -- it is literature really -- but it is a wonderful example of how great writing can connect with people and customers and another role model to use as you write your own.

Vegetable information interspersed with personal experience:

"Truly fresh broccoli is a revelation. When I worked at Star Route Farm I didn’t earn much money, and I saved my wages for important things, like beer and toilet paper. ate everything I could from the fields. The first time I cut a head of broccoli and steamed it four minutes later, I was amazed . The broccoli had a sweetness I’d never tasted before. Any dressing or sauce would have only clouded the fresh purity of the flavor. But to deliver some facsimile of that green sweetness to a distant customer is tricky. As broccoli ages it begins to express the odor and flavor of the mustard oil that is a characteristic component of every member of the Brassica family, from arugula to broccoli to cabbage to kale."

Humor on visiting a late-night liquor store to get ice for the vegetables:

"One night when I got to the liquor store both lanes of Bayshore Boulevard were blocked by a couple of pimps with flashy cars. I don’t know for sure they were pimps. They could have been librarians dressed to kill, out for a night on the town in dark glasses and comporting themselves like fighting cocks, so that ignorant country boys like myself would presume they were successful pimps. The casual manner they took the whole street for their own was threatening. I parked behind them and stepped into the liquor store."

Go visit his blog, read, and start writing.