Agricultural Direct Marketing
Business-Cooperative Service provided
a grant to the National Center for Appropriate
Technology (NCAT) to develop the Appropriate
Technology Transfer for Rural Areas (ATTRA).
ATTRA, which began operating in 1987, provides
information and other technical assistance
to farmers, ranchers, extension agents,
educators, and others involved in sustainable
agriculture in the U.S.
More than 20 NCAT agricultural specialists
with diverse backgrounds in livestock, horticulture,
soils, organic farming, integrated pest management,
and other sustainable agriculture specialties
staff the ATTRA project.
ATTRA provides a 36-page publication on Direct
Marketing, with information on direct
marketing alternatives with emphasis on
niche, specialty, and value-added crops.
The publication features many farm case
studies, as well as information on enterprise
budgets and promotion and publicity. A
new section discusses implications of Internet
marketing and e-commerce for agriculture.
Under its Marketing & Business section,
ATTRA provides information about many other
strategies a farm may use to remain financially
viable, such as evaluating rural enterprises,
creating marketing plans, on-farm processing,
agricultural tourism, value-added agriculture,
organic farm certification, and community
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