UNIVERSITY PARK, Pa. – Agricultural businesses are invited to learn more about customer perspectives, marketing, merchandising strategies, and customer service through Penn State Extension’s Under the Ground series.
Under the Ground is an annual subscription-based service and network that provides businesses with a comprehensive picture of retail storefronts from the eyes of customers, peers, and marketing specialists.
The 2020-2021 program will be providing businesses with engagement materials to gain customer insight into an operation. Through direct observation as a secret shopper, participants will get to explore how different agricultural retail spaces are designed to enhance the customer experience. In addition, we will be providing participants with the tools to engage customers for their feedback. Each business involved will receive quarterly newsletters and reports detailing out feedback from both fellow business owners and industry experts.
An Under the Ground subscription includes the following:
- Receiving an engagement kit for your customers to provide feedback through a customer survey
- Participating in seasonal secret shopper visits to other storefronts
- Becoming a part of a local foods and product trail map provided to customers
- Receiving a quarterly newsletter and reports on the impression of your storefront
- Accessing a live webinar on current industry trends
- Having available discounted tickets for the “Are You Crazy Retail Farm Market Bus Tour”
This program is open to all small agricultural businesses across Pennsylvania.
Types of businesses welcome to subscribe: winery, on-farm markets, coffee roaster, craft cidery, bakery, craft brewery, distillery, miller, creamery, garden centers, butchers/meat markets, specialty oils, craft candy, homemade soaps, florist, apiarist, maple syrup producer, herb producer, wool/yarn, and canned goods.
With Extension program changes as a result to COVID-19, the program subscription will now be from June 15, 2020 to May 31, 2021.
Register or learn more at https://extension.psu.edu/
About Penn State Extension
Penn State Extension is a modern educational organization, dedicated to translating scientific research into real-world applications to drive progress. In support of Penn State’s land-grant mission, extension programs promote a vibrant food and fiber system, a clean environment and a healthier population for Pennsylvania and beyond.
Penn State Extension serves individuals, businesses and communities, helping them address problems and realize opportunities through a robust portfolio of educational programs, products and services. With support from federal, state and county governments, the organization has a tradition of bringing unbiased information and support to the citizens of Pennsylvania for more than 100 years.
—Myrannda Kleckner, Penn State Extension