Marketing to Farm Businesses is a 3-day seminar focused on developing successful marketing programs in today’s agribusiness industry.  Agribusiness professionals who participate in Marketing to Farm Businesses can expect to learn more about:

  1.    Developing a business culture focused on understanding customer needs and delivering value through the conception and implementation of effective marketing strategies

  2.    Important concepts related to customer segmentation and targeting with emphasis on selecting high priority customer groups

  3.    Customer buyer behavior and the buying process, leading to a better understanding of who is making purchasing decisions, their roles in the decision-making process and how decisions are being made

  4.    Developing effective product and service strategies with a emphasis on product lifecycle management and the introduction of new products/technologies

  5.    Identifying and evaluating marketing opportunities using basic market research and sales forecasting tools

  6.    The importance of channel design and management, focusing on delivering value throughout the distribution channel

  7.    Capturing value through the development of effective pricing strategies

  8.    Communicating value by establishing communication objectives, designing messages and selecting appropriate media

  9.    The importance of financial analysis with an eye towards making and sustaining profitable marketing decisions

This interactive seminar is taught using a combination of interactive, instructor lead discussions and real life, agriculturally focused case studies. This allows participants to learn in a hands-on, enriched environment with other industry peers and expert instructors with years of both industry and academic teaching experience.


  1.    Marketing Coordinators

  2.    Junior Product/Brand Managers

  3.    Territory Sales Managers

  4.    Retail Managers

  5.    Marketing Professionals Who are New to Agriculture


Justin Funk is the managing partner of Agri Studies and has taught agricultural sales and marketing to industry professionals for over 20 years.  He currently has taught Marketing Strategy in the University of Guelph’s MBA in Agriculture program, and currently holds a faculty position at Purdue University teaching Executive Development programs at the Center for Food & Agricultural Business. 


Marketing to Farm Businesses

Date: January 24 - 26, 2023

Location: Guelph, Ontario

Early Registration:  $1,895 plus HST (before December 1, 2022)

Regular Registration:  $2,295 plus HST (after December 1, 2022)

Click here to register

Contact Justin Funk at or by phone at 519-827-5507 for more information and to discuss team/group rates

Cancellation Policy:  Participants may cancel with full refund any time up until 10 days prior to the scheduled date of the course.  In the event of cancelation, a substitute from the same organization may be enrolled in the course in the original participant’s place at any time.  Cancellation without substitution within 10 days of any scheduled course will result in a 1/2 forfeiture of course fee.  This cancellation fee will be held as a credit towards any future enrollment in any Agri Studies course.

Agri Studies reserves the right to cancel or delay any scheduled course up until the course start date due to low enrollment, instructor availability or other unforeseen circumstances.  In the event of cancellation, registered participants will receive a full refund of course fee.

Marketing to Farm Businesses is the first course in the CAMA Certificate in Agri-Marketing program.