EPISODE · Mar 25, 2026 · 42 MIN
Why Maine Farmers Need Marketing, Not Just Better Fences with Erin Percival Carter
from Maine Farmcast · host University of Maine Cooperative Extension
In this episode of the Maine Farmcast, hosts Colt Knight and Glenda Pereira are joined by Dr. Erin Percival Carter, associate professor of marketing at the University of Maine, to examine one of the biggest challenges facing Maine farmers today: making farm businesses profitable while competing outside the commodity system. Drawing on her background in agriculture, consumer behavior research and farming experience, Carter explains why simply being a good farmer is not enough and why marketing, pricing and understanding target customers are critical to long-term success. From the realities of Maine’s higher production costs to the limits of “if you build it, they will come” thinking, the conversation reframes marketing as a necessary business tool rather than an afterthought.Learn more about Dr. Carter's research programhttps://umaine.edu/business/people/erin-percival-carter/Looking to write your own positioning statement? Here is a resourcehttps://online.hbs.edu/blog/post/brand-positioning-statementThe University of Maine System (the System) is an equal opportunity institution committed to fostering a nondiscriminatory environment and complying with all applicable nondiscrimination laws. Consistent with State and Federal law, the System does not discriminate on the basis of race, color, religion, sex, sexual orientation, transgender status, gender, gender identity or expression, ethnicity, national origin, citizenship status, familial status, ancestry, age, disability (physical or mental), genetic information, pregnancy, or veteran or military status in any aspect of its education, programs and activities, and employment. The System provides reasonable accommodations to qualified individuals with disabilities upon request. If you believe you have experienced discrimination or harassment, you are encouraged to contact the System Office of Equal Opportunity and Title IX Services at 5713 Chadbourne Hall, Room 412, Orono, ME 04469-5713, by calling 207.581.1226, or via TTY at 711 (Maine Relay System). For more information about Title IX or to file a complaint, please contact the UMS Title IX Coordinator at www.maine.edu/title-ix/.
What this episode covers
In this episode of the Maine Farmcast, hosts Colt Knight and Glenda Pereira are joined by Dr. Erin Percival Carter, associate professor of marketing at the University of Maine, to examine one of the biggest challenges facing Maine farmers today: making farm businesses profitable while competing outside the commodity system. Drawing on her background in agriculture, consumer behavior research and farming experience, Carter explains why simply being a good farmer is not enough and why marketing, pricing and understanding target customers are critical to long-term success. From the realities of Maine’s higher production costs to the limits of “if you build it, they will come” thinking, the conversation reframes marketing as a necessary business tool rather than an afterthought.Learn more about Dr. Carter's research programhttps://umaine.edu/business/people/erin-percival-carter/Looking to write your own positioning statement? Here is a resourcehttps://online.hbs.edu/blog/post/brand-positioning-statementThe University of Maine System (the System) is an equal opportunity institution committed to fostering a nondiscriminatory environment and complying with all applicable nondiscrimination laws. Consistent with State and Federal law, the System does not discriminate on the basis of race, color, religion, sex, sexual orientation, transgender status, gender, gender identity or expression, ethnicity, national origin, citizenship status, familial status, ancestry, age, disability (physical or mental), genetic information, pregnancy, or veteran or military status in any aspect of its education, programs and activities, and employment. The System provides reasonable accommodations to qualified individuals with disabilities upon request. If you believe you have experienced discrimination or harassment, you are encouraged to contact the System Office of Equal Opportunity and Title IX Services at 5713 Chadbourne Hall, Room 412, Orono, ME 04469-5713, by calling 207.581.1226, or via TTY at 711 (Maine Relay System). For more information about Title IX or to file a complaint, please contact the UMS Title IX Coordinator at www.maine.edu/title-ix/.
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Why Maine Farmers Need Marketing, Not Just Better Fences with Erin Percival Carter
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