USDA Advancing Markets for Producers

Sonoma-Marin Agriculture Support Program

A USDA grant program to fund regional agriculture producers to implement and market healthy soils and climate-smart practices.

The Sonoma-Marin Agriculture Support Program (Ag-SP) assists producers to implement regenerative practices and marketing support. Project partners will provide technical assistance and funding to 100 Sonoma and Marin producers.

The program is open to all Sonoma and Marin producers wanting to implement climate-smart practices—whether you’ve been planting cover crops and monitoring soil health for years or you are just getting started. Local resource conservation districts will assist in implementing NRCS conservation practices to promote healthy soils and waters.

AIM will assist producers to promote awareness and build the market for climate-smart commodities. We will connect producers with independent marketing experts familiar with this landscape for one-on-one support. Producers will also have access to a “Healthy Soils, Healthy You” marketing badge and decal to differentiate their brand and products. The goal is to increase both producer skillset as well as consumer awareness and demand for climate-smart products.

Project Goals

Enhance Climate-Smart
Agricultural Production

Educate Consumers About Soil Health

Develop Markets and Promote
Climate-Smart Producers

Marketing Tiers

Producers can apply to receive grant funds to develop and implement customized marketing strategies that highlight their soil stewardship practices and educate consumers. Producers will work directly with marketing experts to facilitate their visibility and participation in local and regional markets.

Option 1: Direct-to-Consumer Marketing

  • Options could include projects such as:

    • Create a logo for your small business

    • Marketing workshop with an industry expert

    • Print informational signage, banners, brochures, and display items

    • Educational handouts for consumers about on-farm practices 

    • Branded merchandise (T-shirts, hats, tote bags)

    • Paid promotion and digital advertising

    • Low-cost DIY web site through Shopify or Square online

    • One-on-one consultation to review current social/digital communication accounts 

    • Review all existing accounts for consistency in branding, bio, links, and tone 

    • Determine content pillars, tone, manner, for consistent voice.

    • Seek opportunities for growth such as creating brand guideline and resources 

    • Help create a framework of an annual editorial calendar 

    • Share best practices on how to take photos for social media

    • A follow up check in 3 months later

  • Custom website development by a freelance designer. Most appropriate for e-Commerce features and CSA ordering. Options could include:

    • Domain name

    • Custom design

    • Basic branding (colors, logo use)

    • E-commerce integration (Shopify, WooCommerce, etc.)

    • Hosting or subscription plan

  • One-on-one sales development plan for marketing their farm products, emphasizing value-added products, and selling packaged goods. Producers will learn about entering new market channels, including grocery stores and connecting with buyers.

  • On-farm videography and photography services, designed for storytelling. Photos and videos created will be customized for social media and YouTube. 

  • The “Healthy Soils, Healthy You” badge will recognize that healthy soils are essential element of local food systems. All producers enrolled in Ag-SP will be eligible to receive the badge to proudly display across direct-to-consumer channels, retail, institutions, and intermediated markets.

Marketing FAQs

How do I apply for marketing support?

We are accepting applications in a number of cohorts over the next two years. You can follow AIM or subscribe to our newsletter to keep updated, or share your contact information and we’ll reach out directly.

Are there out of pocket costs?

The costs of this program are covered with the award amount.

Producers may continue working with marketing contractors at their own expense as desired.

I don't know anything about marketing. Is this a good fit for me?

This grant is a great fit for you. We have different support available for producers at different levels of their marketing journey.

Can I receive both Ag-SP implementation and marketing support?

Yes! This program is designed to provide two-pronged support.

What is the “Healthy Soils, Healthy You” badge?

The badge is designed for program recipients to be able to differentiate their climate-smart products.

Who are the marketing contractors?

Program participants will be able to work with a vetted marketing professional with direct experience in the farm and food world.

How do I know which tier to apply for?

You don’t need to know to apply. The application asks for your preference and background information about any marketing you have in place. We’ll work with you to determine what is a best fit.

Project Partners

  • Agricultural Institute of Marin

  • Gold Ridge Resource Conservation District

  • Marin Resource Conservation District

  • Sonoma County

  • Sonoma Resource Conservation District

This work is supported by a subaward from a federal grant, led by the County of Sonoma.

This material is based upon work supported by the U.S. Department of Agriculture, under agreement number NR233A750004G065.

Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the author(s) and do not necessarily reflect the views of the U.S. Department of Agriculture. In addition, any reference to specific brands or types of products or services does not constitute or imply an endorsement by the U.S. Department of Agriculture for those products or services.

USDA is an equal opportunity provider, employer, and lender.