Emerging Farmers Learning Series — Customer Insights & Marketing
April 1, 2026 - Jazmin Bolan-Williamson, Bekah Galang
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EmailMichigan’s Emerging Farmers and the Michigan Good Food Fund hosted the third session of the Emerging Farmers Learning Series on March 18, 2026. During this session, Erika Tebbens, Director of Impact at Taste the Local Difference, led a presentation on Customer Insights & Marketing.
Erika discussed the following topics:
- How to use customer insights to plan for expansion
- Why it’s crucial to use your own data and review it first, before planning growth
- How to research growth paths strategically before investing in new marketing, systems, or staff
- Marketing & sales essentials that support scaling
She went on to present a case study example of a local food maker, Aiye Akhigbe of Sticky Spoons Jam., Erika discussed how MSU Center for Regional Food Systems supported their growth with the Food SPICE grant, which led them to seek assistance from both the MSU Product Center and Taste the Local Difference Accessing this support helped Aiye grow the business.
She also shared the free resource Wholesale Readiness Checklist from Taste the Local Difference that discusses tips and the pros and cons of entering wholesale markets.
About Michigan Good Food Fund
Michigan Good Food Fund invests in food and farm entrepreneurs across the state, offering flexible financing and tailored business assistance to grow a more resilient, inclusive local food system. We meet entrepreneurs where they are, connect them with what they need, and build long-term relationships that help their businesses thrive. As we work toward a more resilient, inclusive food industry, we focus on entrepreneurs whose access to power and capital has been historically limited because of their race, ethnicity, and/or gender. Our efforts are guided by the shared vision of our Stakeholder Board, a diverse group of entrepreneurs, farmers, funders, and policymakers with deep roots in Michigan. Learn more at https://migoodfoodfund.org/
About Michigan’s Emerging Farmers
Our statewide program aims to create pathways to growth and economic opportunity for all of Michigan’s agricultural producers, including small- to mid-sized farmers. This project is funded by USDA National Institute of Food and Agriculture, in a cooperative agreement with members of the Michigan State University Center for Regional Food Systems, Michigan State University Extension, and Michigan Food and Farming Systems (MIFFS).
This work is supported by the American Rescue Plan Technical Assistance Initiative program, project award no. 2023-70417-39233, from the U.S. Department of Agriculture’s National Institute of Food and Agriculture.
Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the author(s) and should not be construed to represent any official USDA or U.S. Government determination or policy.
