John Pike
University of Illinois Extension
Carbondale Center
150 E. Pleasant Hill Rd.
Carbondale, IL 62901
(618) 453-5563, (618) 453-7106 fax

Darlene Knipe
University of Illinois Extension
4550 Kennedy Dr., Suite 2
East Moline, IL 61244
(309) 792-2500 ext.219, (309) 792-2602

Richard Knipe
University of Illinois Extension
4550 Kennedy Dr., Suite 2
East Moline, IL 61244
(309) 792-2500, (309) 792-2602

Rural economies have been dependent on manufacturing and commodity agriculture to sustain and grow rural communities through the 1950s, ‘60s and ‘70s. However, consolidation of both sectors and exporting of manufacturing jobs have contributed to the erosion of rural economies. Extension has taken a growing interest in developing farmer entrepreneurs. Family farms operating on a scale slipping below the threshold of profitability open up a whole new segment of the population ripe for entrepreneurial endeavors. Farmers as a population bring a set of strengths and skills that potentially make them major economic drivers in a rural economy.

Objectives of the Presentation

1. Demonstrate to attendees how Extension can capitalize on its’ traditional agricultural roots to better serve both rural and urban communities by building linkages to local and regional food supply sources.
2. Describe food preferences of ethnic consumers and other underserved markets in the urban populations that commodity food systems often neglect.
3. Demonstrate how the University of Illinois Extension is utilizing technology to link urban consumers with rural food sources.

This project focuses on opportunities for farmers to add value to products and increase their profitability by marketing their products through alternative supply chains. To accomplish this, Extension has taken a more hands-on approach to applied research through development of model projects to better understand the challenges of re-inventing the food supply chain. This presentation will outline the methods used to develop marketing opportunities for agriculture ranging from branding agricultural products to agri-tourism.