Program on the Environment

Buying produce from large-scale agriculture operations might be more convenient for the average consumer, but those farms are generally bad for the environment and the health of communities. To compete, small, local farmers must learn to effectively market themselves in accessible ways, like social media, but they lack the knowledge on how to do so. The aim of this study was to bridge that knowledge gap and show the Whidbey Island Grown Cooperative (WIGC) and the rural farmers they represent how to optimize their social media marketing strategy on Instagram, Facebook, and Nextdoor. Through running WIGC’s social media accounts, I was able to observe first-hand what sorts of content did well and analyze their metrics. I also produced a literature review which informed the design of my marketing survey of Whidbey residents to gauge their opinions on local eating and how they use social media. I found that people on Whidbey do care about local eating but perceive barriers to accessing it. They need practical information about local operations and want to feel connected to their community, something that rural farmers can do with ease. Visibility is key, and with so many people using social media daily it is imperative that small brands should have a presence on there. In this way, social media can be used to promote the local food economy and reduce the environmental impact of agriculture one community at a time.