How to Find Funding for Your Next Marketing Project
A gorgeous sunset at Hot Pepper Karenni Farm, which used Fresh Food Connections funding for several marketing projects.
Did you know that you can use grant funding to cover marketing costs?
Proactively working with a marketing partner can help funders feel more confident about the likelihood of success for your project.
Writing Taste the Local Difference into your grant application from the start may help you appear more competitive to funders. This allows you to show how the grant funding will be used, making them more likely to award you with funds.
Common Places to Look for Grants
Funding Sources for Food-Related Businesses Directory
Explore by geographic location, funding amount, business sector, funding type, and ownership type.
Local Economic Development Agencies
Look for these agencies in your state and/or regional area.
Local Business Incubators
Some even specialize in working with food and beverage entrepreneurs.
Private & Community Grants
Several companies and non-profit organizations offer yearly funding to farms and food businesses.
Federal Grant Programs
The United States Department of Agriculture (USDA) offers federal grants to support a variety of agricultural and farming related activities.While these grants typically provide a considerable amount of funding, they often have much stricter and complex guidelines and requirements than state or local level grants and are more competitive.
Here are some federal grants specific to food businesses:
Value Added Producer Grant (VAPG)
The Value-Added Producer Grant (VAPG) program assists agricultural producers enter value-added activities to generate new products, create and expand marketing opportunities, and increase producer income.
Farmers Market Promotion Program (FMPP)
FMPP funds projects that develop, coordinate and expand direct producer-to consumer markets to help increase access to and availability of locally and regionally produced agricultural products.
The objective of the 2501 Program is to show USDA’s commitment to ensuring that underserved and veteran farmers, ranchers and foresters can equitably participate in USDA programs. Grants are awarded to community-based and non-profit organizations, higher education institutions and eligible tribal entities with at least 3 years of experience in working with socially disadvantaged farmers and ranchers or veteran farmers and ranchers.
USDA Regional Food Business Centers
The USDA Regional Food Business Centers are supporting a more resilient, diverse, and competitive food system by providing localized assistance to access local and regional supply chains, including linking producers to wholesalers and distributors. They provide technical assistance needed to reach new markets, access federal, state, and local resources, and assist small- and mid-sized producers in overcoming barriers, with a focus on underserved farmers, ranchers, and food businesses.
Local Food Promotion Program (LFPP)
LFPP funds projects that develop, coordinate, and expand local and regional food business enterprises and increase access to locally and regionally produced agricultural products.
Regional Food Systems Partnerships (RFSP)
RFSP supports partnerships that connect public and private resources to plan and develop local or regional food systems. The program focuses on strengthening the viability and resilience of regional food economies.
State Grant Programs
Many states offer grants through their Department of Agriculture that cover a variety of areas, including marketing and promotion. Check with your state’s Department of Agriculture to see what they have available.
Specialty Crop Block Grant (SCBGP)
The purpose of the Specialty Crop Block Grant Program (SCBGP) is to enhance the competitiveness of specialty crops. State Departments of Agriculture are eligible to apply for this federal grant and then distribute funds to local eligible farmers.
For more information, check here to find your state’s SCBGP contact
Grant Application Process
1) Research Grants
Search for grants that align with your business or organization’s needs and overall mission. Grants.gov is where to find federal grants.
2) Check Eligibility Requirements
Carefully read through each grant’s specific eligibility criteria to ensure that you are eligible before starting work on any grant proposal.
3) Gather Required Documentation
Be sure not to leave anything out for the best chances of securing funding.
4) Prepare Your Proposal
Be clear, concise, and action-focused so the funders know what you will do with the money, and that you have a plan to implement the project. Keep scrolling for more information about common grant proposal requirements.
5) Submit Your Application
Pay attention to the deadline and make sure to submit your application on time.
We are here to help!
Reach out to us if you need any support when preparing your grant application. We can provide a quote for our marketing services and information about the impact that marketing can have on your project outcomes.
And be sure to check out this Online Grant Writing Course for farms and food businesses for even more guidance.
Interested in grant alternatives? Microloans are also a great funding resource. Details can be found in the final section of this post.
Production fields at Hillcrest Farms, who have used grant funding with us to market their CSA, receive help growing their social media presence and, expand their email marketing.
Common Requirements of a Grant Proposal
Below is a list of commonly requested information on most grant applications. The list is not exhaustive, so carefully review the specific guidelines and requirements for each grant proposal you intend to submit.
Organizational Information
Organization overview
Can you describe what your organization does in one high-impact sentence?
Who do you serve (be as specific as possible)? What makes your organization unique? What do you do that nobody else does?
Here is a compelling template to follow: We help [who you serve] achieve [tangible transformation] so they can [overcome a challenge/pain].
Basic contact information for organization
Contact info for Executive Director or CEO
Contact info for main point of contact
Target population
Service area
History
Mission, vision, and values
Staff bios and job descriptions
Number of full-time Staff
Board of Directors (for nonprofits)
Strategic, Operations, or Business Plan
Organizational chart
Recent annual report, if available
Tax & Financial Information
Employer Identification Number (EIN)
DUNS number (for government grants)
SAMS number (for government grants)
Unique Entity Identifier (UEI) (for government grants)
501(c)3 Determination letter (for non-profits)
IRS Forms 990 for the past 2 fiscal years (for nonprofits)
IRS Form W-9
Annual budget from past 2 years
Current operating budget
Project Information
Project description
What do you want to get funded? Be as specific as possible.
What can be reasonably accomplished within a year or two? Focus on projects that can be measured and demonstrate success.
What problem is your project solving?
This is SUPER important! It is hard to get things funded because they are a "good idea." Funders want their investment in you to solve real problems in the world. Connect what you are doing with a specific problem.
Partners
Funders want to get behind projects that spread their investment as widely as possible. This means that successful applicants form meaningful partnerships with other organizations that create unique synergies. Think about different types of organizations you can partner with.
Project plan
How do you plan to implement your project or program? Do you have clear goals and objectives? It’s okay to bullet point your implementation plan, but describe each step in as much detail as possible!
Program or project impact
How can your project/program be measured? Funders want to know their money is having a REAL impact, not just that you say it will. Think about what you can do to measure before/after success and how you will communicate that to the funder.
Program sustainability
Grants should not make up more than 40% of your funding —keeping it closer to 20% is ideal.
Funders don't typically want to fund operational costs, so it is important to figure out how you will continue operating in the future without them.
Team members
Who is tackling the projects within your plan? It’s helpful to share about your team to demonstrate collaboration and accountability.
Location
Where is the project taking place? Make it clear that the location will impact the intended population.
Project budget/cost
Do your research and provide a realistic estimate of the project cost. This helps funders recognize that you have a realistic vision.
Produce aggregated by Keep Growing Detroit, who has used Fresh Food Connections funding to expand their marketing efforts.
Microlending: A Grant Funding Alternative
Microlending is a way to provide smaller loans to people who otherwise might not qualify for traditional lending, or those who want to use an alternative to traditional financing.
Here are a few microlending resources to check out:
You’ve Got This!
Finding funding for marketing projects requires some effort, but the funds are out there and it’s a great way to lessen the financial stress of running a food and farm business. Get in touch if you need help at any part of the process!