Marketing finished compost is important to make money for the organization, make room on the pad for new feedstocks, and maintain good community relations with both the facility and the industry. Using finished compost is also important to community carbon sequestration goals to mitigate climate change. When compost is applied, the soil’s health increases as microbes grow and multiply. These microbes sequester carbon in the soil through photosynthesis during plant growth.
When the public values the final product, compost will be the gold standard throughout the cycle, for both disposing of organics, for climate benefits, and as a soil amendment. A good marketing plan for compost must demonstrate all of these benefits of and applications for compost to compete successfully with other soil products for the customers to whom it will be sold and used. Different grades of compost are appropriate for specific uses and, in all cases, the compost operator must concentrate on delivery of a consistently high-quality product, that is available in reliable quantities. Establishing a competitive compost selling program provides a huge value to the community, that an educational program may be needed to fully communicate. Details of what should be included in a marketing plan to ensure compost produced will be sold and used are included here.
Compost is best known for its soil enrichment value.
The addition of compost improves the physical, chemical and biological properties of soils and potting mixes. The use of compost for plant growth purposes requires consideration of factors such as the crop or plant to be grown, type of soil at the site, and specific compost characteristics. Mature, properly produced compost has also been gaining recognition for its ability to bind contaminants from polluted water and soil, control erosion, and degrade toxic chemicals. Between increased research on the benefits of compost as a growth media and interest in its use in bioremediation, the future for compost markets is promising.
Examples of the benefits of compost use: https://www.compostingcouncil.org/page/CompostBenefits
- Marketing Personnel
Communication with your customers is key. If you are in a Public- Private Partnership, make sure communication is clear about who is responsible for selling the finished product. - Compost Use EquipmentBe sure to understand the equipment your buyers and compost users have to best sell your compost! You’ve been reading this section to make sure your compost inventory keeps moving—ideally at a profit for your operation! If material isn’t used… Read more: Compost Use Equipment
- Identify Potential MarketsThe first step to preparing a marketing plan is to evaluate the market. Because actual markets for compost vary widely from one community to the next, an assessment of the organics industry in your region is essential to understand the… Read more: Identify Potential Markets
- Create compost qualities for specific market usesCompost is used for a variety of purposes, some of which are specific to a market sector. Composting should be approached as the production of a revenue-generating organic material, rather than disposal of a waste. The shift in focus toward… Read more: Create compost qualities for specific market uses
- Develop a Product Brand SpecificationHere are some simple tips for a composter technician on how to increase sales through education and effective branding promotions:
- Product CertificationsIncrease your customer’s confidence in your product through third-party product certifications. Various types of compost product certifications can be found here: Certification through the Seal of Testing Assurance (STA) Certified Compost program is a great tool to market your compost.… Read more: Product Certifications
- Pricing StructureCompost does not sell itself. Selling your compost will require processes to ensure consistent high quality product levels, establishing marketing and promotional programs, and creating proper pricing structures for all products.
- Identifying Distribution ChannelsConsider how you will distribute your product. Evaluate options for delivery. Do you have in-house hauling capability, with vehicles not contaminated by feedstocks? Can you contract with an outside hauler? Packaging. Bagging your product bring additional cost, time, and a… Read more: Identifying Distribution Channels
- Intentionally Sell Your Compost!Prepare a marketing plan to evaluate options for sales education and outreach. Product education is key – plan for a robust public relations and education strategy. Compost is a product with complex technical characteristics, so sales and marketing efforts must… Read more: Intentionally Sell Your Compost!
- Continuous Evaluation of Marketing and Compost QualityNo product will continuously sell itself! Plan to periodically re-evaluate how well-aligned the product you create is to the expectations of customers. Ask your customers how you could improve. Look at what your competition is doing. https://www.compostingcouncil.org/page/participants Familiarize yourself with… Read more: Continuous Evaluation of Marketing and Compost Quality
