Program helps farm and food businesses plan, act and stay accountable.
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COLUMBIA, Mo. – The weeks between Thanksgiving and New Year’s can offer valuable sales opportunities for farm and food businesses, but taking advantage of those opportunities requires planning.
University of Missouri Extension's Season’s Sellings program helps businesses set goals, refine marketing strategies and create an actionable plan before the holiday rush begins. The free two-part webinar series also provides ongoing accountability and peer support throughout the season.
“We are asking participants to stay connected throughout the holiday season to see their goals move from idea to accomplishment,” said MU Extension specialist Mallory Rahe. “The cohort offers accountability, feedback and ideas from other businesses facing similar challenges and opportunities.”
Season’s Sellings is designed specifically for farm and food businesses, Rahe said. Participants will:
- Set clear goals for sales, customer engagement and marketing.
- Understand messaging and pricing strategies tailored to holiday buyers.
- Learn ways to stay top-of-mind with buyers and drive sales.
“The cohort-based approach is unique and lends itself to meaningful learning,” said MU Extension specialist TaylorAnn Washburn. “Participants can lean on the knowledge of their peers and share their own insights and experiences.”
The series begins Tuesday, Oct. 27, with a webinar focused on goal-setting and holiday sales strategies. Participants will leave the session with a concrete plan for the holiday sales window and will receive monthly follow-up emails in November and December with additional resources and reminders to stay on. The series concludes Wednesday, Jan. 20, 2027, with a recap webinar where participants can share wins, reflect on lessons learned and begin thinking about the next sales season.
“Planning ahead gives business owners the opportunity to make intentional decisions before the holiday rush begins,” said Washburn. “Season’s Sellings will give them both the tools and accountability to follow through.”
The program is free, but advance registration is required.
For questions or accommodations, contact TaylorAnn Washburn at taylorann.washburn@missouri.edu.