partner spotlight & events
Kendall Ballantine and Farm Marketing Innovation
By Leah Moss, Communications and Outreach Director, AFPC
Photo Credit: Marketing for Farmers
This year’s Alaska Farm Bureau’s 2024 Alaska Agriculture Conference featured an inspiring keynote from Kendall Ballantine, owner of Central Park Farms in British Columbia. Sponsored by the Alaska Food Policy Council (AFPC)’s Regional Food Business Center, Kendall’s talk focused on how farmers can embrace new strategies to expand their markets—a vital conversation for growing our agricultural community.
After her keynote, we sat down with Kendall to discuss her journey as a first-generation farmer and her insights on marketing, community building, and overcoming challenges in today’s food systems.
Starting Fresh
Kendall’s journey began in 2016 when she left a successful corporate career to start Central Park Farms. With no prior farming experience, she relied on her business and marketing background to build a thriving direct-to-consumer operation.
“When I started, the only skills I had were in business operations and marketing. I didn’t know the first dang thing about farming!” Kendall laughed. “But after a lot of failures, learning, and successes, I built a financially sustainable business that supports my family and an incredible team.”
Kendall’s story highlights how embracing skills from outside traditional agriculture can help navigate the unique challenges of farming in a changing world.
Identifying Alaska’s Challenges
While Kendall shared valuable insights from her experience, the Alaska Food Policy Council recognizes the distinct hurdles our state’s farmers face. Limited broadband access, an aging farming population, limited infrastructure, and the remoteness of farms make some modern tools, like online platforms, harder to implement effectively.
“When we started, I didn’t have an online store or rely on farmers markets all the time. We sold directly from the farm,” Kendall explained. “You can dip your foot in, start slow, and grow from there.” For Alaskan farmers, where connectivity and familiarity with digital tools can be barriers, Kendall’s advice supports the value of starting small and leveraging existing resources. Local tools like community Facebook groups or word-of-mouth marketing may be more practical than high-tech options.
Overcoming Traditional Mindsets
Kendall emphasized that a major barrier for farmers isn’t just logistical—it’s mental. “Honestly, I think a lot of it is the mindset,” she said. “That belief of, ‘This is how we’ve always done it,’ is one of the most dangerous things we can say on a farm. The world has changed, and we need resilience and flexibility to adapt.”
Even her father-in-law, a multi-generational farmer, was initially skeptical of her direct-to-consumer approach. “Now, he’s my biggest advocate. He’s realized there’s a lot of money to be made doing things differently,” Kendall shared.
This lesson is crucial for Alaska’s farming community, where traditions run deep, but adaptation is essential for long-term sustainability.
Building Relationships, Not Just Markets
One of Kendall’s most powerful messages was the importance of authentic connections—with both customers and fellow farmers.
“I market in a really authentic way. I show up as I am on the farm and share what life is like,” she said. “People are disconnected from where their food comes from. Showing up as your real self is a compelling story that helps people connect with you—and they’re willing to pay a premium because of that connection.”
For Alaska’s geographically isolated farmers, this sense of connection is key to building stronger local food systems. Beyond customers, Kendall stressed the value of joining agricultural organizations and advisory boards to learn from peers and share resources.
Why Kendall’s Message Matters for Alaska
Kendall enjoys her first Alaska Grown carrot with Jodie Anderson, IANRE Director
Sponsoring Kendall’s talk was important to AFPC because it sparked a much-needed discussion about how Alaska’s farmers can innovate despite our unique challenges. Supporting technical assistance opportunities for Alaska’s food and farm businesses is a core goal of our Regional Food Business Center.
While tools like online stores or delivery models may work for some, Kendall’s message reminds us that solutions aren’t one-size-fits-all. Farmers can start small, build relationships within their communities, and gradually adopt strategies that align with their resources and goals.
Alaska’s agricultural landscape is shaped by resilience and creativity. By addressing barriers like broadband access and fostering collaboration, we can help farmers thrive in both traditional and modern markets.
As Kendall put it, “If we can bridge the gap and tell our own stories, we’ll create a beautiful food system to be a part of.”
Her optimism and practical advice remind us that innovation is possible, even in the most challenging environments.
