GFP022: Clear, Consistent, and Compelling branding with Myrna Greenfield of Good Egg Marketing

Branding is super important to your agricultural business whether you are on one acre or one thousand. Branding is not just for the big guys. These days people are even developing personal brands to clearly define how the are represented in the world.

I have worked on developing my brand for years. I have stumbled, fumbled, and walked blindly through a mess of unclear definition(s) to reach the point where I am today. This episode is to help you not waste the same time that I did when it comes to developing your farm's brand.

Defining the fundamentals of why you are farming and what your farm means to you and your customers is the most crucial step when starting your farm business. You brand is your business, plain and simple.

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In this farm podcast you will learn:

  • What a brand actually is
  • How you can start to define and develop your farm brand
  • Branding is not just for large corporations
  • How to choose a farm name
  • Define your customers tangible and intangible motivations
  • Defining the similarities and differences in your competition and how to leverage it
  • How to better rank in search engines with your farm website

Interview with Myrna Greenfield of Good Egg Marketing


Good Egg Marketing is a Massachusetts-based business that specializes in promoting good food and good causes.  Good Egg was hatched by Myrna Greenfield, a seasoned marketer with a passion for sharing good food, helping people, and making marketing fun.

A “good egg” is a phrase that is typically used to describe a “good person,” someone who likes to help others.

A good egg is also an egg that is safe to eat and tastes good. And any egg that deserves to be called good should also be humanely and sustainably produced. Good Egg Marketing aspires to be all of these things: helpful, safe, tasty (tasteful), humane and sustainable. Good Egg clients are based in Massachusetts and nationally, and include farms and food enterprises, small businesses, nonprofits, and consultants. Founder and “Top Egg” Myrna Greenfield works with associates in graphic design, web development, video production, and social media to create effective, affordable marketing campaigns.While Good Egg Marketing is particularly devoted to working with businesses and organizations that produce, provide or promote delicious, healthy, sustainable food for all, it offers services to anyone who is a good egg.

Greenfield has worked in the food and beverage, publishing, health care, and hi-tech industries, and was employee #1 at Equal Exchange, a Fair Trade coffee company. She’s the former director of Communications and Campaigns at Oxfam America and served at many other non-profits, including the Unitarian Universalist Service Committee, Fenway Community Health, and the Child Care Resource Center.

Items mentioned in this farm podcast include:

Take aways:

Have you clearly defined what your story is?

If you have, how are you telling that story to your customers? Is it effectively reaching the right people?

Do you have a farm website to help you tell your story?


My skills are ever-evolving as an interviewer. Thanks for taking the time to listen in, and let me know what you think. You can leave a comment below, send me an e-mail, reach me on Facebook or Twitter, or leave a 5 star rating in iTunes if you liked the show.