On 14 October 2026, AcrossLimits, a partner in the PoliRuralPlus project, hosted the third session in its four-part webinar series: “Beyond the Farm: Marketing the Local.” The online event focused on helping farmers, local producers, rural entrepreneurs and other stakeholders understand how effective marketing can strengthen their businesses, increase the visibility of local products and create opportunities to reach new customers.

Organised as part of the Malta Pilot, the webinar built on the previous sessions, “Next-Gen Farming: Technology in Action” and “Funding the Future: EU Opportunities for Farms and Rural Projects,” by shifting attention towards another important aspect of rural business development: how to communicate the value of local products and turn that value into stronger market opportunities.

The session explored practical marketing strategies, including branding, storytelling, understanding customer needs, digital marketing, product positioning and building relationships across the local food and rural business ecosystem.

2 Session 14.10.26

Making the Value of Local Products Visible

The webinar was opened by Maria Elena Muscat, Head of EU Projects at AcrossLimits, who introduced the PoliRuralPlus project and highlighted the work being undertaken through the Malta Pilot to support innovation, entrepreneurship and sustainable development within the agricultural sector.

Improving market access and strengthening the connection between farmers, producers and consumers are among the priorities being addressed through Malta's Regional Action Plan (RAP). Beyond producing quality products, rural businesses also need the knowledge and tools to communicate what makes their products distinctive and reach the customers who value them.

With this in mind, the webinar explored several important aspects of marketing, including:

  • understanding existing and potential customers and identifying their needs and expectations;
  • building a recognisable brand through authenticity, local identity and storytelling;
  • communicating the value and benefits of products rather than focusing solely on their features;
  • using packaging, pricing and product presentation to strengthen market positioning;
  • selecting appropriate digital and traditional marketing channels; and
  • developing partnerships and networks to reach new audiences and create business opportunities.

The discussion emphasised that effective marketing does not necessarily require large budgets or complex campaigns. For small producers, clear messages, consistent communication and strong relationships can provide a valuable starting point.

Practical Marketing Guidance from AcrossLimits

The main session was delivered by Angele Giuliano, Managing Director and Founder of AcrossLimits, who drew on her experience in business development and marketing to share practical approaches suited to small businesses, farmers and local producers.

A central message of the presentation was the importance of understanding who customers are, what they value and how they make purchasing decisions.

Rather than attempting to reach everyone with the same message, Angele encouraged participants to consider who already buys their products, which potential customers they may not yet be reaching, and what would encourage those customers to choose their products over alternatives.

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The session also highlighted the value of authenticity and storytelling in promoting local products. The history of a farm, the people behind a business, traditional production methods and the connection to a particular locality can all contribute to a distinctive identity that helps local producers stand out.

Through examples of agricultural products, food businesses and promotional campaigns, participants explored how producers can communicate their stories in ways that build customer interest, trust and loyalty.

Practical examples included sharing harvest stories, introducing the people behind products, showcasing local landscapes, offering recipes and product-use tips, and using customer testimonials to demonstrate quality and credibility.

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From Branding to Customer Engagement

An important part of the webinar focused on turning marketing messages into meaningful customer engagement.

Participants were introduced to the AIDA marketing model - Attention, Interest, Desire and Action which provides a simple framework for understanding how potential customers move from discovering a product to deciding to purchase it.

The discussion explored how effective marketing communication should attract attention, generate interest, demonstrate value and encourage customers to take the next step.

The session also considered the importance of choosing suitable marketing channels. Although social media, websites and digital platforms can offer valuable opportunities, the most effective channels depend on where target customers actually look for information and how they prefer to engage with businesses.

For farmers and small producers, this may involve a combination of online communication, direct customer relationships, local markets, events and collaboration with other businesses.

The webinar also highlighted the importance of networking as a marketing tool. Building connections with restaurants, hotels, shops, tourism operators, local councils, community groups and other stakeholders can help producers reach new customers and create opportunities for cooperation.

These relationships are particularly relevant to PoliRuralPlus's wider goal of strengthening rural-urban linkages and encouraging collaboration between different actors within regional economies.

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Turning Marketing Ideas into Action

To help participants translate the information shared into practical steps, the webinar introduced a simple 30-day marketing action plan.

The approach encouraged participants to begin with manageable activities rather than attempting to develop an extensive marketing strategy all at once.

The suggested steps included:

  • Week 1 – Understand your customers: Review existing customers, identify target audiences and clarify the value being offered.
  • Week 2 – Strengthen your visibility: Update websites or social media profiles and gather testimonials or other evidence of customer satisfaction.
  • Week 3 – Develop marketing content: Prepare and test simple content that communicates the product's story, benefits and distinctive qualities.
  • Week 4 – Build relationships: Reach out to potential customers, partners and networks, monitor responses and identify opportunities for improvement.

The aim was to demonstrate how small, consistent actions can provide a starting point for developing more effective marketing practices.

Participants were encouraged to reflect on the results of their efforts, learn from customer feedback and continue adapting their approach over time.

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Supporting Rural Entrepreneurship and Market Access

Strengthening marketing capacity is an important element of supporting rural entrepreneurship and helping local products become more competitive.

For farmers and rural businesses, improved communication, stronger branding and better customer engagement can create opportunities for business diversification, new commercial relationships and greater visibility in both rural and urban markets.

These objectives closely align with the wider ambitions of PoliRuralPlus, which seeks to foster sustainable, balanced, equitable, place-based and inclusive development of rural-urban communities.

Within the Malta Pilot, the webinar contributes to efforts to strengthen the agricultural sector by addressing challenges related to market access, digital capacity and business development.

By connecting rural stakeholders with practical knowledge and encouraging greater cooperation, the session supports the project's broader ambition of turning locally identified needs and priorities into meaningful actions.

Continuing the Four-Part Series

“Beyond the Farm: Marketing the Local” was the third event in AcrossLimits' four-part PoliRuralPlus information series, following:

  • Next-Gen Farming: Technology in Action – Exploring the potential of technology and digital solutions for farming and rural businesses.
  • Funding the Future: EU Opportunities for Farms and Rural Projects – Providing practical guidance on EU funding opportunities and the support available to develop rural initiatives.

The series will conclude with “Inside PoliRuralPlus & Synergies”, which will explore the project's activities, results and opportunities for collaboration with related initiatives. Further information about the final session will be announced through PoliRuralPlus communication channels.

Together, the four sessions aim to equip farmers, rural entrepreneurs, agribusinesses and other stakeholders with knowledge and practical tools to support innovation, business development and stronger connections across the rural economy.

Missed the Webinar?

The session was recorded, allowing those who could not attend live to revisit the practical guidance and examples shared during the presentation.

You can:

  • Watch the webinar recording: PoliRuralPlus YouTube Channel
  • Access the presentation materials: below
  • Share the webinar with farmers, local producers, rural entrepreneurs and other stakeholders who may benefit from improving their marketing activities.

Effective marketing is about more than promoting products. It involves understanding customers, communicating value and building relationships that support long-term business growth.

Through initiatives such as the Malta Pilot webinar series, PoliRuralPlus continues to support rural stakeholders in developing the knowledge, skills and connections needed to strengthen local businesses, improve market access and contribute to more innovative, resilient and sustainable rural communities.

The PoliRuralPlus project is funded by the European Union under the Horizon Europe programme (Grant Agreement No. 101136910).

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