HVADC PEOPLE: Kim Hickok

Brand strategist Kim Hickok understands that every agribusiness has a story to tell. This is especially true for HVADC’s BIPOC Microloan Accelerator participants, whose unique perspectives, traditions, and experiences contribute to the vibrant, diverse agribusiness landscape of the Hudson Valley.

Founder of Marketing Kangaroo, Hickok is working with HVADC to support participants in our BIPOC Microloan Accelerator and Dairy Funding Accelerator programs. Her collaborative, resourceful approach and two decades of marketing expertise have made her an invaluable asset to these initiatives. Marketing Kangaroo offers both traditional and digital marketing resources, including strategic marketing, e-commerce, social media, content marketing and branding services.

Hickok has extensive experience with local agribusinesses and is an NYS-certified MWBE (Minority and Woman Owned Business). She specializes in crafting tailored brand strategies, e-commerce solutions, content strategies, and digital advertising, helping agribusinesses tell their stories and connect with their audiences.

Once you have a map, it's easier to find your path

In her role with HVADC, Hickok works with diverse agribusiness entrepreneurs to develop actionable, personalized marketing plans that align with their business goals. These plans often include creating an elevator pitch, building scalable, e-commerce-ready websites, and crafting seasonal campaigns.

The first step is always understanding her clients.

“I ask them about their business goals, where they see themselves in the future, and what tools they feel comfortable using,” she explains.

One of Hickok’s primary goals is to empower small businesses to take control of their marketing efforts. By simplifying complex marketing concepts and offering useful, hands-on advice, she equips agribusiness owners with the tools they need to succeed.

“The marketing plan has to be practical and manageable,” Hickok says. “I want them to feel relaxed about marketing.”

This approach resonated with Nu El, a participant in the BIPOC Microloan Accelerator program. Hickok worked with El to develop a marketing plan that broke down the process into manageable steps. “Marketing doesn’t seem as overwhelming as it was at first,” El says. “Now I can go to my plan and see the activities I should be doing next.”

In other words, once you have a map, it’s easier to find your path.

Consistency is key

Maintaining consistency is a unique marketing challenge for Hickok’s agribusinesses clients, as many operate on a seasonal schedule. “They have a hard time staying in front of people in the off-season,” Hickok explains.

One farmer she worked with produced personal care products like lip balms and body butters. During the growing season, the business was a regular fixture at farmers' markets but did very little marketing in the winter.

Hickok helped the agribusiness create a winter marketing campaign, including holiday gift certificates, tips on winter skincare, and a Valentine’s Day promotion. She also introduced them to scheduling tools, allowing them to plan and automate their social media posts and email campaigns ahead of time. This ensured their brand stayed visible and engaged with customers year-round without adding to the day-to-day workload.

A shared dedication to food access and community

Hickok is particularly inspired by the community-focused mission of HVADC. “What HVADC does for agribusinesses is huge,” she says. “Many farmers can’t afford to hire a marketing agency, but through HVADC’s programs, they can access professional consultants to help them grow their businesses. It’s a game-changer.”

Her dedication to food access and sustainability adds another personal connection to her work. “Working with the HVADC entrepreneurs makes me feel good. I volunteer with organizations that connect farms with organizations and people in need, like community gardens and mobile markets for food deserts. All of that is important to me, so I feel very thankful that HVADC has these programs that allow farmers to get help.”

Hickok sees HVADC as an invaluable resource for small agribusinesses. “I’m encouraging farms and our local government representatives to look into the funding and opportunities with HVADC. I think what HVADC is doing is fabulous.”