Market Farming

["Bill Shoemaker" <wshoemak AT inil.com>]

It seems there are a number of terms that could be used. It also seems that
there are several messages to be conveyed. "organic" conveys several
messages to the consumer, who really doesn't understand or is aware of all
the details of the controversy. If you are truly an organic producer, there
is nothing to be ashamed of in using that term. There may be others that
should be ashamed and it's the responsibility of the organic community to
make sure they are exposed and prevented from destroying the capital that
"organic" truly has with consumers.

Another message is "local". If you can communicate that your product was
grown locally, I believe consumers will respond well to that, particularly
if they can drive by or visit your farm.

Perhaps just as important is "fresh". The supermarkets define fresh in days.
You can define it in hours. Tell your consumers what that means in terms of
culinary and nutritional value. It's almost everything. Consumers will
respond.

You have to protect your message in a free-market economy. No one else will,
even the "Gummint".

Bill Shoemaker
Sr Research Specialist, Food Crops
Univ of Illinois - St Charles Hort Research Center



>How about "Naturally Cultivated" ??
>
>It's simple, it says everything by its own definition(s) and it doesn't
have
>to be explained so there is only a small learning curve for the customer.
>
>
>Kevin