Market Farming

[Marcie Rosenzweig <fullcircle AT jps.net>]

Hi Folks,

For those who wish to look at the archives, you can read my previous 
diatribes on pricing.  Bottomline- you must sell for what it costs 
you to produce and market your products to break even and you must 
include a margin to have a profit. Anything else and you are simply 
not economically sustainable.  It doesn't matter what other people 
are pricing their products for - period.

Also, know what you have to sell.  If you think you are selling 
produce, challenge your assumptions.  Most neighborhoods have grocery 
stores where it is more convenient and cheaper to purchase any given 
produce item.  Can you compete with that?  What are you really 
selling and what are your customers really buying? And what is THAT 
worth?

It is OK to have an anti-dumping rule in your markets.  This does not 
set a price but allows the management to request an audit of the cost 
to produce a product that appears to be offered at less than the cost 
of production.  In certified markets, that definitely levels the 
playing field.  In totally open markets, it helps but cannot make up 
for re-sellers.  If your market association isn't willing to do this, 
or to have an application and inspection process in place for 
prospective sellers, they will have no control over those who would 
take the quick money and run while ruining your market.

I, too, gave away produce but never at the farmers' market.  If you 
lower your prices at the end of the day, 1) what does it say about 
your prices at the start of the day? 2) if you were a customer when 
would you come to buy/glean? 3) see the first paragraph.  I supported 
the local women's and children's shelter with good quality fresh 
produce and recipes for years.  I had a workshare program on my farm. 
I didn't lower my prices nor give away produce at the market - did 
trade with other farmers at the end of market though ;-)


Marcie

--
Marcie A. Rosenzweig
Full Circle
3377 Early Times Ln
Auburn, CA 95603-7900
(530) 885-9201

ask about our books:
Market Farm Forms- Spreadsheet Templates
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The New Farmers' Market: Farm-fresh Ideas for Producers, Managers, 
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