Agriculture Reference
In-Depth Information
The second big mistake that new marketers often run into is that they wait
until their products are ready to ship before they worry about marketing. For
a new orchard, marketing should start before you even decide what fruits
you are going to grow. According to Dr. Levitt of Harvard University, “A firm
should make what the customer wants, not what the company's machinery
is set up to make.”
Evaluate your own capabilities — and here, again, you must be ruthlessly
objective. Can you produce fruit or value-added products that are in demand,
in marketable quality and quantities, and do it profitably? How can you mar-
ket your goods in a way that will give you an edge over competitors? In other
words, how can you provide more customer satisfaction than other orchar-
ds that are selling the same varieties and products? It might involve selling
your product in more convenient sizes, with better packaging, personal ser-
vice, or faster or less expensive delivery. Be very cautious about undercutting
competitors' prices. Most orchards already have a slim profit margin. Price
wars usually hurt everyone in the business and help no one.
Selecting Products
Marketing specialists often talk about the four “Ps” of marketing: Product,
Place, Price, and Promotion. The first thing you should do in planning your
orchard is to gather information on markets (where, how, and to whom
you sell your products) and competitors. Identify what orchard products are
available, where the markets are for those products, and who your competit-
ors would be. This task might sound overwhelming at first, but do not worry
— it is not as hard as it sounds, and help is available.
Start by making a trip to the produce section of several local grocery
stores. Visit a large chain store; a small, locally owned supermarket; and a
specialty health food store and talk with the produce managers. Also visit
farmers' markets and roadside fruit stands in your area. Talk to buyers at
fruit cooperatives and packing houses in your area. Make a list of the fresh
produce that is available. Ask the following questions.
