Agriculture Reference
In-Depth Information
delicacy, and gift items. For these spur-of-the moment shoppers, the experi-
ence is everything, while prices are seldom important.
To learn about farmers' markets in your area, contact chambers of com-
merce and Cooperative Extension and Ministry of Agriculture offices, or
search online. Be sure to ask about the markets' rules. Some markets limit
sales only to fresh produce while others allow you to sell virtually anything.
CSAs
You can use a contract strategy for selling retail directly to consumers.
This approach is called community supported agriculture (CSA). Customers
agree to purchase certain amounts of produce at specified prices and at cer-
tain times. The practice is sometimes called “subscription agriculture.”
The CSA model can be used anywhere you have neighbors who want to
purchase your produce, and it can be especially profitable when marketing
to an urban population. The consumers want fresh, high-quality produce in
certain amounts at certain times. Delivery to their homes may be included
in the contract or subscription. They benefit by obtaining fresh produce with
certain quality standards, sometimes with the convenience of home delivery.
The grower benefits by having much of the market uncertainty eliminated
and knowing that she or he can expect a given amount of cash flow at some
particular time.
The keys to a successful CSA marketing strategy are reliability and im-
peccable quality. Word-of-mouth is your greatest asset in this approach, and
you must ensure your customers are satisfied. Keep them updated on when
they can expect deliveries and if there are any problems. Make deliveries on
time, and ensure the produce meets (or exceeds!) the customers' expecta-
tions. Get to know your customers, and maintain records of what they want
in terms of produce, quality, and delivery. Establish and maintain good rela-
tions with each of them. Not only are they the foundation for your present
sales, they are the best source of advertising for future customers. In addi-
tion to established customers providing referrals, lists are published on the
