Agriculture Reference
In-Depth Information
California on Monday morning can easily be on a Boston supermarket shelf
Tuesday afternoon.
To beat out the competition, you must offer something that other growers
cannot. Tree- or vine-ripened freshness, lower transportation costs, flexible
delivery schedules, the lack of a middleman, and the appeal of buying locally
are some of your strongest tools in the local market. Do not try to com-
pete by undercutting the big suppliers' prices. Competition in the produce
industry is fierce, and prices are about as low as they can be and still keep
growers and brokers in business. Underpricing only hurts you in the long run.
Set reasonable prices, and concentrate on quality and reliability.
To get into direct local sales, start by visiting with the buyers personally.
Be sure to set up an appointment well ahead of time to ensure they will be
able to fit you into their busy schedules. Be honest and forthright with your
prospective customers. Explain that you produce orchard crops and would
like to supply their business. Clearly explain the advantages they will enjoy
by doing business with you, but do not make promises that you cannot or
will not keep. If you make a sale, great! If not, keep everything on a pleasant,
upbeat basis. Circumstances change and that “no” may eventually become
a big “yes.” You will probably find that large supermarket chains are not
particularly good prospects for locally grown produce. These firms usually
purchase huge volumes of produce through reliable, well-established brokers
that represent hundreds of growers and grower cooperatives. With literally
tens of thousands of items on their shelves every day, local store managers
usually cannot take the time to deal with producers individually. Smaller and
locally owned grocery stores, locally owned specialty food and health stores,
restaurants that are not part of national or regional chains, and local food
processors are probably your best opportunities.
If you are in a centralized fruit-growing region, such as California, Wash-
ington, and upstate New York, you may have access to fruit packing houses,
fruit brokers, and fruit-grower or food cooperatives. The packing houses may
be privately owned or owned by growers' cooperatives. They take in fruit
from growers and clean, sort, package, and store it. The fruit may be sold
