Marketing Alternatives for Retaii 

 Apple Growers 



Karen I. Hauschild 



Tree Fruit Program, UMass Extension 



Farmstands, pick-your-own sales, and farmers' 

 markets are the three retail outlets that come to 

 mind when most growers consider retail market- 

 ing. There can be so much more to retail market- 

 ing than choosing one or more of these outlets, how- 

 ever. With annual competition for "apple dollars" 

 increasing geometrically, each grower needs to as- 

 sess his or her operation to determine strengths, 

 weaknesses, and potential retail marketing strate- 

 gies that could increase farm profitability and 

 sustainability. 



Unless we are faced with an energy crisis (i.e., 

 fuel costs skyrocketing with trucking costs increas- 

 ing as a result) global competition is a given. We 

 will continue to see apples from other parts of the 

 country and world impinging on local markets. Pro- 

 motion, the other side of marketing, costs money. 

 Those states that have apple marketing orders con- 

 tinue to use radio, television and the printed word 

 to encourage consumers to buy their apples over 

 your apples. When your bottom line is marginally 

 positive, you are unlikely to consider spending 

 money on advertising and promotion. 



At the retail level, however several of the most 

 effective avenues of promotion and advertising are 

 virtually cost-free, the most important being satis- 

 fied customers who tell their friends about your 

 operation or just return frequently themselves (re- 

 peat business). Contacts with local media person- 

 nel frequently result in unsolicited articles or TV 

 spots about your farm. But, do not be afraid to call 

 your local newspaper, radio, or TV station to tell 

 them why they should visit your farm. A unique 

 product, a special event, even a special employee 

 may be worthy of media attention, and thus pro- 

 vide free advertising for you and your farm. 



Satisfied Customers 



Satisfied customers and repeat business do 

 not just happen. Several factors play a role. 



1) Quality products must be the backbone of the 

 sales activity. 



2) Consistency of quality (from visit to visit) is criti- 

 cal. 



3) Value for the customer's money encourages re- 

 peat business. 



4) Friendly, helpful, and knowledgeable employ- 

 ees are a must. 



5) Employees with good eyes and ears, watching 

 customer behaviors and listening to their com- 

 ments, will give you insight into what you are 

 doing right and wrong. If you are hearing the 

 same negative comments repeatedly, correct the 

 problem immediately. 



6) Provide what your customers want. For ex- 

 ample, if a customer wants a peck of Macouns 

 and you are out of Macouns, do not sell him or 

 her Mcintosh and call them Macouns. If you 

 have Macouns in the cooler, get them out. If 

 not, suggest an alternative, and if the customer 

 is unfamiliar wdth that alternative, have him 

 or her a sample slice or a whole apple. Most 

 customers are willing to at least try something 

 different. Satisfied customers, remember, tell 

 their friends. Unfortunately for you, so do un- 

 satisfied customers. 



7) Provide a suggestion box for new products, new 

 varieties, etc., and if at all feasible, follow 

 through. At the very least, respond to the re- 

 quest. 



8) Above all else, provide a safe, friendly, neat, and 

 orderly atmosphere for yourcustomers. 



Promotion 



Encourage customers to seek you out. Certainly 

 all of the above will help. Some activities are low 

 cost, but effective. 



1) A unique logo for your farm that is consistent 

 from product to product, including your value- 

 added products (cider, jelly, etc.) and your pack- 

 aging (paper or plastic and mail order boxes). 

 Unique logos attract customers and if there is 

 quality inside the package as well these custom- 

 ers will return. 



Fruit Notes, Fall, 1995 



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