2) An advertisement in a weekly (shopper's) news- 

 paper does not need to be large, just eye-catch- 

 ing. The cost should be reasonable. 



3) Encourage your town to develop "tourism" or 

 agriculturally-focused literature for free distri- 

 bution to visitors and residents. 



4) Be sure to be included in any statewide listings 

 of pick-your-own, farmers' markets, or roadside 

 stands. These are distributed at tourist cen- 

 ters, via mail request, or often appear in articles 

 in major newspapers, that is advertising that 

 you would normally find expensive for free. 



Be sure to include, in all of the above, whatever 

 it is that makes your farm different, unique, or es- 

 pecially attractive. 



Basic Sales Approaches 



Let us first consider the basic three basic forms 

 of retail marketing. 



1) Roadside or farmstand is best situated on the 

 farm if the farm is easily accessible or on a well- 

 travelled highway but may be best off the farm 

 if it is in a remote location. This type of sales 

 often is done from a separate building that con- 

 tains a sales area, preparation area, perhaps a 

 kitchen, small seating area, and public rest 

 rooms (a real plus) and has ample parking area. 

 It could be quite expensive to build, and state 

 and town regulations apply. 



2) Farmers' markets require a suitable truck, 

 displays, sales personnel, and market fees. The 

 right match of location of market and products 

 can be quite lucrative. Events staged at farm- 

 ers' markets have been very successful in boost- 

 ing sales; however, selling can be quite hectic 

 at times. 



3) Pick-your-own. Liability factors, such as lad- 

 ders, uneven terrain, and big trees, are a major 

 concern. Transportation to picking sites and 

 standardized packaging can help prevent diffi- 

 cult situations from developing. 



Consider one of the above as a new, or differ- 

 ent, retail marketing strategy. A word of caution: 

 If you are currently operating a farmstand and want 

 to consider an additional option, do not just do it, 

 ask yourself a few important questions first. 



1) Do I have, or can I afford, the personnel needed, 

 or the transportation, or the time to do a farm- 

 ers' market? 



2) Can I deal well with pick-your-own customers 

 or will I lose my temper? Can I afford the li- 

 ability insurance needed to protect my property? 



3) What can I do that will fit in with what I am 

 already doing? 



Alternative Marketing Approaches 



Many alternative marketing approaches have 

 been proven to be successful in certain circum- 

 stances. Consider some of these approaches to your 

 sales. 



1) Flea markets are similar to farmers' markets 

 but not specifically produce oriented. Gener- 

 ally, flea markets are havens for bargain hunt- 

 ers. Small bags of Extra Fancy fruit or larger 

 quantities of utility or orchard run fruit may be 

 your best options. Individual fruits, ciders, etc. 

 may be very attractive and healthy alternatives 

 to food concessions usually found at flea mar- 

 kets. 



2) CSAs (consumer supported agriculture) are 

 becoming popular Consider leasing trees. Sell 

 shares of the farm's product mix (seasonal ft-uits 

 and veggies). A CSA can provide up-front 

 money, and a guaranteed product outlet. 



3) Add-an-Event, like harvest festivals, holiday 

 festivals, apple tastings, cider tastings, are ini- 

 tially promotional, but if successful can become 

 yearly attractions and also create repeat busi- 

 ness. 



4) Restaurant sales provide a "taste of your 

 farm" for local chefs and restaurant owners. 

 Many chefs prefer working with local, fresh, 

 seasonal products. This is especially true if the 

 restaurant's menu changes periodically. En- 

 courage restaurants to feature your products 

 (pies made from your fruits, etc.) on their menus. 



5) Institutional sales. Work with your town's 

 officials to encourage buying local products for 

 schools, hospitals, jails, and businesses. 



6) Grocery stores. Local or small chain stores 

 may be willing to feature your products. Work 

 with other area farmers to provide a mix of prod- 

 ucts delivered together, rather than having each 

 farmer deliver separately. 



7) Other stands/farmers. Offer your products 

 to other farmers who retail through stands or 

 farmers' markets, and do not produce the same 

 product mix. 



8) Mail order. Many growers already offer apple 

 packs. What about gift packs? Many businesses 

 give gifts to their clientele or employees at the 



12 



Fruit Notes, Fall, 1995 



