May 2024 - 4

EDITOR'S LETTER
How farm markets set
prices, plus advances
in bioproducts
I
n this issue, Fruit Growers News presents its annual Farm Market
Survey results, which provide insights on what farm market operators
consider when setting prices. It covers everything from what
competitors are charging to a set mark-up
that takes into account the unique qualities
of a farm market versus a grocery store
and the premium consumers are willing to
pay for that experience.
Penn State's Brian Moyer, who writes
our monthly Farm Market & Agritourism
column, provides his expertise on pricing
strategies in the article. Among his
advice, Moyer says it's good to know what
competitors are charging, but cautions
against letting them set your prices.
I've heard the same feedback during the
annual Great Lakes EXPO Farm Market
Bus Tour we sponsor each December.
Assistant Editor Doug Ohlemeier's coverage of the survey results start
on page 10, and be sure to check out the double-page infographic on what
survey respondents say they charge for everything from fruit to baked
goods and cider, on page 14.
This is also our biologicals issue, featuring BioConsortia's Marcus
Meadows-Smith, who owns and operates Great Bear Vineyards in
Davis, California, with his wife Jenny. In about 10 years, they planted
the vineyard and started producing award-winning wines on a historic
ranch site that's gained recognition as a popular destination and
event space.
Marcus Meadows-Smith's career journey is also notable, from
managing the multi-billion-dollar plastics additives and crop protection
business for Chemtura Corporation to CEO of a company that will help
organic growers improve efficiencies and conventional growers cut their
use of synthetic products. See the story on page 16.
At the second annual Salinas Biological Summit, June 25-26 in
Salinas, California, participants in the Platform10 initiative will be
featured. The initiative is designed to boost research of biopesticides
and biocontrols and amplify education among growers to increase the
use of biologicals. Learn more about this new program on page 6.
EDITORIAL
MANAGING EDITOR
ASSISTANT EDITOR
EDITORIAL DIRECTOR
Chris Koger, 616-520-2156
ckoger@greatamericanpublish.com
Doug Ohlemeier, 616-520-2162
dohlemeier@greatamericanpublish.com
Debbie Eisele, 616-520-2160
deisele@greatamericanpublish.com
ADVERTISING SALES
ADVERTISING SALES
EXECUTIVE
ACCOUNT SPECIALIST
Bobby Albino, 616-520-2146
balbino@fruitgrowersnews.com
Kim Meyers, 616-520-2137
kmeyers@greatamericanpublish.com
PRODUCTION
SENIOR GRAPHIC DESIGNER
ASSOCIATE CREATIVE
DIRECTOR
CREATIVE DIRECTOR
Greg Ryan, 616-520-2145
fgnproduction@fruitgrowersnews.com
Amanda Mackey, 616-520-2157
amackey@greatamericanpublish.com
Allison McKenzie, 616-520-2142
amckenzie@greatamericanpublish.com
AUDIENCE DEVELOPMENT
CIRCULATION
CORPORATE
CHIEF FINANCIAL OFFICER
COO & CHIEF
MARKETING OFFICER
PUBLISHER/CEO
Becky Stovall, 616-520-2138
circulation@fruitgrowersnews.com
Deb Carnes, 616-520-2169
dcarnes@greatamericanpublish.com
Kim Baker, 616-520-2135
kbaker@greatamericanpublish.com
Matt McCallum, 616-520-2133
mmccallum@greatamericanpublish.com
EDITORIAL ADVISORY BOARD
Mike Biltonen
John Clark
Rob Crassweller
Wanda Heuser Gale
Frank Gasperini
Simon Huntley
Mark Longstroth
Nathan Nourse
Gregory Peck
Roger Pepperl
Mark Seetin
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MAY 2024 | VOLUME 63 | ISSUE 5
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4 | MAY 2024
May 2024

Table of Contents for the Digital Edition of May 2024
