May 2019 - 17

Consumer Trends
about something new that they never tried before or
feature new vegetables that may seem different from
conventional ones on a special endcap or end-of-aisle
display. Merchandising is everything.
When you think about it, merchandising ideas like
" new' " is everywhere today when it comes to food,
and this alone can differentiate your offerings from
local competition.
If greenhouse space is at a premium, starting quick
crops which germinate fast but can still be beneficial
to curious home gardeners can be started just a
couple of weeks before selling. These include cell
packs of legumes (individually sown of course), of
heirloom lima beans, cowpeas, Asian noodle (yardlong)
beans or fava beans.
Knowing what your customers really want can often
be sneak-peeked by what local CSAs, farmers markets
or even high-end supermarkets are offering.
It's always a challenge to carry something for
everyone, while the old and classic selections are
important to carry (think: Big Boy tomatoes and Red
Acre cabbage).
Like any supermarket or farm stand, adding a few
new selections found nowhere else - even if they sell
poorly the first year - sends a message to customers
that you are different, and perhaps ahead of a trend.
Believe me, markets are not making millions off
of carrying exotic pink dragon fruit or fresh truffles,
but they are attracting a different customer that is
shopping throughout the store.
In many ways, you are planting seeds of messaging
more than selling a particular plant. The actual cost of
ROI (Risk Of Ignoring) far outweighs being conventional
in a community where a customer can now buy kale
plants as they walk into a supermarket.
Matt Mattus is the author of new book " Mastering the Art
of Vegetable Gardening " (Cool Springs Press) and the popular
gardening blog www.growingwithplants.com.
Matt Mattus is the author of " Mastering the Art of Vegetable
Gardening, " a " 201 " level course in cultivating produce.
Prepare to encounter new varieties of common plant species,
learn their history and benefits, and, most of all, identify
From Beginners to Experts
fascinating new edibles to grow in the
garden. The book offers a wealth of new
and exciting opportunities, alongside
beautiful photography, lore, insight
and humor that can only come from
someone who has grown each vegetable
himself and truly loves gardening.
There's over 200 varieties of vegetables
and herbs from the 50 most popular
plant groups, and the book has been
thoughtfully curated to tell you how,
where and why to grow each vegetable.
Take artichokes, for example: there's
nearly a dozen varieties of seed options
that are suitable for home growing in
just about any climate with separate
and unique benefits and characteristics.
In " Mastering the Art of Vegetable
Gardening, " you will find 10 types of
artichoke described in loving detail-
along with helpful tips on where and
how to acquire seeds for each. Other
popular and fascinating vegetables
include: Asian greens, cowpeas, carrots
and parsnips, potatoes, parsley, the
tomato, and more-plus, you'll find
over two dozen varieties discussed.
" Mastering the Art of Vegetable
Gardening " is published by Cool
Spring Press.
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May 2019

Table of Contents for the Digital Edition of May 2019
