April 2023 - 29

You have also established a value for the customer
that is more than the price of an apple. The customer
gained some knowledge, and good customer service and
(hopefully) had an excellent outcome with the product
they purchased. We have started a journey along the
value ladder, and the higher up the ladder the customer
travels, the more money they're likely to spend.
The other thing that was gained from that customer
experience is a level of trust. Trust is critical for the value
ladder experience. If there isn't any trust, there isn't any
movement along the ladder. When the customer trusts
you, the customer places value on your business. They
are glad you are there. They want you always to be there.
During the pandemic, conventional food system
supply chains were disrupted, and consumers started
distrusting their traditional shopping outlets and
started looking for alternatives. Maybe your market
saw some of those customers come through your door.
This is the opportunity to move these new customers
along the value ladder. The level of engagement you
can offer is much greater than what conventional
shops can usually offer.
Your market layout can offer a similar experience of
moving a customer along the value ladder just by how
they move through the market.
FARM MARKET & AGRITOURISM
I visited a market owned and managed by an orchard
known for its apples and peaches. When you enter
the market, you are " forced " to move to your left
and move clockwise simply because if you turn right
when you come in, you are at
the checkout counters. When
you enter, you see what you
expect: apples, peaches, etc.
From there you enter the deli
area, facing prepared foods,
the bakery, and other specialty
food items. Continuing the
clockwise movement through
the market you enter a coffee
bar with high-top tables. You
then pass their hard cider offerings, almost as an
impulse buy, to the checkout counters. I defy anyone to
come there and just purchase apples.
I regularly hear discussions around " how do we get
more customers? " Getting new customers is nice, but
it's expensive. Let's focus on keeping the customers
we have coming through our market doors and moving
them along the value ladder. Those customers who are
high up the value ladder will bring you new customers,
simply by word of mouth.
Early, robust yields add profit for growers
Setting vegetable transplants requires care in fertilization to achieve steady and uniform
growth. Transplant solutions are designed to provide water and a small amount of nutrition
during the establishment phase and root development occurring after plugs are set.
|Rapid lateral branching of root systems that have been confined in the transplant flats.
Once the plants begin to establish themselves, we need to supply a balance of both
micro- and macronutrients. As the roots begin to grow the plants excrete Exudates,
which feed the soil microbes and fungi. The soil microbial colonies, in exchange, begin to
return soluble nutrients back to root system. This process is commonly referred to as
colonization of the root system.
Transplant stresses after setting the transplant slows down uniform growth and ultimately
good early fruit set. Reducing those stresses is a primary concern for growers to understand and
fully plan their nutrition program.
Cell Power® LifeOMEX®
4-4-4 and Balance®
plus OMEX®'s unique EBA technology. These packages provide nutrition, and OMEX®
developed specifically to achieve uniform growth and early fruit development.
10-10-10 are two tools growers have that add balanced nutrition
's EBA technology is
Catching the early market for most vegetable crops adds dollars and profit to
growers' bottom line. Proper nutrition management from transplanting through fruit
formation is a critical step forward in achieving early robust yields.
Call 559-661-6138
®
Visit www.omexusa.com Email omexusa@omex.com
VEGETABLEGROWERSNEWS.COM | 29

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April 2023

Table of Contents for the Digital Edition of April 2023