July 2019 - 6

MARKETS
CONTINUED FROM PAGE 1
markets, the customers themselves
and finally a cold, hard look at the
farm's costs.
Take in the big picture. Supermarkets
are part of the game, several of our
respondents said, although they charge
higher based on freshness. Others
mentioned checking the USDA reports
(for instance, visit www.ams.usda.gov/
market-news/local-regional-food for
an idea of what's going on).
Don't forget the farm next door. A
respondent from Nebraska tries to
stay competitive with other growers.
" Unfortunately, many do not factor
in all their costs when setting prices
and are effectively dumping product
which we still have to compete with, "
writes the Nebraskan. " Some people
buy on quality but the vast majority
buy on price. "
That respondent is on to something:
It matters who's buying. In this vein,
an Ohio marketer is aware that
most surrounding households make
$150,000 a year; a Wisconsin pro also
keeps tabs on the median income in
that neck of the woods.
At the same time, it would be a
terrible mistake to lose sight of one's
own business operation and income.
Growers should know what their
costs are and price accordingly.
" I set my pricing based on what it
costs me to grow it - seed, fertilizer,
employees, storage space in cooler, "
writes a second respondent from
Wisconsin. " Then, I also look at my
competition only to get an idea of
what they charge. I will always be
higher but that is because we harvest
by hand and are certified organic. "
Another market manager, this one in
Indiana, adjusts prices based on demand.
" If we sell all that we produce each week
before the market closes, then we consider
raising prices to match the demand, " the
Hoosier writes. " (If) we had too many left
at market closing time, then we would
consider lowering the price. "
Star vegetables
Vegetables in demand can
command a premium price.
Many marketers, such as the farm
operator from Indiana, already have
a good handle on what grows well on
their land or sells well at their own
market and are pricing accordingly.
But they may not be aware of
what's burning up the vegetable
stands for other growers.
The survey sought that answer.
" Heirloom varieties of tomatoes for
sure, some pepper varieties as well, "
wrote a survey respondent from
Wisconsin. " A lot of it is based on the
price of seed and also if anyone else
is growing it and selling it. "
Many respondents mentioned
heirloom tomatoes; one listed mixed
cherry tomatoes. A market in New
York state is having luck with San
Marzano plum tomatoes. Hothouse
tomatoes, like day-neutral
strawberries, are slightly out of the
regular season and thus can support
a higher price.
Yellow watermelons were
mentioned by many growers. One
grower charges more for acorn
and delicata squash because they
are smaller and more expensive
to harvest. Several charge more
for ornamental pumpkins than
generic jack-o'-lanterns. A couple
of respondents mentioned specific
varieties: Sparkle strawberries and
hand melons, a muskmelon variety.
For one Ohio grower, it depends on
the scarcity of their items.
" We grow a lot of items we are the
only source for, " the Ohioan wrote.
" We grow and sell things like true
Aleppo peppers. " VGN
Veronica F1
Mid-season green
Romanesco. A
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Nutty flavor; great
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Burgundy F1
Eye-catching
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sprouting
broccoli. Very
uniform floret
production with
rich purple
color.
Buscaro F1
Red Cabbage.
Round, wellwrapped
heads on
tall, upright
stalks. Easy to cut.
Short core; good
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Caraflex F1
Sweetheart
Cabbage. Thin,
crisp leaves are
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Presents well as a
mini. Good
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HR: Foc
Marte F1
High quality,
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Concentrated
production for
mechanical
harvest.
Vigorous tall
plants.
HR: Foc
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Bejo Organic Home Garden Brassica
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6 | VegetableGrowersNews.com
Sales and Product Development-Packet and Catalogue Trade
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main office:
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805-473-2199
info@bejoseeds.com
Burney F1
Excellent heat
resistant broccoli
variety. For the
summer slot in
the northeast:
Good broccoli in
July!
HR: Foc
IR: XNL;Ac
Kolibri F1
Kohlrabi. Purple
exterior; white
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Can mature to
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IR: XNL

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July 2019

Table of Contents for the Digital Edition of July 2019