Vegetable Marketing personal蔬菜营销个人.psu.pptVIP

Fruit Vegetable Marketing AG BM 102 Introduction Must have a market first Some important PA fruit vegetables Potatoes, tomatoes, processing vegetables Fruits – apples, peaches, cherries, plums, grapes Some farmers’ market and wholesale production Consumption trends Canned in long-term decline, except tomatoes applesauce Frozen stable Fresh growing Important factors Perishability Price/quantity risks Seasonality Alternative product forms/markets Product bulkiness Geographic specialization Quality and grades Leola Produce Market Fresh Marketing Channels Shipping point markets – Leola - Buffalo Valley Produce Auction (Mifflinburg) Wholesale terminal markets – Philadelphia – New York - Baltimore To supermarket chain – local foods Farmers’ markets Roadside markets Community Supported Agriculture Ag Tourism More channels Tomato broker Green bean broker Cooperatives – Tuscarora Organic Growers Southwestern vegetable cooperative Apples have a scale advantage from regional specialization that carries over to other tree fruit Processed markets Potato chips Furman Foods - tomato products Hanover Foods – frozen canned vegetables Knouse Foods – applesauce - coop Contracts usually required – very specific Economies of scale Length of season Small-scale processing – Tait Farm Vinnitsa, Ukraine Grapes Table grapes – are there any in Pennsylvania? Concord grapes – National Grape (Welch’s) Wine grapes – make your own wine or sell to winery – Wine marketing – many local wineries Very long bearing period and high up-front costs Can you get a contract? International trade Sinaloa and Nogales Chile and Philadelphia Hanover Foods and Costa Rica Broccoli and Guanajuato Four Seasons Produce Lots of exports of apples, but imports of apple juice Marketing Costs Leola – 8% commissions, box costs 67 cents Direct marketing very expensive Scale important Length of season – try to broaden product mix, flowers, ice cream, corn maze, produce from others Erie peach grower Concluding comments