May 2024 - 12

COVER STORY
value by customers, " Moyer said.
" Clearly communicate the value
proposition to customers through
signage, conversations and
marketing materials. "
Supermarket influence
In gauging grocery store influence,
40% said they compare store prices.
Grocery stores base pricing and
profitability on many factors, with
seasonal produce items often sold as
" loss leaders " to attract customers,
Moyer said.
" Some of the most successful
markets I know have no idea what
Phillip's Orchards & Cider
Mill highlights varieties on
its signage. Photo by
Debbie Eisele.
The comment " Sell for a loss
versus a 'goose egg' " drew Moyer's
attention. He recommended farm
markets consider bundling lowerdemand
commodities with other,
more profitable items to gain some
profit. If the farm has a communitysupported
agriculture (CSA)
program, the farm market could
move the item through the CSA.
" Set prices based on the perceived
produce sells for in grocery stores, "
Moyer said. " Farm Markets need to
focus on freshness and quality, which
rank as number one concerns in
consumer surveys. Price is usually
lower on the list of concerns. "
Most sell produce by per-pound
(69%), pint (38%), piece (37%), bushel
(34%) and peck (31%), in the multiple
options responses.
Profits baked in
Half of respondents sell cider
while 34% offer baked goods. For a
majority of markets, baked goods
constitute 6% to 25% of overall
market sales.
Doughnuts are the biggest selling
bakery item (54%), followed by pies
(15%), cookies (10%), cakes and
muffins (3% each) with " other " at
15%. Most dozen doughnuts are sold
for $9-$20 while pies fetch $18-$30
(43%) with others listing $10-$17.99.
Most market a gallon of cider for
$6-$8 with others at $10-$12.
Blackberries, red raspberries,
black raspberries and sweet corn
are the top commodities bringing
the highest average per-pound
prices for conventionally grown
items that are already picked. For
conventionally grown pick-your-own
items, it's blackberries, cherries
and red raspberries.
Apple varieties fetching premium
prices include Honeycrisps, EverCrisps,
CandyCrisps and SweeTangos.
Heirloom tomatoes, white and donut
peaches, Providence sweet corn,
Honeoye strawberries and white
pumpkins are also price standouts.
While organics are an important
part of many markets, less than a
quarter of respondents said they
offer organic produce. For those who
merchandise organics, 39% stated the
category accounts for more than half
of market sales. For a majority that
sell organics, however, the segment
contributes a wide range of scales,
from 5% to 30% of total sales.
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May 2024

Table of Contents for the Digital Edition of May 2024
