May/June 2023 - 14

COVER STORY
Sweet corn on display in Scott's Country Market at
Long & Scott Farms in Mount Dora, Florida.
Photo: Long & Scott Farms
" We think through the time, labor and materials that
go into the crop before we determine the price, " said a
Michigan vegetable marketer.
The " 10% rule " can help determine correct pricing,
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Equipment that makes dollars & 'sense'
Moyer said. If 10% of a market's customers complain
the price is high, the store is probably pricing
correctly. Some respondents use a " value pricing "
method, where products are priced higher as an
indicator of quality, he said.
While market conditions are a factor, a Michigan
marketer of organic sweet corn, peppers, tomatoes
and pumpkins noted there's an aspect of uncertainty
when setting prices: " Market demand, competition and
a dart board. "
Moyer said he was glad most respondents use some
form of the " Three C's " of pricing - costs, customers
and competition. Understanding cost of production,
identifying customers and determining where their
business compares to the competition are important,
he said.
Red raspberries, blackberries and sweet corn
are the top three commodities bringing the highest
average per-pound prices for conventionally grown
items that are already picked, and conventionally
grown pick-your-own items. Cherries and blueberries
are fourth and fifth, respectively, for pre-picked, with
strawberries fourth and blueberries fifth for pickyour-own.
For organic items already picked, sweet
corn, red raspberries, pumpkins, strawberries and
blueberries lead the pack.
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.
http://www.philbrownwelding.com
May/June 2023

Table of Contents for the Digital Edition of May/June 2023
