Bringing Organic Produce to Market

A Retailer’s Perspective

Ryan Peterson

Produce Buyer

Retail Store

• Starting a direct relationship

• Building sales in existing relationships

• Pro’s and Con’s

Starting a Direct Relationship

• Timing

• Paperwork in line

• Product samples

• Yearly or seasonal production schedule

• Patience and persistence

Building Sales in an Existing Relationship

• Consistency and Communication– Product

• Appearance• Taste• Size• Availability

– Deliveries– Paperwork

Building Sales in an Existing Relationship

• Participating with “In Store” events and promotions– Meeting and interacting with customers– Sampling product

• Passive vs. Active

– Point of purchase signs/stories

Building Sales in an Existing Relationship

• Building a “Brand” and reputation for your farm– Farm Name– Logo

Be Wise Ranch

Rancho Del SolSeley Ranches

Building Sales in an Existing Relationship

– What sets your farm apart from the rest?– Standards

• Product• Customer interactions

Pros

• Direct communication between Manager/Farmer• Your produce is better represented

• Farm fresh picked to order• Picked riper=better taste

• Able to see your product in stores, interact with customers and attend store events

• Selling local keeps $$$ in community• Selling direct to retailer = larger share of profit• Recycling containers

Cons

• Delivery obstacles– No central distribution– Small orders vs. fuel costs

• Competing with other local farmers

• Low volume

• No contract farming