Evaluate this Year to Plan Next Year's Market Success

January 29, 1999

Greensboro, NC: Learning from this year's mistakes and successes can help farmers improve next year's marketing strategies, says a Cooperative Extension specialist.

"Winter is an ideal time to review what worked and didn't work during the past year's growing and marketing season," says Dr. John O'Sullivan, a farm management and marketing specialist with the North Carolina A&T State University Cooperative Extension Program. "Time away from the hustle and bustle of growing and selling produce can give farmers a clearer perspective from which to evaluate their performance."

To guide this perspective, O'Sullivan recommends that farmers start by asking themselves which products made or lost money, and which products were or were not in demand.

"Soon, it will be time to order seed and other supplies," O'Sullivan reminds farmers. "Rather than making hasty decisions at the time of purchase, farmers who take the time to evaluate themselves can make informed purchasing decisions, which are much more likely to lead to success."

According to O'Sullivan, farmers who sold at roadside stands or farmer's markets should also evaluate the atmosphere in which they sold their produce. They can start by trying to recall which visual elements drew the attention of customers.

"It's a good idea for market sellers to take pictures of their displays so that they have a record of the display's appearance, but if pictures aren't available, they can try to remember what elements composed the visual presentation of the display," said O'Sullivan, who also says that customers are valuable sources of display evaluation. "Many times, customers will comment on what they like about a display. By noting these comments, farmers can plan displays which use appealing elements."

A display which contains the right produce at the right time is also a valuable marketing tool, says O'Sullivan. Farmers should note this fact and plan their production to meet this expectation.

While sight is important, farmers shouldn't forget about appealing to the customer's other four senses.

"The goal of a display, whether it is at a farmer's market or roadside stand, is to create an inviting atmosphere in which customers feel comfortable when making purchases," said O'Sullivan. "Try to evaluate your display from the customer's perspective, and think about how different elements might appeal to a sense like smell. Something as simple as strategically placed flowers or herbs might make a difference when trying to improve on last year's profitability."

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For more information, please contact Dr. John O'Sullivan, NC A&T Cooperative Extension Program, (336) 334-7956.