A&T Specialist Advises on Summer Market Opportunities 

July 31, 1998 

Greensboro, NC: Wondering how to get the best return on your investment of hard work in the fields? Some ideas offered by an Extension specialist might be the key.

"The market demands of each year and each season are unique," said Dr. John O'Sullivan, a farm management and marketing specialist with the North Carolina A&T State University Cooperative Extension Program. "This summer, niche markets are providing great opportunities for North Carolina's farmers."

Two niche markets mentioned by O'Sullivan are organic produce and mini potatoes packaged in pint containers. According to O'Sullivan, blue, gold and purple mini potatoes, such as the Atlantic and Yukon Gold varieties, are in demand by consumers looking to make an enticing potato salad, and recent publicity has encouraged consumers to seek out organically grown produce.

"The key to meeting market demand is being sensitive to what people want, and then meeting those requests with a quality product," said O'Sullivan.

O'Sullivan indicates that presentation and packaging are often also important in drawing people to your produce, and he recommends that farmers take advantage of the lower cost and improvements in packaging.

"Clear plastic containers have come down in price and are worth buying," said O'Sullivan. "Packaging produce in these containers gives it a more professional image and allows growers to attach stickers identifying their operation. Such marketing strategies are invaluable in gaining return customers."

O'Sullivan also recommends that farmers marketing produce at roadside stands and farmer's markets display their produce on table cloths, amid baskets and flowers which can also be sold.

"Anything that enhances the human connection between the farmer and the consumer helps the farmer market his product," said O'Sullivan. "This is especially key when consumers are deciding between buying a locally grown product from someone they know or a supermarket product from a stranger."

Timing is also important for farmers hoping to provide produce when demand and prices are high. To improve timing, O'Sullivan recommends that farmers watch for trends, and consult each other and experts in the field to be aware of approaching opportunities.

The Southeast Vegetable Expo, which will be held December 14 to 16 at the Holiday Inn Four Seasons Joseph S. Koury Convention Center in Greensboro, will give farmers such an opportunity. According to O'Sullivan, the Expo will give growers an opportunity to interact with others in the field, and more than 100 exhibitors are scheduled to display products and services for the vegetable industry.

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