Horticulture Unit E
Marketing of
Horticultural Crops
Based on Indiana State Standards
Objectives
• Describe the differences in the levels of
marketing and marketing options available to
horticulture producers. Identifying advantages
and disadvantages of each for specific crop
types.
• Address the problem of packaging and
shipping fruits, vegetables, and other
horticulture products.
• Compare three methods of packaging
ornamental plants. Describe a specific
plan for their market in the community
• Describe problems with warehousing
fruits and vegetables. Describe changes
that could be made to improve fruit and
vegetable quality to the consumer.
• Explain the difference between
wholesale and retail marketing for a
particular product.
• Compare and contrast packaging units
commonly used in the direct-toconsumer and wholesale markets.
• Describe the process used to maintain
quality during the marketing process.
• Explain the basic and secondary
considerations of market analysis and
describe each relative to its importance.
• Choose a horticultural product and
design a market analysis plan specific
to it.
Enrichment
• Design a sign for a flower shop.
• Demonstrate telephone sales skills.
• Develop a floor plan for a floral
business.
• Develop order forms for a floral
business.
Horticultural Marketing
• The activities involved in
selling fruits, vegetables,
flowers, and ornamental
plants.
– Business Management
– Advertising
– Communication
– Business planning
Types of Markets
Farmers’ Markets
– Designed so that producer can actually
market his/her own product directly to
consumer
– Products are sold from stand or truck
– Many cities have farmer markets in a
central location
– Profits are greater due to direct marketing
– Popular with small and part time farmers
Roadside
Marketing
• Similar to farmers’ market, but differs
because it is isolated alongside a road.
• Location is very important so as to
attract customers as well as passersby.
• Good alternative to a small or part time
producer.
Pick-Your-Own
•
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Often called U-pick
Customers pick the crop
Reduces labor, and shipping cost
Customers generally pay less for the
product
• Can be used in big or small enterprises
Sales to Retailers
• Involves sales to supermarkets,
restaurants, and other businesses.
• Locally grown produce is desirable
because of freshness, locally grown
plants are adapted to the climate.
• Retailers are referred to as middle men
because they are the link between
producer and consumer.
Cooperative Selling
• Producers combine crops for sale.
• The use of this method gives the producers a
larger volume to make available to larger
buyers.
• Supplies and equipment needed by the
producers can be purchased in larger
wholesale lots at a lower price.
• Example: Florida Citrus Co-ops
Grower to Processor
• Approximately 50% of agricultural
commodities are sold to processors for
canning, freezing, packaging in
microwave meals, juices, sauces, pies,
etc.
• This type of market allows sale of
damaged, less desirable produce.
Assignment
For each means of marketing discussed
pick a horticultural crop that might best
be sold in this way. Write a paragraph
for each justifying your choice.
Packaging Horticulture
Products For Sale
Why Package?
–Prevents Damage
–Enhances sales through
advertising
–Provides information
to the consumer
–Convince
Considerations
• Labor
• Volume
• Handling
• Time
Methods of Packing Fruits
and Vegetables
Jumble Packs
1. Product is placed into a bag, box or
crate.
2. The product is more susceptible to
spoilage.
3. This is the most efficient method for
labor, but take up more volume.
Example: Apples in plastic bags
Pattern Packs
1. This method layers the product in a
box as to fit as many items as possible
into a given volume
2. Product sometime individually
wrapped.
3. No separation of produce can mean
bruising.
Example: Citrus packed in boxes
Tray or Cell Packs
1. This method is similar to pattern
packing, but trays are placed between
product.
2. Produce more easily damaged is
packed this way
Examples: Tomatoes
and apples
Ready for consumer
packaging methods
Bags
1.
2.
3.
4.
Least expensive and easiest way
Works well for items with thick skins.
Can be mesh, plastic, or paper
Usually placed in boxes for transport
Trays
1. Product is placed on trays
made of foam plastic or
chipwood and wrapped in
plastic.
2. This method keeps the
produce clean during
handling.
Boxes
1. Small boxes ranging from ½half quart to
two quart capacity.
2. Can be open or covered
3. Often used by farmers’ markets and road
side stands
4. Can hold stems, leaves, bugs etc.
Examples: Strawberries and blueberries
Shrink Wrap
1. Wrapping plastic around product and then
cooling
2. Helps to reduce damage in handling
3. Prevents loss of water
4. If product emits ethylene after harvest this
should not be used. It will cause fruit to
over-ripen and spoil.
5. Avoid using with Apples, pears, peaches,
plums, avocados, and bananas.
Methods of Packaging
Plants
• Most are container
grown to reduce
labor and
handling.
• Larger plants
grown in nurseries.
Containers
1. Can be plastic or pressed
cardboard
2. Easier to keep adequate
moisture
3. Plant is removed from
container when ready to
plant.
Burlap
1. Material can be
either plastic
textured or
actual burlap.
2. Used most
commonly on
larger root balls
Wire Mesh
1. Some large root balls require wire
mesh to hold the entire root ball
together.
2. Wire is placed over the burlap for
shipping.
Assignment
1. For each method of packaging fruit pick a
fruit that is not suited for it and explain why
that is not the best way to package it.
2. Make a chart comparing the three methods
of shipping plants.
3. Make a list of 5 problems associated with
storing fresh fruits and vegetables.
Developing a Marketing Plan
1. Select a horticultural crop
2. Write a paragraph describing the size and type of
operation you have. Also include a location.
3. Write a paragraph describing how you plan to
market your crop. Include information on how it will
get from your farm to the consumer.
4. Write a paragraph on how you plant to package
your crop. Indicate at least three reasons for
choosing this type of packaging.
5. Design a label that has the product name, your
company name and address, company logo. Use
color and make it visually appealing to the
consumer.
Wholesale vs Retail
Wholesale
Selling from the farm to
someone other than the
final consumer. Such as
restaurants, processors,
stores. Usually large
quantities at lower
prices. Generally
exempt of sales tax.
Retail
Sales to the final
consumer. Usually
small quantities at
higher prices. Sales
tax collected on
nonfood items.
Market Analysis
• Should be done to determine if you
should set up a business
• Involves gathering and interpreting data
and information to establish a market’s
potential.
Enrichment Activity
Marketing a Flower Shop
For the next class, come up with a
name for your flower shop and create
a sign that would hang outside of
your store.
The sign should include, store name,
hours, phone number, a graphic, and
color. It should fit on a 8 1/2 by 11
piece of paper. The computer may be
used.
Items sold in a Flower
Shop
• In groups brainstorm items sold in a
flower shop
Equipment needed in a
Flower Shop
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Coolers
Cash Register
Work area
Sinks
Phones
Restroom
Display area
Floor Plan
On a 8 by 11 piece of
paper sketch a floor
plan for your floral
business. Include
sales area labeling
product placement.
Also show work area
with equipment
labeled.