What is Your Marketing Plan?

You might be surprised to find out that this is usually my first question when someone says they wish to put in a planting of fruiting crops.  Not soil types, not cultivars, not cultural management, and not diseases.  All of those things are critically important, and believe me, I would I could stick only to those things (because that is my knowledge arena).  However, the world of growing and selling fruit is not an easy one to navigate. Overproduction and excess supply of some fruit make selling it difficult.  Sure, you can be a great grower, but if you are not a good marketer then you might as well forget it.

I don’t know how many times I have talked about marketing to the many, many growers I have dealt with. It is so crucial to understand that growing the fruit is not enough. The thought is, “If you build it, they will come.”

Wrong.

It should be, “If you build it, you better hustle and work to make sure they can find you.” Upfront education and the willingness to develop a marketing plan that is adaptive to change is key, because doing the same thing year after year (also called stagnation) is also a losing proposition.

I’m not a marketer. It is not my area of expertise. But, if you are planning to get into fruit production you need to become an expert or have the help of one in order to survive.

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