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How to Sell Ginger Successfully: Five Steps to Consider Theresa J. Nartea, Extension Specialist-Marketing & Agribusinesstnartea@vsu.eduGrowing ginger is not difficult in Virginia. However, marketing Virginia grown ginger presents specialchallenges to small farmers. Please review the following information to learn more about how to sell Virginiagrown ginger successfully.Step 1: Determine the form of ginger you will sell. Fresh-Immature Fresh-Mature Value Added-DriedPhoto Credits: Left,http://marthaandtom.com/wp-content/uploads/2010/10/Fresh-Ginger.jpg;Center, http://c2005.r5.cf3.rackcdn.com/proptype_32_propid_21702_node_FreshGingerRoot-250x250.jpg;Right, http://i00.i.aliimg.com/img/pb/511/580/337/337580511_034.jpgStep 2: Identify your target customers, the ones who will buy your ginger.Dried, powdered ginger is a familiar herb to American consumers. Asians, East Indian and Caribbean culturesuse fresh ginger in their savory dishes and in warm and cold drinks. European cultures use fresh ginger inbaked goods. Individualswho enjoy cooking, drinking tea, or enjoy spa treatments are potential customers.Step 3: Determine your price.(Prices represent Mature Ginger form)Wholesale price range (October 2011)Source: http://www.marketnews.usda.gov/portal/fvBaltimore, MD: 30 lb cartons $27.00-$32.00 (Origin: Asia), 5 lb cartons $7.00 (Origin: Local)Columbia, SC: 30 lb cartons $23.00-28.00 (Origin: Asia)Atlanta, GA: 30 lb cartons $28.50-$44.00 (Origin: Asia)Retail price range (October 2011)Source: Field observation pricing methodCentral Virginia Grocers: $3.50 to $4.00 per lb (Origin: Asia); and up to $7.99 per pound (Origin: Local)Virginia Farmers’ Market Sales: $7.00 to $20.00 per lb (Local Grown)Value added dried whole ginger price range (October 2011)Source: http://www.myspicesage.com/1 oz-$2.72; 4 oz-$5.75; 1lb-$17.50; 5 lb-$63.00; 10 lb-$106.50; 50 lb $516.25Step 4: Determine what places you will sell your ginger (Where do target customers shop, live, and work?).See diagram on the back.Step 5: Determine how you will promote your ginger.Advertise (phone book, media, internet presence,personal communication, word of mouth)Educate consumers (recipes, demonstrations, and health promotion)Please review recipe cards, and consider sharing with potential customers. Virginia State University 1890 Extension Program, Petersburg.October2011 T. NarteaVirginia Cooperative Extension programs and employment are open to all, regardless of race, color, national origin, sex, religion, age, disability, political beliefs, sexual orientation, or marital or family status. Anequal opportunity/affirmative action employer. Issued in furtherance of Cooperative Extension work, Virginia Polytechnic Institute and State University, Virginia State University, and the U.S. Department ofAgriculture cooperating. Alan Grant, Dean, Virginia Cooperative Extension, Virginia Tech, Blacksburg; Jewel Hairston, Interim Administrator, 1890 Extension Program, Virginia State, Petersburg.
Potential Places to Market Your Gingeradapted from Diamond, Barham, & Tropp, 2009 Marketing Options for Agricultural Producers Mainstream Markets Alternative Markets Major Channels Farm-to-Firms Farm-to-ConsumersRural Collection Markets Restaurants Flea Markets Auctions Independent Farm Stands Terminal Markets Chain Community Supported AgricultureNational Food Distributors Grocery Farmers Markets Processors Mainstream Chain Pick Your Own Re-packers Specialty Chain E-Commerce Brokers Independent Buying Clubs Large-Scale Food Cooperative Producer Cooperatives Federal/ State Institutions Procurement Programs Hospitals Schools Prisons Casinos Corporate Cafeterias FARM BARGAINING POWER, FARM IDENTITY PRESERVATION LOW HIGHReferencesDiamond, A., Barham, J., & Tropp, D. (2009). Emerging market opportunities for small-scale producers: Proceedings of a special session at the 2008 USDA partners meeting. Retrieved from http://www.ntis.gov/search/product.aspx?ABBR=PB2009113452 2