Bringing Organic Produce to Market A Retailer’s Perspective
Ryan Peterson <ul><li>Produce Buyer </li></ul>
Retail Store <ul><li>Starting a direct relationship </li></ul><ul><li>Building sales in existing relationships </li></ul><...
Starting a Direct Relationship <ul><li>Timing </li></ul><ul><li>Paperwork in line </li></ul><ul><li>Product samples </li><...
Building Sales in an Existing Relationship <ul><li>Consistency and Communication </li></ul><ul><ul><li>Product </li></ul><...
Building Sales in an Existing Relationship <ul><li>Participating with “In Store” events and promotions </li></ul><ul><ul><...
 
Building Sales in an Existing Relationship <ul><li>Building a “Brand” and reputation for your farm </li></ul><ul><ul><li>F...
Be Wise Ranch
Rancho Del Sol Seley Ranches
Building Sales in an Existing Relationship <ul><ul><li>What sets your farm apart from the rest? </li></ul></ul><ul><ul><li...
Pros <ul><li>Direct communication between Manager/Farmer </li></ul><ul><li>Your produce is better represented </li></ul><u...
Cons <ul><li>Delivery obstacles </li></ul><ul><ul><li>No central distribution </li></ul></ul><ul><ul><li>Small orders vs. ...
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3 ryan peterson

  1. 1. Bringing Organic Produce to Market A Retailer’s Perspective
  2. 2. Ryan Peterson <ul><li>Produce Buyer </li></ul>
  3. 3. Retail Store <ul><li>Starting a direct relationship </li></ul><ul><li>Building sales in existing relationships </li></ul><ul><li>Pro’s and Con’s </li></ul>
  4. 4. Starting a Direct Relationship <ul><li>Timing </li></ul><ul><li>Paperwork in line </li></ul><ul><li>Product samples </li></ul><ul><li>Yearly or seasonal production schedule </li></ul><ul><li>Patience and persistence </li></ul>
  5. 5. Building Sales in an Existing Relationship <ul><li>Consistency and Communication </li></ul><ul><ul><li>Product </li></ul></ul><ul><ul><ul><li>Appearance </li></ul></ul></ul><ul><ul><ul><li>Taste </li></ul></ul></ul><ul><ul><ul><li>Size </li></ul></ul></ul><ul><ul><ul><li>Availability </li></ul></ul></ul><ul><ul><li>Deliveries </li></ul></ul><ul><ul><li>Paperwork </li></ul></ul>
  6. 6. Building Sales in an Existing Relationship <ul><li>Participating with “In Store” events and promotions </li></ul><ul><ul><li>Meeting and interacting with customers </li></ul></ul><ul><ul><li>Sampling product </li></ul></ul><ul><ul><ul><li>Passive vs. Active </li></ul></ul></ul><ul><ul><li>Point of purchase signs/stories </li></ul></ul>
  7. 8. Building Sales in an Existing Relationship <ul><li>Building a “Brand” and reputation for your farm </li></ul><ul><ul><li>Farm Name </li></ul></ul><ul><ul><li>Logo </li></ul></ul>
  8. 9. Be Wise Ranch
  9. 10. Rancho Del Sol Seley Ranches
  10. 11. Building Sales in an Existing Relationship <ul><ul><li>What sets your farm apart from the rest? </li></ul></ul><ul><ul><li>Standards </li></ul></ul><ul><ul><ul><li>Product </li></ul></ul></ul><ul><ul><ul><li>Customer interactions </li></ul></ul></ul>
  11. 12. Pros <ul><li>Direct communication between Manager/Farmer </li></ul><ul><li>Your produce is better represented </li></ul><ul><ul><ul><li>Farm fresh picked to order </li></ul></ul></ul><ul><ul><ul><li>Picked riper=better taste </li></ul></ul></ul><ul><li>Able to see your product in stores, interact with customers and attend store events </li></ul><ul><li>Selling local keeps $$$ in community </li></ul><ul><li>Selling direct to retailer = larger share of profit </li></ul><ul><li>Recycling containers </li></ul>
  12. 13. Cons <ul><li>Delivery obstacles </li></ul><ul><ul><li>No central distribution </li></ul></ul><ul><ul><li>Small orders vs. fuel costs </li></ul></ul><ul><li>Competing with other local farmers </li></ul><ul><li>Low volume </li></ul><ul><li>No contract farming </li></ul>
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