3 ryan peterson
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3 ryan peterson Presentation Transcript

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