Berry Production Alternatives...

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Berry Production Alternatives...

• The start of an idea

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The Opportunity

• Do you start with
• production capability
• or, market opportunities?

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Its about starting somewhere

• Local markets offer opportunity
• There is a flavor niche
• Agri-entertainment niche
• School tours-Festivals-Companies
• There are several success stories
• And many more failure stories
• Berry Production in Ohio
• Driven by local markets
• Importance of industry support Ohio Fruit
  Growers Society, Ohio Vegetable and Small Fruit
  Research and Development Program, OSU, OSU
  Extension, OARDC

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P2P (path-to-profit)

• Start small learn the ropes- get discovered
• Build customer awareness
• Build customer satisfaction
• Make mistakes small scale
• Careful market planning
• Ready pick and/or U-pick mix
• Satellite stands, Agri-entertainment options
• Wholesale? Opportunity in Ohio
• Learn the production ropes
• Goal dont get hung
• e.g. bad plant supplier can ruin you,
  oversupplying your market, others

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The Opportunity

• Think about fresh brewed coffee
• It is not shipped-in
• Customers have local choices
• Café McDonalds Starbucks

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Market Opportunity

• Now, think about the flavor advantage of local
  berries over imported

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Shipped-in Quality
Flavor difference
Local Quality
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What is a flavor advantage worth?

• Farm retail
• .85- 1.50 lb. Pick-Your-Own
• 2.00 to 3.00 lb. Ready Pick (
  3.00 to 4.00 quart basket)
• Farm wholesale
• Low prices, high volume
• Cooling is critical
• Purely a price market

Strategy Business
You must be selective in your markets
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Topic One

• What is happening to PYO?
• Agri-entertainment
• Weekend activity
• Family outings
• School tours
• Traditional customers?
• Week day PYO continues to slide, working Moms,
  after school activities

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What This Means

• Weekends are best opportunity for Pick-Your-Own
  (family outings)
• Location, Location, Location
• Be creative
• School Tours, Discount Tuesdays (SR citizens)
• Year round crops, activities

The key is to cultivate relationships with your
customers over the years!
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Topic Two

• What is happening to Ready Pick?
• Rapid expansion
• Good weekday activity
• More consumers demand it!
• Families are too busy !!
• Marketing Extensions
• Satellite markets
• Supplying other farm markets
• Wholesale Auctions (Pennsylvania, Ohio)

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Next Step

• Analyze your market opportunity!

Be Creative
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Getting to Know Your Customers
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Case for Direct Marketing
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Market Summary

• Analyze market trends
• Pick-Your-Own
• Ready-Pick business
• Satellite roadside stands
• Analyze new market opportunities
• Blueberries
• Blackberries
• Raspberries (black and red)
• Agri-entertainment niches?
• School tours-Festivals-Companies
• Dont forget! Much time and labor required work
  at McDonalds may mean more per hour

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Berry Crop Alternatives

• The start of an idea

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Blackberry Opportunity

• Demand in Ohio exceeds supply
• Potential to be organically grown
• A high-value, profitable niche crop
• Complement harvest schedules of other crops
• Fruit is well-known and well-liked
• Suited to small-scale agriculture
• Pick-your-own or conventional sales

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Black and Red Raspberry Opportunity

• Cancer research has increased Marketing demand
• Red vs. black markets dependant on region
• Start with virus free certified planting stock
• Well drained, high fertility soils are best

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Blueberry Opportunity

• Well maintained planting may last over 50 years
  or more
• Bird control is a must
• Irrigation is a must
• Well drained soils/ raised beds a must
• Suited for low ph and poorer soils
• Organic potential/ few disease and insect pests

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Strawberry Opportunity

• Great demand and market potential
• Matted Row- 3-4 years life
• Annual Plasticulture System- plant September
  harvest in May- 9 months
• Timely harvest labor is essential i.e. PYO or
  ready pick
• Fumigation vs. non fumigated, cost 2000-3000 /
  acre
• Use of existing row crop equipment with little
  modification

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Other Berry Opportunities

• Season Extension, harvest and market berries 9 to
  12 months
• Use of row covers- frost protection and earlier
  harvest
• Use of high tunnels- better quality fruit and
  earlier and later harvest

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Gather More Information

• Attend Schools and Field Days
• Attend Ohio Growers Congress and Roadside
  Marketing Conference in Columbus January 16-18
• Contact your County Agriculture Extension
  Educator
• OSU South Centers Berry Program, 1864 Shyville
  Road Piketon Ohio 45661, 800-860-7232,
  http//southcenters.osu.edu/hort/