Do you want to grow specialty crops to sell to the public? This message lists a number of considerations. First, develop a market plan before selecting the crop. Choose a wholesale or direct retail market. Most beginners sell through a direct retail market. As they establish a loyal clientele and show a profit, they slowly invest back into the operation to reduce risks from loss. Direct marketing methods for fresh fruits, vegetables, and flowers include:

• roadside stands
• renting space at farmers' markets
• pick-your-own businesses
• community gardens (also known as C.S.A.'s)
• mailorder enterprises
• website commerce

Direct marketing has benefits. A smaller quantity of produce can be grown and a larger amount of the buyer's dollar is received. Also, it's an opportunity to learn what consumers want and what you can successfully produce. Finally, selling produce by direct marketing can be very satisfying, and it provides employment for family members. However, successful direct marketing depends on providing quality products in a clean, customer-friendly environment.

MARKET LOCATION
To be profitable, a roadside market should be near where people live. A drive greater than 5 to 10 miles discourages repeat sales. Exceptions to the 5 to 10 mile distances include special items such as pick-your-own strawberries.

An attractive roadside market can be an excellent sales outlet. Good location and high visibility attract customers. At 50 miles per hour, the driver has less than 3 seconds to size up a market. If you farm near the market, a good view of your crops creates the impression of product freshness. Before you decide on location, consult local, county, and state authorities on regulations governing roadside markets and signs. Also, the site should be evaluated for safety when customers enter and exit your market.

MARKET COSTS
Production costs depend on the crop planted and can run as high as $2000 per acre. Irrigation systems, plastic mulches, and storage increase production costs; however, they reduce risk of losses. At the beginning, only invest what you can afford to lose.

After harvest, fresh fruits and vegetables undergo changes, which affect quality and marketability. While these ripening processes cannot be stopped, they can be slowed. Careful post-harvest handling maintains product freshness, prolongs shelf life, and improves profits. Electricity is needed for refrigeration and a safe water supply is needed for produce preparation.