Marketing Your Fresh Produce

For the purpose of this tool, marketing includes advertising, assembling, buying, distributing, financing, offering for sale, packing, processing, selling, shipping, storing and any other activity that makes fresh produce available for consumption or use.

  • Fundraiser - an event of any kind (e.g. dinner, fruit stand, raffling off a fruit/vegetable basket) where you market fresh produce for a purpose other than to make a profit (e.g. to raise money for a cause or charitable organization such as a sports team, school library etc.).

  • Community Supported (Shared) Agriculture - a farm operation where you and consumers share the risks and benefits of food production. Consumers buy "shares" in your farm's harvest in advance of the growing season and in return "share" the fresh produce that you harvest.

  • Craft Show, Fair, Other Similar Events - an event where you pay a fee to acquire an area to market fresh produce to consumers in attendance at the event.

  • Distributor - you market fresh produce to an agent who supplies goods to retail stores, restaurants, caterers or any other businesses that market fresh produce to consumers.

  • Farmers' Market - means a central location at which you operate a stall or other food premise and sell fresh produce to consumers. At a Farmers' Market the majority of persons operating the stalls are producers who are primarily selling their own products including their own fresh produce.

  • Manufacturer/Processor - you market fresh produce to a person who manufactures or processes fresh produce into or as part of other food products (e.g. baked goods or canned vegetables). Processing includes canning, cooking, freezing, concentrating, pickling or otherwise preparing the fresh produce but does not include the final cooking or preparation.

  • Off-Farm Stand - a location away from your farm where you market fresh produce directly to consumers. Off-farm stands are often an entry-level approach to direct farm marketing and may involve little capital investment (e.g. a wagon, a small shed).

  • On-Farm Stand - a location on your farm where you market fresh produce directly to consumers. On-farm stands are often an entry-level approach to direct farm marketing and may involve little capital investment (e.g. a wagon, a small shed).

  • On-Farm Retail Store - a permanent, enclosed structure on your farm where you market fresh produce directly to consumers. On-farm retail stores can range from seasonal to a full-functioning, year-round store, offering consumers an alternative to the supermarket.

  • Pick-Your Own - a farm operation where you allow consumers to harvest their own produce (e.g. strawberries) and then consumers pay for the amount they harvest.

  • Restaurant/Caterer - you market fresh produce to a person who prepares it and markets it to consumers for immediate consumption or in a form that will allow for immediate consumption on the premises or elsewhere (e.g. take-out).

  • Retail Store - you market fresh produce to a person located off-farm who, in turn, markets that fresh produce directly to consumers (e.g. supermarket).

  • Wholesaler - you market large quantities of fresh produce at a location (e.g. Ontario Food Terminal), where the buyer re-sells the fresh produce to retailers and/or institutions rather than directly to consumers.

For more information:
Toll Free: 1-877-424-1300
E-mail: ag.info.omafra@ontario.ca
Author: Suzete Moniz, Regulatory and Standards Coordinator/OMAF and MRA
Creation Date: 7 June 2013
Last Reviewed: 7 June 2013