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.
- 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
- 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
- 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.
- 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
- 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.
- 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.
- 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).
- 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:
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