Large producers depend on wholesale markets, repackaging, distribution, post-harvest handling, etc. to a much greater extent than the small growers. Most small growers market fruit directly to the consumer at retail prices through U-pick or farm markets. Growers that depend on direct marketing often locate their operations near major population centers. Market Opportunities For small producers, the greatest opportunity exists with direct marketing to the consumer. Market Risks Fruit crops are capital and labor intensive and economic risks are high, so all production should be preceded by a focused marketing plan.
Climatic conditions can cause inconsistent production and quality, making marketing more difficult.
The marketing of fruit crops is centered around fresh fruit, and in most cases, the potential for processing of cosmetically inferior fruit is limited. Crop insurance programs for fruit crops are not widely available. Since fruit production is not concentrated into particular regions of the state, actuarial tables have not been developed, so fruit producers cannot get federally subsidized crop insurance for most fruit crops. Food safety concerns and regulations are making production more costly. Compliance with increased regulation of apple cider production is putting downward pressure on margins, especially for small producers.