Today, producers must invest heavily to meet the commercial market requirements for customized grading, consistent quality, pre-cooling, packaging, supply consolidation, and delivery scheduling. Market planning is a prerequisite for success. Without first establishing the performance requirements of potential buyers, fruit and vegetable producers assume extraordinary market risks, often becoming price takers and being forced to sell at prices below the cost of production. All serious commercial ventures in fruit and vegetable production today require a highly determined effort to identify market opportunities before production is established, including assessment of specific market outlets, supply needs, performance requirements, and price expectations. Production Opportunities Indiana's fresh vegetable sector witnessed moderate expansion in recent years despite declining production trends regionally.
Selected opportunities exist for supplying fruits and vegetables to local markets.
Direct farm markets, community farmer's markets, and independent retail outlets are among the most common local market outlets. During recent years, these market opportunities have grown, but they still represent a small share of the total volume consumed. Currently, less than 5 percent of all fruits and vegetables produced nationally move through local market outlets. Producers seeking to establish local market opportunities should still focus on establishing a marketing plan prior to commencing production. Indiana is not a major commercial fruit producing state, yet selected market opportunities exist for the production of highly perishable and seasonal small fruits, such as, blueberries, strawberries, raspberries, blackberries, and grapes.