John,
I think the bottom line regarding the fair price is that we are all
subject to the market of our products. That said, - there are many
examples in the produce markets of producers creating their own
brands and farm retailers providing exceptional products, services
and activities which command the extra gross income. I remember in
the 1970's buying a brand of peaches called Sunny Slope. These
peaches would consistently cost 25% more that the average marks. And,
- they were 25% better, bigger size and more consistent quality. You
know what? The retailer made more money on the Sunny Slopes, less
waste and more appeal to the retail customer. My Dad and Mom started
baking apple pies in 1960 for our new farm market. The pies were
really good, - the best apples for flavor and homemade crust.,
perfect spices - baked to a golden brown. Dad set the price back then
at $1.25 for a 9" pie. You couldn't keep up with the demand. We
worked 7 days a week to build the business. Hundreds of pies were
sold, - then thousands, - then 10's of thousands. Was that a fair
price? Well, - I guess so because the volume was the answer. Today I
look back and think Dad was pretty lucky but for sure he had a vision
of what would sell and have appeal. I think this opportunity exists
for everyone in agriculture.
David Barclay
Colts Neck, New Jersey
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