Utilizing perceived quantitative value in marketing breba crops of figs: an innovative approach to enhance sales and marketability of small harvest figs

T.A. Hargrove, S.A. Murray
Murray Family Farms (MFF) is pioneering a new marketing paradigm around low-volume organic breba crop of figs. Most competing small-scale fig farmers do not harvest their smaller breba crop, but MFF has transformed these figs into a pivotal revenue source. Operating across 40 seasonal farmers markets and two roadside stands, the strategy centers on figs in single serving half-pint baskets. The crux of this strategy lies in the direct-to-consumer model, selling fruit by the unit instead of weight, and allowing customers to order and purchase fruit directly. Capitalizing on the perceived value and limited volume of individual breba figs in spring, the pricing structure offers single baskets in tiered pricing. In the California market, where the average price of fresh figs ranges from $ 3-6 lb‑1, this new method offers customers the option to purchase a single basket for $ 7 or three baskets for $ 20, referred to as 3-pack. This pricing structure effectively increased the average per pound rate up to $ 15 to 21 ($ 33-46 kg‑1) and yielded a positive consumer reaction. This shift is underscored by the pricing structure, which commands higher price per pound rates compared to prevailing California fig prices. Moreover, this innovative format’s triumph extends into wholesale markets, aligning price comparably with direct-to-consumer rates. The strategy’s success seamlessly spills over into complementary items packed into baskets creating a marketing halo effect. The visual allure of fig presentation alongside counterparts triggers positive sales and profitability. In summation, MFFs’ pioneering marketing approach not only propels their distinct breba figs to a premium market status but also underscores their innovation and ability to maximize each harvest’s value. This strategy not only greatly increases the value of the spring breba crop, it also underscores a comprehensive and sustainable approach to agricultural production and consumptions.
Hargrove, T.A. and Murray, S.A. (2024). Utilizing perceived quantitative value in marketing breba crops of figs: an innovative approach to enhance sales and marketability of small harvest figs. Acta Hortic. 1405, 21-34
DOI: 10.17660/ActaHortic.2024.1405.2
https://doi.org/10.17660/ActaHortic.2024.1405.2
figs, marketing, organics, specialty fruit
English
1405_2
21-34

Acta Horticulturae