A Conclusion

Farm markets are a community's way to encourage the local economy and build civic interest. Since everything from produce to civic groups gather and sell their wares, farm markets are the perfect gathering place to promote a new product such as figs. The customers are already interested in local produce, want to try new products, and are open to building community spirit from year to year. By propagating new fig plants from my existing backyard plants, local figs can be an exotic treat in an area unfamiliar with the Mediterranean delicacy. Although the shelf life of figs is short, the variety of products can extend the selling season before and after harvest to inspire repeat customers from year to year. Growing and promoting figs as a farm market product is a matter of growing ample amount of product and encouraging strong customer recognition to grow sales.


Essential question: How can figs be produced and promoted at a local farm market to encourage sales?

Answer: use the existing community of shoppers to build a sub-community of followers

Implications:  grow enough figs and develop a line of products that extend the fig harvesting season before and after the harvest

Getting Ready

This blitz box looks easy to make.
It's from cakechooser.com.

It's getting colder and time to think about next spring and summer!  I am thinking about my figgy future! My to-do list includes business cards, some figgy greeting cards, fig buttons, a new tent, and boxes to put the figs into...I'm going to make origami boxes out of fig wrapping paper!  It's a little pricey, so I may consider making my own. But with something special, I can make boxes to hold the figs or fig cookies.

Fig wrapping paper!

An idea would be to use the type for the business card on the paper for the box. OR, make a stamp out of an eraser and stamp the side of the box with a figgy image of some kind, or perhaps a fig quote? I'll have to investigate. Most of the fig quotes I know are kind of negative like "I don't give a fig."  There is the admonishment, "Get figgy with it!"  this needs further thought. Each additional step to the box makes it a more expensive piece of the product. The origami aspect is done to make it cheap and fast to produce as needed.  

Figgy Data

My small survey asked about figgy experiences. Of the 26 responses, 85% said they had eaten fig newtons, with a similar percentage having eaten fresh figs. Am I to believe that? The survey leaves many questions unanswered and begs for follow-ups. 

For example, what do people think of fig newtons compared to the fresh fruit? Were the Fig Newtons they eaten the brand name (as the capital letter indicate) or were they homemade fig newton-y cookies? 

A little more time and patience would have given me
the wisdom to ask the right questions
for the answers I needed.

In hindsight, it would have been better to get some retrieval information under my belt before I prepared the survey because the questions I have now are not the ones I began with, so the survey reflects a different time in my thought processes. Additional data points should have included a questions about ranking fig newtons among other cookies/treats, ranking figs among other fruits; local fig availability; buying habits; gender.

So much figgy stuff to say!

It has been a figgy time talking to market masters and shop owners about figs, figs growing, and fig products!

Sandwich boards are a quick way
to get a message out, and
update it frequently.

First, I found out figs may be an odd commodity at the local farm market at first, but once customers find out they are available I would have a following. Farm market customers are looking for the products they cannot find at grocery stores. Figs have a short shelf life, so I'd need to post a sign notifying folks that harvest is coming, please check back. Perhaps a sandwich board would work -- that way it can be stood near the road alerting passing cars that figs are coming!

I cam probably make one with what's in the garage, so that will be a winter project to get ready for next farm market season.

Second, I discovered through my farm market manager friends the more exotic a market commodity is 1) the more I can charge and 2) the fewer customers I'll have at first until I get established. That's a mixed blessing I suppose. I want to be considered a farm specialty, but I do not want to price myself out of business. The figs I do not sell have be processed to sell another day as jams, jellies, cookies. That by itself is not a bad thing except it takes time to process fruit instead of selling it outright.

Until harvest, selling last year's jams and fig image products like coasters or buttons will promote the upcoming season, and gain recognition before the sandwich board goes up announcing the figs are in.

A Figgy Survey

In effort to project interest for figs and fig products at a farmer's market, I am considering doing a survey of people who frequent farm markets on a regular basis. That's a little difficult at this time of year when the market I attend as a vendor is closed. Another option would be to interview someone, and I know just the person. Mrs. Haskins, a former fellow vendor and mother of one my GAP students, is now the Market Master for a large market near DC. She might be the perfect person to interview about customer preferences and seasonal tastes (literally and figuratively). The best part is that even though she works near DC and its urban clientele, she lives with her family right here in the area. She'd have a unique point of view for customer interest for this area.

Mrs. Haskins, what do you say?

Taking Cuttings from Fig Trees

Late winter, early spring. My time has passed by 2 seasons.

I could try, but it may be a waste of time and good fig materials.

Bummer.

Frost on the Fig

There have been a couple frosts this week, and the leaves on the fig trees are starting to turn yellow and fall off. I am wondering whether or not I missed my chance to take cuttings and start new fig trees indoors. I really wanted to have fig trees ready to plant next spring, but if I REALLY wanted that perhaps I should have acted sooner.