SPECIALTY VEGETABLES WITH PROFIT POTENTIAL

When considering a potential product some of the key parameters are profitability, taste, shelf life, nutritional benefits, visual appeal and timing. A product must be new, unexplored and early-on in its product life cycle. Specialty items require a great deal of nurturing. It takes an average of 11 to 15 years to introduce a new product.

Once a product has been introduced, then it must be supported through the craft of marketing. It is important to differentiate between selling a product and marketing a product. For those who sell, the transaction is complete after a product has been traded for a dollar amount. For marketers, the responsibility is much greater. You must generate excitement for a new product through promotion and public relations. Once retailers and consumers are interested in purchasing the product, you should make sure that it has value added and is attractively packaged. The point is to make the product user friendly. You must educate the retailer on how to merchandise the product and the consumer on how to handle and prepare the product. Commitment to the product doesn't stop here-you must be prepared to answer questions and supply information. A commitment to the total sales and marketing cycle is imperative when introducing and distributing "Specialty and Exotic Vegetable Crops."

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