THE COMMERCIALIZATION OF TROPICAL VEGETABLES

Step One, Consistency. To make a product viable to a potential customer, it must be available on a consistent basis. This means there must not only be a regular volume, but quality must also be reliable. High quality is critical when introducing a new product because it will set the standard for the product and encourage buyers to choose your product over a competitor who may offer lesser quality.

Seasonal produce has limited appeal, but it may be successful if it is consistent throughout the season. Some examples of products that have been successful in spite of a short season are cherries and lychees. Obviously produce items with year round availability are an easier sell. However, year round availability is sometimes achieved by providing products from various growing regions. Mangos, a successful product for south Florida, were once available only in summer. Because they were a high quality product with consistent supply throughout the season, they were appealing to buyers. The recent addition of fruit from South America makes mango a year round crop. This increases not only the value of the new produce but also the Florida grown summer product as well.

Step Two, Volume. A viable vegetable product must have enough volume so that it can be promoted before it is introduced. A buyer will need to present new vegetable items to the non-purchasing consumer. The buyer may do this by offering free samples or discounting the product to a low price. By offering a low price, the consumer is enticed to try a new product they probably would not try if the price were high. To offer new items to retailers, who are the best vehicle for introducing new products, there must be enough volume to fill orders. Retail chains often have several hundred outlets. Buyers usually supply products to all retail outlets. If the buyer decides to include your new product in an ad, there must be enough volume to meet the demand.

Step Three, Education. When dealing with a new produce item, educating handlers of produce and customers is critical. The people handling and selling the item must know how to store it and for how long. Proper handling can eliminate problems such as cold damage or improper ripening. This process can be accomplished through the use of fact sheets or by presenting seminars to handlers. Fact sheets are less expensive, but seminars are generally more effective.

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