How Do You Set Your Prices? ~ Advice from the Folks at the UCCE Foothill Farming Program

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This blog first appeared on the UCCE Foothill Farming website on August 20, 2013.  The University of California Cooperative Extension (UCCE) Foothill Farming program works in partnership with farmers and ranchers across Placer and Nevada Counties to provide a range of educational training programs and workshops, farmer-to-farmer mentoring and a wide variety of events and networking opportunities.

Written by Molly Nakahara, Specialty Crops Program Representative, UCCE Foothill Farming Program.

“Set your own prices.” This piece of advice, given to me by a seasoned fruit and vegetable farmer, has proven to be one of the critical foundations of my own farm business. So, here’s a test for all of you business savvy farmers out there: What is the secret message, the subtext, the implied meaning in this great guiding sales principle?

I’ll give you a hint: It does not mean you should set prices to what you think your customers will like, or set prices based on prices at the grocery store. Any ideas?  YES!  You’ve got it: KNOW YOUR COSTS! It means set your prices based on the true costs of production. If you can embrace this concept, it will become one of the most influential tools of analysis you will use on your farm.

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Featured Farmer Spotlight: Evan Wiig of The Farmers Guild & FarmsReach ~ Bringing Farmers Together

In August, FarmsReach partnered with Evan Wiig and his Sebastopol-based Famers Guild to expand his fun and valuable Farmers Guild meet-ups to more regions across California.

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When we first launched the new FarmsReach platform in January 2013, our community had already ‘nominated’ 17 Featured Farmers — farmers they felt were any combination of excellent farmer, valuable mentor, sustainability role model, or simply a hard-working, go-getter next generation farmer.

This week, we are spotlighting our newest addition to the FarmsReach Featured Farmer posse: Evan Wiig. Sure, he is a farmer of a happy flock of chickens in Sonoma County, but we are featuring him because of his inspiring work bringing the farming community together. In less than a year, he has grown the North Coast Farmers Guild — a fun, casual meet-up of farmers and farm supporters — into an increasingly popular (and crowded!) monthly gathering in Sebastopol, where folks are driving up to 3 hours to just hang out and share information.

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