The Rural Voice, 2006-05, Page 321
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28 THE RURAL VOICE
through supermarkets or food
services (restaurants, institutional
food providers), or do you want to
sell directly to the customer through
farmers' markets, roadside stands,
community share agriculture or food
clubs.
Before you choose the wholesale
option you need to ask yourself what
you know about selling wholesale,
whether you have access to the
necessary resources and marketing
skills and if not, where you'll gain
the knowledge. Can your operation
be profitable at wholesale prices and
does itfit into your business goals?
Before choosing to sell directly
to the consumer, ask yourself
if you really like dealing with
customers and the general public; if
you have access to direct market
resources; and where you'll get the
knowledge you'll need. Can the
enterprise be profitable and does this
model meet your business goals.
Morton recommends you do a
"Adversitb is the mother of
diversitb."
partial budget for each new
enterprise. A partial budget deals
with only those revenues and
expenses that will change because of
the new project.
Morton quoted Prince Edward
Island tobacco grower Fred Martens
who says "Adversity is the mother of
diversity." Martens was the last
tobacco grower on the island when
tobacco processing was closed down.
He decided he wanted to stay in
business so he create his own plant,
making "Prince Eddy" cigars and
selling them on the internes.
Who's going to be successful in
adding value? Successful value -
adders generally do something they
really like. "To be tied to something
you don't like is like going to jail,"
said Morton.
They create a written vision,
business plan and strategy. In
creating a business plan, keep it
simple but raise the bar. Start with
the end in mind. Be market, not
production, driven. Be realistic in
your financial projections and create
best case, worst case and most -likely
scenarios. And remember, a business
j