packaging and packing costs add fur-
ther to the net income. When family
members can supply much of the need-
ed supervisory help, labor income to
the family can be substantial. Since
many customers have jobs that prevent
them from coming to harvest during
the normal working day, a willingness
to work weekends, early mornings and
late evenings greatly increases the
chance of success.

START SMALL
 Most successful pick-your-own oper-
ators advise starting small and growing
into the business. Many growers who
sell a substantial part of their produc-
tion in this manner report it has taken
5 to 15 years to become well establish-
ed. Records of one southwestern Mich-
igan blueberry grower, who sells most
of his production by pick-your-own,
show that about 60 percent of his busi-
ness comes from those who were cus-
tomers the previous season.
 Pick-your-own is a business entirely
different from growing a crop. The
experience of working with people, as
well as developing a check-in, check-
out system, managing the parking area,
etc. takes time to establish and fit to
your situation. From experience, the
operator will also learn the best crops
for his farm and those preferred by
consumers in his area. These may dif-
fer for other producers or other areas.
General guidelines are about the best
anyone can offer another person en-
gaged in or contemplating entering
pick-your-own.

PROS AND CONS
 The advantages and disadvantages
of pick-your-own listed below general-
ly apply to most situations. Additions
and deletions can be made to suit
specific situation. Each operation is
unique, depending on the individual
abilities of the operator, the resources
available and the potential customers.
The degree of advantage or disadvan-
tage in an operation is a matter of
judgment. A well-managed operation
with only moderate potential for suc-
cess can be the best alternative for a
producer. On the other hand, a good
location, plentiful customers and other
"plus" factors cannot make a poorly
managed operation a success. The atti-


Advantages
More return per acre.
Saves harvest labor cost.
Immediate cash from crop.
Saves container costs.
May not need a packing house.
Labor housing not needed.
No sales commissions.
Can improve public image for
 agriculture.
Cold storage usually not necessary.
Can make new and lasting friendships.
Yields may be 10 to 15% more when
 picked fully ripe.
Less produce is discarded due to
 gradeout.


tude of the operator and his family is
the most important ingredient to suc-
cess for pick-your-own.

RECREATIONAL VALUE
 To make the most of the recreation-
al aspect of pick-your-own, this charac-
teristic should be promoted in adver-
tising. The anticipation of a pleasant
experience is half the fun of any recre-
ational activity. To avoid disappoint-
ment, the actual harvesting of fruits or
vegetables must live up to the custom-
ers' expectations. Finally, having pleas-
ant memories of the trip to pick their
own produce encourages several visits
during the season or coming back again
next year. Word-of-mouth advertising
is another added dividend from satis-
fied customers. They tell friends and
acquaintances of the high quality pro-
duce, pleasant surroundings and con-
genial people at your farm. Hav-
ing neat, clean fields and orchards
with high-quality products along with
prompt, courteous check-in and check-
out service by well-trained personnel
are keys to success.

RESORT TRADE POTENTIAL
 State parks and nearby private or
public resort areas have a potential for
the pick-your-own market. Some vaca-
tioning families like to harvest a supply
of farm fresh produce to take home for
themselves and for friends. After a
pleasant experience, this could become
a planned part of future vacation trips.
It is also an educational experience for
the entire family. Advertising in news-


Disadvantages
Liability for accidents.
May not sell all of crop.
Must work on weekends.
Alternate market outlets needed.
Parking area a necessity.
Controlled entrance and exit needed.
Must deal with all kinds of individuals.
Rainy weather may reduce customers.
Must have flair for promotion.
Needs ability to work with people.


papers and on bulletin boards in resort
areas helps attract this kind of busi-
ness. A friendly relationship with desk
clerks and managers at motels and
campgrounds is helpful. It can encour-
age them to promote your pick-your-
own operation as one of their attrac-
tions for the area.

LOCATION
 There is no simple method of evalu-
ating a location for a pick-your-own
market. But experts in this business
generally agree that several location
factors are important. Some of these
are the following. Best opportunities
usually exist near population centers.
Other favorable locations include rural
areas intermixed with towns and rural
areas where there is little or no com-
mercial fruit or vegetable production.
The number of other pick-your-own
operations in your area also should be
considered.

NEARNESS TO CONSUMERS
 In central and southern Illinois, some
growers report that more than one
acre of pick-your-own strawberries per
1,000 population in a 30-mile radius
results in price-cutting and reduced
profits. There is a distinct advantage
in being relatively close usually
within 15 miles to your customers.
There are exceptions to this rule, and
many persons will readily travel twice
this distance. Experience in Wisconsin
with pick-your-own strawberries shows
that a majority of customers live with-
in 10 miles, although some drive 30 to


14-2


ROADSIDE MARKETING