GIFT CERTIFICATE
 A form of preselling that has appeal
for some people and in some areas is
the gift certificate. They are usually
bought for Christmas gifts or for birth-
days or other occasions. They have
some promotional value in addition to
selling produce to someone who may
not have previously had the pick-your-
own experience. This item can be pro-
moted and used in off-season and
redeemed by picking your own when
produce is ready to harvest.
 When promoting gift certificates,
play up the "farm fresh" theme and
unmatchable flavor as well as better
nutrition from vine or tree-ripe pro-
duce. These attributes for fresh picked
produce are all true. Capitalize on
them in your promotion.
 For economy-minded customers,
"cleanup specials" are an inducement
to buy more than otherwise. They pro-
vide extra income that you might not
otherwise get. Avoid overpromotion of
this part of the crop, as it could encour-
age customers to wait for the special.
Some growers feel these specials reduce
regular sales.
 In some cases the delay of a few
days in plowing down a field after har-
vest will not permit a second crop on
that land that season. In this instance
a cleanup special would certainly not
be justified. The value of cleanup spe-
cials is often similar to grocery or mer-
chandise specials -largely promotion-
al with very little profit. They bring in
new customers who may buy other
items at that time or return later for
other crops.

BROCHURES AND FOLDERS
 A form of low-cost, effective adver-
tising is the printed recipe folder given
to customers. It can contain directions
for preparation, cooking, canning or
freezing various items that are sold.
These may be for only one item or can
include several. A quantity purchase
of the various commodity leaflets that
describe storage, handling and usage
of produce items prepared by Con-
sumer Marketing Agents at Michigan
State University is one way to secure
very excellent low-cost handout mate-
rial. These leaflets cover many of the
fruits and vegetables grown in Michi-
gan and neighboring states. Holders or


racks can be placed at the check-out
station so customers can take the fold-
ers they want, free choice.
 To conserve your stock of recipe
folders, display sample copies on a
bulletin board and give individual
copies out on request. On leaflets and
folders, have your name imprinted
along with directions for reaching your
farm. A well written, attractive printed
message will be more effective than a
hard-to-read mimeograph, even though
both have the same information.
 You can also use brochures or pam-
phlets to supplement a periodical news-
letter or use in place of a newsletter.
They can describe your farm as to size,
location and history; and you could
include the history of the surrounding
community. Of further interest to cus-
tomers would be the crop varieties you
plant and your cultural practices such
as kind of tillage, fertilizer programs,
irrigation, frost protection, harvest
methods, etc.
 Why not add helpful hints such as
how to tell when fruits and vegetables
are at right maturity, weight of a bush-
el of various product items, a few
choice recipes? A separate leaflet of
favorite local recipes could include a
list of your farm-grown products and
their harvest dates.
 Tote bags, boxes or other containers
given or sold to customers can be valu-


able advertising pieces. Imprint them
with the name of the farm, crops
grown, average harvest dates and di-
rections to reach the farm. A simple
map, showing major roads and loca-
tions of direction signs can also be
printed on the container. Fruit and
vegetable containers are often used a
second or third time in homes. They
serve as reminders of your pick-your-
own experience. If a friend or neigh-
bor asks where to get various produce
items, you can give them a container
with all the needed information print-
ed on it. For quantity purchases of
1,000 or more bags or boxes, many
manufacturers will print messages at
either no cost or a very nominal extra
charge.

FIVE-YEAR CLUB
 A clever way to get pick-your-own
customers to list their names and ad-
dresses, is to ask them to sign up for
free produce. When they come back
for five consecutive years, their names
are entered on a large poster in the
check-out area and they are allowed to
pick a free container of produce. It
may be a half-bushel of peaches, 10
pounds of blueberries, a bushel of
pickles or any other amount or kind of
produce. Well before the produce item
is ready for harvest, send the five-year
club winner a congratulatory letter
notifying him or her of the free pro-
duce. The free produce not only en-
courages people to return from year to
year but helps keep the mailing list
up-to-date. Posting names of the win-
ners in a conspicuous place creates
interest. It is a way to help fulfill the
human need for recognition.

SPECIAL EVENTS
 Blossom tours to orchards on the
pick-your-own farm can create good
will and alert consumers to the coming
harvest. U
 Give your farm a distinctive name
or trademark and use it on highway
signs. On the forerunner sign, tell cus-
tomers how to reach your farm. Show
distance in tenths of miles. This unit
can be easily measured by the car's
odometer. Do not mention price on
highway signs. Signs at or near the
check-in station are better for showing
prices. Be sure to check with state and


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