By Malinda Geisler, content specialist, AgMRC, Iowa State University.

Revised March 2011.
 

Overview

An affordable method to market new products directly to consumers is for orchards to establish their own Web sites. Reasons for direct marketing, such as online sales, include the opportunity to capture a greater share of the food dollar. The value farmers currently contribute to food expenditures accounts for just 19 percent of the total value.

Another reason for direct marketing is the growing consumer segment that desires information about the origination and method their food is being raised. This trend relates to traceability. The ability to trace a product to the original source is a critical food safety issue.

With widespread sales of home computers, an estimated 60 percent of the U.S. population has Internet access. Total e-commerce sales during 2008 were estimated at $142 billion. 

Source

U.S. Department of Commerce

Marketing

• Farmers Markets, Agricultural Marketing Service, USDA.
• Fresh Market Apples, Economic Research Service (ERS), USDA, 2005 - This report reviews fresh apple markets in the United States.
• Fruits and Tree Nuts, Briefing Room, ERS, USDA - This government portal provides general information and statistics on the U.S. fruits and nut tree industries.
• North American Farmers' Direct Marketing Association - A networking association for farm direct marketing and agritourism.

Processing/Manufacturing

• Postharvest Information Network, Tree Fruit Research and Extension Center, Washington State University - This site provides information by variety as well as subject, including quality, marketing, organic and storage.

Production

• PlantFacts, Ohio State University - This Web site provides a full-text search engine of all extension and academic department information from all land-grant universities in the United States. Additionally, there are significant image and video databases, a FAQ database and a glossary.

Businesses/Case Studies

• Apple Acres Farm, South Hiram, Maine - The Johnson family owns and operates this farm, which markets several products from its gift store, including old-fashioned boiled cider syrup. The online store sells assortment apple packages, syrup and baking mixes.
• Apples OnLine - The Valicoff Fruit Company, a family-owned wholesaling company in Washington State’s Yakima Valley, opened its online store in 1998. It offers seven varieties of apples year-round and peaches, pears, nectarines and apricots in season. 
• Linvilla Orchards, Media, Pennsylvania - The Linvilla family markets premium fruit baskets and boxes online year-round. The family also sells other fruits, vegetables, baked goods and gifts from its 100-year-old octagonal barn.

Links checked March 2011.