#39 Finding Price Information

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Price Information for Urban Farmers

When finding price information, it is especially important that urban farmers check local distribution outlets and with other area farmers, as crops produced and sold in urban centers often command different prices than those indicated by general price monitoring programs and resources, such as those provided below.
Wholesale Price Information
Some wholesale prices are reported and can be accessed to provide a guide for pricing farm products.  Wholesale prices are extremely low compared to retail prices you might get locally and should be considered a floor or minimum price.  To determine prices for your products consider your costs and the retail price of other competitors.
Produce Price Information
Price monitoring programs are conducted through the USDA’s Agricultural Marketing Service (www.ams.usda.gov). Links to reports containing wholesale market price information are available at http://www.farmersmarketonline.com/marketwa.htm. These reports are updated daily during the growing season.
Additional reports covering many other aspects of agricultural pricing are available by navigating to the “Market News and Transportation” section of the AMS website (www.ams.usda.gov). If you click on Fruits, Vegetables and Specialty Crops, you will find the news portal with daily price information and a users’ guide.
Organic Produce Prices
An Organic Produce Pricing Report is available from the Rodale Institute at www.rodaleinstitute.org/Organic-Price-Report.  Organic Produce Pricing Data is available from the USDA at www.ers.usda.gov/Data/OrganicPrices/.

Local Markets

It is important to check local outlets for price information. Ask other farmers about what they charge, ask buyers in your area what they would pay, visit retail outlets and note prices, shop at farmers’ markets and see what products are selling for. Pricing should be based on your costs, being competitive, and on what the particular market area customer will pay for high quality local products. Offer high quality and differentiate your products to capture a higher price.
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