There are three basic market options to consider; retail or direct market, wholesale market, and niche market. Most NTFCs can easily be sold in all three markets. However, there are some cases where this is not possible. Ginseng, for example, usually cannot be sold in the direct market and instead must be sold through a broker. In the following table, adapted from Jonathan Kays and Joy Drohan, some examples are provided of each of the three basic market types.
Prouduct/Enterprise | Retail or Direct Market | Wholesale Market | Niche Market |
---|---|---|---|
Shitake, Oyster, and Other Mushrooms | Farmers market | Broker, specialty stores, restaurants | Asian markets, health food stores |
Ginseng/Goldenseal | - | Broker | Asian markets, health food stores, day spas |
Walnut, Pecan, Hazelnut, or Other Nut Production | Farmers market, internet, or catalog sales | Broker | health food stores |
Bramble Fruit Crops (raspberries, blackberries, currants, gooseberries) | Farmers market, roadside stands, pick-your-own, CDAs | Stores | health food stores |
Fruit Trees (apples, pears, peaches, etc) | Farmers market, roadside, stands, pick-your-own, CSAs | Broker, stores, restaurants | health food stores, coffee shops, gourmet restaurants |
Honey | Individuals, roadside stands, farmers markets | Stores, restaurants, cooperative | health food stores, coffee shops, gourmet restaurants |
Value-Added Food Processing (slaughterhouse, bakery, canning, microdairy processing) | Farmers markets, roadside stands, fairs and festivals | Specialty stores, restaurants, broker | gift shops, health food stores, coffee shops |
Herbs (Echinacea, basil, etc.) | Farmers, markets, roadside stands | Broker, stores, restaurants | health food stores, day spas, ethnic markets, gourmet restaurants |