How, When, and Why of Forest Farming

Unit 7 : Marketing Specialty Forest Crops
Section: 3.3

Markets for Different Products

What Kind of Market Would Work Best For My Product?

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