In February 1986, I was hired to initiate and manage a commercial vegetable production and marketing operation on the Missouri River near Kansas City. Looking back, the two years I managed the operation was one of the most challenging times of my life. My experience as farm manager was not without disappointment and frustration. During this time, I discovered a lot about myself; my strengths and weaknesses. Overall, my experience growing and marketing vegetables was extremely rewarding and educational.

Asparagus in the field.

A degree in horticulture is desirable and helpful to anyone considering growing vegetable crops. However, theory is one thing and experience is another. Books don't teach some things. You can prepare as much as possible by reading, discussing, and interviewing but because there are so many variables to take into consideration, some things simply must be experienced.

My experience as a vegetable grower was educational in that I learned some things (situations, scenarios, etc.) that are either not in books or not appreciated until they are experienced. This outlines those "things" I learned while growing and marketing vegetables commercially.

Growing and marketing vegetable crops is extremely demanding on your time and strength.
Expect to work 12- to 14-hour days, six days a week during the growing season. Planting and harvesting were always stressful times because I couldn't spend enough time with my family. Some people can work around the clock, but I'm not one of them. If I didn't rest on Sunday, come Monday morning I was disoriented and fatigued. If you can't lay off a day, it's time to get additional help or cut back.

To succeed in the business you need a "take charge" type of attitude.
There's a time to think and a time to act. If you make a wrong decision, change course and try again. The worst thing is to do nothing. Hindsight is 20/20.

Stamina and perseverance are desirable attributes but be realistic about your abilities and your health. Try to keep a sense of humor. If you can't laugh at yourself occasionally, consider trying something else. Stress and strain will lead to an early grave.

Ideally, your farm and market should occupy the same piece of land. The amount of time spent running back and forth can be staggering. Efficiency of operation is of utmost importance. Even if you plan to wholesale your products, the further it is to market, the less resources you have to allocate to production. If you plan on marketing direct to the public, consider yourself fortunate if your farm is located along a major road close to a metropolitan area.

Speaking of efficiency, consider a mobile communications system. With our operation spread over half the county, it would have been impossible for us to operate efficiently without a communications system. A citizen band radio or mobile phone enables you to coordinate field activities and keep your markets satisfied. Remember that time is money.

Bigger is not always better. The best approach for the fledgling vegetable grower is to concentrate on growing a mixture of vegetables in small quantities. By doing so, you will discover both what you like to grow and what you can grow. Small acreage enables you to sufficiently care for your crops. On several occasions, I had no choice but to plow under a crop due to a lack of resources. Not only did I realize a complete loss of investment in the crops, the remaining crops suffered because resources were spread too thin initially. In our operation we were better organized, more efficient, and did a better job of growing when we concentrated on no more than three to five crops at any one time. Generally speaking, a "jack of all trades and a master of none" mentality doesn't cut it in this business.

Growing vegetable crops without irrigation is suicide.
When selecting a production site, make sure the water source can supply the needed volume of good quality water.

Our irrigation system was designed for both sprinkle and drip irrigation. The vast majority of the watering was accomplished using the drip system. On occasion we would use the sprinkler system to activate pre-emerge herbicides. The sprinklers also provide a limited amount of frost protection.

In retrospect, considering the small size of our fields, the cost/benefit ratio was too great to justify the expense of the sprinkler capacity. Yes, the sprinkler system gave us more flexibility, but to justify the expense we would have had to use it continuously. This wasn't the case. Why spend time and energy moving pipe when all that is required by using the drip system is to turn a valve?

If your vegetable farm is large enough to utilize a center pivot or if you already have one, drip irrigation is irrelevant. However, for the small grower, when you consider operating efficiency, increased crop performance, and lower initial cost, the drip system is the one to go with.

The most important lesson I learned about irrigation is when it's time to irrigate, don't hesitate. Knowing when to irrigate wasn't the problem. Invariably, in an effort to save money I would delay irrigating because rain was forecast. Sometimes I would "hit" and sometimes I would "miss." Over the long haul, however, some crops suffered. What had I gained? I quickly learned that when a crop needs water, turn the pump on and walk away regardless of the forecast. The only exception for this rule would be seeing storm clouds on the horizon moving your way.

Design your fields for efficiency. Did you ever calculate the fertilizer and chemical needs for a kidney-shaped field? In most cases you'll end up "guesstimating." Odd-shaped fields are more difficult to spray and care for.

Long rows translate into less turn-around time when cultivating and harvesting. You'll also find a drip system is less expensive and installs quicker using long rows.

In certain tall growing crops such as tomatoes and okra, crosswalks through plots make harvesting more efficient by eliminating the need to walk to the end of rows.

Row spacing and plot width must conform to equipment package. Unless you enjoy frustration, be sure row spacings are in multiples of your narrowest row spacing. The wheel spacing of our tractor was 42 inches. Beans and okra were grown on a 42-inch row spacing while tomatoes and muskmelon were grown on an 84-inch spacing. We utilized one tractor to apply herbicide, form beds, plant, cultivate, and sidedress. At first the 42-inch row spacing seemed a little excessive, but when I considered the alternative of having to change tires back and forth to accommodate non-sequential row spacing, the 42-inch spacing felt real good.

If you plan on using an air-blast sprayer to apply pesticides, be sure you provide for spray alleys at frequent enough intervals to insure coverage. Remember that spray penetration is dependent on crop density, crop spacing, wind direction, and velocity of air blast. In our operations, we achieved complete coverage of crop canopy by spraying from opposite directions (adjacent spray alleys). Closely spaced spray alleys are the key to good pest control when using an air blast sprayer.

Should you buy new equipment, used equipment, or build your own?
Often you can obtain a good piece of used equipment at an auction for a reasonable price. A friend of mine would spend the better part of the winter attending auctions. Most of the time he came back empty handed but occasionally he would make off with a real deal.

If you are considering building a piece of equipment, ask yourself what it's worth to you in time and trouble. Fortunately, we “hit” more than we “missed” on building equipment. We were not able to locate a used bedder so we built one out of an old cultivator. By adjusting a lever, we used the bedder as a cultivator.

While working at the University of Arkansas several years ago, I had an opportunity to use one of their transplanters. What impressed me most was its simple design. The press wheels were the only things that moved! We built a transplanter using the University of Arkansas design and modified it to plant in heavy crop debris.

One of the dangers in building equipment is that the finished model doesn't always operate in the manner you had intended. Modifications can be made, but how much time do you spend on something that may never work?

Consider modifying the equipment to perform as many functions as possible. We modified a boom sprayer to apply liquid fertilizer. Equipped with flood nozzles, the sprayer was used to broadcast fertilizer prior to bedding. Using drop nozzles, the sprayer was capable of applying starter solution and sidedressing.

The pros and cons of renting or borrowing equipment are many. It is less expensive, but can you guarantee you'll have the equipment in working order when you need it? We had an agreement with a neighbor to plow our fields. He always did a good job, but only after his business was finished.

Pest control is a complex and difficult task. Part of your education will come the hard way. When an entire crop is wiped out by insects or diseases you will be impressed. In my opinion, the cucumber beetle is the biggest single insect threat to the vegetable grower. Consider this insect “AIDS with legs!” It feeds on a multiplicity of crops but is usually only an economic problem on cucurbits. Because it is a vector for the bacterial wilt disease, this insect will make your life miserable from planting til harvest.

Finding dependable, hardworking people you can afford to pay is no easy chore.
Some jobs are suitable for senior citizens. Consider deaf and mentally handicapped individuals.

When hiring a work crew, make sure they know what's expected of them. I believe in positive reinforcement. When hiring a person, I always made it known that if he or she was willing to work hard, I was willing to make it worth their time.

Regardless of how many people you hire, someone must be capable and ready to take charge in your absence. Your “right-hand man” is well worth the additional salary.

Keeping track of production.
Keeping track of your production practices is just as important as financial bookkeeping. I always developed a crop production notebook early in the year. It included a calendar for recording planting dates, chemical application dates, harvest dates, etc. In this notebook I also included plot plans, varieties, pesticides, fertilizer, equipment inventories, phone numbers, and addresses. All calculations were recorded for future use. My notebook “Bible” was always in the truck for easy access during the day.

As your business continues to grow, your production and marketing skills will be stretched to the limit. You have two options. One is continued growth; the other is to remain at some fixed level of production.

If you decide to expand, consider forming a partnership. Ideally, one partner concentrates on production and the other on marketing. This enables each partner to be more efficient at their given task. Don't discount the less visible benefits of a partnership. Partners don't have to face the world alone. Obstacles do not seem to be as insurmountable, decisions are made easier, and morale is higher when you are part of a team. Each partner is aware that one's well being is dependent on the other.

Fresh produce markets are classified as direct or non-direct. Direct markets involve selling directly to the consumer. Non-direct markets involve selling to market intermediaries such as grocery stores.

If you plan on selling to non-direct markets, contact buyers during the off-season. Identify yourself, the business, location of farm, and crop potential. If you plan on being remembered, visit the buyer in person. Sell yourself and your product. If the buyer is interested, he'll give you an estimate of his volume of business. Before you leave, make sure you have discussed quality and price expectations in a general, non-intimidating way. Oh, and be sure to leave your business card.

When harvest time approaches, arrange to take an early sample of the product to the market. At this time you can make a final agreement on packaging, volume, and price.

Most buyers purchase produce from a variety of growers. Occasionally you'll find a grower/buyer relationship that has endured for years. In these cases, the grower has consistently delivered a high quality product for a reasonable price. Often buyers will pay more for consistency.

Most of the wholesale business I have observed, however, is of the cut-throat variety.
Just when you think you've got a good deal going, someone will undercut you. The frustrating thing about this kind of deal is that neither you nor your competition makes any money.

Don't be shocked when you hear of a grower dumping a load of produce because an agreement turned sour. Chances are you'll have a similar experience before season's end. I forget how many pickup loads of zucchini I dumped when the bottom fell out of the squash market.

Remember — a verbal agreement is not a written agreement.
I recall showing off a box of bell peppers to various vendors at the Kansas City Market. One buyer said the size and quality of the peppers were better than what he was getting out of California. The next thing I knew we had an agreement for a pickup load. The next morning when I delivered the product, he wasn't interested. Not only was I angry, I was powerless to enforce our so-called agreement. “Hit and miss” — you learn to take your licks and keep on ticking.

A friendly attitude, personal, dependable service, and consistent product quality are all important ingredients in any successful direct market operation.

You would be surprised at the number of people who will stop and visit at the farmers' market in response to a “good morning, how are you today?” If a person feels comfortable in your presence, you're more likely to make a sale.

Try to place your vehicle in the same location each week. More importantly, show up each week. Irregular grower participation in the market does not a regular customer make. To help the public to identify your business, locate a sign displaying the name of your business where it can be easily seen.

Don't be afraid to offer taste tests.

An attractive display of sweetcorn.

This especially works with items such as muskmelon and sweetcorn. Hybrid muskmelon and supersweet varieties of corn sell themselves. We had a competitive marketing advantage over other growers because of our variety selection. My wife on numerous occasions would sell sweetcorn to folks who just minutes before had purchased corn from our competition. Quality sells produce! (Please observe health department regulations pertaining to taste testing of produce.)

It's no secret that seed costs are significantly higher with hybrid varieties as compared to standard varieties. The quality of the hybrid product, however, justifies a higher price at the market. When the market is flooded with inferior varieties, the grower selling a hybrid product has a market advantage. Taste tests prove it.

I'm not a psychologist but I guarantee product packaging and display affect people's buying habits even when the product quality is constant. Initially I displayed okra in tomato boxes. The majority of growers, however, were selling their okra in small boxes. My quality was as high or higher than theirs, so why were they getting all the business? The genius in me concluded the difference was due to the packaging.

Treat your customers like you would have them treat you.
Cheating them does nothing for repeat sales. What it does is help your competition. My nearest competitor had a bad reputation with many of my customers. He had a habit of stacking containers with inferior product on bottom. Remember, first impressions of your business are important. Word of mouth is the best and least expensive form of advertising.

If you are serious about marketing and maximizing your returns, a cooler is an absolute necessity. My first year in operation I discarded enough spoiled produce to justify the expense of a small used walk-in cooler.

Harvest labor is utilized much more efficiently with a cooler. The storage capacity and quality maintenance aspect of a cooler eliminates the need to be constantly running back and forth between field and market in an attempt to satisfy demand.

If you intend to market your products through a roadside stand or farm market, be sure your market building and signs comply with city and county zoning ordinances. Don't take anything for granted. Get a copy of the zoning ordinances. Study them thoroughly and don't hesitate to ask questions. Some things to consider include: definition of a permanent building, requirements for handicapped, water, restrooms, parking, easements, number of signs, size of signs, size of building, materials composition of building and electricity.

After deciding to erect signs to advertise the location of our farm market, I hired an artist friend to paint two signs on 4-foot by 8-foot sheets of plywood. These signs weren't our everyday run-of-the-mill variety. They were full-color murals of the surrounding countryside complete with railroad tracks, train, garden plots, clouds, the works. We mounted the signs in concrete only to find several months later, they were slightly larger than the law permitted. Study the zoning ordinances!

When you make a sale, collect on delivery! Many repeat customers will want to take advantage of their good customer status by wanting to buy now and pay later. This presents a real bookkeeping problem on your part. I did quite a bit of business with one roadside market operator who habitually showed up at the most inconvenient times to purchase produce. He was always in a hurry and it seemed like I never had a cash box handy. I would keep a mental record of what he picked up but sometimes would forget to record it. Over the course of the summer he got the better end of the deal.

In closing, here are a few last words of wisdom. Don't ever come to the point in your business where you are satisfied. Try and make the best better. If you don't continue to strive for excellence, somewhere down the road you'll get buried by the competition.

Don't be afraid to ask questions.
Seek other people's opinions. Ignorance is not bliss. “Ask and ye shall receive, seek and ye shall find, knock and it shall be opened unto you.”

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