21st-Century Victory Gardens for Boosting Small Farm Revenues

Growers and hobbyists alike must consider their end market, at the time of harvest, before ever planting a seed or seedling. 

Many people think of the garden as a seasonal "grow what we can eat" project for the family (a type of market); however, others may view the garden as a source of additional income. For those who want to generate small revenue streams from surplus garden vegetables, similar to the Victory Gardens of yesteryear, here are three education-based suggestions to help get you growing.

Keep in mind, if you are producing any produce to sell (or take off the farm), research and implement a food safety plan as needed. For more information on Food Safety Plans, see the Food Safety Modernization Act (FSMA).

Never have I received more calls, emails, or inquiries pertaining to how to start up a small vegetable business or how to grow and sell something vegetable-related from the garden than in the past year that I have been with Penn State Extension Chester County. Why? My local research shows people are spending more time at home, working from home, and working on their homes (and out in their gardens) than in previous years.

1. Sell the solution: People get excited about growing tomatoes, green peppers, and onions, but do their customers get excited about buying them at a premium price? Heirloom varieties usually carry a higher price. They are open-pollinated species that have been grown organically or true to type from seed (VeggieHarvest.com). Other unique varieties may be amazing as well and worthy of a higher price. Heirlooms are healthy; tell people the “why." Note the features, attributes, and benefits on the label or in advertising, so they absolutely must have them. Environmentally sound growing will also appeal to a certain demographic of customers. These two concepts are examples of product differentiation. By making your product stand out, you are better able to recoup your costs with a higher selling price, all the while solving the problem (by providing the solution, aka the heirloom tomato) for the customer. No tricks and no gimmicks. By showing customers how your product is the solution to their problem, they will have no problem paying a little more than the grocery store for your quality vegetables and unique heirlooms. 
2. Trim your costs: Invest in understanding yields and portions. Plant the proper number of seeds and starters; they will produce more than you may think. For example, one $1.99 tomato seedling (when mature) may produce up to ten pounds of tomatoes from each plant. Tomatoes sold at market price last year for between $2.00 and $4.00 dollars per pound. One $2.09 green pepper seedling will grow into a plant that will produce seven to ten green peppers per plant. So, when you are looking at that entire flat and thinking, "I'll buy the whole thing to save a few dollars," remember that one or two plants per person is enough for the family, and the rest of them will need to be sold or donated, or it might go to waste. 
3. Grow healthy soil: An investment in cultivating healthy, fertile soil will optimize healthy plants. A $9.00 investment in a Penn State Extension soil sample will save you money in the long run. The test will provide recommendations that take the guesswork out of adding lime fertilizers and other soil improvements. Understanding the correct quantities of organic matter and soil amendments before going to the store is helpful for budgeting input costs. Think of it this way: most great food comes from great recipes. The soil sample is like a recipe for your soil. It provides you with the levels of the essential elements, amendments, and recommendations on the quantities needed, so you are not overdoing (or underdoing) any one amendment. 

Exactly how does your garden grow? This concept relates to both the plants and the revenue streams. Growth is dependent on a variety of factors, including product demand, future yields, and soil health conditions.

Sources 

Tomato Growing and Harvest Information from VeggieHarvest website, retrieved on 5-1-21 JPW

Soil Testing from Penn State Ag Analytical Services Laboratory

Seasonal Pricing Produce Guides from LocalFarmMarkets website

Food Safety Modernization Act (FSMA) from Penn State Extension

John P. Wodehouse is an educator with Penn State University Extension, and he works in the fields of finance, leadership development, and agribusiness. Prior to Penn State, John's career experience included farming, landscape management and design, sales, and facilities management. Currently, his work is focused on record keeping, leadership empowerment short courses and workshops. Currently, John holds a Master's in Leadership Development and Social Entrepreneurship from Penn State University. He also holds a Bachelor of Business Administration and Finance from Albright College, and an Associate in Landscape Nursery Science from Penn State University.