Fruit and vegetable producers are facing a challenging environment: low prices, rising costs, and increasingly tight margins. This pressure is forcing many to rethink the profitability of their operations. In response, there are two possible paths: increasing sales or improving production efficiency. This article focuses on the first option, where marketing becomes a decisive tool for gaining competitiveness.
The following seven horticultural marketing techniques are simple to implement and have proven effective in companies that already optimize their harvesting, transportation, and commercial supply chains. Adopting them can generate visible improvements in a short period of time.
1. Point-of-Sale Tests to Demonstrate Profitability
One of the most effective ways to convince customers is to show them how much they can earn from a well-presented product.
Point-of-sale tests make it possible to measure real revenue generated, profitability per square meter of shelf space, and product performance at different price levels.
These practices are part of commercial consulting and improvement processes such as those analyzed in our services.
2. Providing Additional Product Information
When there is no clear differentiation in appearance or taste, providing information to wholesalers or consumers can directly influence purchasing decisions.
Technical datasheets, nutritional benefits, consumption recommendations, or details about the production process add value without modifying the product itself.
3. Implementing a Robust Crop Forecasting System
A reliable crop forecast allows producers to anticipate volumes, plan offers with customers, and avoid inventory peaks.
These systems collect continuous field data, fruit development indicators, and daily temperature records, generating forecasts four to eight weeks in advance.
For producers, this represents a competitive advantage that is extremely difficult to replicate.
4. Sales Planning for the Entire Season
With an accurate forecast, it becomes possible to plan the entire season with customers—volumes, quality grades, and delivery dates—avoiding both product surpluses and shortages.
This improves commercial relationships and optimizes internal logistics.
5. Harvesting at the Optimal Ripeness Stage
Harvesting fruit at optimal maturity maximizes yield per hectare and ensures the highest possible quality.
Properly ripened fruit offers higher sugar content, better aromas, and greater market acceptance.
Only leading producers can afford this approach, as they have protective systems, suitable packaging, and rapid pre-cooling processes that preserve quality throughout transport and distribution, as shown in several of our case studies.
6. Staggering Production with the Right Varieties
Each variety has a different production peak depending on its physiology and thermal requirements.
Planning staggered varieties makes it possible to:
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Make better use of packing and pre-cooling lines
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Manage labor more efficiently
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Avoid production peaks that overload facilities and drive prices down
Staggering production helps both improve profitability and stabilize supply.
7. Investing in R&D as a Competitive Advantage
Investment in research and development is one of the strongest drivers of competitive advantage in fresh produce.
Many companies have maintained market leadership for decades thanks to consistent investment in innovation.
In addition, R&D conveys professionalism, long-term vision, and market leadership—factors that strongly influence purchasing decisions among wholesale buyers.
Visible Results with Fast Implementation
These seven techniques are easy to integrate into the existing processes of many horticultural companies and do not require significant investment.
Applying several of them simultaneously creates a cumulative effect, resulting in both increased sales and a direct improvement in product quality.
If you would like guidance on how to apply these strategies within your company, you can contact our team through the contact page or learn more about our methodology at FruitProfits.