- What crops does VV buy?
- Why should it matter if I sell to VV’s competitors or to VV’s retail accounts?
- What is VV’s commitment to me?
- How does VV determine prices?
- How can I get the best price for my produce?
- Should I charge different prices for retail, wholesale or at the farmer’s market?
- Can you take my #2s or all sizes and grades?
- How do I contact a member of the purchasing team?
What crops does VV buy?
Your growing experience, farm location, soil type, and growing conditions are your best indicators of what’s possible. We seek to establish and maintain long-term, mutually beneficial relationships, so we want you to make sound decisions in what you plan to grow. We do not contract with growers for specific crops or quantities. We review market opportunities and trends, and share this and other information with you.
Why should it matter if I sell to VV’s competitors or to VV’s retail accounts?
Establishing and maintaining healthy long-term relationships in business depends on excellent communication. We do not think growers should necessarily sell to us exclusively, but it is helpful for us to know who else you are selling to so we can better position your products in the marketplace. Many farms blend direct marketing, local retail distribution, and selling into the wholesale shipping market; some have us market their entire product. Together we work to develop a marketing plan that works best for everyone. Please plan on staying in communication from season to season.
What is VV’s commitment to me?
We are committed to developing long-lasting, sustainable relationships with our growers. Commitment tends to deepen with each season, as both grower and distributor are satisfied with each other’s support. Sustainable and successful means you continue to grow and sell your produce, and we continue to buy and distribute it!
How does VV determine prices?
Usually prices are based on current market value, which can change daily, especially for items like broccoli and lettuce. Other factors include quality, farm or label reputation, and availability of that item in the market (the old law of supply and demand). If you have a lot of a product you want to move, we will generally move it faster if it is priced aggressively. We are proud of our well-earned reputation as fair traders, and return the highest possible prices to our growers.
Should I charge different prices for retail, wholesale or at the farmer’s market?
Distributors resell your products and must therefore cover the costs of distribution, handling, marketing and transportation of your product to retail outlets. Having a higher price structure if you sell to retail outlets protects your distributors, and everyone in the system works in harmony. Your time and costs should be factored into any delivery you make, whether to wholesale or retail. Normally you command the highest prices at a direct outlet, farm stand or farmer’s market, thus protecting your (direct or indirect) retail customers as well. Please keep in mind if you sell direct to retail, it helps us to be aware of where your product is in the market. Good communication is important to every market strategy.
Can you take my #2s or all sizes and grades?
We have a broad range of customers, with diverse needs regarding flavor, grade and size. Sorting and packing to USDA standards and clear labeling are critical in marketing any produce. In short supply situations, even the fussiest customers relax their quality preferences. We also have customers who shop with different considerations in mind, and sometimes desire #2s, or varying sizes. We will do our best to move everything you pack.
How do I contact a member of the purchasing team?
We look forward to getting to know you and to figuring out how we can work together. Please call our main number, (415) 641- 3500, and ask for anyone in purchasing. We’ll talk to you soon! Meet members of our Purchasing Department.