1. How to Sell Ginger Successfully: Five Steps to Consider
Theresa J. Nartea, Extension Specialist-Marketing & Agribusinesstnartea@vsu.edu
Growing ginger is not difficult in Virginia. However, marketing Virginia grown ginger presents special
challenges to small farmers. Please review the following information to learn more about how to sell Virginia
grown ginger successfully.
Step 1: Determine the form of ginger you will sell.
Fresh-Immature Fresh-Mature Value Added-Dried
Photo Credits: Left,http://marthaandtom.com/wp-content/uploads/2010/10/Fresh-Ginger.jpg;Center, http://c2005.r5.cf3.rackcdn.com/proptype_32_propid_21702_node_FreshGingerRoot-250x250.jpg;
Right, http://i00.i.aliimg.com/img/pb/511/580/337/337580511_034.jpg
Step 2: Identify your target customers, the ones who will buy your ginger.
Dried, powdered ginger is a familiar herb to American consumers. Asians, East Indian and Caribbean cultures
use fresh ginger in their savory dishes and in warm and cold drinks. European cultures use fresh ginger in
baked goods. Individualswho enjoy cooking, drinking tea, or enjoy spa treatments are potential customers.
Step 3: Determine your price.(Prices represent Mature Ginger form)
Wholesale price range (October 2011)Source: http://www.marketnews.usda.gov/portal/fv
Baltimore, MD: 30 lb cartons $27.00-$32.00 (Origin: Asia), 5 lb cartons $7.00 (Origin: Local)
Columbia, SC: 30 lb cartons $23.00-28.00 (Origin: Asia)
Atlanta, GA: 30 lb cartons $28.50-$44.00 (Origin: Asia)
Retail price range (October 2011)Source: Field observation pricing method
Central Virginia Grocers: $3.50 to $4.00 per lb (Origin: Asia); and up to $7.99 per pound (Origin: Local)
Virginia Farmers’ Market Sales: $7.00 to $20.00 per lb (Local Grown)
Value added dried whole ginger price range (October 2011)Source: http://www.myspicesage.com/
1 oz-$2.72; 4 oz-$5.75; 1lb-$17.50; 5 lb-$63.00; 10 lb-$106.50; 50 lb $516.25
Step 4: Determine what places you will sell your ginger (Where do target customers shop, live, and work?).
See diagram on the back.
Step 5: Determine how you will promote your ginger.
Advertise (phone book, media, internet presence,personal communication, word of mouth)
Educate consumers (recipes, demonstrations, and health promotion)
Please review recipe cards, and consider sharing with potential customers.
Virginia State University 1890 Extension Program, Petersburg.
October2011 T. Nartea
Virginia Cooperative Extension programs and employment are open to all, regardless of race, color, national origin, sex, religion, age, disability, political beliefs, sexual orientation, or marital or family status. An
equal opportunity/affirmative action employer. Issued in furtherance of Cooperative Extension work, Virginia Polytechnic Institute and State University, Virginia State University, and the U.S. Department of
Agriculture cooperating. Alan Grant, Dean, Virginia Cooperative Extension, Virginia Tech, Blacksburg; Jewel Hairston, Interim Administrator, 1890 Extension Program, Virginia State, Petersburg.

2. Potential Places to Market Your Gingeradapted from Diamond, Barham, & Tropp, 2009
Marketing Options for Agricultural Producers
Mainstream Markets Alternative Markets
Major Channels Farm-to-Firms Farm-to-Consumers
Rural Collection Markets Restaurants Flea Markets
Auctions Independent Farm Stands
Terminal Markets Chain Community
Supported
Agriculture
National Food Distributors Grocery Farmers Markets
Processors Mainstream Chain Pick Your Own
Re-packers Specialty Chain E-Commerce
Brokers Independent Buying Clubs
Large-Scale Food Cooperative
Producer Cooperatives
Federal/ State Institutions
Procurement Programs
Hospitals
Schools
Prisons
Casinos
Corporate Cafeterias
FARM BARGAINING POWER, FARM IDENTITY PRESERVATION
LOW HIGH
References
Diamond, A., Barham, J., & Tropp, D. (2009). Emerging market opportunities for small-scale producers: Proceedings of a
special session at the 2008 USDA partners meeting. Retrieved from
http://www.ntis.gov/search/product.aspx?ABBR=PB2009113452
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