MISSION: Southwest Research and Information Center is a multi-cultural organization working to promote the health of people and communities, protect natural resources, ensure citizen participation, and secure environmental and social justice now and for future generations

Book Reviews

New Mexico Organic Producer Marketing Guide New Mexico Organic Commodity Commission (NMOCC) Albuquerque, NM: New Mexico Organic Commodity Commission, May 2004 51 pp., free (MarketManual.pdf), paperback

Directory of Markets for New Mexico Organic Producers New Mexico Organic Commodity Commission Albuquerque, NM: New Mexico Organic Commodity Commission, May 2004 19 pp., free (out of print), paperback

Certified Organic New Mexico Producers, Processors, Handlers and Retailers New Mexico Organic Commodity Commission Albuquerque, NM: New Mexico Organic Commodity Commission, May 2004 26 pp., out of print

The New Mexico Organic Commodity Commission (NMOCC) was created via the New Mexico Organic Commodity Act of 1990, and accredited under the USDA's National Organic Program (NOP) as an organic certifying agent. Their mission:
The purpose of the New Mexico Organic Program is to provide certification services and marketing assistance for organic producers, processors and retailers; and information, education and marketplace protection for consumers. Our aim is to be an effective advocate for organic production in New Mexico; to make the certification process accessible; and to rigorously ensure the truthfulness of organic claims made.

As part of their mission, NMOCC released a series of guides to educate consumers, farmers, and producers about organic products. These guides ranged from teaching farmers and producers how to market and where, to instructing consumers about what is organic, and where they could buy organic products.

The New Mexico Organic Producer Marketing Guide, introduces farmers and small-scale producers to the concept of marketing – from farmers markets, “Community Supported Agriculture” (CSA’s), farm stands, grocery stores, restaurants, and wholesalers. Starting with “Picking the Right Market,” it gives pointers in deciding which marketplace is right for you. It also stresses the reevaluating of marketing plans from year to year to keep from falling into a rut.

If you are new to farming, farmers’ market may be the place to get your feet wet. This section gives you pointers on retailing, such as knowing the basics: know what to grow, and grow it well; get to know your customers; identify your customers’ needs; and set up time to talk to the market manager. There is also a list of necessities for working farmers’ markets, and a section on how to set up your display to optimize your products.

Another option is Community Supported Agriculture (CSA). In CSA’s, customers buy shares of the upcoming harvest, usually in the springtime when the farmer expenses are highest. At harvest time, food is distributed to each shareholder. Shareholders take on a share of risk in this manner, as a hailstorm could wipe out a portion of the crop. But they also receive a benefit in the form of having the best product available. Implementation of CSA’s is explained, along with some minimum requirements for members.

Farm Stands, U-Pick, and greenhouse sales are options that bring the customer to you. The pros and cons for each type is evaluated, giving some basic information about how each type is set up for marketing. Also mentioned is internet/mail-order sales, and some of the requirements you might have to consider if you go in that direction.

Working with Retailers and Wholesalers are other marketing options to consider. Again, each option has a summary and details on how to implement each of these programs. The retailing section is the most extensive section in the guide, with advice on working with buyers, packaging, and advice on how to prevent contamination of your product.

The Restaurant section is probably the most interesting in that some of the retailer information is crucial, but the focus tends to be more on the freshness, quality, and sometimes rarity of the product you can provide to restaurants. Some chefs have focused on heirloom strains of fruits and vegetables for inclusion in the seasonal menus. Again, there are tips and techniques for selling to these markets.

Lastly, the appendices sections gives examples of sample contracts and invoices, as well as basic information on regulations, labeling, and packaging information. This Marketing Guide is a well-written primer in organic marketing for any small- to medium-sized producer. Be sure to consult the additional information resources listed in the appendices. While this guide is extensive, education is still the key to developing an organic marketing program.

The Directory of Markets for New Mexico Organic Producers is a list of the various markets in New Mexico available to organic producers. It is divided into categories, from Retail Grocers, Cooperatives, Selling to Schools, Restaurants, Processors, Wholesalers/Distributers, to a list of the Farmers’ Markets around the state. NMOCC stresses to producers that this is just a starting point for their marketing goals, and is an excellent companion to the Marketing Guide mentioned above.

Their last guide, Certified Organic New Mexico Producers, Processors, Handlers and Retailers, is primarily directed at the consumer, but can also be used by producers wanting to learn more about others in the area. It starts with the question, “What is Organic?” In it you can find answers to some basic questions about who can sell organic products, what the term tells you about the grower’s production methods, etc. It is primarily a guide for consumers about whether a particular New Mexico business are Certified or Registered organic growers, contact information (including email where available), the business’ locations, and most importantly, what type of products they sell. There is space available for consumers to write notes on such things as prices and availability. There is also a listing of the Farmers’ Markets around the state at the end of the guide.

 —Annette Aguayo

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ORDER FROM:
New Mexico Organic Commodity Commission
4001 Indian School NE, Suite 310
Albuquerque NM 87110
(505) 841-9067
http://nmocc.state.nm.us

Editors Note: NMOCC is also putting together a series of marketing workshops this fall and early spring. Each workshop focuses on a different aspect of marketing, and includes (in some occasions) a tour of facilities. Each workshop will be led by experts from NMOCC and New Mexico State University, and will include knowledgeable producers and retailers in the organic growing field. Contact NMOCC at (505) 841-9067 for more information and to register. Descriptions of the workshops are below.

Consumer Supported Agriculture – Is it Right for You?
October 24, 2005, Albuquerque, NM.
TOPICS: “Why CSA’s Work: A History of Community Supported Agriculture and Its Growth,” “A Day in the Life of a CSA: The Mechanics,” “Member Communication,” “Beyond CSA: Incorporating Products from Other Farms,” and “Deciding if CSA Is Right for You.”

Can Value-Added Work for You?
November 1, 2005, Albuquerque, NM.
TOPICS: “Getting Into Value-Added Processing: Basic Regulations,” “Your Label—Getting it Right,” “Introducing Your Product,” and a tour of Findley Farms/Heidi’s Raspberry Farm.

Finding Local Markets
January 15, 2006, Albuquerque, NM.
TOPICS: Tour of the La Montanita Co-op, “Post-Harvest Handling for Sales to Retailers,” “Understanding What’s Important to Retailer Buyers,” “Approaching Retailers,” and “Deciding If Selling to Retailers is Right for You.”