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Marketing Special Products in New York State A practical manual for forest-based enterprises

About this publication Contents Increasing numbers of forest owners in New York are seeking new ways to offset the costs of woodland owner- ship or combine recreation with unique rural enterprises. Introduction ...... 2 Many are unsuitable for commercial timber management due to past practices, parcel size, terrain, or incom- patibility with the owner’s forest stewardship goals. Some Section 1 farmers and forest owners are turning to special forest 1.0 Overview of products in products as a hobby or source of supplemental income to New York ...... 4 increase their enjoyment of their woodlands. The purpose of this publication is to illustrate the handling, storage, and marketing facets of special forest products 1.1 Forest cultivated ...... 6 in New York. Many existing guides provide explicit production information, yet offer only vague remarks about marketing. Suggestions and references are provided 1.2 Maple products ...... 9 in this manual to help forest owners recognize the most important elements of successful marketing of special forest 1.3 Nuts and ...... 14 products through direct and indirect sales. This publication is the first version of what will become a more 1.4 and forest comprehensive manual about marketing special forest products in the Northeast. Suggestions about additional content, botanicals ...... 17 resources, worksheets, and contributors can be directed to Jim Ochterski at (607) 535-7161 or [email protected].

1.5 Landscaping and habitat Each forest owner considering marketing special forest prod- restoration/ products .... 21 ucts will face different circumstances, based on experience, personality, income objectives, and location. Even with careful planning, some marketing efforts will not meet the intended 1.6 Specialty and decorative objectives. Fortunately, there are many options and alternative products ...... 24 marketing mechanisms for forest-derived niche products. This guide was developed with the cooperation of the New York State Department of Agriculture and Markets, through the Section 2 ...... 29 2003 Food and Agriculture Industry Development Program. 2.1 Local markets and promotions .... 30 Publication prepared by Jim Ochterski, Senior Extension Resource Educator, 2.2 Regional markets and promotions Cornell Cooperative Extension of Schuyler County, and a 33 member of the South Central New York Agriculture Team. Robert Beyfuss, Agriculture Program Leader, Cornell 2.3 Distant markets and promotions . 40 Cooperative Extension of Greene County. Monika Roth, Agriculture Development & Marketing Spe- Section 3 ...... 41 cialist, Cornell Cooperative Extension of Tompkins County, and leader of the South Central New York Agriculture Team. 3.1 Resources for additional information 41 Editing and review by Louise Buck, Senior Extension Associate, Department of Natural Resources, Cornell University. Appendix 1 - Sample consignment Kenneth Mudge, Associate Professor, Department of Horti- agreement - for educational purposes culture, Cornell University. only ...... 42 Stephen Childs, Extension Maple Specialist, Department of Natural Resources, Cornell University. Appendix 2 - Survey questions for Layout and design by Donna Boyce, Communications restaurant and small-scale food Services, New York State Agricultural Experiment Station, processors ...... 44 Cornell University. Acknowledgements John Boyle, Forest and Home, Durham, NY Barbara Hummell, Skyland Farm, Hector, NY Finger Lakes Culinary Bounty Jonas Kennedy, Ithaca College NYS Department of Agriculture and Markets 2003 Food and Agriculture Industry Development Program.

Marketing Special Forest Products in New York State 1 which explains the overarching concepts of Introduction sustainability, personality, and business consid- This Agroforestry Marketing Guide was devel- erations, this booklet is organized into two major oped to excite rural owners about the sections. Sections 1.1 through 1.6 are an overview potential for growing, harvesting, and selling of agroforestry products and their marketing ecologically sustainable . There are many characteristics. It includes recommendations people who have never heard of forest crops, about handling and choosing product-specific or do not know how to find the various kinds of packaging options. These sections include forest products that can come from New York’s forest-cultivated mushrooms, maple products, woodlands. This guide will help connect pro- nuts and berries, ginseng and forest botanicals, ducers with these potential landscaping and habitat restoration products, customers. and specialty wood and decorative products. Sections 2.1 through 2.3 analyze local, regional, This guide is a landmark and distant agroforestry markets, plus potential for New York’s emerging promotional strategies to reach them. sector. No other state or organiza- Effective marketing can encourage the sustainable tion has produced a guide use of woodland resources. By creating a steady to meet the marketing demand for non-timber forest products, forest needs of private agrofor- managers will have an economic incentive to estry product growers, so balance production objectives with concerns for it stands to place forest long-term forest health. Agroforestry can be a farmers in the state at a good activity for those with woodlands unsuitable competitive advantage. for a timber sale due to timing, size, or physi- cal qualities, or for those reluctant to conduct The most common approach to marketing spe- a timber sale. Forest crops, if properly chosen, cial forest products involves inefficient will grow in any woodlot in New York. It is a fun trial-and-error, resulting in wasted time, poor hobby, a conversation piece, and a good way to use of products, and little or no profitability. meet people interested in productive conserva- Because new and experienced agroforestry tion of our forest resources. producers report frustration with marketing, this booklet is intended to inspire and inform. It This guide is all about creatively inventing new attempts to address a lack of understanding by markets for forest crops, which many people agroforestry entrepreneurs about what retailers have never heard of. The potential markets are need and what consumers expect from new or truly unknown at this point, but to provide a sense niche forest based products. of the possibilities, consider the options presented in the accompanying chart. Farm profitability is a significant challenge in rural, forested areas, where metropolitan The markets for forest crops such as mushrooms, markets are distant and per capita income is native landscape products, nuts, berries, and low. The key to profitability is to understand, decoratives are relatively undefined. Even so, access, and create new markets. Additionally, there is likely to be a great potential to bring forest product growers need to understand that such unusual products into widespread public retailers are selective about what products they will sell. This Agroforestry Marketing Guide sug- gests many ways to make New York-produced forest products more visible and available to residents and tourists alike.

Agroforestry marketing is a combination of the actions and attitudes that convert a stock of a product (forest mushrooms, ginseng , ma- ple syrup) to income. Producers will first have to work out production and harvesting tech- niques to create a sellable product. At nearly the same time, they need to assess and begin to research a variety of sales opportunities. This guide provides ideas and insights about who might be buying agroforestry products and why. Following the remainder of the Introduction,

2 Marketing Special Forest Products in New York State recognition through agroforestry marketing. This Running a forest-based guide describes dozens of ways to introduce enterprise as a small business various forest products, few of which are “tried Before marketing, there is the issue of how to and true,” but all of which are feasible. While operate your business. Below are six core some readers will be inspired, others may think, practices required to turn a forest into a “That’ll never work.” Your job is to weigh each profitable enterprise (adapted from Tweeten, suggestion based on your own personality and 2001): your interest in making a “go” out of uncertain 1) Have a serious attitude about your agrofor- markets. estry enterprise

The marketing personality 2) Use professionals for advice Special forest products are still emerging in many places, so special forest product marketers are 3) Operate within all local, state and federal very few and very far between. If you are won- laws and regulations dering at this point if you will make a successful marketer, as well as grower, consider the 4) Have an orderly and clean workplace following traits (adapted from Stevens, 2001): • Special forest product marketers are hon- 5) Have good quality printed materials, and est and practical people who will try new ideas every few months to get their prod- 6) Maintain good customer service and use ucts sold. They feel most satisfied when good manners at all times. they acquire a new customer or marketing angle. Income from agroforestry • Special forest product marketers are cre- In agroforestry, there is a big difference ative and passionate about their products. between profitability and full-time income. They are not shy about touting the benefits Although there are instances of woodland of using their flavoring wood, or why New owners making a living from crops like gin- York pure is obviously supe- seng, or mushrooms, this is not typical. More rior to all other syrups. They do not worry likely, you will be able to cover the expenses of about a few rejections because there are your well-run enterprise, earn some additional still so many other leads out there. revenue, and enjoy the process. This will be a • Balancing extroversion and introversion, part-time venture for most people. agroforestry marketers keep in regular contact with their customers and other key contacts. References: • Special forest product marketers know Stevens, R. (2001). “Why Some Hires Are they cannot be successful by themselves. Great, Others Aren’t: The DM Personality” They ask for help from their customers DMNews http://www.ruthstevens.com/ to spread the word, from Extension and DMNews/hires_great_others_arent.html (11-04) other agency professionals, and from fam- ily members who support their endeavor. Tweeten, Kathleen & Zetocha, Dale (1999). “Home-Based Business... Is It For Me?” EB- 44, North Dakota State University of Agriculture and Applied Science

Marketing Special Forest Products in New York State 3 for the long term, plant new and shrubs Agroforestry Section 1.0 every year and only harvest a small amount, even is the practice Overview of when they are abundant. of intentionally agroforestry Cones and seeds utilizing trees Active forest owners can collect pinecones, products in acorns, hickory nuts, beechnuts, and as part of a New York from the forest floor. Of course, orchards planned will provide a wider variety of nut trees. Supply production Agroforestry is the practice of intentionally utiliz- is important, so you should replant species to ing trees as part of a planned production system. continue production, and plan to manage your system. In this guide, the focus will be on forest farmed timber to favor nut- and cone-producing trees. crops and materials collected sustainably. Mar- ketable agroforestry products include: Cooking wood, smoke wood, and flavorwood Berries and wild fruits Cooking wood represents true interaction with Forest owners can harvest edible fruit and your forest. You can select favorable species, berries when they are ripe. Naturally growing then cut and split the wood to produce a useful and cultivated woodland fruits include: size and shape to accommodate cooking and Serviceberry Pawpaw grilling. Wood smoke enhances meat and fish Currants - red, white, or black flavors, imparting a rustic scent to the food. You Raspberries Lowbush can also place the wood into incense holders Gooseberry Lignonberries and steamers. Highbush cranberry Hardy kiwifruit American cranberry Blue honeysuckle Decorative wood Chokecherry (Aronia) Sea buckthorn Begin by assessing your forest for Elderberry Cornelian cherry with knots, burls, or unusual shapes. If you have a good inventory of these, also consider collecting Some of the at-home uses include flavoring logs with decorative bark, such as white birch and meals, garnishing salads, or serving the fruits to American beech. Common uses include wall and birds. Some forest plants and trees contain high hearth decorations, coasters, furnishings, bases for amounts of nutrients. To keep this project going carvings, frames, bird feeders, and other rustic-

4 Marketing Special Forest Products in New York State looking uses. You will get more out of a sustainably Mushrooms managed forest, so use only species and trees One of the classic “forest farming” practices, removed as part of a long-term management plan. woodlot owners are growing mushrooms for their own consumption. Various species Forest botanicals as flavorings, of mushrooms are inoculated on cut logs in medicinals, and pharmaceuticals forests. They are used as a food, a potential As one of the oldest uses of forests, you can begin natural remedy to ailments, and as a potent identifying and harvesting roots, berries, stems, flavoring. Use logs cut according to a forest or foliage of plants known to have beneficial uses. management plan. Proper identification is clearly important if you intend to use these forest products. Harvest only Syrup small portions of vigorous populations, and replant Harvesting maple , boiling it and packaging or create a cultivated area. it as a sweet syrup is a common rural tradition. Maple syrup is produced in a relatively small Greenery and floral products portion of the world, with the greatest produc- You can harvest evergreen branches and vines tion centered in the Northeast. It is a food, a used for decorative floral arrangements such as flavoring, and a base for other maple products. , , grapevine, and bittersweet, among many others. These forest products are frequently Weaving and dyeing purchased for seasonal decoration, fragrance, or materials as floral arrangements. Obtaining the right kinds of materials from forests for weaving and dyeing will take some Transplants and propagation research, but plenty of information is available. Some forest owners are creating new forests by Some forest cultivating native trees and shrubs in the ground owners will be inclined to experiment with various or in pots within their forested area. These plant uses. Usually, these materials are used to shrubs and trees are hard to find in some areas, create natural products for decoration, color- or require shipping. They are used in landscaping, ing textiles, and weaving baskets or small-scale attracting , and conservation. For the long crafts. term, keep re-planting native species. Specialty wood products You can utilize species often overlooked Woodland honey is special, as it captures floral by commercial logging companies, including qualities not available in wildflower meadows. basswood, black birch, white birch, poplar, Locust trees and basswood both have suitable elm, and butternut. These species are ideal for flowers for high-quality honey production. Hives some types of carving, framing, making instru- are placed near forests during the proper blos- ments, fabricating walking sticks, and making soming time. The honey is harvested and can be decorations. marketed as a specialty honey at a higher price.

Marketing Special Forest Products in New York State 5 caps indicate over-maturity and will This section Section 1.1 not be as valuable as the fresher-looking forms. provides tips Forest cultivated Refrigerate forest-grown mushrooms as soon as and guidance mushrooms possible after harvesting. These mushrooms will regarding the remain fresh and marketable for several weeks. Mushrooms are becoming increasingly popular Do not seal them in an airtight container. Keep handling, and consumers are already changing the types delicate mushrooms, like oyster mushrooms, in storage, and and amounts of mushrooms they eat. Most of a single layer. More durable mushrooms can be the mushrooms eaten in the United States are separated into layers with towels. Make marketing of so called “white” or “button” mushrooms of the sure that your customer also has the appropriate forest cultivated genus Agaricus, including white, crimini, and refrigeration equipment, or if you are selling at a mushrooms portabella. Like other food trends, consumption farm market or through a small retailer, that they of mushrooms will continue to diversify, as can store your product adequately. consumers and food professionals try new flavors and textures (Zidenberg-Cherr, 2002). To maximize your mushroom enterprise income, This represents a good try to focus on providing fresh mushrooms, rather opportunity for woodland than dried or frozen. Fresh mushrooms retain the owners who would like best flavor and texture. Set up a system for rotat- to establish a small-scale ing out or drying older mushrooms and maintain a crop in their woodlands. consistently fresh supply of new mushrooms. In an emergency, slice and dry the mushrooms This section provides with a convection dryer, rather than throwing tips and guidance them out. Dried mushrooms are not as desirable regarding the handling, to some customers, but they keep for months storage, and market- and may be of interest at a lower price per pound ing of forest cultivated for making soups and stews. However, off- mushrooms like oyster, season demand of these same mushrooms may maitake, , and make them very much worth storing in a dry and lion’s mane. frozen condition.

Forest cultivated Canning or pickling fresh, unopened mushrooms mushrooms are grown can be done at home with a pressure canner, on beds, logs, but would require a food processor’s license in straw bales, stumps, New York for retail sale of any kind. The market- and other dead or dying ability of such a product is unexplored. Usually plant material. After only domestic mushrooms are used for canning inoculation and a period and pickling as wild mushrooms are not recom- of mycelial growth, these saprophytic fungi mended for this kind of preservation. “fruit” into the form we call mushrooms. There is considerable information available about Mushrooms need to be treated to stop maturation forest mushroom cultivation, available through before freezing, usually by steaming. Soak mush- Cornell Cooperative Extension and other land- rooms in a mixture containing 1 teaspoon lemon juice or 1.5 teaspoons citric acid per pint of water grant university extension systems. The book, for 5 minutes to reduce darkening. Steam whole Growing Gourmet and Medicinal Mushrooms, mushrooms 5 minutes, buttons or quarters 3.5 3rd Ed. by Paul Stamets (Stamets, 2000) minutes and slices 3 minutes. Cool promptly, is an excellent reference about mushroom drain and package, leaving 1/2-inch headspace. cultivation. Place small packages in the freezer for fast cooling (Andress & Harrison, 1999). -harvest handling of mushrooms Selling points Harvest forest cultivated mushrooms with a • Forest cultivated mushrooms have more knife, or by twisting the stem (stipe) so it breaks fiber than white mushrooms, very few free. Gently brush off any dirt or debris, without calories (4 - 10 per ounce), little or no washing the mushroom under water, and place fat, no sodium, and no simple sugars, each mushroom into an open basket, paper like sucrose. sack, or other vented container (Filip, 1988). • Specialty mushrooms have a wide range Mushrooms like shiitake that have a large of flavors, from mild to robust that allow cap are more marketable when the cap is still buyers to create more sophisticated curled and somewhat closed. Wide, flattened cuisines in their homes.

6 Marketing Special Forest Products in New York State • Forest-cultivated mushrooms are what and how much. If you unexpectedly get thought to have a wide variety of medici- a large fruiting, it will be easier to spot who will nal properties, which are alleged, but readily buy them. Ask your customers if they not proven (so avoid definite claims): would be willing to become a surplus buyer at a • Lion’ s mane (Hericium erinaceus) discount. - augmenting nerve growth, immune system response, anti-cancer

• Maitake (Grifola frondosa) - anti- viral, anti-cancer, diabetic regula- tion, anti-infection

• Shiitake (Lentinula edodes) - cholesterol treatment, anti-infection, hypertension treatment

• Oyster (Pleurotus ostreatus) - cholesterol treatment, anti-tumor

• Specialty mushrooms can be cooked in a variety of ways, including grilling, sautéing, stir-frying, or baking. They can be added to enhance to any vegetable, egg, or meat dish. Mushrooms make up an important texture component in meatless meals.

• Mushrooms are a good value with reasonable pricing.

• Mushrooms are a source of B-complex vitamins like riboflavin and niacin, and Develop an easily identifiable set of mushroom the mineral selenium. packages. For example, use all white paper bags with a clear label that identifies the mushroom, • Forest-grown mushrooms are choles- the package weight, and storage information. terol free. Every package you sell should have your con- tact information clearly marked. Keys to marketing forest- cultivated mushrooms Ask your buyer if some level of processing One of the most important aspects of marketing would help. Labor to process mushrooms in a an unusual food like specialty mushrooms is restaurant (, slicing, etc.) is expensive your reputation (Boyle, 2004). You must be and sometimes hard to find. Packages of sliced able to provide clean, sound, contaminant-free mushrooms, or caps only, may be a more attrac- mushrooms. The idea that the mushrooms are tive product, but you won’t know unless you ask. cultivated, rather than harvested from the wild, helps ensure the reliability of your product and Once your customers catch on to the flavors reduces concerns about accidental poisoning. and textures of forest-grown mushrooms, they will likely start asking for additional types. Plan Every one of your customers has to trust you to expand your enterprise accordingly, adding and your product. For this reason, buyers like on new types of mushrooms, in keeping with restaurants and individuals like to buy from an your goals as a forest crop grower. individual or business they know. If you bring a box of oyster mushrooms to a buyer, every Normally, mushrooms are sold in grocery stores single mushroom must be in good condition. in the produce section. Smaller fresh produce Remove any that are questionable, as they will stores, ethnic markets, and farm markets stock ruin the others, and your reputation. mushrooms as well. Most of the time, you will see only Agaricus mushrooms for sale, with a Once you establish your trustworthiness, selling few bins of specialty mushrooms. mushrooms will become easy. It may boil down to having a list of contacts - families, bed and It is going to be hard to compete on price breakfasts, restaurants, other growers - and because mass-produced mushrooms are so calling them one-by-one to sell what you have inexpensive and easy to obtain. Rather than growing. Keep written records about who buys quantity, focus your efforts on providing consis-

Marketing Special Forest Products in New York State 7 tent quality, service (delivery, slicing), educa- a bunch of mushrooms or converting them to a tion (recipes, advice), personal attention, and low-value dried product as a result of a relationship a trusting relationship. You are providing a gone wrong. special, hard-to-get product. You are in the business of meeting a buyer’s needs, rather As with all special forest products, low or in- than simply growing mushrooms for sale. consistent quality does not sell. Once you have worked out your production methods, consis- Mushrooms are almost always sold by weight. tently supply your customers and contacts with Specialty mushroom prices shift around, but predictably excellent mushrooms. you can expect $8.00 to $20.00 per pound, if you sell by the pound. A high-quality product will sell for more. Smaller packages can be References sold at higher unit prices. For example, one Andress, E.L. and Harrison, J.A. (1999) So Easy Central New York mushroom grower receives to Preserve (4th ed). Bulletin 989, Cooperative $4.00 for a 4 oz. bag of shiitake mushrooms. Extension Service, University of Georgia. Blends of two or more mushrooms can be considered a premium package, a “gourmet Boyle, John (2004) Personal communication, mix.” Prices will vary by season and the qual- Durham, NY (September 2004) Many of the ity of your product. points presented are derived from personal comments and presentations by John Boyle, a No matter the price, make sure that your weights Catskill-area mushroom grower and collector. are accurate, and maybe a little on the gener- Mr. Boyle is known throughout New York as an ous side. In other words, make sure a “12 ounce expert in mushroom cultivation and handling. bag” of your mushrooms weighs at least twelve ounces. Filip, Greg (1998) Harvesting and Marketing Ed- ible Wild Mushrooms, EC-1496, Oregon State When you establish good relationships with buy- University. ers, as this section recommends, you may have to reduce your price to satisfy your customers Stamets, P. (2000) Growing Gourmet and Me- periodically. Sometimes fruiting comes uninten- dicinal Mushrooms, 3rd Ed. Berkeley, CA : Ten tionally and you are sitting on a lot more mush- Speed Press. rooms than you expected. Older mushrooms are worth less due to reduced flavor, toughness, Zidenberg-Cherr, S., ed. (2002) Health Benefits and rapid perishability. In these situations, work of Mushrooms. Nutrition Perspectives. v.27 No. to keep the customer, rather than throwing out 5. University Of California Cooperative Extension.

8 Marketing Special Forest Products in New York State and more consumers, especially young adults, In the maple Section 1.2 regularly purchase small food luxuries like gour- met sauces or espresso coffee drinks. Maple sector, Maple syrup and syrup purchases reflect a similar indulgence. maple products customers are The retail maple market not just buying Although it is tempting to group all the individuals your syrup or Maple syrup and its spin-off products are the to whom you sell (and would like to sell) maple most widely recognized special forest products syrup as “the customers,” there is a lot more candy. They in North America. Unfortunately, high recogni- diversity in the retail maple market than first are buying a tion has not translated into the desired level of meets the eye. All these potential buyers can be widespread consumption. Although abundant broken down into various groups, each requiring little bit of your and pervasive in the Northeast, Great Lakes a different approach: world in each region, and the eastern provinces of Canada, maple products are somewhat underutilized 1) People who like pure maple syrup, and bottle. in the region and across the continent. Only buy it wherever convenient (a huge, interna- a small percent of New Yorkers regularly use tional market). maple syrup. Because maple syrup is at least a familiar product to most potential customers, 2) People who like pure maple syrup, producers have an excellent opportunity to mar- and would prefer to purchase it from the ket maple products. producer, rather than at the grocery store (a significant number of people, mostly in Maple producers are often frustrated by wide maple-producing regions). fluctuations in sales and production. Some maple producers are concerned about not be- 3) People who like pure maple syrup and ing able to predict whether they will sell all they exclusively purchase from one producer as produce. This section describes a variety of much as possible (loyal customers). ways small- to mid-scale producers can improve their sales of maple syrup and related maple 4) People who are ambivalent about maple products in their communities and regions. syrup products (another huge, international Should the maple industry conduct a national group). or international marketing campaign, producers who already make themselves highly visible will 5) People who do not find pure maple have an additional marketing advantage. syrup appealing (a small segment of the Maple’s ongoing reputation for purity and old- population who do not know what they are fashioned wholesomeness is a tremendous missing). asset. Uniquely tree-derived, maple syrup epitomizes “natural” food and a historically If you are serious about marketing maple syrup earth-friendly product. Images of sap collection, on a direct retail basis, you will recognize group winter beauty, and family-based activities are all 3 as the most valuable group of all. Major cor- porations spend millions of dollars trying to establish loyalty; it is the grand prize of marketing.

In the maple sector, customers are not just buying your syrup or candy. They are buying a little bit of your world in each bottle – your sugarbush, your labor each winter, your attention to quality, and your personal- ity. Loyal maple customers (who despise artificial pancake syrup) are in it partly for the relationship with the natural world you manage. Perhaps unintentionally, you have established a reputation with these folks. Make their loyalty a priority. If they have purchased a significant amount of product from you, reward them with added personal service and support their endeavors as part of the enduring maple syrup image. much as possible. Some consumers regard genuine maple syrup as a premium product, something reserved for From a practical point of view, loyal maple special occasions or as a gift. Fortunately more customers can leverage your maple products for

Marketing Special Forest Products in New York State 9 you. Here are some examples of you can build interested in meeting face-to-face, the more on an existing customer’s relationship: likely they will start buying directly from you, – Encourage your customers to refer rather than the grocery store. Some marketers people to you or provide them with a sam- would say you should “make it easy for custom- pler to share with their friends. ers to give you money.” Good advice. A large group of maple consumers buy maple – Suggest gift packages from your sug- products wherever they can find them, regard- arbush for special occasions. For holiday less of the producer. It is more challenging sales, mail a catchy flyer in early November. to reach this group, but much of your effort should again focus on visibility. You must be – Share your goals for developing a larger seen to be patronized. Sooner or later, you will customer base with your loyal customers, convert some of these general maple product and ask for their suggestions. They are buyers to more loyal customers. often eager to help you consider alterna- tive ideas. Some examples of how you can easily make your maple operation more distinct are: – Correspond through a simple newsletter • News release - Television stations and or mini-catalog, which may include other newspapers in smaller cities often products, like preserves, pancake mixes, pursue offbeat or interesting stories to or cookie mixes. Such mailings should complement the hard news of the day. go out only to those customers who have The earliest trickle of sap in mid-winter willingly provided their postal address for may be a common event for you, but your mailing list. promoted as a special seasonal mile- stone in a rural community, the “first – Host a special open house to thank run” will boost your visibility. Keep the your better customers. With an off-season news release simple and focused on reception or pancake breakfast, you will images of interest (replace a few taps to continue to solidify the relationship, and provide sap dripping from spouts, rather give these customers even more reasons than through tubing). to buy from you. Even if your regular customers do not attend, the invitation will • Maple products as fundraisers - Non-prof- help demonstrate your interest in them. its are frequently seeking new and unique ways to raise money. Containers of maple The second most important retail maple consum- syrup can be offered to a nature center, er group is comprised of people who like maple Scout troop, or church youth group at a syrup, and would prefer to purchase it directly discounted price. In turn, the non-profit from a producer rather than at the grocery store. can host a special sale or include your This may be the biggest untapped market avail- product in an existing sales fundraiser. able. Thousands of families in cities and suburbs This act of local charity support will distin- in North America are quietly looking for a better guish your maple operation in the eyes of connection to the natural world and country the charity and their patrons. appeal. Your maple syrup operation is out there, ready to treat them to a taste of country life. • Presentation to civic group - Service organizations (Rotary, Lions, Kiwanis, If you look closely at the maple products avail- etc.) frequently seek speakers for their able in most grocery stores, the labels try to meetings. Prepare a 15 to 20 minute pre- convey this romantic connection to rural life. Tin sentation, usually with slides, little known containers with snowbound sugarhouses, sugar information, or samples of your maple maple tree silhouettes, horse-drawn carts, and product. This is a good way to introduce steam billowing in the chilly air are all trying to your business to a receptive audience. convey the same thing: connection to the coun- Become an educator for a while, and the try. Your goal should be to provide this group a unspoken advertising will come subtly. country taste at improved convenience. • Teach a class - Educational events for The key to reaching this group of maple syrup the public always distinguish maple pro- consumers is visibility. The customer in this ducers from artificial syrup manufactur- group is ready and willing to buy your product; ers. School tours, introductory classes, they just need to know who is selling and how and off-season woodswalks build the to find you. Some city and suburban custom- allegiance you may be seeking among ers are willing to make a special trip to you for maple syrup consumers. a quart or two of maple syrup. The more visible you are, with a clear message that you are What about all those people who only buy artifi-

10 Marketing Special Forest Products in New York State cial syrup? It will take an organized effort by the sugar bush and dump sap buckets into maple industry and individual producers to win their own bucket and return it full to the over people who are ambivalent about maple sugarhouse. The sap is then added to the products or do not find them appealing. A wide bulk tank, and the rented (or purchased) array of repeated messages promoting maple 5-gallon bucket is used repeatedly. products will help, but they best way to reach Flags are used to designate sap buckets ambivalent consumers is by providing a direct already emptied in the sugar bush. In experience with maple products. They will need return for their work, these visitors may to taste the syrup, savor the cream, and crunch receive a sampler of syrup. on the candy and sugar products to eventually become maple customers. • Corn mazes are very popular in the autumn, attracting hundreds of thousands The direct experience with maple syrup starts of paying visitors to farms. Maple produc- with personal contact with maple producers. ers may be able to set up a tubing maze Whether at county and state fairs, community fes- or some other interactive attraction for the tivals, shopping center events, and entertainment general public. Families are very eager events, the best marketers of maple products are to begin their outdoor weekend activities maple producers themselves. Subtly, a human re- toward the end of the winter season. lationship will go a long way toward putting a face on the maple products you sell. Every minute you • Encourage visitors to linger by setting up spend and every contact you make at a maple a pen with small (sheep, goats) producer’s association booth is time well spent or a photo station with old farm equip- over the long term. You, as an individual, have a ment or benches with a scenic backdrop. lot of control over people’s perceptions of maple products. Shake hands, smile, and be friendly. The importance of direct experience in increas- This will eventually convert ambivalence to sup- ing maple product awareness sales cannot be port for the maple industry overstated. Although the steam-laden smells and sights of sugaring is familiar to maple Another way of providing a direct experience producers, it is an exciting and appealing is by combining entertainment and recreation experience for suburban and urban dwellers. with an awareness of maple products. This is Pictures on the label can only go so far. If you can deliver the real thing - a few moments alongside an evaporator running full-tilt, or in a sugar bush while the sap is running - you will establish a desirable connection between the buyer and your maple product. Although it cre- ates extra work in the busy late winter season, the connections established during personal visits last through the year. These experiences are already translating into to a higher level of awareness and commitment to maple products.

Marketing grades of maple syrup The discrepancy between USDA maple syrup grades, which are based on color, and consumer preferences, which are usually based on flavor, a subtle, but important way of moving custom- is becoming more explicit. There is an effort ers from occasional to consistent purchasers. underway by the North American Maple Syrup Maple Weekend in New York has become the Council to develop a more comprehensive best way to connect with people who can be standard. Light amber syrup, considered the converted to more regular maple customers. highest grade, has the most delicate flavor. These events make it easier for people unfamiliar More full-bodied maple flavors are apparent with rural destinations to find and visit maple with the darker grades. production facilities directly. During this event, there are different ways to make your maple Part of your job as a service-oriented maple operation more than just syrup in a jug. Here producer is to allow customers to taste the are some examples: different grades and decide for themselves • U-tap maple time. Families travel to which grade they prefer. Most consumers are your sugarhouse and sugar bush at a not aware of the differences in grades and will designated time and rent a clean 5-gallon appreciate the comparison. As with New York’s bucket. They hike into a portion of the apple varieties, it will be helpful for consum-

Marketing Special Forest Products in New York State 11 ers to start recognizing their preferences. For syrup because of over pouring. Although they information about grading standards, refer to can be hard to find, maple producers should the North American Maple Syrup Producers strive to meet the needs of typical consumers by Manual (Koelling & Heiligmann, 1996). providing spouts on jugs, or separate spouts that can be switched from container to container. Pro- Selling points ducers like Merle Maple [www.merlemaple.com] Maple syrup and maple products have a long are offering a thinner bottle with a flip-top, no-drip list of selling points: cap that is easier for kids to handle. • In addition to sucrose, sugars in maple syrup include small amounts of glucose Glass containers provide a great deal of visual and fructose - which some people find appeal. Syrup grade and clarity is readily visible. more easily digestible. For gifts or restaurant use, glass containers are very appealing. They are less easily transported, • Unlike artificial sweeteners, maple syrup and many consumers understand that they are contains important minerals, particularly paying for fancy packaging as well as the prod- potassium and calcium. These minerals uct. Portion control is less of a problem because are derived from the soil and filtered the syrup can be seen flowing toward the spout. through the tree in the sap. Syrup in glass will darken very slowly.

• Maple syrup has fewer calories per serv- Tin containers appeal to a small segment of con- ing than corn syrup, a common base sumers, particularly those that prefer traditional ingredient for artificial syrup. or nostalgic items. Producers using tin containers should caution buyers about long-term storage • Maple syrup has had a substantially - tinned steel can impart a metallic taste to the similar flavor and texture for hun- syrup as the tin degrades. dreds of years - a unique heritage taste. Additionally, maple syrup is as The labels on maple syrup and maple products pure now as it was 200 years ago. are an excellent opportunity for marketing after the sale. As noted in the North American Maple • All pure maple products are suitable Syrup Producers Manual, labels should include: for vegan and vegetarian consumption, the name of the product and producer, maple a growing proportion of consumers in syrup grade, suggested uses, volume, and how to North America. report problems with the product. One way to retain your customers is to include convenience informa- • A sugarbush is a sustainable use of a tion such as how to warm maple syrup in a microwave forest resource, providing habitat for wild- oven, accurate substitutions in recipes calling for life, water quality protection, and cleaner air. granulated sugar, recommended pancake mixes, or quick recipes. Include your contact information and list • Every purchase of maple products ben- other products you carry. If your enterprise has e-mail efits your local economy. or a website, include that on the label as well. Finally, include details about ordering “replacement bottles” • Maple products are almost always pro- when the current container is empty. Your customers duced without pesticides. will appreciate any convenience you provide.

Packaging maple syrup Understand the appeal of A portion of maple syrup marketing is accom- artificial syrup plished through effective packaging (Koelling & To most North American consumers, artificial Heiligmann, 1996). Maple producers have many container options, from the common plastic jug to decorative glass and tin, to unique wine bottle- shaped packages. Customers expect a blend of utility, easy storage, easy use and attractiveness.

Currently, the standard maple syrup package is a small- to medium-sized plastic jug for home storage and consumption. Variations on the jug include custom graphics, recipes, and nutritional information. Plastic jugs preserve the maple character very well.

One downside to these jugs is portion control. Consumers with children report a lot of wasted

12 Marketing Special Forest Products in New York State pancake syrup is just as, if not more, familiar as maple syrup. Name brand syrups rely on millions of dollars in television advertising, co-packaging with pancake mixes, youth-di- rected ads, and dominant store shelf place- ment to maintain their visibility. Containers of artificial syrup are designed primarily for convenience, with portioning spouts, a nar- row shape that children can manipulate, and microwave-ready materials to easily warm the syrup. Of course, the price of artificial syrups is very attractive in a culture where low unit cost frequently trumps quality. a strong interest in continuing to use it. The source of the maple syrup used by these estab- A second source of direct competition for lishments is unknown, but during personal con- maple syrup is fruit-flavored syrups, like blue- versations, restaurant owners rarely mentioned , , and - syrup. a New York maple producer they knew and Consumers purchase these as an indulgence patronized. Some food establishment owners, and to vary their culinary experience at home. like the proprietor of a Finger Lakes region ice Diversifying syrup flavors is a viable market- cream company, found the idea of buying from ing strategy for maple producers. Fruit syrups a local producer very appealing and sought are not difficult to make, and can provide the referrals right away. variety or novelty many customers seek. One Finger Lakes winery owner reported that Maple customer research they bought a whole box of bottled maple syrup If you want to take a more quantifiable from a producer who stopped by one day. The approach to identifying customers, follow winery promptly sold all the syrup to their win- the guidelines of Chapter 10 in the North ery customers, but then never saw the maple American Maple Syrup Producers Manual producer again. They did not carry maple (Koelling & Heiligmann, 1996). It provides syrup for several months because no one ap- a thorough procedure to characterize your proached them to restock. customers, target advertising, choose wholesale or retail buyers, and establish an Pricing wholesale maple syrup is as much an art overall marketing strategy. as a science. On one hand, it is appropriate to explain the usual retail prices for your product, There is a vast market for pure maple syrup then negotiate a wholesale price with the buyer. that is substantially untapped. The key for On the other hand, you can simply price whole- small- to mid-scale maple producers is to sale 35 - 45% above your cost of production; increase visibility. Whether through an open retail would be 65 - 75% above your cost of house, a pre-season flyer, a newspaper article, production (Myott, 2002). Many maple produc- or a personal conversation at a county fair, ers compare what other producers are charging maple syrup producers have the ability to by simply obtaining their price sheets. convert many consumers into more committed pure maple product buyers. Your list of possible wholesale contacts can include locally owned restaurants, wineries, Wholesale maple sales cider mills, nurseries, farm markets, bulk food The idea of selling maple syrup on a whole- stores, bakeries, candy makers, ice cream sale level is appealing in the sense that many shops, and regional tourist stores, and other bottles leave your operation at once, rather hospitality businesses. Read Sections 2.1 and than one or two at a time. Fortunately, there 2.2 of this guide to learn more about approaching appears to be a lot of wholesale maple syrup boutiques, gift shops, and restaurants with your buyers that are not being serviced in New wholesale maple products. York. During a small survey of food service businesses (restaurants, wineries, confectioners, processors) in 2004, Cornell References Cooperative Extension determined that there is Koelling, M.R. & Heiligmann, R.B., eds. and will be a demand for maple syrup products (1996) North American Maple Syrup Producers at restaurants and hospitality businesses. Manual, Bulletin 856, Ohio State University Extension. Pure maple syrup is used by a significant num- ber of the food and hospitality establishments surveyed. Furthermore, respondents reported

Marketing Special Forest Products in New York State 13 Hickory nuts should be removed from their pod Section 1.3 and sold either in the shell or shelled. The husk usually breaks away from the shell cleanly, leav- Nuts and berries ing a marble-sized nut. This nut then needs to Nut harvesting be cracked open to pick out the edible nutmeat. Whether for a plant-based diet, set out to and storage will attract wildlife, or as an important part of Place husked hickory nuts in a pail of water make or break old-fashioned recipes, nuts and forest to sort off the ones that float – these do not berries have immense potential for market- have filled kernels due to weevils or poor grow- the marketabil- ing and income. Anyone growing these edible ing conditions. A sharp rap with a hammer on ity of your plants, or lucky enough to have a number the curved shoulder of the nut will break the of nut and berry trees and shrubs already shell without ruining the edible nutmeat parts. product. on their property, will likely sell out of their Be aware that it takes a lot of effort to extract seasonal harvest every year for years to a marketable amount of hickory nutmeats. come. It is hard to overestimate the demand, If you market hickory nuts, provide cracking once consumers get a little education pro- instructions or invest in bench top devices vided by you as a forest crop entrepreneur. that are designed for repeated nut cracking.

Nuts include shagbark hickory, shell bark Black walnuts can be sold unprocessed, in hickory, and pignut hickory (for wildlife only), the shell, or in edible form. If intended for black walnut, chestnuts, acorns, hazelnuts, consumption, walnuts should be husked and beechnuts. Most of these nuts grow immediately after harvest. The husk will naturally in New York’s forests; others are stain your skin, so wear protective gloves to grown in nut orchards as cultivated variet- de-husk the fresh walnut. For large quanti- ies. The Northern Nut Growers Association ties, use a heel board or walnut husker. is the most helpful Rinse the walnut in its shell, then use the organization in New float test to remove undesirable walnuts. York for information After sorting, dry the walnuts in the shell for about nut growing. a month by placing them in layers with good Nuts are a high- air circulation, protected from rodents and energy food for direct light (Janssen, 1994; Roper, 2003). wildlife and humans. To crack open a walnut, set it on a brick or Natural oils make stone and strike it on the end with a hammer. nuts appealing to Nipper-type wire cutters will make extraction people who are of the walnut meat easier than picking it out. looking for healthy, Soaking the shelled walnuts in water for 1 –2 nutritionally sound, hours, draining, and sealing in a container for and unusually tasty 10 hours can help make the shelling easier. ingredients. With some harvest care, Beechnuts and hazelnuts are smaller,and are of- good storage prac- ten sold in the shell. However,both have nutmeats tices, and a small that readily fall from the shell with a light cracking. amount of marketing effort, these nuts will provide enjoyment for you and your customers. Acorns are edible, and make an interesting snack or wildlife offering. Harvest and col- Forest-based berry crops, like blackber- lect acorns (in competition with local squirrels) ries, serviceberries, lignonberries, el- when they are fully sized and begin dropping derberries, blueberries, and wild plums from the tree. White oak acorns are often low are not consistently regarded by agri- in content and can be shelled and eaten culture researchers as important crops raw or roasted. Acorns from red oak trees must (Finn, 1999). However, forest owners have the tannin leached out to eliminate the and farmers can diversify or supplement bitter taste. Collect and shell red oak acorns, income by cultivating and marketing the and boil them in plenty of water, then drain and unique character of these berries – taste, refresh the boiling water repeatedly until the health benefits, and local identity. water no longer turns brown. Then, the acorns Post harvest handling can be roasted, candied, dried and crushed, or of nuts and berries ground into a high-fat flour (Peterson, 1977). Nut harvesting and storage will make or break Nuts are best stored in a very cold or frozen the marketability of your product. It takes good state. Due to their high oil content and desirability timing and a bit of effort to transform the nuts by insects and rodents, infestations are common. dropping from a tree into a marketable product. In a freezer, the nuts stay fresh for a year or

14 Marketing Special Forest Products in New York State love a bag or two of native nuts and dried berries. This food was what birds were eating long before sunflower or cracked corn became cheap and convenient. Hundreds of millions of dollars are spent on birdseed each year, so there is a market for gourmet blends. Hickory nut hulls with some of the nutmeats still clinging to the edges make an attractive bird food.

• Indigenous foods – Native Ameri- cans survived for thousands of years on the nuts and berries we more. They need to be packaged now overlook. People interested in in small quantities in airtight containers to the foods of indigenous people will be prevent odor and flavor contamination from attracted to such staples as acorn flour, other foods. Make sure your buyers are pemmican, and other native foods. aware of the need for proper nut storage. Selling points Most forest-grown nuts can be roasted to im- • Health – Hickory nuts and walnuts are prove the flavor. Spread the nuts on a tray and known to have high levels of omega-3 roast them at 250 degrees F until they are dry fatty acids – much more per serving than without becoming brown. Roasted nuts can be peanuts or cashews. They contain phyto- canned or frozen, following USDA guidelines. chemicals like plant sterols and flavonoids, which are beneficial to cardiovascular All forest berries are highly perishable. health, and antioxidants like Vitamin E They must be refrigerated immediately upon (Kendall, 1997). Wild nuts contain levels cleaning, then kept under high humidity. of fat, protein and carbohydrates that are If being sold fresh, they should be kept as comparable to meat. Although the calorie cool as possible. Forest berries of all types content is high for most nuts, each calo- can be dried or processed into jam, jel- rie is accompanied by excellent nutrition. lies, syrup, pie filling, or steeped as teas. Nuts should be eaten in moderation. Packaging nuts and berries • Flavor/nostalgia – Hickory nuts and There is an endless variety of ways you can walnuts have a sweet, woody and package forest-grown nuts and berries. Due to delicate flavor, distinct from store- the unique nature of the these food products bought nuts that are bred for their ease and the fact that few people are familiar with of processing. They will impart a subtle, them, it is especially important to use clear glass but distinct flavor to any recipe calling or plastic containers or bags. Your custom- for nutmeats. Acorn flavors vary, but are ers will want to see the product right through mildly nutty, with a soft texture. Old-time the packaging, so they are not surprised when recipes regularly called for chestnuts they open it. Here are some packaging ideas: and hickories when these nuts were commonly gathered for winter storage and • Jams and jellies – Process the berries sin- eating. Many cooks seek ingredients that gly or as wild blends, infused with nature’s replicate these old-fashioned flavors. flavors. • Unique – Acorns and hickories are not com- • Packaged nuts – Forest nuts can be pack- monly found in stores because the com- aged singly or as nut mixes, intended for mercial food industry lacks the research inclusion in recipes or eaten right out of and equipment to harvest and process the package as a nutritious snack. A forest these food efficiently. Forest-owning trail mix of berries and nuts will be appeal- entrepreneurs can take advantage ing to hikers and outdoor enthusiasts. of this niche by providing families with a special ingredient for their meals. • Special bird feed – Nearly all the bird- seed sold in New York is from non-native • Wildlife food – Whole shelled nuts, cull sources. People interested in providing nuts and nut scraps can be packaged as birds with the heartiest natural foods will an important wildlife food. Nearly all native

Marketing Special Forest Products in New York State 15 wildlife rely on the excellent, high-ener- education help make special forest product mar- gy nutrition found in hickories, walnuts, keting unique. One of the key marketing phrases acorns, and beechnuts. Since many of in agroforestry is, “I will try to meet your needs.” these trees have been removed from our forests through blights or the com- Pricing forest-derived nuts and berries is highly mercial value of the wood, many wildlife variable. Nuts are sold by the pound (higher for lovers will want to provide the food that shelled, lower for unshelled) and berries are you are selling. Nuts containing larvae often sold by volume - in half-pints, pints and are a bonus for birds and other wildlife. quarts. If you are distributing a variety of such Some wildlife food retailers sell 10 lb. food products, be ready to convert one unit to bags of unshelled another easily (e.g. 8 oz. of acorns = 1⁄2 pint). walnuts for $16.00. White oak acorns - $5-7/lb. unshelled; • Natural proteins for $10-15/lb. shelled plant-based diets – For Hickory nuts - $3-5/lb. unshelled; $15- people who seek to gain 30/lb. shelled some or all of their nutri- tion from plant-based Hazelnuts - $3-5/lb. unshelled; $8-10/lb. sources, mature nuts shelled are an excellent source. Hazelnuts, hickories, Walnuts - $2-4/lb. unshelled; $6-10/lb. and walnuts have high shelled levels of dietary starch, protein, fat, fiber, and several good vitamins. References Nuts are virtually cho- Finn, C. 1999. Temperate berry crops. p. lesterol free. 324–334. In: Janick, J. (ed.) (1999). Perspec- • Connected to indig- tives on New Crops and New Uses. Proceedings enous cultures – Nuts of the Fourth National Symposium New Crops were an important win- and New Uses: and Agricultural ter food for native cul- Sustainability. ASHS Press, Alexandria, VA. tures1. People seek- Janssen, Don (1994) Nuts—Harvesting and Stor- ing to revive or reenact lifestyles of native ing. Fact Sheet 064-94, University of Nebraska people would need to rely on these natural Cooperative Extension in Lancaster County. sources of energy. Kendall, P. (1997) Nuts - Nuggets of Nu- Keys to marketing trition. Nutrition News. Colorado State The key to marketing forest-derived nuts and University Cooperative Extension. berries is consistent quality. Chefs, small scale food processors, and retail customers Peterson, L.A. (1977) A Field Guide to Ed- will expect that your produce will be of- ible Wild Plants of Eastern and Central North fered in a relatively consistent, unblemished America. Peterson Field Guide Series. form every time. This aspect of marketing Houghton Mifflin Company, Boston. (1977) has already been a challenge to some farm operators who have arranged direct delivery Roper, Teryl (2003) Nuts - Harvesting & to local restaurants. Restaurateurs and retail Storing. Infosource Fact Sheet, Division customers will not accept a few off-flavor ber- of Cooperative Extension of the Univer- ries or undersized nuts in a batch. They will sity of Wisconsin-Extension (2003). find another source or substitute that offers consistency, despite not being a local source. 1According to the American Heritage Dictionary, the word Obviously, nuts and berries are seasonal, and ‘hickory’ is derived from the Algonquian word “pocohiquara,” that is an intrinsic understanding in the locally a useful oily fluid pressed from pounded hickory nuts. produced food marketplace. Preservation methods such as freezing or drying change the nature of the product. Find out if your cus- tomer would accept a stored, and somewhat altered, version of your nuts or berries during the off-season by asking for their preferences. Person-to-person communication and product

16 Marketing Special Forest Products in New York State In this section, American ginseng is used as Section 1.4 the model herb for marketing in New York. Populations of Marketing requirements for ginseng are well- forest Marketing American understood and regulated. For other herbs, ginseng and other like cohosh, ginger, Echinacea, bergamot, botanicals are and bloodroot, markets are very restric- very fragile and forest botanicals tive. Supplies of medicinal herbs are already adequate for many buyers (Davis, 2001). take years to American ginseng ( ) is Panax quinquefolium 2 establish. one of dozens of forest-derived herbs with Marketing American ginseng purported medicinal qualities. Collecting forest Few commodities from the United States have plants for medicines and/or nutrition is one of as long a marketing history as American gin- the oldest uses of forests. Now, forest own- seng (Panax quinquefolium). In the early 1700’s ers can grow their own , or on trappers and a larger scale, supply quantities to herbalists traders paid Native and other buyers. This section relates spe- Americans 25 cents cifically to marketing a purposefully cultivated per pound for dried crop, rather than a wild-collected product. ginseng roots and by 1850 the United There is little direct understanding of certain States Department agroforestry markets (Gold, et. al., 2004) and of Commerce re- forest-grown herbs is one of the least analyzed corded ginseng agroforestry markets. More and more landown- prices of 58 cents ers are growing herbs for their own use, and per pound. Today some are stretching their enterprise for sale to wild or high qual- specific buyers. Other landowners have learned ity wild simulated which herbs grow naturally on their land and are ginseng roots sell using them for medicinal and nutritive purposes. for prices ranging from $200 to more The collection of valuable herbs from the wild, a than $1,000 per form of , can lead to exploitation for pound dry weight. In many threatened plants in New York. Gathering order to understand bunches of wild herbs wherever you find them ginseng market- and selling them as a sustainably-harvested re- ing, it is necessary source is completely inappropriate, and for some to become familiar plants, illegal. Plants may not be harvested from with the various types State Land in New York. Part of the marketability of ginseng that are grown in an agroforestry of a forest-grown herb is ensuring its continuance system. There are three forms of ginseng in nature through cultivation in a similar ecological grown for sale in New York: wild simulated, area to its native habitat. The real message you -cultivated, and organic woods-grown. want to send is, “This herb is woods-grown. As much is planted and growing as is harvested.” Wild simulated ginseng (WSG) is an in- tentionally planted ginseng that cannot be Before growing forest botanicals for sale, you distinguished from truly wild ginseng. Wild should first learn about and respect the un- ginseng is a protected plant in NY State that derlying rationale for utilizing forest herbs. If is highly regulated by the NYS Department you are skeptical of herbal remedies, it will be of Environmental Conservation. Although all difficult for you to market the crop you grow. types of cultivated ginseng are not subject to As with any specialty product, knowledge of these regulations, woodland ginseng grow- how an herb is prepared and used properly is ers should obtain and become familiar with key. For example, pale jewelweed (Impatiens the DEC regulations regarding wild ginseng. padilla) grows in moist forests and can be Most long term growers of wild simulated used to relieve skin irritations from nettle and ginseng try to sell their crop as truly “wild” in poison ivy. If you were propagating it for sale, order to receive the highest prices. If growers what questions could you answer about it? call their ginseng “wild,” they must adhere to the rules and regulations (NY Environmental Populations of forest botanicals are very fragile Conservation Law, § 3-0301, 9-0105, 9-1503). and take years to establish. If you are interested in growing crops like American ginseng or The rules for harvesting American ginseng (Hydrastis canadensis), you will be include a specific harvest season (September getting into it for years to come. It often takes 5 - 1 - November 30), sale season (September 10 years to produce the first crop, and that’s only 1 - December 31 for green, September 16 with diligent care during the intervening years. Marketing Special Forest Products in New York State 17 - March 31 for dry), official weighing and certi- Ginseng seed is also sold as either “green”, fication of the roots, documentation of where which means freshly harvested or “stratified”, the roots were dug, and specific regulations which is seed that has been carefully stored for restricting sales out of NY State to registered a year in most cases. Because of high perish- dealers only. No ginseng may be harvested ability and rather exacting handling and storage from any State Lands (6 NYCRR 190.8g). requirements, almost all ginseng seed that is sold is sold as pre-stratified “ready to plant” WSG is generally grown for a period of at seed. Freshly harvested ginseng seed that is least 9 to 12 years or longer, unless it is being planted in the fall of the same year it is harvested marketed as transplants. In general, the older will not germinate the following spring; rather, it the ginseng roots, the more valuable they are. germinates the spring of the second year after WSG roots less than 5 years old have very planting. Stratified seed is also planted in the little value except as transplant stock. Five to fall and will germinate the following spring. 15 year old WSG may sell for prices ranging from less than $50 per dried pound to as much as $200 per pound depending upon very subjective appearance characteristics. Fifteen to 25 year old WSG may sell for pric- es ranging from $200 to $1,000 per pound. WSG roots older than 25 years usually sell for at least $500 to $1500 per pound.

Woods Cultivated Ginseng (WCG) is grown in a forest utilizing shade provided by the existing forest . It is planted in tilled beds that may or may not have had fertil- izers or soil amendments added. WCG may or may not have been sprayed with pesti- cides. WCG is usually grown for a period of 6 to 8 years unless it is being marketed as transplants. WCG 6 to 8 years old sells for prices ranging from $25 to $100 per pound.

Organic Wood’s Grown Ginseng (OWGG) Ginseng rootlets are sold as one-year, two- may be wild simulated or woods cultivated, year, three-year, or four-year old and even but must be grown according to certified older transplants. The rootlets may be WSG, USDA organic standards. Currently there WCG or OWGG. Prices paid for one or two does not appear to be a premium paid for year old rootlets range from 25 to 50 cents “organic” ginseng, perhaps because many each to $1.00 each for three or four year old buyers assume it is “organic” in general. to as much as $5.00 each for 5 or 6 year Prices paid for OWGG are similar to WCG. old rootlets depending upon size and other There are two other plants that are also subjective appearance characteristics. called ginseng, but are not generally grown Ginseng tea, extracts, capsules, berry juice, in American agroforestry systems. Asian or soaps, cosmetics, wine and powder are all “value Korean ginseng (Panax ginseng) is grown added” products as are products such as honey, in China and Korea. Siberian ginseng (Eleu- candy or maple products that have ginseng add- therococcus senticosus) is of little value in ed in some form. There are complex rules and general, because it is not ginseng and does regulations formulated by the NYS Department of not contain the chemical compounds as- Ag and Markets regarding production and sales sociated with ginseng’s medicinal uses. of value added products that need to be care- There are a variety of marketable forms of fully investigated before producing any of these American ginseng. It is most commonly sold products. Value added products may be the most as whole, dried roots but it may also be sold profitable way to market ginseng. Consider that as “green” or “fresh” whole roots. In general, a single container of 60, 250 milligram, pure freshly harvested ginseng roots weigh about ginseng capsules may sell for as much as $30. three times as much as the same roots would That product actually contains only 15 grams or weigh when dried, consequently they sell for about one half ounce of dried ginseng which about one third of the price of dried roots. translates into a price of more than $1,000 per pound. To learn about regulations and licenses

18 Marketing Special Forest Products in New York State pertaining to a specific value-added product, call as a fad or novelty as much as anything Cornell Cooperative Extension in your county. else. However, the economy does have a great effect on people’s eating habits, and The NYS Department of Environmental Conser- caution is advised in beginning a busi- vation (DEC) compiles an annual list of permit- ness related to cooking greens. A major ted ginseng dealers. Any ginseng sold across education effort might be necessary as a state borders must be first sold to a licensed part of any marketing area. The secondary dealer. To obtain a copy of this list, contact market is direct mail order to individuals. the DEC ginseng coordinator in Albany at NYS DEC Division of Lands & Forests, 625 Broad- • Medicinal plants for the herbal and alter- way, Albany, NY 12233-4253; (518) 402-9425. native health care markets are marketed This list is not currently published online. primarily through small regional botanical or herb buying houses that process and Ginseng is held in high esteem by Asian peoples, package the plant parts for final proces- primarily Chinese and Koreans. Any major sors or the retail market. The annual metropolitan area that has a large Asian com- Whole Foods Source Directory lists a munity will have people interested in buying number of different wholesalers, retail- ginseng. Even small communities that have a ers, and manufacturers for each herb and single Chinese restaurant can often be a source spice as well as sources for warehousing of potential buyers. Chinese or American herbal and transportation. These firms typi- practitioners or acupuncture practitioners often cally publish buying and selling catalogs use ginseng in their practices. Colleges or that list the types and quantities of plant universities with Asian students, farmer’s mar- materials they purchase and sell. The kets, health food stores, and local agricultural firms provide guidelines on the proper festivals also may provide potential sales outlets. collection and shipping methods to use.

Marketing other forest • Marketing of medicinal plants is character- grown herbal products ized by small start-up firms. The popular- Collecting or cultivating forest botanicals for sale ity of herbal and alternative health care is a long-term procedure that requires in-depth products makes new product market knowledge of botany, and well-honed systems of entry relatively easy. Producers who have harvesting, drying, and storing the plant materi- sufficient quantities of plant material that als. It is by no means a route to quick riches. has been harvested correctly to produce The publication, Income Opportunities in Special a consistent, high-quality product may be Forest Products: Self-Help Suggestions for Rural able to produce a direct retail product with Entrepreneurs (Thomas & Schumann, 1993) processing and packaging assistance. Pro- contains a number of important tips for market- ducers marketing medicinal plants need to ing forest botanicals, reprinted in part here: familiarize themselves thoroughly with Fed- eral and State regulations regarding health • The market for the harvest and sale of wild- care products. In general, if the product crafted fresh greens is more limited. For one is marketed only as a food substance/ reason, fresh wild greens are delicate, far nutritional supplement, with no medical more so than mushrooms, for example. They claims, then the product will not have to crush easily, just by their own weight, and undergo the extensive testing and certifica- they wilt easily. Just 2 hours in the hot sun tion required of pharmaceutical drugs. will ruin them . . . Plant identification is more difficult than for other edibles (like morel • Pharmaceutical firms that produce pre- mushrooms, for example). The harvester scription and over-the-counter drugs must have a very good knowledge of botany are another market for certain medicinal to be trained to forage for edible greens. plants. While many biologically based Just one error with greens, such as mis- drugs have been replaced with synthetic takenly getting hemlock leaves into a batch drugs, there are still drugs produced of edible greens, would create enormous from cultivated or wild medicinal plants. difficulty for the entire “wild edibles” industry. • The key to success in marketing herbs for • There are two primary markets for fresh [bo- a rural area will be the development of cen- tanical food] products—gourmet restaurants tralized processing facilities to add value to and their associated food service operations, the products locally. Nearly all botanicals and grocery stores. Grocery stores would be need to be processed to some degree the more dependable market, since restau- once they are harvested. This may involve rants are an “iffy” market and sell wild edibles washing, drying, grading, sifting, etc. Pro-

Marketing Special Forest Products in New York State 19 cessing leaves, roots, and bark from a field References harvest condition into a usable product for Davis, Jeanine M. (2001). Production of direct consumption (as foods or medici- Medicinal Herbs, In: Proceedings of the nals) or further manufacture (by pharma- Vegetable, Potato, flower, Small Fruit and ceutical companies, for example) is critical General Sessions of the 2001 Mid-Atlan- to a successful venture in these products. tic Fruit and Vegetable Convention. vol. 1

Prospective forest-based herb growers in New Davis, J.M. and Bir, R.E. (1997). Medicinal York should spend plenty of time develop- Plants with a Potential Niche Market for Propa- ing an understanding and appreciation for gators In: Combined Proceedings of the Inter- the unique growing conditions and potential national Plant Propagators Society, 47:39-41 medicinal properties of forest herbs. If you are skeptical of herbal products for nutrition, Gold M.A, Godsey L.D., and Josiah S.J. flavoring, or medicinal benefits, you should (2004) Markets and marketing strategies pursue a different venture. Forest botanical for agroforestry specialty products in North marketing comes in large part from a commit- America: New vistas in Agroforestry. Agro- ment to the benefits of natural supplements. Systems. vol. 61(1):371-384

Thomas, M.G. and Schumann, D.R. (1993) Income Opportunities in Special Forest Prod- ucts: Self-Help Suggestions for Rural En- trepreneurs, Agriculture Information Bulletin AIB–666, U.S. Department of Agriculture

2This section was written primarily by Bob Beyfuss, Extension Ginseng Specialist, (518) 622-9820.

20 Marketing Special Forest Products in New York State unusual characteristics or traits. For example, Section 1.5 you might fi nd an oak that can tolerate wetter Native plant conditions. Cuttings from such a tree will yield material is Landscaping and identical transplants. habitat restoration/ now recog- reforestation products Post harvest handling of seed nized as an and transplants important Native trees and shrubs are best handled when One of the most exciting agroforestry opportuni- dormant (November – March). Unless you have component of ties is in providing plant material for small- and special digging and transport equipment, plan large-scale landscaping projects. Native plant landscaping in on selling native trees and shrubs “bare root”. material is now recognized as an important com- This means the plant is fully dormant and does New York. ponent of landscaping in New York. Native plants notnot havehave a soil-ladensoil-laden rrootoot ball.ball. EEachach ttreeree iiss ddugug provide numerous benefi ts for property owners, up carefully and any mineral soils are removed. including hardiness, disease resistance, beauty, The plant is then packed in a very cool location seasonal fl owering, high wildlife value, and adap- with clean, damp sawdust around the exposed tiveness to various soil conditions. Many rural roots. Native plants can also be cultured in nurs- property owners seek native trees and shrubs ery pots small enough for one person to handle. specifi cally for their home landscapes. A year before digging up fi eld- or shade-grown Surprisingly, native trees and shrubs can be trees or shrubs, tag each plant with a some- diffi cult to fi nd through conventional what permanent tag (metal or UV-resistant plas- retailers. In Michigan, a landscaping customer tic) that clearly indicates the species. Young, once drive 150 miles to obtain three small native dormant seedlings are diffi cult to dis- hickory trees to improve the ecological value of tinguish from each other. Prune away a portion his lawn. He simply wanted transplantable native of the branches and also prune the root zone nut trees, rather than typical nursery trees. with a sharp spade. This will cause the tree or shrub to develop more compact branches Even though consumer interest in native plants and roots, making post-harvest handling much is high, wholesale nurseries tend to propagate easier (Grafton, et. al., 1991). “tried and true” species and their horticultural varieties. As a result, the retail yard of many nurs- Potted native plants must be sold in contain- eries and home centers stock a relatively short ers of adequate size, usually 1, 2, or 5-gallon list of landscape plant species, many of which containers. Customers will expect the con- are non-native and somewhat unremarkable. tainers to be clean, free of weeds or surprise vegetation, and of a similar style used in the As a forest-based hobbyist or entrepreneur, you commercial nursery trade. Old buckets, milk will have to choose your production method and containers, or pails may be used during propa- palate of species that you wish to cultivate. To gation, but many customers will be reluctant to optimize the sustainability of existing populations, buy material that is packaged unprofessionally. plan on propagating these through seeds, cut- Trees that normally have extensive taproots, tings, and/or grafting, rather than digging them such as hickories and oaks, may not thrive in up from the forest. They can be cultured in pots, containers, and may need to be sold bare-root. as fi eld-grown transplants, or transplants culti- vated in the forest understory. Keep records of Forest-based trees and shrubs or plants cul- where you have obtained your original plant mate- tivated as a “seed orchard” provide seeds, a liv- rial, in the event you propagate an individual with ing cache of energy and genetics surrounded by a durable shell. These seeds can be collected and sold or propagated, as long as they are harvested and stored properly (Yoder, 2001). If you are going to collect seeds from native plants, you may have to wait two or more years to market your fi rst seed products. This is the time it takes to experiment with different har- vesting and storage methods, and to build up a marketable inventory of seeds3.

Marketing Special Forest Products in New York State 21 The post-harvest storage requirements of ensure proper handling and gives the customer different species of native plants, shrubs, added confidence in your product. Such instruc- and trees varies, yet plenty of information is tions are rarely provided for nursery stock sold in available through forestry, horticulture, and chain retailers. agriculture Cooperative Extension publications. In general, all collected seed must be sorted, Legal and regulatory statutes cleaned, stored in a moisture- and tempera- If you grow plants and trees for sale, even on a ture-controlled area, and often stratified (stored small, informal scale, you must obtain a nursery at very cool temperatures for a designated license in New York State. Call the Division of period). If you intend to market the seed, your Plant Industry at the Department of Agriculture must keep careful records of species, and and Markets – (518) 457-2087. Ask for the Appli- monitor your storage systems carefully. Keep cation for Registration and Certification as a Plant records of the process. Grower. Registration is required to propagate, grow or cultivate nursery stock for the purpose of For example, say you wanted to collect oak distribution or sale. Registration as a native plant tree seeds (acorns). Acorns should be collect- nursery is a condition of conducting business ed in October, and tested for likely viability by in New York State. This license mandates an placing them loosely in a bucket of water. Non- inspection of your nursery structures, buildings, viable acorns will float readily (within an hour). storage, and other areas prior to the process- Store acorns in a cool location through the ing of the application. Repeat inspections are winter for spring planting. Avoid storing them in conducted every two years for renewals. The a great mass, which can begin a spontaneous inspector looks for proper sanitation, pest con- heating or germination problem (Rasmussen trol, disease control, and noxious weed control et. al., 2003). Once winter is finished, count measures. In other states, check with a commer- out 100 acorns and plant them in marked cial horticulture educator with the Cooperative spots. Record the number that germinates that Extension service, or contact the state agricul- spring to gain a sense of your current skill at ture department. seed collection and storage. Environmental conservation laws protect many Keys to marketing live plant native trees and shrubs in New York State. Like products herbs, part of the marketability of native plants is Anyone who intends to market native plants, the sustainable ways in which they are obtained. trees, and shrubs should have a wide selection Propagating native plants in nurseries can reduce ready for customers. Since diversity is a key to the pressure of harvesting the same plants from natural ecological systems, you should have its native habitat. at least 10 different species available in each plant type (at least 10 different trees species, Selling points for native plants 10 different shrubs, and so on.) • Native trees, shrubs, and plants are becom- ing increasingly popular as environmental Native plant retailers must know their prod- awareness and personal responsibility for en- ucts very well. Read extensively about each plant you are propagating and be ready to educate your customer about the merits and deficiencies of each. Know the plants’ soil preferences, the native communi- ties, what birds associate with each species, possible diseases or insect pests, size, and sea- sonal changes. There are many books on this topic, including Native Plants in the Creation of Backyard, Schoolyard and Park Habitat Areas by Marci Mowery (1997).

You should have seeding, stor- age, and transplanting tips avail- able in written form to go along with your product. This helps to

22 Marketing Special Forest Products in New York State vironmental quality increases. Native plants Pricing and packaging native provide property owners with vegetation that plant materials is well adapted to the region’s ecology and Native plant materials are usually sold per unit climate. They seldom cause weed problems. (one tree or plant) or in packs of 10, 25, or Many customers will go out of their way to 50 units. The price you establish should be obtain such an ecologically responsible reasonable and competitive. You may increase resource. the price for plants that are larger or more unique. Visit nurseries, obtain native plant cata- • Locally grown native transplants represent an logs, and keep track of your own expenses to improvement over the more common prac- determine a good price for your product. Since tice of wholesale nursery stock, often grown your customers will consider you to be more in- in different climate zones. formal and friendly, devious business practices like “bait and switch” will not work and your • Native plants are adaptable to both small and reputation will suffer. large landscapes. A small cluster of native plants in a suburban yard provides a micro- Containerized plants and bare root transplants environment that is both beautiful, environ- are two different products. The potted plants mentally beneficial, and usually easy to care are more valuable due to the increased flexibil- for. Extensive plantings on large properties ity in planting times and ease of transplant. can make a large-scale native plant zone. Competition for your burgeoning native plant • More than any other trait, native plants are nursery will come mainly from New York’s prized for their ability to attract wildlife, es- substantial landscaping industry, area garden pecially birds. Native food-producing shrubs centers, home centers, and others. You will and trees, such as viburnums, cedars, oaks, be marketing to a “niche” audience – not to maples, birches, and alders are frequently everyone who buys plants in your community. touted for their high wildlife value. Native This group of plant buyers usually cannot find wildflowers provide important sources of enough native plants to satisfy their needs or food for butterflies, hummingbirds, and other they make compromises by purchasing non- appealing creatures. native plants that are naturalized. You will win them over by offering a quality version of live • Other benefits for your customers include native plants and seeds. – resistance to diseases – uniquely beautiful characteristics (like the vibrant red of Virginia creeper vine in References the fall) Grafton, W., Ferrise, A., Breidling. M., and – seasonal flowering Sue, D. (1991) Wild Plants for Income. – adapted to various local soil conditions Northeast Regional Center for Rural De- velopment, University Park, PA and West Plant materials are most commonly sold through Virginia University. a retail nursery, catalog, or at home centers. Some native plant marketers will be able to Mowery, Marci. (1996). Native Plants in the establish a relationship with the small but popular Creation of Backyard, Schoolyard and Park independent garden centers in their community. Habitat Areas. Camp Hill, PA. Audubon Council Do not expect to sell through chain home cen- of Pennsylvania. ters, mega-nurseries, or grocery stores. Rasmussen ,S. Josiah, S.J., Wilson, J. (2003) Many county Soil and Water Conservation District Establishing Conservation Plantings of Nut offices hold annual tree and shrub seedling Trees and Shrubs by Direct Seeding Methods, sales, as does the NYS Department of Conser- G03-1512-A Nebraska Cooperative Extension vation through their Tree Nursery in Saratoga (2003). Springs, NY. These arrangements are well estab- lished, but it might be worth a call to see of your Yoder, Bill. (2001) Forest Tree and Shrub stock of plants and seeds would be of interest, Seeds. Factsheet #15 Virginia Polytechnic especially on a regional basis (Catskill, Niagara Institute and State University. Frontier, etc.). Find out which native species customers request, but are usually unavailable elsewhere. 3For seed handling and propagation, refer to Schopmeyer, C.S. 1974. Seeds of woody plants in the United States. Agriculture Handbook No. 450. Forest Service, U.S. Dept. of Agriculture, Washington, DC.

Marketing Special Forest Products in New York State 23 that you are harvesting these natural products in Decorative Section 1.6 a sustainable manner. Million-dollar retail outlets items like dry Specialty wood cannot possibly ensure that their products are wreaths and truly naturally derived, with sensitivity to the ecol- products, ogy of the forest. picture frames decoratives, are displayed Forest grown decoratives flavorings, and Once confined to the collection of pine boughs year-round at for holiday cheer, decorations derived from na- gift shops and weaving materials ture are now utilized year-round. Decorative items like dry wreaths and picture frames are displayed country For years, proponents of agroforestry have spec- year-round at gift shops and country markets. markets. ulated on the marketability of various specialty Other products like greenery, floral objects, and wood products for decoration, cooking, and scented crafts need to be replenished regularly other crafts. Research about markets for woody or at least annually. Consider the array of natural florals (decorative stems) from the University of decorative items currently popular: Nebraska, and from red cedar buyers in Missouri, – Grapevine wreaths and strands ($4 - $20) suggests that with research and an understand- – Birch log candleholders ($5 - $30) ing of buyers’ needs, specialty wood products – Rustic frames and furnishings ($20 - $50 or have market potential (Gold, et. al., 2004). In more) other words, you will need to spend time learning – Forest-scented potpourri ($1 - $4 / lb.) about and developing a relationship with potential – -covered stones in gardens ($5 - $20) buyers. This section provides details about han- – Colored branches in floral bouquets ($5 / dling and marketing unusual forest products that doz.) are used in the home and around the yard. – Dried flowers ($1 - $5 / oz.) – Cedar blocks ($5 - $10) As described in Section 1.0, many different – Creek-polished stones in indoor waterfalls or non-timber forest products can be collected in small gardens ($4 - $6/ lb.) from your woodlot. One fundamental principle – Tree branch picture frames ($10 - $20) of collecting forest products is to maintain a – Nature-based ornaments for Christmas trees sustainable production system. For example, ($2 - 20) used as erosion control around a stream can also be harvested as a decorative or weav- The possibilities are endless. Consider for exam- ing material. However, the willow should be cut ple, a farm market vendor in southeast Michigan in a manner that does not jeopardize its ero- who always displays a large bowl of pine needles, sion control or stream protection properties. A small cones, twigs, and flower buds. He sells this special planting of decorative willow would be a forest-collected mix as a potpourri, perfect for the preferable production system. nearby apartment dwellers with little access to for $1 per ounce. Every week, a fresh It will be especially important for you to assure bowl of seasonally collected materials is available and be able to prove to your buyer or customer for farm market patrons to purchase. Some use the potpourri on their own homemade craft items. Having a dependable supply of this forest mix brings customers to his table for other farm items as well. The lesson here is that you might make an unusual product available, then let the customers decide how it will be used.

The craft and decorative industry in New York State is large and very competitive. Wholesale decoration suppliers from around the world pro- vide all types of real and artificial items to floral shops, crafters, art supply stores, and other retail outlets. You are not going to compete with these suppliers on price or selection. Rather, you will need to find wholesale buyers who are interested in supporting local enterprises, and who value your service and the uniqueness of your prod- ucts. If you are seeking to create a retail business for forest decoratives, you will need to carve out a small market and serve them consistently.

24 Marketing Special Forest Products in New York State You will never attract everyone looking for natural craft your decorative items from the most intact decorations for their home or business – just the wood. If you make log-based craft items ones for whom the local, sustainable source and (candle holders, curtain rods, etc.) without personal service are as important as price. De- accounting for moisture loss, your final prod- cide whether you are going to provide wholesale ucts may not have the appealing soundness or retail sales, or both, ahead of time as it can be you thought it would. Vines should be kept challenging to manage both at the same time. in a cool and moist location to retain the flexibility of the long strands (Das, 2001). It is Can’t anyone just go into Michael’s, Craft Fac- important to clean grapevines to rid them of tory, or JoAnn Fabrics and get these decorative insects and debris stuck in the vines. items? Of course they can. The key to marketing these kinds of agroforestry items is remember- Greenery – boughs, tips, and tops from ever- ing that you are not going to just sell a ‘product.’ greens – should be harvested very close to the Rather, you are selling quality, your skills as a time of sales. Branches cut before cold weather woodlot owner, easy delivery, a piece of the local has hardened the foliage will turn brown and environment, education, and a relationship. This shed their needles. Keep these branches in a re- applies to many areas of niche marketing, but frigerated, damp space to maintain optimal fresh- especially so with decorative items. Your person- ness (Lilley & Holmes, 1991). In the Northeast, ality and commitment to providing a buyer or a these branches can sell for $2 to $5 per pound, customer with the best of your woodlot will add depending on the species and condition. momentum to your enterprise. The way in which you package your forest decora- As a small-scale marketer, you will be filling a tives will depend on your buyer’s wishes; this is consumer need that large craft stores or Internet one of your assets as a seller of natural decora- sales cannot – a personal relationship between tives. You may be able to negotiate the supply of a buyer and seller. Since the days of small-town specific collection of natural items, exclusively for commerce are disappearing, you should work a particular buyer. For example, a florist may have hard to cultivate honest working relationships with a winter bouquet style that includes colored twigs, all your buyers or customers. flat evergreen branches, and a twining grapevine. You can position yourself to provide pre-cut pack- Handling and packaging forest- ets of these items, and even customize colors or collected decorative products the types of evergreen. Since it is unlikely that you Pine, spruce, larch and fir cones need to be will beat regional or national decoration and floral cleaned before using as a decoration. Bugs, suppliers on price or selection, focus on service. debris, and dirt can ruin the look of a carefully Your “package” should highlight the fact that you harvested product. Devise a system for dip- will deliver a unique set of clean, high-quality natu- ping and stirring the cones in a mild detergent ral materials. Consistency is going to be the most / bleach solution or other convenient cleanser important part of your marketing efforts. (Frogge, 2001). The cones do not need to be sterile, just clean. The selling points for forest-based decoratives Logs and branches are subject to splitting when includes the following: • As a gatherer of decorative items, your com- mitment to sustainability is important. You can offer tours and explanations of your gathering activities, which should not pose a threat to the longevity of our natural resources.

• Decorative items gathered from local forests are unique. They represent the land and culture from where they are extracted, such as decoratives from the Adirondacks, the Catskills, or the Upper Susquehanna region.

• Local forest-derived decoratives can be they are brought into dry homes, especially customized to the needs of the buyer or hickory, oak, basswood and birch, which have the décor of a customer. the highest shrinkage rates of our New York hard- woods. Of course, some decorative items look • Your forest decoration is a way for people all the better with a “distressed” appearance. to bring the natural world into their home. Allow the wood to dry outdoors first, and then Even something simple like pine needle

Marketing Special Forest Products in New York State 25 infusion of smoke or woody flavors.

Species of trees suitable for flavoring and aroma cooking in New York include hickory, apple, oak, sugar maple, and cedar. Sizes and shapes of cooking wood range from baseball-sized chunks ($10/bag), to smaller chips ($5/bag), to grilling planks ($5 - $10) on which food like fish is cooked. You might find a customer who would prefer larger sized logs, so be ready to adapt your product ac- cordingly. The idea is to provide personal service in marketing cooking wood, which large compa- nies are less able to do. Cooking wood is always sold as well-dried pieces. After cull trees identified for removal by a for- estry professional, cut, split, or chunk the wood to dry more quickly. Use a drafty structure or a solar potpourri gives city and suburban resi- kiln to speed up passive drying. Amass as large dents an enjoyable sense of the “great an inventory of market-ready sizes and species as outdoors” indoors. possible. The ability to offer choices or blends of different cooking woods will help your enterprise Specialty wood products stand out from commercial-sized sellers. Although , firewood, and paper are the most commonly cited products derived directly Cooking wood should be stored in a low-humidity from trees, woodland owners with a truly entre- environment to keep it dry and pest or mold free. preneurial spirit will recognize more specialty Package the cooking wood in paper, perforated uses of the wood in trees, such as for weaving plastic, or netting (onion bag-style) to provide and flavoring. Markets for these products are good air circulation. Heavier chunks will tear very small and exist in the form of person-to- through lightweight paper and some aromatic person service and communication. It will take oils will disperse from smaller chips in drafty a variety of methods to connect with buyers in packaging, so adjust the packaging accordingly. the first place (Thomas & Schumann, 1993). Inside the bag, the customer should find a clean, dry, pest free cooking wood product, complete On the issue of sustainability, it would seem with instructions for use, recipes, and disposal ecologically inappropriate to start harvesting instructions after it is used up. Like any other forest trees for culinary or decorative purposes. forest-derived food product, your cooking wood The use of trees for specialty wood products needs to be of consistently high quality. Pay spe- involves removing trees designated in a forest cial attention to the problems of mildew and in- stewardship plan for alternative purposes. Nor- sect contamination. Questionable pieces cannot mally, such trees are left in the forest or used be made to look good and should be discarded for firewood. In an agroforestry system, cull to avoid problems in your drying area. trees are harvested to forward the long-range goals of the forest owner. Cull trees used for As wood dries, it loses a substantial amount of specialty wood products should be selected by weight. A label might become inaccurate if the a trained forestry professional and removed in a wood is packaged too early. The weight of dry way that causes no harm to residual trees. wood can vary up to 10 percent because dry wood will absorb and release moisture depending on Packaging wood for location. Express your package measurements in cooking and aroma volume (cubic feet or inches) or dry weight. Cus- Aromatic oils naturally present in wood can tomers will be reluctant to accept a product that be infused in meats, fish, and vegetarian weighs less than the stated mass on the label. dishes, imparting a uniquely rustic flavor. Though often achieved by grilling, the wood The selling points for locally produced cooking or smoke flavor can be imparted though wood includes the following: roasting, smoking, or any slow-cook method. • Cooking wood adds unique flavor with no Wood chips, chunks, or planks are usually extra calories, fat, or sodium. soaked in water for 30 minutes prior to use, to increase the volatility of the oils as steam. • The essence of flavor wood is best Some of today’s fast-cooking techniques, like described as “rustic,” harkening back to broiling or searing, do not accommodate the older days when wood fires were used to

26 Marketing Special Forest Products in New York State cooking wood product on a media food seg- ment (such as during a television newscast), demonstrating how it is used. Provide a short paragraph to the media outlet, describing the scene and taste of food prepared with cooking wood, instead of conventional cooking. Make your information very descriptive, without being gushy. Portray it as an introduction of a new technique of cooking.

A sample release might read as follows: For immediate release - June 10, 2005 Tully, NY - As Syracuse homeowners fire up their outdoor grills this summer, they can treat themselves to an old-fashioned campfire taste with grill convenience. Otisco Hardwood Products is offering gourmet bags of cooking cook meals, indoors and out. wood harvested from local, Upstate New York forests. Each bag has a mix of hickory, maple • The chunks and chips are easy to store and oak chunks and is enough for 2 hours of and use, requiring very little preparation. grilling. Called “smokewood” in some places, anyone with a gas grill can impart the sweet, • Cooking wood is adaptable to propane rustic taste to steaks, fish, or chicken. Cook- grills, grills, ovens, crockpots, or ing wood demonstrations are available upon campfire cooking. request for restaurants, the media, and home appliance dealers. • If the aroma is appealing to the individual, cooking wood chips can be used for pot- The current prices for cooking wood are pourri as well. extremely variable, from $5.00 for a 200 cubic inch bag (about 3 pounds), to $25.00 • Of course, cooking wood is “all natural.” for two thin grilling planks. The best way to determine your price will be to compare what Presently, cooking wood is sold wherever grills or is currently available to your customers. Take grilling foods are sold - in supermarkets, specialty notes on what you see at stores, and what you culinary stores, and department stores with back- learn from making cold calls to other buyers. yard accessory sections. Since these products Promote your ability to provide specific types of are easily shippable, Internet retailers of cooking cooking wood in custom forms for discriminat- equipment, kitchen supplies, and “country living” ing buyers. Otherwise, price your packages materials commonly sell cooking wood in small, reasonably for the market you are in. expensive packages. Packaging and marketing One opportunity for small-scale cooking wood woodland weaving materials producers is to partner with local farms that Willow, ash, oak, red dogwood, and grape- sell grass-fed meats. Many meat consumers vines are among many New York woodland are switching to meadow-raised products for items that are harvestable for weaving materi- health, environmental, and livestock quality-of- als. Splints, which are long bands of wood, life reasons. Using locally-produced wood for can be hand-pulled or shaven from freshly cut grilling is a logical association with locally-pro- and debarked trunks and straight branches. duced meats. These naturally flexible products are then wo- ven into baskets, wreaths, and other decorative A sideline market is to provide highly aro- items. Creating weaving materials out of wood- matic wood to suburban residents who use land trees and shrubs is very labor-intensive. chimineas or deck fireplaces. Convenient packaging of aromatic firewood, dried, sized, New York has artisans that make hand-woven and packaged for portable fireplaces has products in the Adirondacks, Leatherstocking market potential. Backyard smokers are also region, Catskill Mountains, and among native popular, creating a potential market for spe- Iroquois. Most of these artisans collect or cialty wood enterprises. procure their own weaving materials as part of their craft, seeking special qualities. After Gain exposure by introducing your unique identifying and discussing your product with

Marketing Special Forest Products in New York State 27 these artisans, you might be able to supply natural items in the home and as part of the exte- their needs. Since you are unlikely to find ready rior landscape. With a variety of large and small buyers for weaving materials, you will need natural woven products, markets for woodland to conduct your own market research in your weaving products can be created or enlarged. region. Start by visiting shops where natural woven products are sold, then backtracking to At this point, it should be more clear to you what find the craftspeople themselves. steps to take if you are considering market- ing unique woodland products. You may either Rather than meet the needs of existing poten- explore the needs of potential buyers and meet tial buyers, some woodland owners will need them, or show potential buyers how your product to connect to or create new weaving markets. meets their needs. Either way, once you begin One such market is among suburban and ur- to make connections, keep them secure with a ban residents who wish to start basket weaving quality product, with a commitment to sustainabil- or wreath making as a hobby. As a weaving ma- ity, and with competent personal service. terial supplier, you would need to either partner with a competent weaving instructor or spend a few years developing the skills yourself. This References is a highly specialized skill, but there are always Das, S., Shillington, L. and Hammett, T. (2001) people interested in learning how to make such Vines for wreaths and other products, Factsheet items themselves. When it is time to buy sup- #20. Virginia Polytechnic Institute and State plies, they’ll likely buy from you. University.

A second potential market is to introduce new Frogge, M.J. ed. (2001) Pine Cones for Decora- or unusual woven products, such as willow tion. The Nebline Vol. XIV, No. 11. University of hutches and fences. Willow hutches are small Nebraska Cooperative Extension, Lancaster dome-shaped lodges made from very fresh County. willow branches. Recently-cut willow branch- es will often resprout when stuck into the Gold M.A, Godsey L.D., and Josiah S.J. (2004) ground. A hutch made from these branches Markets and marketing strategies for agrofor- will grow into a leafy, living shelter, suitable estry specialty products in North America: New as a child’s playhouse or garden feature. The vistas in Agroforestry. Agroforestry Systems. vol. 61(1):371-384.

Lilley, W.D. and Holmes, V.J. (1991) Growing a Continuous Supply of Balsam Fir Tip Brush. Christmas Tree Notes – Fact Sheet #4, Bulletin #7089. University of Maine Cooperative Exten- sion.

Thomas, M.G. and Schumann, D.R. (1993) In- come Opportunities in Special Forest Products: Self-Help Suggestions for Rural Entrepreneurs, Agriculture Information Bulletin AIB–666, U.S. Department of Agriculture.

same willow branches can be woven into a long, straight fence as a windbreak or living privacy barrier.

Many other flexible woodland species like birch, poplar, pine, elm, and soft maple can be fabricated into dozens of other outdoor features, like arbors, trellises, fences, screens, and holiday ornamentation (swags and wreaths). Consumer trends continue to support

28 Marketing Special Forest Products in New York State you should remain attentive to small No matter your Section 2 changes in these desires. Local, regional, and market, there 2) Produce an agroforestry product are several distant markets for with consistent and dependable quality. agroforestry More than any other trait, buyers will fundamental constantly evaluate the quality of the guiding prin- products goods they receive from you. Changes in quality will be noticed immediately, ciples for sell- As noted in the Introduction, the markets for with lasting effect. ing niche or forest crops are relatively undefined. Producers special forest are already selling these crops to buyers, but 3) Keep on the lookout for new oppor- there is little information about how these tunities to diversify your special forest products arrangements are made (Gold et. al, 2004). product line and your customer base. Until agroforestry markets are better character- Circumstances within and beyond your ized, it is up to individual producers to forge control will change who is buying from their own channels, contacts, and marketing you and what they are buying. Do not practices. presume you will always sell the same thing to the same people for the life of This section of the guide describes dozens of your enterprise. marketing strategies that apply to all special forest products, from neighbor contacts to Because they are so important, these prin- introducing your product to a restaurant or ciples will be repeated and detailed in some small retailer. It is organized into three sub- of the marketing options in this section. sections, local, regional, and distant markets. Some marketing strategies apply to all three of these marketing areas. References Gold M.A, Godsey L.D., and Josiah S.J. No matter your market, there are several fun- (2004) Markets and marketing strategies damental guiding principles for selling niche for agroforestry specialty products in North or special forest products: America: New vistas in Agroforestry. Agro- 1) Communicate regularly with your cus- forestry Systems. vol. 61(1):371-384. tomer or buyer. Your niche product is satisfying a particular need or desire and

Marketing Special Forest Products in New York State 29 relatives have their own networks of people Many small Section 2.1 who might be interested in your product. businesses Local markets use media News release to media and promotions Many small businesses use media releases to releases to an- announce a new product or a special event. nounce a new Most people starting an agroforestry enterprise Although your story may not always appear, think about selling their products locally, usually it is worthwhile to prepare an intriguing an- product or a on a retail or small wholesale basis. There are nouncement. From time to time, a reporter may special event. likely to be many potential outlets for these follow up, or your forest-related story may be unique products in your community. Depending reserved for a future date. Your news release on your location, you might be able to meet your should be straightforward, containing only the sales goals within 20 miles or so from where most important facts. Ask a friend or family you live. If you need to travel further, regional member to proofread your news release. or distant markets might be better suited. A sample release might read as follows: For immediate release - August 3, 2005 Develop a product brochure Limestone, NY - In its third season of A product brochure is a cost-effective and accept- producing unique berries, Sutherland Farm able way to introduce your product to potential will begin harvesting a “bumper crop” of buyers. It explains your enterprise and the value of elderberries and chokecherries in a few your product. There are many types of brochure weeks. The heavy rain early in the summer, possibilities. You can make your brochure more coupled with recent warm temperatures, attention grabbing by following these guidelines: has produced a heavy crop. “We expect • Show images of your agroforestry the berries to be abundant this year, so we Product in use, not just will make some extra syrups and jellies,” attractively packaged. notes farm owner Gus Sutherland. The farm typically produces more than 100 quarts of • Use some color without being gaudy. alternative berries each year. Customers in- terested in inspecting the berries can con- • Include a teaser recipe or innovative tact Sutherland Farm at (716) 645-3322. way your product can be used. Get to know your county • Include your contact informa- extension agent and educators tion in several places. One of the most productive relationships you can have as a forest crop grower is with your local • Three-fold brochures are standard; Cooperative Extension office. As the lead educa- variations in shape and size tors about forestry, maple, and agroforestry issues will have some appeal. in New York, Cornell Cooperative Extension personnel strive to enhance rural entrepreneurship • Use one main font style, and strive in many parts of the state. If your county agent (or to use original graphics, rather agriculture educator) knows about your business, than stock or clip-art graphics. they can direct a number of potential customers your way. Each Extension office is a little dif- • Avoid using “sold out” on your price list; try ferent as far as priorities and personalities go. “available for pre-order” to show your readi- Nonetheless, it is still the place where people call ness to meet the buyers expectations. when they do not know whom else to call about farming, forestry, and alternative rural enterprises. Introduce product to neighbors and family members Offer a tour or open house of If you are looking for “word-of-mouth” advertising your woodland enterprise for your forest product, provide a sample to the Many small businesses invite the public to their people who live around you who are likely to shop to increase their visibility in the community. be forest owners themselves. Stop by or invite With plenty of advance notice, publicity, and them over to show off your oyster mushroom invitations, you can draw a small crowd on almost crop or a special batch of maple syrup. Each any weekend or evening. Your entire property of your neighbors has 300 acquaintances and should be neat, clean, and professional looking friends (average), some of whom will likely have to have the widest possible appeal. A visitor’s an interest in buying your product. Like your book can establish an important mailing list neighbors, your siblings, cousins, and older and a new batch of potential customers.

30 Marketing Special Forest Products in New York State Sell at farm market, pine or spruce products, natural decorations, winery, or U-pick farm and even maple products have a place in such People who patronize agriculture-based direct shops. You might at least find it a place to display marketing outlets are often willing to support special your brochures. Make it clear to the owner of the forest product enterprises. Visit and inquire at farm hearth shop that the quality of your product meets stands, wineries, cider mills, u-pick fruit farms, or exceeds the high standard they already have. maple syrup producers, and Christmas tree farms. They will not want to lose a customer because Bring samples of your product and suggested of an inferior item you made and they agreed to pricing. Since these outlets can be seasonal, think sell. Look into consignment arrangements or set about how you can spread the visibility of your up a demonstration of your product in the store. products across several markets. For example, sell If you need names of hearth shops, look in a mushrooms through the summer at a farm market, community Pennysaver or in the telephone book. and during the holidays at a u-cut Christmas . Most weekly farm markets in New York have Use product as fund raiser for a market manager, so find out who that person is, local charity and what rules or policies might apply to the market. You can increase the visibility of your agrofor- This is a good way to connect with customers in estry product by arranging its sale as a fund your community who already buy local products. raiser for a non-profit organization. Non-profits like churches, youth groups, nature centers, and historical societies are frequently seeking new and unique ways to raise money. Your product, such as containers of maple syrup, native landscape seedlings, or wildlife food mixes, can be offered at a discounted price. In turn, the non-profit can host a special sale or include your product in an existing sales fund raiser. Through this arrangement, you will establish good public relations, make your product more visible in the community, and help an organization important to you. Work directly with a fund raising committee, a development officer, or the director of the organization – whomever is authorized to make such arrangements. Start as far in advance as possible (maybe up to a year in advance) and Participate in community festivals deliver a product that meets or exceeds the with an educational display expectations of the non-profit organization. In communities throughout New York, weekend Make your price expectations and arrange- festivals are held to celebrate a wide variety of local ments in writing to prevent any misunderstand- customs. Examples include air shows, community ings that could damage your reputation. days, environmental festivals, firemen’s carnivals, seasonal harvest festivals, and civic commemora- Conduct a special sale tions. Organizers of these events prefer to host a or promotion for a club variety of displays and vendors. You can assemble Member-based clubs, such as Audubon an intriguing educational display about your special chapters or local rod and gun or conservation forest product to introduce crowds of people to organizations, exist to provide a special service your enterprise, even without selling anything or opportunity to their members. As an agro- directly. Interactive demonstrations make a big forestry producer, you can offer a discount, or difference in drawing families to your corner of the special product line, exclusively to members event. For example, allow people to crack and eat of these outdoor-oriented organizations. Such hickory nuts for themselves, or teach them how a promotion increases visibility and awareness to hook up a maple sap tube to a spile correctly. of your product. It will likely generate some sales in the near term, and continued interest Sell through a local hearth shop in the long term. Contact the governing board There are hundreds of hearth shops in New York. or officers of the organization well in advance These are locally-owned stores that provide sales of the promotion to make arrangements and and service of wood stoves, fireplaces, and other answer their questions. Start by making a list of wood-burning appliances. The customers who patron- clubs in your community that might appreciate ize these stores typically prefer a rustic or country the kind of special forest product you produce. décor and other natural items. Natural potpourri,

Marketing Special Forest Products in New York State 31 Contact local institutional Present your enterprise to food service personnel or civic groups art instructors Service organizations (Rotary, Lions, Kiwanis, Public and private schools are increas- etc.) frequently seek speakers for their meetings. ingly called upon to serve quality food. Some They want a speaker who can introduce a new schools have already begun serving food concept, provide an update, or serve to intrigue produced on local farms throughout New and inspire club members. As an agroforestry York State. Art instructors who use natural producer, you have an opportunity to explain materials for classes may also be ready to your unique product. Prepare a 15 to 20 minute develop a relationship with a local forest presentation, usually with slides, or samples of product supplier, rather than buying from your product. This is a good way to introduce art catalogs and distributors. Agroforestry your business to a receptive audience. Watch products, such as maple syrup, greenery, for meeting announcements and provide a grapevines, and decorative branches can find description of your presentation to the club’s their way from your forest farm to your local education officer or speaker contact; they schools. Day care centers may have similar will contact you if they are interested. Keep interests in natural items from your woods. Like your presentation educational. Minimize direct every other marketing approach, consistent references to yourself as a sales person. If there quality and the right quantity are essential. The is interest, members of the organization will Farm-to-School web site [www.farmtoschool. usually inquire personally, after your presenta- org] describes national and local efforts to tion. Bring enough brochures to distribute to link schools with farms. In New York, use everyone at the meeting, if it is acceptable. Cornell Cooperative Extension’s web site [http://www.cce.cornell.edu/farmtoschool].

32 Marketing Special Forest Products in New York State Maple syrup and native nuts drew the most Section 2.2 interest out of a list of edible special forest products. Fifty percent more respondents Regional markets indicated an interest in native nuts, mush- and promotions rooms, grape leaf products, and berries than were currently using them. (Figure 2) Special forest product growers often live in rural communities where distance to key markets plays an important factor in connecting with buyers. Outside your community, your reputation is less well-known, and you will be interacting with buyers that may have other options. Your ability to serve your customer, and to provide consistent quality, becomes even more important when marketing beyond your community. Figure 2:Which forest products would “fit” as part of your future retail or food product offerings? Two important regional markets for special forestry products are small retail establishments, and food When asked about which forest crop qualities and hospitality businesses, like restaurants and inns. were most important, the food establishment Two important Within an hour’s drive, there are probably dozens owners all named “consistent quality” as the markets for of possible buyers in this category. You will not be most important attribute (Figure 3). Ease of selling your product to wineries or restaurants at use, sufficient quantities, and communica- forest crop a retail price. Rather, you will be wholesaling your tion were also named as important. The product on a small scale. Thus, to generate the same producers are respondents considered other qualities level of income, you need more buyers, or to have sales to restau- each buyer purchasing in high volumes. Below are like regular delivery, product stability, and details pertaining to these markets, followed by other friendliness somewhat necessary. Other than rants and to regional special forest product marketing strategies. “consistent quality,” the respondents marked gourmet food the attributes inconsistently. This indicates Selling special forest products to that each food-based business surveyed has processors. food and hospitality businesses slightly different needs as a buyer. As a forest Two important markets for forest crop producers are crop grower, you should be prepared to meet sales to restaurants and to gourmet food processors. their needs through good communication. During the summer of 2004, Cornell Cooperative Extension of Schuyler County conducted a survey to determine what forest-based food products might have appeal for these buyers (Appendix 2). The survey generated useful comments from 25 independent commercial food, beverage, and hospitality busi- nesses throughout New York. Many comments provided in the surveys were consistent with personal interviews that the investigators conducted with café owners, confectionary business, and winery owners.

Most of the respondents indicated that they already used maple syrup and nuts. Nuts were defined as native (hickory, walnut), but no distinction was made whether syrup products used were pure maple syrup, or pancake syrup that is mistakenly called “maple syrup.” Gourmet mushrooms and minor berries were used by less than half the respondents, with even fewer report- ing use of botanical or natural flavorings (Figure 1) Figure 3:What qualities are important to you, as you purchase ingredients from local forest crop producers?

It is always important to find out in what form the buyer would like to receive the product. Your forest-derived item should be as easy to use as the buyer would like. For example, one café might prefer chopped hickory nuts while another wants them as whole as Figure 1:Do you purchase forest-based ingredients possible. Here, personal service and com for your menu or processed items? tion will keep the relationship strong.

Marketing Special Forest Products in New York State 33 Finally, the survey elicited suggestions about paragraphs explain the different parts that make how owners of food service establishments up a good producer-retailer relationship when would like to be approached. Brochures were it comes to forest products sold through a gift ranked highest, followed by phone and e-mail, shop, specialty store, or boutique. There is a then trade shows. Unannounced visits and per- lot of variety in independent retail outlets, so sonal referrals were ranked low. This response for the sake of simplicity, this section presumes underscores the importance of a good product an established, successful gift shop4. brochure. Forest crop growers should deliver their brochure and follow up with a phone call Working with a retailer should be seen as a or e-mail. If the restaurant requests an appoint- long-term relationship. Most store owners ment or sample, follow through immediately. intend to stay in business for years, or at least Begin listening carefully to what the chef or be able to sell the store to an interested party food processor would like, then provide what at some point. If you have created just a few they ask for as consistently as possible. items and are looking to sell them as a one-time deal, try handling the retailing on your own. Selling special forest Very few small shops are willing to take on a products to retailers very short-term wholesale-retail relationship. Sales to retailers are those you probably already have envisioned. You produce a forest- Summary of points: derived product and sell it to retailers, such • Good retailers get hundreds of requests as craft stores, groceries, or boutiques. They to sell products each season, but then sell the product to their customers. There many of them are wild and aimless are several advantages of this arrangement pitches. You, as a person, have a for producers (adapted from Eubank, 1993): lot influence over the transaction. • Exposure - the forest product grower or producer establishes a public area • Marketing forest products is a long-term in which their items are displayed. project, usually taking several weeks of ambitious work every season • Economy - the producer does not have to keep the product moving. to bear the high cost of operating a retail store, and maintaining overhead • Retailers will quickly distinguish who expenses like inventory insurance, is interested in cooperating with the advertising, and accounting. shop and who is interested in satisfying their own pride. Most retailers want • Focus - The producer can stick to what a long-term relationship, even if it is they are good at without having to only for a short season every year. spend time and energy handling sales. • You have an advantage if your product Disadvantages include: is new, unique, and does not look • Inventory - The retailer holds the items, mass-produced. Mass-produced looking reducing the supply or selection the products will not sell well in small shops. producer could sell themselves. • The better you meet the retailer’s • Loss of product - There may be a risk of expectations and needs, the better your damage or loss that the producer can product will be featured in their shop. and cannot control (for example, insuffi- cient refrigeration for fresh mushrooms.) Five steps in getting your forest product to the shelves of a local retailer are described below: • Promotion - Advertising is under the Step 1 - Explaining your product control of the retailer, not the producer. Your forest-derived product should have a rustic, yet useful or particular quality about it. The keys to getting your product “on the Most people associate forest-derived items shelf” at nearby retailers are your approach, with naturalness, practicality, and unusual your recognition of the retailer’s needs, and (yet tasty) flavors or textures. Although you your persistence. In other words, respect may use plastic packaging to safeguard your for the retailer, and a friendly, thoughtful product, the product should be as natu- approach will go a long way. There are some rally-derived as possible. For example, an economic considerations as well, such as evergreen potpourri may seem less authentic setting your wholesale price, and suggesting if it contains synthetic aroma beads. appropriate retail prices. The following

34 Marketing Special Forest Products in New York State Create a simple product card that Step 3 - Preparing Your Approach describes the ingredients and basic steps Before you attempt to sell your forest of preparation. This card may not always product to an area shop you have con- travel with your product, but it will be a sidered, take some time to prepare your handy reference for the retailers you work approach. Among other factors, the retailer with. Their customers will expect them to will respond mostly to the appearance of know the background story of the products your product, the label, whether you have they sell. The more they can explain, the a display, the wholesale and retail price, more likely the product will sell. You know and your level of respect for their time. the background story better than anyone, so write it down in a brief paragraph. Some Product appearance retailers might not be terribly interested in the Every boutique, specialty store, win- card, but may still keep in on hand, if only for ery, gift shop, or health food store will the contact information you have included. respond to your product sample dif- Do not expect the retailer to remember what ferently. You may be very fond of what you say out loud about the great qualities you have produced, but until others of your product. Here’s an example of a experience it for themselves, they will card to go with a maple nut product: not be as devoted as you. Therefore, you will need to create a compelling “This maple-beechnut glaze is made package or mini-display that will catch with fresh maple syrup and the tiny nuts the eye and interest of the retailer. from our native American beech tree. Whether you bring maple syrup, Tender nutmeats are scraped from natural jewelry, or birch candlehold- the husk of hundreds of beechnuts ers, the sample you present should and dried. It is blended with the maple be swathed in appeal. Use natural syrup at just the right temperature to decorations, like leaves or boughs, to infuse the mild, nutty flavor with the make an attractive background in your thickening syrup. The result is a one- sample. Each bottle should gleam of-a-kind glaze for ham, meat, with polished cleanliness. Ribbons homemade pastries, or French toast.” should be straight and balanced. The product should be easy to remove If possible, develop a display for your from your display to inspect, taste, or product that tells a little bit about it. The try on. Make your hard work shine. customer will not deduce the special qualities from the label only. Use simple Labeling wording and some graphics to catch the Unlike national brands, small-scale eye of the buyer. The customer in the retailing tends to be more about the store is ultimately your customer too. uniqueness of the product and less about the name of the producer. Step 2 - Learning about the store and The shop carries the reputation for its philosophy carrying quality products, rather than Small-scale retailers thrive on selling high the product of a known manufacturer. quality, unique products that appeal to their Your product label should emphasize customers. Therefore, every shop is different the particular qualities of your and tries to appeal to different people. The forest product. Tell a story, share an only way you will get to know who is ready to informative fact, or suggest a recipe. sell a forest product like yours is by visiting When it is done, the label should the shops before you approach them. Look represent YOU. Unusual artwork or at what products they sell and at what prices. a natural prop, like a twig, makes the appearance of the product special. The philosophy of a store, and the custom- ers it is attempting to reach, is seldom Pricing written down where you can see it. You You will sell your product to a will have to think critically about what you retailer at a wholesale price, which is see in the store, the arrangement of the substantially lower than the retail price shelves, and lighting. The philosophy is it will carry. The wholesale price you also communicated in the shopkeeper’s set takes into account your costs of approach to you as a potential customer. production and distribution, which you should already know, and your profit. On the shelf, the retail price factors in

Marketing Special Forest Products in New York State 35 the retailer’s costs of employees, utili- how it might be a good fit (“I see you also ties, advertising, bookkeeping, heat- carry . . . “); then, open the conversation ing and cooling, and dozens of other up for some quick questions. Leave the significant expenses. The difference sample in the store in a “you can keep this” in the wholesale price you receive and package. This is an effective, respectful, the shop’s retail price (the markup) friendly approach. If the owner is not varies tremendously, from 20 percent around, ask if you can leave it and follow to more than 100 percent. That means up with a phone call in a couple days. you might sell maple syrup to a winery for $10 per quart, and then see it Step 5 – Following up on the shelf for $18-20 per quart. These retailers are busy people; they are unlikely to call you back. With pleasant To see your product on the shelf persistence (not pushiness), you can at twice the amount you received quickly decide whether this shop is worth might come as a shock. If you start your while. If the owner ignores your calls to think that you are getting a bad after several attempts, you should return to deal, remember that you are getting collect anything you intended to get back, more than just shelf space. You other than your free sample. Try again in get their advertising, their heating a few months if the timing seemed a little and cooling services, their hours off, which it will be in some cases. Don’t of operation, their location, and leave anything you want to have back; it their good customer relations. might get used or eaten by someone.

It is important to know and state the If the retailer turns down your , avoid the retail price you expect to get for an temptation to refute the shortcomings the item, so the owner can judge whether retailer sees in your product or to insist they they can sell it at that price. There have it wrong. There are many reasons why might be some negotiation involved, you might have been turned down that the but this should be done in a coopera- retailer may not want or have time to explain. tive manner. The shop will see many The shop is their turf and you are the visitor. more customers in their parking lot Ask how the product might be repackaged to than you will at your forest or farm. meet the store’s clientele or just leave your product brochure or business. Check back Respecting the retailer’s time in 6 months to see if there is any new inter- Good retailers get many appeals to est. Make a written note to yourself about sell products, and have many daily the conversation, so you can easily remind chores and customers to manage. the retailer about the contact when you met. They are busy people. Plan your approach during a slower time in With some planning, research, and a the retailer’s workweek. This will respectful approach, your forest product can vary from store to store, but it is best start showing up in more places than you to avoid the time an hour before or would think. You get the advantage of their after opening, high volume times like identity as a quality retail outlet and they get Saturdays, and within a few minutes the advantage of your unique craftsmanship. of closing. During your scoping of a particular store, you should recognize Selling special forest when it is busy and when it is not. products by consignment Selling by consignment involves an agreement Step 4 – Your Approach to the Retailer to advertise, display, and sell your product With an attractively packaged sample at the store, providing you with a percentage of your product, a smile on your face, of the sale. As the producer, you would still product cards, and a sense of professional own the product, but the store would sell it regard, walk into the shop during a quiet for you. In the consignment agreement, the time and ask for the owner. Introduce producer retains ownership of the product yourself as a local forest product producer. until it sells through the retailer’s store. Though Explain that you have some new and consignment has the same advantages as exclusive items that would fit in and sell selling through a retailer, it has some disad- well in the store. Bring the item with you vantages (adapted from Eubank, 1993): when you know the proprietor is available. • Recordkeeping - Both parties must docu- Hand over a product card; suggest ment all aspects of sales and inventory.

36 Marketing Special Forest Products in New York State • Cash flow - The producer will not receive Partner with another forest payment immediately after each sale product grower/retailer - usually monthly or at the end of a season. If you have special forest products to sell, see if there is a nearby producer To make the best of consignment, you should who would be willing to add your item to spend several weeks or months investigating their inventory. In turn, you can offer their potential outlets for your forest product. Look for products along with yours should you adopt stores with the atmosphere and customer base a direct-to-consumer marketing strategy. you expect will be conducive to your product. Such a store may already sell local items, natural Include information at end art objects, or unique foods. Consider whether of every e-mail message competing items are already on the shelves of An e-mail tag is an effective way to increase the store. As noted above, the better you meet the visibility of your product. Often called the retailer’s expectations and needs, the better “signatures,” your e-mail messages can your product will be featured in their shop. promote your special forest product easily and inexpensively. Most e-mail recipients Ideally, you should plan on developing a do not object to a simple promotion at the written consignment agreement with the bottom of your message. If you use discussion retailer (Appendix 1). It will document a variety boards, your signature file can be used for of important considerations including: forest product promotion, especially if you have a web site where other discussion • Product description - describe the product board users can click to learn more. and how many are provided of each size. Example: Jerry Gettly, maker of real birch frames, candleholders, and rustic home dé- • Terms of consignment - duration of cor. Learn more at [www.rusticgettly.com]. consignment, retrieval and substitu- tions, and exclusivity of sales. Sell through gift shop at nature center or museum • Price - expressed as a percent or simply People who patronize nature centers are how much is due as a commission, and often interested in products derived from who pays sales tax (usually the retailer). natural sources. These facilities use gift shops to enhance the visitor’s experience, • Payment method - monthly, or at season’s provide souvenirs, and promote education. end, depending on the business; Your product (maple syrup, natural decora- how special orders are handled. tions or flavorings, wildlife foods) can be a welcome addition. Check with the director or • Damage or loss - agreement on how loss gift shop manager to see if there is interest. is handled during sales and transporta- Bring some samples and brochures. If the tion (such as with a traveling retailer). museum or nature center is not able to stock your product, they may be willing to at • Product liability or warranty - specific least put out some brochures for visitors. language about which party is respon- sible in the event of contamination Participate in a shopping or product failure, or simple dis- center event satisfaction with performance. Most malls and plazas host special events to attract shoppers, while meeting community • Security agreement - covers the expectations for large-scale educational or producer’s goods if the retailer is entertainment events. One or more of the subject to action by creditors. events are likely to be compatible with your introduction of special forest products, such Consignment is a common means of selling as Science Day, Farm Day, or Kid’s Day. If so, find out more about hosting a display. goods on a small scale. Forest crop producers Most retailers will welcome the presence of can take advantage of the thousands of outlets a unique, local, naturally-derived product. already patronized by potential customers. These events take time and effort, but will However, it is essential to keep very accurate help you reach thousands of people in a records and to communicate regularly with comfortable, interactive setting. Start by the retailer to ensure sales and products contacting the shopping center administration are meeting each other’s expectations. to get a schedule of planned events. Then, follow up to see if you can set up a display or kiosk for sales at selected events.

Marketing Special Forest Products in New York State 37 Sell through a health food adequate to meet the need of tourists – durable or whole food store and informative. Use regional travel books and Locally-owned health and whole foods stores the “I Love NY” travel guide to find out where attract the kind of customers who are more tourists are encouraged to visit in your area. likely to be interested in a natural product or flavoring derived sustainably from local Approach chefs and other food forests. Often small operations, the proprietors professionals for product are usually willing to learn more about your tasting/introduction product if you set up an appointment or stop Some edible forest products like maple syrup by during a slower time of day. Examples of and nuts are well known. Others, like flavorings, forest-derived products sold at these stores berries, and mushrooms, need a personal include herbs, maple products, dried berries, introduction. Busy chefs and restaurant owners specialty mushrooms, nuts, decorative items, will not take the time to find you. You have to flavorings, and sometimes seeds. Even if the make your product visible and easily acces- store will not be able to carry your product, sible to them. Start with a brochure sent to they may be willing to include your brochure, the attention of the chef or restaurant owner. flyer, or announcement of a special event. After a week, follow up with a phone call, and ask if they would be interested in a sample. If Join or create a yes, schedule a time to stop by. If no, put their marketing cooperative name on an inactive contact list, and try again A marketing cooperative is a group of growers in 6 months. Professional–grade persistence interested in and deliberately working as one will probably pay off in a sale or referral if you entity. Cooperatives offer a more complete are seeking a reasonable match between package of goods or services to potential your product and the dining establishment. customers, bound by a formal agreement to work together. These arrangements are based Many regions of New York already have networks on the idea of the whole being greater than between restaurants and fresh product growers the sum of its parts. An example of a forest established. Finger Lakes Culinary Bounty [www. product marketing cooperative would be a fingerlakesculinarybounty.org] for example, is a maple producer, a decorative item producer, network of restaurants and growers developing and a mushroom producer who have agreed special cuisine and farm-fresh foods for the to approach the same stores or operate a Finger Lakes region. In the Capital District, Farm common website, offering one-stop-shop- to Chef Express [www.farmtochefexpress.org] ping for potential customers. These entities arranges transport and handling of farm products reduce duplicated efforts and spread the headed to participating restaurants in New York work of marketing across several people. City. Adirondack Harvest [www.adirondackhar- Each member of the cooperative agrees to vest.com] provides directions and contacts for uphold the same standards of quality. The restaurants and visitors who want to buy food Adirondack North Country Association, for from local farms. More than 700 producers use example, has helped arrange the websites the “Pride of New York” label, and are included in AdirondackCraft [adirondackcraft.com] an Internet listing of farms [www.prideofny.com]. and AdirondackWood [adirondackwood. com] to retail various classes for rustic and Sell or publicize at a natural items from the North Country. local college The hundreds of small and medium-sized col- Market local products at leges in New York represent a good opportunity regional tourist destinations for agroforestry producers. Many specialty forest When tourists come to your community, products have the offbeat and unique character where do they go? It may be a State Park, an that college students often seek for dormitory outdoor theater, a museum, a winery trail, a decorations. At student festivals, parent’s week- festival, a skiing or golfing center, or dozens end events, and possibly through the college of other destinations. Tourists arrive in a bookstores, you can make your product more vis- community ready and willing to spend money ible. Any sales or publicity arrangements will re- on souvenirs, unique items, and memorabilia quire the approval of college administrators. Start as a way to take home a piece of the country. by contacting the student activities office, and Make a list of the places tourists are likely to be ready to explain why your product would be visit, including resorts, motels, and hotels. a good, safe, and appealing fit for the campus. Each of these destinations represents an opportunity for you to market your forest product. The packaging you provide should be

38 Marketing Special Forest Products in New York State Market to home contractors Supply other forest product and real estate professionals growers/collectors Many real estate professionals, mobile home As forest crops expand in the Northeast, sellers, and log home contractors provide their interest and demand for supplies will increase. clients with a special welcome gift when they There will be continuous opportunities to finalize new home arrangements. A unique and sell special logs for mushroom production, professional gift, like a wildlife food mix, a quart medicinal herb seed and transplants, natural of local maple syrup, or a decorative item is a fertilizers, and other forest crop supplies. good reflection on country living. Make sure that Few local sources of these supplies exist. these businesses are well aware of what you have that could serve this purpose. Send these Donate to a charitable auction businesses your brochure with a personalized Charitable auctions - for a school, a non-profit letter in the off-season, introducing your product. organization, or a public television station - are a practical means to introduce and publicize Teach a class your unusual forest-based products. Gift Local continuing education programs, Cornell packs of maple products, a bucket of wildlife Cooperative Extension, nature centers, and com- food, a willow hutch, or a pound of forest munity colleges host introductory workshops in a grown mushrooms make intriguing auction wide range of trades and skills related to farming, items. The charity will make a point to cite forestry, crafts, or cooking. With skills and knowl- your enterprise to the auction audience, each edge gained from your agroforestry enterprise, of who could become a steady customer. you can gain exposure by sharing your expertise Keep and eye out for opportunities to donate with others. The classes offered by these a portion of your product for the sake of institutions tend to be informal, with flexible times publicity in front of a receptive audience. and dates – a very good fit for forest farming. Small ad in rural living or To be a good teacher, you must feel comfortable regional interest magazines speaking in front of a group and answering ques- Since advertising is a matter of being visible tions well, no matter how detailed. Your class to the right people in the right place, focus will need to be well-organized and top-notch your advertising expenses toward those – really worth the effort to participate. Through who already show an interest in rural and phone calls and appointments, stay in touch with rustic items. Magazines like Adirondack Life, the program coordinators at each institution. Farming, and the NY Forest Owner have the They will decide whether or not you have the kind of audience you are trying to reach. qualifications and appropriate class content to Spend your advertising dollars judiciously. meet their needs. Attend other classes offered by the institution to get to know who’s who and how they approach the topic. Contact the adult References: continuing education coordinator or the director Eubank, Wanda (1993) Home-Based of the agency or institution. Business — Selling by Consignment, Supply microbrewery, Bulletin MP597. University of Missouri cider mill, or supply store Department of Environmental Design. for beer and wine makers. Home brewers and wine makers often use natural ingredients, like maple syrup, oak 4Barbara Hummel, the owner of a popular garden and gift chips, and spruce needles to derive particular shop in Hector, NY (Skyland Farm) provided many of the flavors, or to replicate historic styles of beer insights regarding products and approaches noted here. or wine. Your local brew shop or brew club may already have suppliers of these items, but you won’t know for sure until you inquire.

Marketing Special Forest Products in New York State 39 Your special will have a website explaining your product. Section 2.3 Once you have a website, you can leverage your forest products product label, a small ad, an e-mail message, a Distant markets brochure, or a human interest story in the news. are likely to be and promotions unique not only There are so many ways to establish a website, in your com- Your special forest products are likely to be it is beyond this resource to describe them all. unique not only in your community, but also on Although many people are able to build a website munity, but also a statewide, national, or international scale. for you, you will get the best service from a on a statewide, It is unlikely that your operation will expand to web design professional in your region who is national, or corporate proportions, but there are a variety knowledgeable about forestry or farming, or is of ways to market your products across large eager to learn. It is easier for you to explain your international distances easily. Since the development of In- forest products to them than it is for you to learn scale. ternet sales, it is no longer unusual for a small the complexities of effective web page design farm in Newark, NY to sell their products to and hosting. Find web pages of local businesses someone in New Orleans, LA or Portland, OR. that appeal to you and contact their web designer, usually noted at the bottom of the home page. There are several ways to develop and maintain Your Cornell Cooperative Extension office may distant markets for special forest products, know of professionals who can help forest product and most will rely on the Internet. However, producers who do not have much of a marketing advertisements newspapers and catalogs can budget. You might be able to trade some of your also be used to market to people far from you. product (maple syrup, gourmet mushrooms) for their service, rather than making it a cash deal. Selling special forest products through the Internet Once you have a web page, you can expand to Internet-based commerce of special forest the other options for on-line commerce, such as products has several advantages: auction sites and on-line catalogs. For example, • Constant display of images and informa- E-bay [ebay.com] has auction categories ap- tion about special forest products propriate for special forest products, like Bird & Wildlife Accessories (wildlife food), Plants & Seeds • Able to conduct direct retail sales with (natives), Gas Grill Accessories (flavorwood), anyone with an Internet connection and Syrup & Sweeteners (maple syrup).

• World wide marketing of unique Virginia Tech [www.sfp.forprod.vt.edu] hosts special forest products an online exchange for buyers and sellers of non-timber forest products. As of December 2004, birch twigs, mushrooms, sumac branches, Disadvantages include: cedar logs, and were being marketed • Potential contacts might be too by several dozen growers and collectors. wide-ranging and too frequent Classified or small block • Expense of time and money ads in urban, suburban, and maintaining the website regional newspapers Newspaper advertisements can cost from $5 to • Private forest operation may look $500, but they efficiently spread the word about too accessible to public your forest-based business. Unlike radio or televi- sion, newspaper ads can be clipped and saved • Can be a risky investment of to improve the durability of your promotion. New capital better used elsewhere or unique products will be distinct from typical items like furniture and cars. The ad can direct An Internet web site is plausible way to people to a website for more information, or pro- promote and sell special forest products like mote one of your key assets - personal service. maple syrup and mushrooms. A web page is a constant presence in your place, and helps National distributors answer questions people are often reluctant and wholesalers to ask. Even without online sales, a web site It is beyond the scope of this guide to explain legitimizes your enterprise in the eyes of the process of marketing special forest products many people unfamiliar with specialty forest through national commercial channels. These products. The general public now expects channels are accessible, but only when the that if you are serious about marketing, you scale of agroforestry operations is significant.

40 Marketing Special Forest Products in New York State of Mushroom Cultivation, by Paul Przybylowciz Section 3.1 and John Donoghue. Kendall/Hunt Publishing Resources for Company, 1990. ISBN: 0840349629 Growing Gourmet and Medicinal Mushrooms, additional 3rd Ed., by Paul Stamets. Ten Speed Press, information 2000. ISBN: 1580081754 These resources are included because of the high-quality, unbiased information they contain Maple products or their pertinence to New York special forest North American Maple Syrup Producers Manual products. Many of the websites include helpful (Bulletin 856) 1996. The Ohio State University bulletins and articles. As you develop your Extension and the North American Maple Syrup agroforestry enterprise, you will certainly Council. Obtain a print through Cornell Coopera- come across other sources of information, tive Extension or view online at [http://ohioline. so please make an effort to continue your osu.edu/b856]. As of 2004, the Manual was research and education beyond this list. being revised, so availability is limited. Agroforestry and marketing considerations Cornell University Maple Program [http:// Nontimber Forest Products in the United States, maple.dnr.cornell.edu] edited by Eric T. Jones, Rebecca J. McLain, and James Weigand. University Press of Kansas, 2002. ISBN: 0700611665 Nuts and berries A guide to nut tree culture in North America / Discovering Profits in Unlikely Places: Agroforest- Vol 1. Northern Nut Growers Association, Inc. ry Opportunities for Added Income - BU-07407, (2003). ISBN: 0974166308 by Scott Josiah. University of Minnesota. Northern Nut Growers Association [http:// Minnesota’s Special Forest Products. Marketing www.northernnutgrowers.org] Many articles opportunities in special forest products including: and references about nut growing. decorative greenery, dried florals and ornamen- tals, herbs and medicinals, decorative woods, cones, and smokewoods and flavorwoods. Ginseng and forest botanicals Prepared by Mater Engineering for the Minnesota The Practical Guide to Growing Ginseng by Department of Natural Resources. Bob Beyfuss. Cornell Cooperative Extension of Greene County. 906 Mt Ave, Cairo NY 12413 Cornell University Agroforestry [http://www.dnr. (518) 622-9820 cornell.edu/cawg] A 65 page primer on growing ginseng in back- yards or woodlots. USDA National Agroforestry Center [http://www. unl.edu/nac] American Ginseng: Green Gold by W. Scott Persons. Bright Mountain Books, 1994. Association for Temperate Agroforestry [http:// ISBN 0682402915 www.aftaweb.org] Appalachian Ginseng Foundation [http://www. Non-timber Forest Products at the Virginia Tech a-spi.org/AGF] Department of Wood Science and Forest Prod- ucts [http://www.sfp.forprod.vt.edu] Landscaping and habitat restoration / refores- University of Missouri Center for Agroforestry tation products [http://agebb.missouri.edu/umca] Natural Landscaping: Designing with Native National Learning Center for Private Forest and Plant Communities, 2nd ed., by John Diekel- Range Landowners [http://forestandrange.org] mann and Robert Schuster- University of Click on the tutorial named “The How, When, and Wisconsin Press, 2002. ISBN: 0299173240 Why of Forest Farming” Growing and Propagating Showy Native Woody National Sustainable Agriculture Information Plants, by Richard E. Bir. University of North Service [www.attra.org] Carolina Press, 1992. ISBN: 0807843660 Institute for Culture and Ecology’s Nontimber For- est Products in the United States Specialty wood and decorative products [http://www.ifcae.org/ntfp] Non-Timber Forest Products Marketing Sys- Forest cultivated mushrooms tems and Market Players in Southwest Virginia: The Mushroom Cultivator: A Practical Guide to A Case Study of Craft, Medicinal and Herbal, Growing Mushrooms at Home, by Paul Stamets Specialty Wood, and Edible Forest Products and J.S. Chilton. Agarikon Press, 1984. by Sarah M. Greene. (Master’s thesis) Vir- ISBN: 0961079800 ginia Polytechnic Institute and State University, Shiitake Growers Handbook: The Art and Science 1998.

Marketing Special Forest Products in New York State 41 Appendix 1 Sample consignment agreement - for educational purposes only Adapted from Eubank,1993 - Home-Based Business — Selling by Consignment, Bulletin MP597. University of Missouri Department of Environmental Design CONSIGNMENT OF GOODS FOR SALE BY CONSIGNEE

AGREEMENT made this___day of ______, 20__, Between______(artisan’s name), hereinafter called the consignor, and ______, hereinafter called the consignee.

1. The Consignor Agrees:

Delivery To deliver to the consignee ______(type of work), hereinafter referred to as “consigned products” for sale at its place of business at______(name and address of shop or gallery), upon the terms and conditions hereinafter set forth.

2. The Consignee Agrees: Acceptance To receive and accept possession of the consigned products delivered to it by the consignor.

Sale To use its best efforts to sell the consigned products to its customers in the ordinary course of its business.

Terms To sell the consigned products for cash only, except that the consignee may extend credit on its own account paying cash to the consignor for sales so made.

Use Own Name To sell the consigned products in its own name.

Price To sell the consigned products at not less than the consignor’s price of (See inventory list) dollars retail, of which______percent shall be paid to consignor and _____ percent shall be retained by consignee.

Warranty To make all sales without warranty of any kind, other than the consignor’s standard warranty.

Risk of Loss To assume all risks of loss from damage to or destruction of the consigned products from any cause whatsoever from the time of receiving possession of the same until a sale and delivery to a customer of the consignee or until returned to the consignor at ______.

Expenses To pay all expenses incident to the conduct of its business and the sale of the consigned products, including trucking, storing, selling and delivering to customers.

Taxes To pay all taxes and other charges assessed and levied on the consigned products while in the consignee’s possession.

Records To keep books and records showing the transaction made under this agreement, such books and records to be opened for inspection by the consignor at reasonable hours.

42 Marketing Special Forest Products in New York State Inventory On the first day of each calendar month to make and deliver to the consignor a detailed inventory showing all consigned products sold under this agreement.

Remittances On the last business day of each month to make and mail to the consignor a report showing the sales of the consigned products that were made during such month and to remit to the consignor the wholesale price of the consigned products so sold.

Removal To keep the consigned products safely stored at the consignee’s place of business and not to remove the same without the consignor’s written consent except upon their sale or return as herein provided.

3. The Parties Agree:

Compensation of Consignee The consignee shall retain as compensation the difference between the wholesale invoice price and the price at which consignee sold the consigned products. Compensation to the consignee for sales of consigned products shall be made at the end of each month.

Title The title to the consigned products shall be and remain in the consignor until sold to customers of the consignee, and the title to the wholesale sales proceeds shall vest in and belong to the consignor.

Assignment This agreement shall not be assigned by the consignee without the written consent of the consignor.

Duration This agreement shall continue in force until ______. 20_____, at which time the consignee shall, if required by the consignor, return all consigned products remaining unsold to consignor at ______in good condition and free from all freight and charges. The consigned products may be withdrawn by the consignor or returned by the consignee to the consignor at any time. If the consigned products are withdrawn by the consignor, it is the consignor’s obligation to pay for any shipping expenses incurred.

Successors Bond This agreement shall be binding upon the assigns and successors in interest of the parties hereto.

Entire Agreement This agreement contains the entire understanding of the parties and may not be changed orally but only by agreement in writing signed by the parties against whom enforcement for any waiver, change, modification, extension or discharge is sought.

Condition of Default (Optional) Failure of the consignee to comply with any reasonable request of the consignor with respect to uniform Commercial Code compliance shall constitute the condition of default under this agreement and shall entitle the consignor to exercise any and all remedies available under the Uniform Commercial Code and this agreement.

IN WITNESS WHEREOF, the parties have executed this agreement.

Consignor

By:______

Consignee

By: ______

Marketing Special Forest Products in New York State 43 Appendix 2 Survey questions for restaurant and small-scale food processors

Currently, have you or do you purchase any of the following forest-based ingredients for your menu items? __ Maple syrup __ Shiitake and other gourmet mushrooms (canned, dried, or fresh) __ Flavoring or aromatic wood __ Herbs like peppermint, bayberry, or . __ Unusual berries like elderberry, juneberry, or lignonberry __ Native, edible nuts like acorns, hickory nuts, beechnuts, or walnuts __ Wild grapes or grape leaves __ I have other forest-derived foods and ingredients: ______

Looking forward, which of the following forest products would “fit” on your restaurant or shop menu? __ Edible mushrooms cultivated in local woodlands __ New York maple syrup – light, amber, or dark __ Grilling wood like apple, maple, hickory, or oak __ Edible herbs with natural medicinal properties – ginseng, goldenseal, or echinacea __ Small berries like woodland or wild blueberries. __ Flavoring plants like spruce, pine, bayberry, sumac, or sassafras. __ Nuts like acorns, hickory nuts, beechnuts, or walnuts __ Wild grapes or grape leaves __ Other forest-derived foods I would like to offer: ______

If someone wanted to talk to you about supplying forest based ingredients from their forest farm, what kind of approach would best suit you? __ Phone call __ Stop by in the morning __ Send you a brochure __ E-mail __ Referral from a friend __ Meet at a trade show Other approach that would suit me: ______

How important is it to get locally-produced ingredients? Of no importance Essential 1 2 3 4 5 6 7 8 9 10

Would a sample of a forest-grown product be of interest to you if you had not tried it before? __ Yes __ Sample of raw product, like fresh berries __ Sample of prepared product, like bread made with a nut flour __ Both __ No

What qualities are important to you, as you purchase ingredients from local forest crop producers?

Consistent quality Yes No Easy to use Yes No Packaged for long self-life Yes No Quantity meets my expectations Yes No Regular delivery Yes No Friendly, easygoing grower Yes No Able to contact grower easily Yes No Other qualities your seek:______

Please add other comments that express your impression or expectations of forest-based food crops:

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44 Marketing Special Forest Products in New York State Comments Continued

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Marketing Special Forest Products in New York State 45 NOTES

46 Marketing Special Forest Products in New York State NOTES

Marketing Special Forest Products in New York State 47

© 2005 by Cornell University All rights reserved. Published 2005

It is the policy of Cornell University actively to support equality of educational and employment opportunities. No person shall be denied admission to any educational program or activity or be denied employment on the basis of any legally prohibited discrimination involving, but not limited to, such factors as race, color, creed, religion, national or ethnic origin, sex, age or handicap. The University is committed to the maintenance of affirmative-action programs that will assure the continuation of such equality of opportunity.

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48 Marketing Special Forest Products in New York State