Brassica information kit Reprint – information current in 2004 REPRINT INFORMATION – PLEASE READ! For updated information please call 13 25 23 or visit the website www.deedi.qld.gov.au This publication has been reprinted as a digital book without any changes to the content published in 2004. We advise readers to take particular note of the areas most likely to be out-of-date and so requiring further research: • Chemical recommendations—check with an agronomist or Infopest www.infopest.qld.gov.au • Financial information—costs and returns listed in this publication are out of date. Please contact an adviser or industry body to assist with identifying more current figures. • Varieties—new varieties are likely to be available and some older varieties may no longer be recommended. Check with an agronomist, call the Business Information Centre on 13 25 23, visit our website www.deedi.qld.gov.au or contact the industry body. • Contacts—many of the contact details may have changed and there could be several new contacts available. The industry organisation may be able to assist you to find the information or services you require. • Organisation names—most government agencies referred to in this publication have had name changes. Contact the Business Information Centre on 13 25 23 or the industry organisation to find out the current name and contact details for these agencies. • Additional information—many other sources of information are now available for each crop. Contact an agronomist, Business Information Centre on 13 25 23 or the industry organisation for other suggested reading. Even with these limitations we believe this information kit provides important and valuable information for intending and existing growers. This publication was last revised in 2004. The information is not current and the accuracy of the information cannot be guaranteed by the State of Queensland. This information has been made available to assist users to identify issues involved in brassica production. This information is not to be used or relied upon by users for any purpose which may expose the user or any other person to loss or damage. Users should conduct their own inquiries and rely on their own independent professional advice. While every care has been taken in preparing this publication, the State of Queensland accepts no responsibility for decisions or actions taken as a result of any data, information, statement or advice, expressed or implied, contained in this publication. 75 Key ISSUESISSUESISSUES This chapter contains more detailed information on some of the impor- tant decision making areas and information needs for brassica growers. The information supplements our growing, harvesting and marketing guide in Chapter 3 and should be used in conjunction with it. Where additional information may be useful, we refer you to other parts of the handbook. Symbols on the left of the page will help you make these links. Managing the business 76 Keys to making a profit 76, Economics of production 81, ChapterBusiness management 4 96, Quality assurance and food safety 104, Environmental management 111, Farm safety 115 Managing crop production 119 Understanding brassica plants 119, Varieties 127, Direct seed or transplant 145, Nutrition 152, Irrigation management 168 Pest, disease & weed management 183 Integrated pest and disease management 183, Insect management 202, Natural enemies 218, Disease management 223, Managing weeds 237, Effective spray application 244, Safe storage, use and disposal of pesticides 256 Other issues 260 Organic production 260, Other brassica vegetable crops 263 GROWING GUIDE: Brassica grower’s handbook 76 Managing the businesss Chapter 4 Keys to making a profit For most growers, the primary aim of their farming business is to make a profit. The secondary aim is to maximise that profit. This section provides an overview of the key elements in achieving maximum profits. • The simple profit equation • Increase returns • Reduce costs • The key to profit The simple profit equation In simple terms: Profit = Returns – costs Therefore to achieve maximum profits you need to increase returns and reduce costs. The potential impact on profit of each of these is discussed below. Increase returns More efficient production by, for example, increasing yields, greater mechanisation (reducing labour cost) and improving quality will all help increase returns. Your returns are influenced by: • the price you receive; • the number of units of product you sell. Price received The price received for broccoli, cauliflower and cabbage is influenced by the: • quality of the product on arrival in the market; • presentation (appearance/grading/packaging); • demand (volume/variety/alternatives); • market destination of the product; • long-term reputation of your product. GROWING GUIDE: Brassica grower’s handbook Key issues 77 Product quality Quality is about providing a product that meets customer needs and expectations. Six factors determine the quality of cabbage, cauliflower and broccoli: • Freshness. Apart from price, freshness is probably the most impor- tant quality characteristic for cabbage, cauliflower and broccoli. The product must appear fresh and crisp, as though freshly harvested, without a hint of yellowing or wilting. • Colour. This can vary somewhat depending on the market supplied and intended use of the product. In general, product should be of an even colour with best prices paid for dark green broccoli with a bluish hue, pure white cauliflower curds and fresh green cabbage heads (or deep reddish purple in the case of red cabbage). Check to ensure that you meet the colour characteristics required by a particular market. • Size and shape. As with colour, the preferred size and shape of heads can vary with specific markets, so check requirements, particularly if exporting. Heads should be compact and heavy for their size. Cauliflower curds and broccoli heads should be dome shaped with an even surface texture. Broccoli heads should have small, evenly sized buds (beads). The amount of ‘trimming’ required can also vary with specific markets. Check with your wholesaler on, for example, the amount of outside leaf cover to leave on cabbage or cauliflower heads or the preferred stem length for broccoli heads. • Cleanliness and appearance. The best prices are paid for heads that have a clean, fresh appearance. Marks, blemishes and insect damage detract substantially from appearance. A customer’s decision to buy is mainly influenced by the external appearance of most fruit and vegetables. The product must look inviting for consumers to place it in their shopping trolley. • Flavour and texture. Product must be crisp with no off flavours. While people tend to ‘buy with their eyes’, if consumers take your product home and its eating performance does not match their expectations, they will not return to buy your product. Your customers will lose repeat business. People are now consuming increasing amounts of gourmet foods, and preparing and eating food is a fashionable pastime, so flavour and texture will become increasingly important. • Soundness and shelf life. The best prices are paid for product that is sound (free from damage, cuts, bruises and rots) and stored properly to maximise shelf life. Any damage allows moisture loss and entry of breakdown organisms. A common measure of soundness used by consumers is firmness and colour; a soft, wilted, yellowing product is seen as not fresh. GROWING GUIDE: Brassica grower’s handbook 78 Managing the businesss Chapter 4 The above quality characteristics are influenced by a number of preharvest and postharvest management practices, some more impor- tant than others. Product quality is, in the first instance, determined by how well the crop is grown. This includes decisions about varietal selection, land prepa- ration and planting and the effectiveness of nutrient, irrigation, pest and disease management practices. Harvest timeliness, harvesting tech- niques and postharvest handling practices associated with cooling, grading, packing, storage and transport of the product cannot improve on the inherent quality of the product but only maintain it. Market destination Different markets have different price opportunities for the various product types. The key is to research all market options thoroughly and match the type of product you can produce (dependent on environment and management system) to the best market opportunities. This includes determining your potential competitors and when their product reaches the market. The role of the central markets is diminishing as the major retailers now dominate the sales of fruit and vegetables. These major customers are looking for large volumes of consistent quality over an extended period. Growers need to align themselves with the major merchants who supply Business management these chains or develop direct relationships with the retailers. Most This chapter page 96 growers on their own will not be able meet the supply expectations of these larger customers. Reputation Products often receive a higher price because of their past reputation. A product that has been consistent in quality and supply, year after year, is usually bought first and often at the highest price. This is particularly important during periods of oversupply and low prices. Gaining a good reputation is now very dependent on implementing a quality assurance Quality assurance and food safety program throughout your production and marketing system. Packing This chapter page 104 produce in easily