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Marketing Pumpkins
for Profit
Megan Bruch Leffew
Marketing Specialist
CPA Info #254
Pumpkins for Profit Tour
July 31-August 2, 2016
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Census Data on Pumpkin
Production in Tennessee
-
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
1992 1997 2002 2007 2012
1,461
2,357
3,742
2,385 2,081
173 260 332 266 194
Acres Harvested
Operations
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Pumpkin Production in Neighboring
States, Census 2007 & 2012
State
2007 2012
Acres
HarvestedOperations
Acres
HarvestedOperations
Alabama 707 62 407 39
Arkansas 285 42 426 29
Georgia 182 32 199 35
Kentucky 1,081 393 1,010 335
Mississippi 160 24 135 35
Missouri 1,430 240 1,043 188
North Carolina 1,826 296 2,514 190
Tennessee 2,385 266 2,081 194
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Production Stats – U.S. (for California, Illinois, Michigan, New York, Ohio, Pennsylvania)
YearAcres
Planted
Acres
Harvested
Yield Per
Acre (CWT)
Price per
CWT
2013 52,600 50,300 223 $13.20
2014 50,900 49,100 265 $11.00
2015 43,200 40,900 184 $12.00
USDA, NASS. Vegetables: 2015 Summary. February 2016.
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How is the pumpkin crop looking
so far this year?
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Product Considerations
• Harvest after shell hardens
completely
• Leave some stem
– Stemless have lower value as
jack-o-lanterns and rot more
easily
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Product Considerations
• Don’t stack more than 2-
4 deep
• Wash or dip in 5-10%
chlorine bleach solution
to increase longevity
• Store in dry, cool place
– Sun causes excess
spoilage
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Any other harvest, handling or
storage considerations?
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Allowable Units of Sale
• Gourd vegetables
may be sold by
– Weight
– Count
– Dry measure (1 dry
qt. or larger)
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Approved Scales
• Legal for trade commercial scale required when selling by weight
• Must be tested and licensed/permitted annually by TDA
• May test more if complaint or previous problem
• Permit for 1-5 small scales with a weighing capacity less than or equal to 2,500 lbs costs $25/yr.
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Tennessee Contact for Scales
Weights and Measures Administrator
Tennessee Department of Agriculture
Consumer & Industry Services
(615) 837-5109
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Halloween Spending Study
• National Retail Federation
• Estimates how much people
will spend on costumes,
candy, décor, cards, etc. for
upcoming Halloween
• Additional information
– How celebrate – carve
pumpkin, haunted house, etc.
– Other shopping behavior
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Halloween Spending Study
• Typically released in August/September
• Some data by demographics (gender, income,
adult age groups)
• Polls more than 6,000 consumers
• Learn more in attachment and at
NRF.com/Halloween
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2015 Halloween Spending
Category% Buying
in South
Avg.
Spent in
South
(Buyers)
Total
(billions)
Costumes 66.6% $42.07 $2.53
Décor 67.1% $32.24 $1.88
Candy 92.8% $24.25 $2.14
Greeting
Cards33.1% $11.09 $0.33
Total 62.1% plan
to participate
in Halloween
$75.85 $6.89
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How celebrate Halloween?
Activity% of Adults 18+
in South
Hand out candy 67.8%
Dress in costume 44.3%
Decorate your home/yard 43.3%
Carve a pumpkin 37.4%
Throw/attend party 30.1%
Take children trick-or-treating 27.1%
Visit a haunted house 18.2%
Dress pet in costume 12.3%
Other 3.9%
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When begin shopping?
Before September
7%
September28%
First 2 Weeks of October
41%
Last 2 Weeks of October
24%
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Where buy?
Location % in South
Discount Store 49.4%
Specialty Halloween/Costume
Store
29.7%
Grocery Store/Supermarket 24.9%
Department Store 20.0%
Online 17.8%
Crafts or Fabric Store 13.2%
Small/Local Business 6.2%
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Impact of Economy
Yes, 18%
No, 82%
Will the state of the U.S. economy impact Halloween spending?
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If yes, how impact spending?
Strategy % in South
Spend less overall 77.7%
Putting up last year’s decorations with
no plans to buy more20.4%
Make costume instead of purchasing 17.8%
Use last year’s costume 13.7%
Not participating in as many activities
(i.e. haunted house, fall festivals, etc.)10.9%
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Use Experiences to
Add Value to Pumpkins
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To sell Jill Jones what Jill Jones
buys, you’ve got to see your
products through Jill Jones’ eyes.
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Six Essential Aptitudes
1. Design, not just function.
– Ambiance
– Beautiful, whimsical or emotionally engaging
2. Story, not just argument.
– Farm history, present, future
– Crops, livestock, products, equipment,
practices
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Six Essential Aptitudes
3. Symphony, not just focus.– Pair combinations of products and services to
meet unique needs of customers
– Fun activities, products to buy, places to rest, restrooms, baby changing stations, concessions, souvenirs
4. Empathy, not just logic.– Demonstrate care for customers and community
– Donate to local causes, provide special touches for customer needs (water on very hot days, sunscreen, first aid)
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Six Essential Aptitudes
5. Play, not just seriousness.– Show you are having fun and encourage
customers to have fun with you
– Smile, laugh, engage with guests
6. Meaning, not just accumulation.– Positive, enjoyable experiences help to add
meaning to lives and enrich understanding of the world around us.
– Create special moments (photo ops, picnic areas, family activities, ask visitors to help you support a special cause)
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Create the Customer Experience
• Create ways for visitors “TO BE”
• Create things for visitors “TO DO”
• Create opportunities for visitors “TO
LEARN”
• Create opportunities for visitors “TO HAVE
FUN”
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Create the Customer Experience
• Theme experiences
• Provide positive cues
• Eliminate negative cues
• Mix in memorabilia
• Engage all 5 senses
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Megan Bruch Leffew
(931) 486-2777
ag.tennesse.edu/cpa
facebook.com/ValueAddedAg
Marketing Pumpkins
for Profit