For The Love Of An Onion
January 1, 2008 
My wife loves onions. So much, in fact, that she’ll eat one like it’s an apple. Sure, she’ll peel it first, but once that’s done, look out. She’ll either take a big bite out of it right away, cut it into quarters and put it on top of a bowl of popcorn, or dice it up and mix into a pasta dish. Needless to say, giving her a goodnight kiss can sometimes be a challenge.
Late last year, when we were out shopping for the Thanksgiving dinner we were hosting at our house, I asked her what she looks for when she’s buying onions from the store. Since she typically buys onions in bags, rather than individually, she says she looks for an assortment of sizes in the same bag. She wants onions that look clean, have a solid color, and have a light skin that is not too tough.
Where the onions come from also makes a difference. When it’s time for us to shop, there’s one local grocery store she prefers, a family-run operation where the produce just seems to taste better and last longer. While price can be an issue, she’s built up a trust in the store that gives her the confidence that the onions (and other vegetables, for that matter) that she’s buying will be as fresh as possible. If the onions are coming from a local grower, it’s an added bonus for her. In fact, her absolute favorite produce is from a farm stand we visit a couple times of year during the summer. It’s a family business that sells a wide assortment of fruits and vegetables, many of them homegrown.
Give ‘Em What They Want
The level of trust that a grower develops with their customers is more important than ever today. Food safety concerns, as well as increased development of land in close proximity to agricultural areas, often puts the grower face to face with the consumer. An increasingly skeptical market is demanding more accountability from those who grow the crops they are buying.
Developing a close, personal relationship with your customers, whether they are individual consumers, retailers, or distributors, can help alleviate these concerns. But it can also do so much more. Don’t think of this relationship simply as a way of reducing the potential negative effects on your business. Rather, think of it as a way to get to know your buyers a bit more. As a grower, in order to stay profitable, you need to know exactly what your customers want, and tailor your business so you are able to give it to them.
If you haven’t done so yet, compile a list of everyone that buys produce from you. Send out a personalized mailing asking them to rate your service. Also, ask about some of the things they might be looking for that you are not currently offering. This will hopefully accomplish two goals: It will give you an idea about what the market is demanding, and it will let your customers know that you are committed to giving them what they need.
If you can make your customers truly appreciate the product they are buying from you, you’ll make them more likely to come back to you over and over again. Who knows? They may even develop a passion for it, much the same way as my wife has for onions. Just thinking about it makes me cry.
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