Pricing your produce

In short

• A price has a floor, a range and a ceiling: the floor is your cost, the range is the market, the ceiling is the value the customer sees.
• Cost per unit = all costs of the enterprise ÷ the number of units you sell or eat. Don't forget packaging, selling and depreciation.
• Decide what your hour is worth and work out the price with labour and without it. The difference tells you how much you are giving away.
• Each way of selling has its own price: the farm gate isn't the market, and the market isn't a shop.
• Change prices rarely and with notice, at the start of the season, not in the middle of it.

What's inside

Chapters

1. Floor, range and ceiling
2. Cost per unit
3. What your hour is worth
4. What the market pays
5. From cost to price
6. Packs, quantities and bundles
7. Break-even point
8. When and how to change a price
9. How to show the price
10. Most common mistakes
11. Printable checklist

Worksheets

• Production cost calculator
• Value of your labour
• Price research
• Price by selling route
• Break-even
• Price cards
• Price calendar