Marketing Pumpkins

for Profit

Megan Bruch Leffew

Marketing Specialist

CPA Info #254

Pumpkins for Profit Tour

July 31-August 2, 2016

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

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

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.

How is the pumpkin crop looking

so far this year?

Product Considerations

• Harvest after shell hardens

completely

• Leave some stem

– Stemless have lower value as

jack-o-lanterns and rot more

easily

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

Any other harvest, handling or

storage considerations?

Allowable Units of Sale

• Gourd vegetables

may be sold by

– Weight

– Count

– Dry measure (1 dry

qt. or larger)

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.

Tennessee Contact for Scales

Weights and Measures Administrator

Tennessee Department of Agriculture

Consumer & Industry Services

(615) 837-5109

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

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

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

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%

When begin shopping?

Before September

7%

September28%

First 2 Weeks of October

41%

Last 2 Weeks of October

24%

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%

Impact of Economy

Yes, 18%

No, 82%

Will the state of the U.S. economy impact Halloween spending?

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%

Use Experiences to

Add Value to Pumpkins

To sell Jill Jones what Jill Jones

buys, you’ve got to see your

products through Jill Jones’ eyes.

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

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)

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)

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”

Create the Customer Experience

• Theme experiences

• Provide positive cues

• Eliminate negative cues

• Mix in memorabilia

• Engage all 5 senses

Megan Bruch Leffew

mleffew@utk.edu

(931) 486-2777

ag.tennesse.edu/cpa

facebook.com/ValueAddedAg

Marketing Pumpkins

for Profit