What’s the best strategy to market a product that no one thinks you can grow?

For Cindy and Ron Mueller, who run Fisherville Greenhouses near Lake Erie, an hour south of Hamilton, the farm business was ticking along. It felt like they had it pretty much figured out.

The couple had started their farm careers by growing tomatoes for sale through a wholesaler. Then, when the market changed, they adapted and expanded and began producing a variety of vegetables they could sell via a community-supported agriculture (CSA) model.

And it worked. They had succeeded with wholesale. Now they were succeeding with direct-to-consumer. The farm was making money. So it’s no wonder they were starting to trust their judgment.

But then the two diversified again. They launched the Canadian Ginger Company and set their sights on bringing a very novel product to market by working through traditional distribution channels. They had experimented with growing ginger for years, they had their production protocol down pat, and it seemed like getting into large retail chains was clearly the way to go for maximum exposure and steady sales. 

Read more at country-guide.ca


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