Things to Consider When Setting Prices for Direct-to-Consumer Outlets 

Session 3 of the 2024 Tennessee Farmers Boot Camp Webinar Series - Dr. Margarita Velandia with the University of Tennessee Extension discusses factors that need to be considered when setting produce prices for direct-to-consumer market outlets such as farmers markets. She discusses resources to assess the cost of production, competitors' prices, and consumers' willingness to pay. Finally, she shares various pricing strategies.