Finding niche markets

Identifying The Unmet Need 

Niche Crops for Small Farms

Niche markets provide exciting opportunities to those who are willing to branch out and experiment with new products or techniques. Farmers who are looking to diversity their fruit and vegetable production should consider niche market crops as a highly profitable option for their farm.

What is a niche market?

A niche market is small, specialized section of a larger market which businesses can target with specialized products or marketing to gain a higher return on their investments. Selling products designed for niche markets can be very profitable because of the relatively small pool of producers who exist to meet the demand of consumers in that space. For growers, these niche products usually come in the form of specialty crops or unusual varieties which appeal to specific groups of people. 

Finding niche markets

Identifying an unmet need in a field that is interesting for you is the first step in finding your perfect niche. The key to finding niche markets is not simply to find a product that no one is selling. The fact that no one is selling a product may be the first indication that there is no market for it in the first place. On the other hand, if you begin by first identifying a need that is going unaddressed and tailor a new product to address it, then you are setting yourself up for success and avoiding the pitfall of sinking valuable resources into an unmarketable product. 

Organzo’s Case Study

In the early days of Organzo, we identified growing Asian communities as a potentially underserved market for niche vegetables. Varieties like Napa cabbage and Korean radish were in high demand in these communities but were difficult to find in North America. We also quickly came to realize that these communities were growing over time, which meant that our customer base would only continue to grow. Demand for popular Asian vegetables provided Organzo with a niche market opportunity which we were more than happy to answer! 

Potential Pitfalls

One of the major challenges with breaking into niche markets is that in the beginning, it can be difficult to connect with buyers. Developing the kind of personal relationships that naturally occur in small market situations takes time and effort. Before beginning a niche market venture, it is important to weigh the risks of being the new, untested face in the market against the benefits that can be gained by successfully winning the consumers’ trust. 

Organzo has spent many years developing a network of buyers across the United States and proving that we can be trusted to deliver high quality produce on time, every time. Our reputation for honesty and dependability has helped Organzo overcome the challenges of breaking into a niche market to become what we are today. 

To learn more about this opportunity, check out our video featuring some of our American growers: Organzo Brand Anthem

Or reach out to our staff here: