The Farmer's Office Guide to Smart Pricing
Price your products for profit
(without ticking off your customers)
Do you know if you're making money on every pound of vegetables, bouquet of flowers, or cut of meat sold?
If you’ve been setting prices based on gut feelings—or what the farmer next to you at market is charging—you’re not alone.
But there's a better way.
With The Farmer's Office Guide to Smart Pricing, you don't have to wonder if you're making money. You'll know that each and every product you sell contributes to the overall profitability of your farm business. In less than a week, you'll have all the tools you need to evaluate your costs and start pricing for profit.
The Farmer's Office Guide to Smart Pricing is an online course that will help you understand all aspects of pricing:
✅ Your true cost of production—so you can stop guessing and start pricing with purpose
✅ How to assess the profitability of different sales channels (farmers markets vs. wholesale, CSA vs. farmstand)
✅ How to raise prices strategically—without scaring away your customers
✅ Ways to communicate your value, so customers understand why your prices matter
✅ A simple framework for setting prices that ensures long-term financial sustainability
You will know where you can (and/or need to) raise prices to ensure profitability and long-term financial sustainability. And you will have the resources to set prices in a way that doesn't tick-off your customers.
Tell me if this sounds like you...
• You’ve been setting prices based on what “feels right” or copying other farmers
• You want to feel confident raising prices—but you don’t want to lose customers
• You want to build a profitable, sustainable business (without burning out in the process)
• You’re tired of feeling overwhelmed, and you’re ready to take control of your numbers
? Imagine if you knew (with cold, hard numbers... and not your gut) which products generated a profit and which didn't.
? Imagine if you knew that every tomato, bouquet of flowers, or dozen eggs, contributed to the profitability of your farm.
✅ If you want to have a pricing structure that makes sense for your market and covers your costs, you can make this happen. And all the tools you need are in The Farmer's Office Guide to Strategic Pricing.
Hi, I’m Julia Shanks, author of The Farmer’s Office and 3-time entrepreneur. Since 2008, I’ve been working with farmers and market gardeners around North America to help them get a handle on their numbers and build financially sustainable businesses.
I came to this career after 15 years of working as a chef, getting an MBA in entrepreneurship, and launching my own businesses. Though I’m not a farmer, I know the challenges from my years of cheffing. I know what it’s like to work on your feet all day, in a hot kitchen (maybe as hot as a summer field of squash and tomatoes), working with sharp objects, burning and cutting myself. I know what it’s like to worry about payroll and finding new customers. And I’ve had to think long and hard about how to price my catering events so that I can cover my costs, pay my workers, and have something left over.
Now, after working with hundreds of farmers) and seeing similar challenges, I wanted to package up what I learned, along with the tools I created, to help as many farmers as possible achieve financial sustainability.
My goal with this course is to
- ensure you understand your costs,
- so that you can price your products for profits and
- have the tools you need to communicate your value proposition to your customers.
Business Advisors
Do you work with farmer helping their numbers? You can get deeper insight into the challenges farmers face, and get resources and tools to better support them.
Farmers
Who better to take control of your business than you! Get the tools you need to understand your cost of production, overhead, and selling costs, so you can price your products for profit.
Market Managers
Are you managing a farm-stand or farmers market on behalf of a farmer? You can help take control of the business to ensure its viability.
Imagine where you could be 1 month from now...
✅ You've priced your products to reflect the value and effort you put into growing and cultivating clean, healthy foods and beautiful flowers.
✅ Your customers understand why your prices are different than other farmers or grocers.
✅ You know the right sales channels (whether it's wholesale or farmers markets) that will generate the best profit for your time invested.
✅ You have a plan to sell your farm products in a way that ensures your long-term viablity.
