Pricing products that do not have an established market can be difficult. Produce, like many other types of products, can be priced a variety of ways Pricing could be as simple as listening or watching customers. One farmer's market producer if you don't have a percentage of potential custom ers walk away from your table, your price is too low (Adam et al, 1999). Other producers won't sell a product if the price is not above their cost of producing and marketing that product. They feel if you can't sell a product for a profit, you shouldn't be growing it