Market Information

    In 1992 the state imported 2.3 million lb (1,036 MT) of cucumbers, or 39% percent of the volume consumed locally. Over 3.5 million lbs are grown annually in Hawaii on about 250 acres. The potential for the industry is to produce 100% of the local demand during the summer and 60% during the winter months. If the industry could produce 75% of local demand, the farm-gate 1994 value would be $2.7 million, based on production of 4.4 million lb (2,000 MT) and the average per pound price of 46 cents.

    A sound cucumber production program includes well planned marketing. The prospective grower needs to have a good understanding of annual market trends (Figures 4-7), market competitors, consumer needs, potential buyers, and market windows. To keep abreast of changing markets and new business opportunities, producers need to be in close contact with fellow industry representatives and with other business, university, Cooperative Extension, and government organizations.

    Essential to a marketing program is also a clear understanding of the farm's financial situation at all times during the annual production cycle. Updated farm financial records and the input of financial information in budget generators will help the grower to cut overhead and improve efficiency of production. Updated financial information and well organized farm records are also helpful in the loan application process, in assessment of crop losses by unexpected pest outbreaks, and in making timely production and financial decisions to take advantage of potential investment opportunities or unexpected market windows.