How to Grow and Sell Microgreens for Profit — BARN2DOOR (2024)

Growing a microgreens business for profit is now accessible for most Farmers, as they have become popularized. Selling microgreens may be more nuanced than common produce, since some Buyers are still unaware of their advantages. It is important to plan ahead of selling microgreens, and to be prepared for the growing process, as well as marketing them to your local community.

Microgreens have become a popular crop for hobby and full-time Farmers. For Farmers who are new to microgreens, you may not understand the hype, or see the value in growing them. Others may not be familiar with grow times, how to pair them with other products or where to sell the crops. With microgreens growing in popularity, it is important to understand what it takes to run a microgreens Farm, from planting to sales.

Microgreens grow faster, and have a shorter shelf life, than common produce that may be sold at a market. It is important to plan your sales around the lifespan of your greens to ensure freshness, so you do not miss out on a profit.

What are Microgreens

Microgreens are immature seedlings of herbs and vegetables, similar to sprouts but grown in soil rather than water. Microgreens are harvested when leaves start to appear at the initial growth stage of the plant (known as “cotyledon“ stage). These leafy crops are typically used to add extra flavor and nutritional value.

There are a variety of crops that can be harvested as microgreens, and like other produce, there are common and niche varieties. Many novice growers may harvest radish, arugula and broccoli, while some Farmers may grow niche microgreens such as beets and carrots. Research which types will work best for your goals as a producer, and for your Buyers.

Grow microgreens for these benefits:

• Richness in flavor for their small size

• Vitamins such as Vitamin A, C and E

• A simple way to add nutrients to a dish (without prepping fully-grown veggies or having to eat a full head of broccoli)

These small greens became popular within the last few decades as chefs paired them with dishes to add color and flavor. As retail Buyers have become more educated on their nutritional value, they have been used more widely in dishes at restaurants, and in at-home kitchens. Because of their rich flavor and array of vitamins, microgreens are more in demand now than ever. Best of all, the quick grow times and high price point of microgreens offer an attractive profit margin for Farmers.

Building a microgreens business plan must be approached in a different way than typical produce. Grow times vary between microgreen types and may require different planting locations (hydroponic v. soil v. substrates). It is important to evaluate all the aspects of growing microgreens, and understand the different types to build a successful business. Consider the time and costs to produce, the price Buyers are willing to pay and the avenues in which you want to sell them.

Planting Microgreens

Grow times are important when selling microgreens, because pick-ups and delivery times may vary across crop types. Kale, radish or confetti mixes may only take 10-15 days to mature, while chard, beet or rainbow mixes take 12-21 days. If you want to pair these varieties together, consider planting the ones that mature slower first, or sell them separately for optimal freshness upon fulfillment.

Pricing Microgreens

When pricing a Farm product, it is crucial to consider the cost to produce, to ensure healthy margins. Microgreens are typically grown in trays, which can cost anywhere from $10-$100 to produce in bulk. Planting seeds weekly can result in costs from $50-$100+, as well.

Also, factor in the resources in which you grow the produce (labor, water, soil, packaging, lights, etc.), to determine the final cost to grow a tray of microgreens. Prices will naturally fluctuate, but setting a baseline cost to produce will help you to price the crops for profit. Also, consider marketing efforts when deciding on a final price.

• Read: How Microgreen Farmers Can Sell Based on Grow Times

Because microgreens are popular and currently in high demand (especially for wholesale customers), consider pricing them at a premium. If you are growing the produce sustainably and locally, Buyers will be willing to pay a higher price. Build a relationship with Buyers so they understand the importance of shopping local, and educate them on the nutritional value of the microgreens. A more valuable product will result in a higher profit margin.

Direct to Consumer Microgreens Business

Selling direct to consumer entails harvesting, marketing, packaging and fulfilling orders. It is no easy task, but it will allow you to have control over margins, inventory and time spent in the microgreens business. It is important to choose whether you want to sell to retail customers (people in your community) or wholesale Buyers (restaurants, grocers) - or both. It is crucial to find a solution that helps you manage orders and sell across different Buyer types.

Microgreens may be sold live or cut. If you cut your microgreens, your seeds will not regenerate, making the cost to produce more expensive. Selling them live can also take up a lot of space for Buyers who have to keep a whole tray. However, certain Buyers appreciate buying live microgreens to have a longer window before the produce goes bad, and to see the growing medium used. The decision to sell live or cut microgreens is up to you as the Farmer, depending on the timeline of harvest to purchase.

You can choose to go to markets to sell to the local community, which gives more opportunity to build a large and diverse base of Buyers. Selling strictly to wholesale Buyers such as restaurants or chefs may be profitable, but may lack stability if one week they choose to go with another producer. Either way, selling direct to consumer allows you to control your pricing, packaging and the produce you grow.

How to Package Microgreens

With successful marketing, you can sell your microgreens a la carte. Explain to Buyers the various dishes they can be used in, their nutritional value and which crops to mix together. Partner with a local pastured proteins producer to pair microgreens with a cut, such as a sirloin steak. Pair with nuts to sell pea shoot pesto, which can be sold with bread or pasta. You can sell a mix to create a microgreens salad. You may also choose to sell the various microgreens separately, for Buyers to make their own dish, however this may add more work on your end. There are endless ways to package the greens with other products, to ensure sales.

• Listen:

Offer various individual packages and blend sizes. Buyers in your area will need different sizes depending on their household. You can survey local Buyers via email to determine which sizes will sell best, or evaluate what is successful at markets. Popular sizes include:

• 7oz (1 person)

• 14oz (2 people)

• 28oz (4 people)

Where to Sell Microgreens

Selling microgreens in-person gives you the opportunity to educate your local Buyers face-to-face. Going to markets allows you to form meaningful relationships with the people within your community. You can set up trays on your booth and allow for Buyers to taste-test, giving them the chance to experience your produce before they make a purchase.

Sell microgreens online, as a way to reach more Buyers, and provide more purchase opportunities for those who may be busy during market times. Having a web store will give Buyers a full view of your inventory, not just what you have the space to bring to a Farmers Market. You can offer pre-orders and Subscription sign-ups on your online store, spurring more revenue for future sales. Subscriptions will allow for your microgreens to be sold based on your harvest times, and Buyers can be guaranteed freshness.

• Read: 5 Ways Microgreen Farmers Can Improve their Operating Margins

Marketing your Microgreens

Since microgreens are a newer trend for produce, it is crucial to educate your potential Buyers in your marketing efforts. Share pictures of meals you cook with the microgreens, or Buyers coming to markets to try the crops. Have an informative website that explains microgreens production, your Farm story and where people can buy from you.

Employ an email capture pop-up on your homepage, so anyone who visits your site can give their contact information. This way, you can continue to educate and keep in contact with potential Buyers who are interested in your products. Through email, you can also offer promos, send order reminders or update pick-up and delivery locations in your community. Send emails explaining the rise in popularity of microgreens, their nutrient facts and what recipes to pair them in to educate Buyers.

Partner with local restaurants and Farms to share your microgreens with other businesses in the community. Your Farm name can be put in the menus of restaurants you serve or add your information into bundle boxes you create with other Farms.

Conclusion

With their rise in popularity, it may be enticing to start a microgreens business, or to expand your current Farm operations. It is important to first understand how their growing process differs from fully-grown crops, and how to sell them to ensure freshness and satisfaction. Price your microgreens to ensure you are maintaining healthy profit margins after the cost to produce the crops.

Microgreens can benefit your Farm by adding a new, niche product to your current product mix. Update customers on how you are sustainably growing the crops to build trust. As you grow a microgreens business, continue to communicate the nutritional value of buying from a local Farm, to build a strong relationship with Buyers.

Barn2Door offers software for Independent Farmers to create and promote their brand, sell online and in-person, and save time managing their business. If you’re curious to learn more, watch this 5-minute video.