Choosing the right pricing strategies for your farm products or services isn’t just about covering costs – it’s about showing customers the real value of what you offer. Whether it’s glamping stays, meat boxes or artisan cheese, the way you price can shape how your business is seen and how well it performs. We’ll look at simple ways to approach pricing strategies with confidence, avoid common mistakes and make sure your prices work for both you and your customers.
For many farm businesses, pricing gets treated as an afterthought – something practical and necessary, but rarely strategic. In reality, your pricing strategies play a big role in how customers see your brand. They shape expectations, build trust and help you attract the right kind of buyer.
Think about a shepherd’s hut with a wood-fired hot tub compared to a basic tent pitch. The experience is completely different, and the price should reflect that. The same applies to rare breed meat, homemade ice cream or artisan cheese – these aren’t mass-produced supermarket items, and pricing should make that clear.
Good pricing isn’t about guessing or matching what someone else charges. It’s about understanding your customers, recognising the quality you offer, and setting prices that match your brand and your goals. When done well, pricing becomes a powerful tool that supports growth and builds loyalty.
This is the simplest and most common pricing strategy, especially for farmers just starting out. You calculate your costs (materials, time, overheads) and then add a markup – usually a set percentage – to create your final price. It’s straightforward and ensures you don’t sell at a loss.
However, it doesn’t always reflect the true value of your product. For example, a handmade wool throw may cost £20 to produce, but if you only add 20%, you’re undercutting yourself and the artisan value of your work. Cost-plus pricing is a good foundation, but on its own, it won’t help you stand out or grow.
This method works best when combined with a better understanding of customer expectations and market trends. It’s ideal for raw products like veg boxes or wholesale items, but more refined offerings will need a bit more thought to price effectively.
Value-based pricing flips the focus from what it costs you to what it’s worth to your customer. Instead of just covering your expenses, you set your price based on the benefits your product or service offers – and how much your target audience is willing to pay for that experience or outcome.
This is especially effective for premium or experience-led farm products. For instance, if you sell native breed pork with clear welfare and sustainability credentials, your customers aren’t just buying meat – they’re buying into a set of values and quality they won’t get from the supermarket.
The key is to understand what your customers value most: is it provenance, ethics, taste, uniqueness or the story behind your farm? Then you price in a way that reflects that value. It’s not about being the cheapest – it’s about being worth it.
This approach works brilliantly for direct-to-consumer models like glamping, farm tours and artisan foods.
Tiered pricing is all about offering different levels of your product or service to suit a range of budgets, while gently guiding customers towards higher-value options. Think of it as a “value ladder” that encourages people to trade up once they trust your brand.
For example, a glamping business might offer three tiers: a basic bell tent, a mid-range option with a wood stove, and a luxury hut with a private hot tub and welcome hamper. Each step adds more value – and more profit – without alienating price-sensitive customers.
This strategy also works well for farm products like wool kits or meat boxes. You could offer a taster pack, a family box and a premium subscription. The entry-level option draws people in, and once they’re happy, they’re more likely to upgrade.
It’s a great way to increase average order value, reward loyal customers and build pricing flexibility into your business model.
Psychological pricing uses subtle cues to influence how people perceive your prices, and it’s surprisingly effective. One of the most common examples is pricing something at £9.95 instead of £10. It feels significantly cheaper, even though the difference is tiny.
You can also use “anchoring” to guide buying decisions. For instance, if you offer three versions of your farm shop hamper – £30, £45, and £60 – most people will choose the middle one. That mid-range option feels like good value compared to the premium version, while still being a step up from the cheapest.
This strategy is all about how your prices feel to the customer, not just what they are. It can help make premium options seem more accessible and add clarity to your offers. Just be careful not to trick your customers – these tactics should enhance trust, not undermine it.
Used well, psychological pricing boosts sales and makes your offers more compelling.
Bundling products together or offering them as a subscription can be a brilliant way to increase customer spend and build long-term loyalty. It’s especially effective for farm businesses that sell consumables or experiences.
For example, if you run a meat box business, you could create bundles like a “BBQ Pack” or “Family Favourites Box” that combine multiple cuts at a slightly discounted rate. This increases the average order value and helps manage your stock more effectively.
Subscription pricing goes one step further – offering regular deliveries in exchange for consistent income. Think monthly veg boxes, cheese-of-the-month clubs, or even seasonal glamping stays with VIP perks. These offers help build a reliable customer base and reduce the pressure of chasing new sales every month.
The key is to add value while keeping it convenient. Your customers feel looked after, and you gain stability in your business finances.
Even the best products can struggle if your pricing is off. One of the most common mistakes farm businesses make is underpricing – often due to a lack of confidence or a fear of scaring customers away. But pricing too low can actually have the opposite effect, making your product seem cheap or low quality.
Another pitfall is ignoring your audience. If you haven’t taken time to understand what your ideal customer values, you may end up pricing for yourself rather than for them. Just because you wouldn’t pay £15 for a jar of honey doesn’t mean your customer wouldn’t – especially if it’s beautifully branded, sustainably produced and has a great backstory.
It’s also important to avoid copying others blindly. Your costs, brand and market position are unique. What works for a neighbouring farm shop or glamping site won’t necessarily work for you. Pricing needs to reflect your own strategy, not someone else’s.
Pricing doesn’t have to be set in stone. In fact, regularly reviewing and testing your prices is key to making sure they still work for your business, and your customers.
Start by trialling new prices on a small scale. You might introduce a new premium version of a product or test a limited-time offer to see how customers respond. If you’re unsure about a price increase, you can “soft launch” it with your email list or VIP customers to gauge feedback before rolling it out more widely.
Collect data wherever possible. Are customers buying more of one product than another? Are they asking questions that suggest confusion or hesitation about your pricing? This kind of insight can guide your decisions.
Tools like email surveys or Instagram polls can be great for gathering honest opinions. Don’t be afraid to tweak things – it’s all part of building a pricing strategy that grows with your business.
Getting your pricing right is about more than numbers – it’s about confidence, clarity and connection with your customers. Take time to review your strategy, test ideas and reflect the true value of what you offer.
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