Who says the market can’t handle high prices?

Just ask Del Monte Foods and Melissa’s Produce in California who sell high-end premium fruit and vegetables. It took Del Monte Foods over a decade and a half to develop a Ruby-hued pineapple. There are no others like it in the world.

Melissa sells this one pineapple – get this, are you sitting down? – they sell the Rubyglow Pineapple for $395.99. That’s just under $400 for a pineapple! Are you kidding me?

Now, I may not pay $400 for a pineapple, but Melissa’s has enough people paying that in their area to make a living on it.

So what’s the point? The point is, if your market has enough of your ideal prospects willing to pay for value, they will also pay higher prices for products and services they value.

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