Consider your market
McLeaf's Orchard sells a good portion of their fruits and vegetables through a number of markets in the Washington, DC area. Corey McLeaf has been doing markets for over 5 years and has a pretty good handle on what's worked and what hasn't. It's interesting to hear him talk about the habits of their customer and what goes into planning what will go to market each week. He keeps a log book of what is taken to market each week and what sold. Based on that, his knowledge of that particular market and what's coming into season allows him to plan for each subsequent week.
I have learned that diversity in what you sell is important at market: you need to offer a compelling alternative to the varieties of fruits and vegetables commonly seen at the grocery store. In addition to the grocery store staples, McCleaf’s grows a good number of heirloom tomatoes as well as a number of different leafy greens. In recent years they’ve branched out into small fruits to supplement the normal apples and stone fruits (peaches, plums, cherries, nectarines). Hardy kiwi (kiwiberries), raspberries, blackberries, and blueberries now find a place on their display tables and help draw customers. They’ve found that if, for instance, it's blueberry season and you don't have blueberries, people won't come to your booth and sales of your other produce (as good as it may be) will suffer. Even in the common crops, diversity is important. McCleaf’s grows some 30+ kinds of apples, including a pink-fleshed Pink Pearl and English-favorite Cox Orange Pippin. When it's Honey Crisp or Fuji apple season, folks might pick up an extra apple or three of an interesting but lesser-known variety.