By Setha Davenport

What does a ‘sliding scale’ price mean? I have been aware of this concept for years and had wanted to implement it in our business for several years as well, but had lacked the tech knowhow to create multiple prices for the same product until this winter.  

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What is a sliding scale? 

If you have not come across this beautiful format for allowing people to pay what they can afford for a product or service, it is worth looking into. Some might say that surely this isn’t a sound business decision? Won’t everyone simply choose the lowest price and leave you short-changed? Well, after a month of implementing this concept for our business, I can simply say, “No they won’t!”  

What we have found so far, is quite the opposite, and it is heartwarming to say the least. Before we go into the results we are witnessing, let me explain a bit more about the concept, and why we have chosen this for our business. Last year we DROPPED our seed packet prices across the board. What?! Why would we do that? We took all our seed packets and made them all $1 less overnight. That doesn’t sound like much, but when the total cost of a seed packet had been $4.00 that is a ¼ of the full price. The envelope printing and packing costs us $1.00 each so this was not a logical decision. It was one made from the heart.  

Deep connection with life 

We made this conscious choice after Cyclone Gabrielle, when we were clearly shown the power of community and our deep connection with all life and we wanted to give back. Give back for all the help we received then, give back to people who were struggling with the ever-increasing cost of living. We wanted to be part of the solution. Find a different way, a new model.  

I am indigenous. I am a seed keeper, I live with Nature, I am a part of her and I love her. I grow seeds and I sell them. I live with the land; I am part of the land and I own land.  

Merging Mother Earth’s teachings into business 

How can I take this bond with Nature and try to make a livelihood from her bounty? How can I be in these two worlds and find a way to blend them harmoniously? These are questions I often find myself pondering in the quiet and stillness of the night or while carefully tending a plant I want to see flourish. When I sit at my desk and tap on the computer keys to create ‘products’ for sale, I can feel very far away from the soil and seeds and the open air.  

I wanted to find a way to bring the reciprocity of nature into our business. I have long been inspired by my indigenous Cherokee ancestors and the way they lived for so long in harmony with Nature. How could I be profiting off Nature and still sustain this harmony? I see money as a resource, like compost or seeds. It is something we have created and when kept in circulation can help all. If we are open to a constant ebb and flow of money much like the tides or breathing and can trust that as it goes out into the world, it will flow back to us, I can see a more heart-centred, holistic approach to sharing the seeds. And that feels harmonious with Nature, with all Life.  

Making our seeds accessible 

We ultimately wanted anyone who desired access to high quality seeds for their garden to have them. This is very important to us. Always get in touch if lack of funds is standing in the way of accessing our seeds.  

So why have some of our prices increased this year? Well, we listened to some feedback. From customers, “your prices are too low! We know how hard you work and how much time, energy and money it takes to produce all the beautiful seeds. Don’t sell yourself short, invest in the seeds and your future.”  

So, we sat with that, and we talked more about having different prices for the same product. How we wanted people to be able to choose what they can afford. And despite having offered seeds at a reduced rate to low-income families over the years in our newsletter and mentioned on our website, we have not had a single enquiry.  

How does our sliding scale work? 

So please spread the word to anyone you know, who is struggling to afford seeds for their garden. The sliding scale is our updated take on helping to make seeds available to all, and at the same time allowing those who are more financially fortunate to support us and our small family seed business. Here is how it works. For seeds that we have a lot of or are easy for us to produce, we are offering multiple prices depending on what our customers feel they can afford: 

• Low-income Price – Feeling strapped for cash, we’ve got you. Please pay this lower rate to make these seeds available to you and your family. ($3.00) 

• Sustainability Price – This is the true cost to produce this packet of seeds. If this is what you can afford, please choose this price. In reciprocity there is balance. ($4.00) 

• Support Price – Pay it forward. Are you secure in your income? Pay the price of 2 seed packets to offset those who are less stable financially. Thank you kindly. ($6.00) 

• Generosity Price – Feeling flush, love what we do and want to give back to help us grow and flourish? Thank you very much, we are truly grateful. ($8.00) 

And the results?  

It is early days, but I can say with confidence, the majority of people pay the Sustainability Price. And I have seen enough people to put tears in my eyes, pay the Support and Generosity prices.  

It is a funny feeling to have that direct feedback that someone is choosing to pay more for a product and choosing to support you and your work. It puts a pep in our step and makes the long, sometimes gruelling days of self-employment seem more worthwhile.  

Interestingly, the same feeling can be had when someone chooses the Low-income Price. The feeling that we are helping someone gain access to high quality seeds for their garden to grow healthy food for their family is a very good feeling!  

This is the beauty of the system. When people rise to the challenge of choosing a price that works for them, and being honest with themselves about what they can afford to help the business they are purchasing from flourish, that is what happens.  

Opening to reciprocity 

I encourage any business contemplating a sliding scale pricing system to give it a try. It can be scary to make the shift, and fear or scarcity thinking can get in the way. Opening to the possibility of reciprocity in your work, your income, your livelihood… there is magic in this. It is the way forward to shift away from scarcity to reciprocity and trust. Trusting that cooperation, not competition will make a better world, and that people have big hearts and generally want others to succeed has been our experience thus far.  

I am feeling uplifted and supported heading into this new growing season, knowing we are growing more than just seeds, we are growing compassion, community and new possibilities. 

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Setha Davenport has been growing food and seeds commercially for over 20 years. Featured in NZ Gardener, Good, Kiwi Gardener, Organic NZ, and Grow – Wāhine Finding Connection Through Food, she co-founded Setha’s Seeds in 2013 with a mission to see New Zealand heritage seeds flourish in Aotearoa and help gardeners and producers rediscover their magic, taste and health benefits. 

www.sethasseeds.co.nz