[riffraff]

I have friends who grow heirloom varieties of vegetables, they often complain that it's hard to compete with supermarket stuff because of productivity (price), seasonality, appearance (I.e. some tomato never gets properly red and people think it's less tasty) etc.

Their stuff tastes great, but you won't be making a fortune with it unless you cater to people who care about this stuff and are willing to pay more.

Afaict this is what "whole foods" does in the US and they are pretty successful.