I sell a small plastic clamshell container that holds 9 figs for $3, and sell out every time I bring them to market. Another gentlemen who used to come would sell huge containers by the pound and always bring some back home.

My packaging was new, and had thermal printed labels with my logo and the word Figs in nice big text. He used recycled strawberry/tomato clamshells, or whatever he could get his hands on.

My price was literally 3 - 4 times his. I have one medium sized fig tree that nets me around $250-$300 per year, and that's only half the figs. The other half goes into my freezer.

I'd say there is definitely some psychology involved.