I sell both figs and fig trees at Farmer's Markets. The majority of people who buy at Farmer's Markets do not have a clue about the different figs. They may know Celeste, Brown Turkey, and maybe Mission Dried Figs. I generally separate the figs in pound bunches in individual bags and have Kadota, Verte, and Celeste to offer. I will bring some LSU Purple and Gold just to try and expand the knowledge in the market. Last two years I have sold fresh figs for $5-$7lb and generally sell out quickly. One farmer brought 1 gal cans of figs and could not sell them at $15, people wanted the smaller qty.
In the trees, I bring LSU Gold, LSU Purple, Celeste, and Brown Turkey and sell the Celeste and Brown Turkey in 3gal pots for $20-$25, and the LSU trees for $30-$35. I always talk about the "Premium" figs and occasionally will sell one. For some reason, I sell more premium trees from my back yard than I do at the market.
BTW - I don't care what Walmart or Lowe's or Home Depot prices are.
Good luck