Amber Baker & Jason Karnezis redtruckfarm@gmail.com redtruckfarm.wordpress.com Follow us on Facebook Vision: Create a profitable organic produce farm which contributes to a thriving local economy and community. Mission: Red Truck Farm’s mission is to provide local restaurants, grocery stores, and institutions specialty and heirloom produce from our small scale, certified organic, family-run farm in Ridgefield, Washington. We see our customers as our strongest partners and pride ourselves on the relationships that we build, and the quality, consistency, and freshness of the produce we provide. 2 season CSA Farm Apprenticship (SIO) Systems, Selling, and Sustaining 1. Systems – irrigation, cultivation, greenhouse, packout, etc. 2. Selling – the right fit for the farm 3. Sustaining – Daily, Monthy, Seasonal tasks for efficiency Began our own “farm” - 2007 ¼ acre: grew dry beans and a few “safe” crops What’s safe around here? 2008-2010 seasons: ½ acre lease on Sauvie Island -2009 farmer’s market experiment 2011 – present: purchased own land in Ridgefield - 7 acres, half in forest, tiny orchard, house on site 1 queen size box spring + Craigslist = buyer, who also owns land on Sauvie = annual lease. Stir often, add water in summer + double commute + work weekends + sell to whomever you can + forget something at the farm once in a while = triple commute. Add seed catalogs in winter + deceive yourself that last season wasn’t so hard = Repeat in ‘09 but add a Farmer’s market “trial” = Repeat in ‘10, drop the farmer’s market + open another full acre on top of your ½ acre + farm tours + beg friends for help (farms are cool, right guys?) = moment of clarity in Winter ‘10 that this is no longer, nor ever was sustainable = find a Realtor. 1. There is no Secret Figure out what part of farming appeals to you and that will largely determine how you structure your farm Only Vegetables? Only Meat? Only Fruit? Only Value added? Some combination of the above? Be honest with yourself and listen to what you are passionate about. WE HAVE BEEN, AND CONTINUE TO BE A PART-TIME FARM Off-farm income was and is our primary source for paying our living expenses. Our pace of growth is steady. Amount of land we cultivate Amount and types of accounts Comfort dealing with “farming” (things break, always) Type of produce we choose to focus on Amount of time we spend on the farm business What we grow is reflective of our part-time model Benefits of working off-farm, beyond income Marketing opportunities and perspective Primary soilworking – Kubota Tractor, BCS Secondary soilworking – Farmall Cub, BCS, Hand tools Irrigation – existing plumbing (needs upgrade) Crop Protection – Deer fencing (needs upgrade) Greenhouse, Low tunnels, High Tunnel, Mid-tunnels Packout Barn (needs upgrade) Cooler (building now) Delivery vehicle (red truck) Record-keeping (field books, computer, accounting) Marketing tools (cards, social media, showing up) Commercial Business Liability Selling to grocers and insitutions Farm and Ranch Policy Covers visitors, farm tours, dinners Covers equipment and infrastructure Crop/Commodity insurance Not currently enrolled but could apply, especially if you’re growing only one or two items or have livestock High value crops per bed foot (ex. basil) High demand crops to keep our list competitive (ex. Alliums, potatoes) Hardy crops either in the field or post-harvest (squash) Heirloom Bean Seed packets (winter income) High value crops per bed foot - tomatoes, pepper, eggplant High demand crops to keep our list competitive (ex. Alliums, potatoes, shell beans, beets, basil) Hardy crops either in the field or post-harvest (squash) Greens, bunched and in bulk (Arugula) Market Segment Pros Cons Restaurants Price point Willing to try new products Other small businesses Variable ordering Smaller orders Turnover Local Grocers High volume orders Dedicated staff Pre-season agreements OGC distribution Farm name exposure Lower price point Institutions High volume Standing orders Chefs control ordering Product absorption Occasionally lower price point Credit Card payment Our Market Over 100 restaurants in the Portland/Vancouver metro area who are sourcing products locally New Seasons Market opening new stores each year scheduled to open a 13th in fall 2012 Bon Appetit –min 20% of products from local sources, serve a number of educational and private institutions Amber’s off-farm job was the initial foot in the door ‘07 = a few cases of kale, hot peppers and basil Feedback was very positive (QQC) ‘08-’12 = Market Day program highlights local grocers Market day manager annual planning: 2008 – present Feedback loop and the “no contract” advantage ‘09 – Present = Company wide distribution of products Work with both Market day and Produce managers Direct drop and bulk drop to OGC 2013: Move into one or two stores as featured grower Work with store specific produce managers The customers face of the company continues to evolve • Originally delivered for CSA farm • Cont’d exposure with wine delivery • Fit with our part-time farming model Must have’s for Restaurant Accounts • Elevator speech abbreviated: • Who are you? • What do you have? • Product list with pricing, availability, delivery days • Contact information • Follow up • Variety is usually a better bet than not When can that be an exception? Variety is usually a better bet than not When can that be an exception? QQC defined Quality, Quantity, Consistency: ”...We see our customers as our strongest partners and pride ourselves on the relationships that we build, and the quality, consistency, and freshness of the produce we provide. “ Quality: If you wouldn’t buy it, don’t ship it Quantity: How much of something do you have? Consistency: How long will you have it? The Q and Q is consistent from week to week. Invite them to your farm to visit and/or host a dinner Go eat at their restaurant They’re just as passionate as you about exceptional product The farmer’s market saving grace 2009 farm tour by one chef resulted in 1 phone call in ‘11 that began the relationship never remove a contact off of your produce list once they’re on unless they specifically ask A few initial deliveries at the end of one semester opened the door for a conversation about their needs for the following growing season High Volume underscores the QUANTITY in QQC Potential for Standing Orders Common themes for all 3 types of accounts: QQC – Make sure you’re ready to bring on a new account Each are reselling our product in some form Stop in, eat, chat, go have a drink, talk shop outside the normal channels Follow your chefs They often lead to more chefs if your QQC is strong As-direct-as-possible sales reinforce our relationship • Get comfortable with “No” • Get even more comfortable with your elevator speech • Evaluate your audience • Chef • Institution • Grocer • Sample box tips for chefs • Keep it simple, don’t primp • Include product list • Follow up • Institutions - Respect proper channels • Grocers – Produce managers • Timing Calculating risk and seizing opportunity NRCS EQIP grant High tunnel Raptor poles Pollinator Hedge Row Cover Crop USDA The Farm Service Agency (FSA) developed the Microloan (ML) program to better serve the unique financial operating needs of beginning, niche and the smallest of family farm operations by modifying its Operating Loan (OL) application, eligibility and security requirements. $35K Cap. Revisit your vision/mission statement at least once a yr. What did I do? Changes in infrastructure Changes in what was grown/raised/sold Changes in off-farm job Changes in rest of life (you should have one) What did I make? Stronger /Weaker accounts More/Less time off-farm Increase/Decrease in gross profit How does it/ did it/ will it feel? Injury or exhaustion, barely making it, or, that was easy Do I need to change my vision/mission or what I did? Vision: Create a profitable organic produce farm which contributes to a thriving local economy and community. Mission: Red Truck Farm’s mission is to provide local restaurants, grocery stores, and institutions specialty and heirloom produce from our small scale, certified organic, family-run farm in Ridgefield, Washington. We see our customers as our strongest partners and pride ourselves on the relationships that we build, and the quality, consistency, and freshness of the produce we provide.