Harvest of Joy Farm LLC Business Plan, Revised Dec. 2012
We started Harvest of
Joy Farm LLC because we love to play in the earth and wish to share the
bountiful joys of our labor with others. We developed our company in order to
support ourselves and our families while spreading health and joy throughout
our community with delicious, affordable, sustainably grown food.
Business Vision:
Harvest of Joy Farm LLC is a limited liability company co-owned by
Diane Glenn, Amy Newday, and John Edgerton. We grow and sell diversified
produce. Our sales are primarily direct to the public, both through our CSA and
through local markets. Our relationships with our customers are very important
to us. We encourage them to get to know us and to learn about our farm.
We farm organically and sustainably. We feel great
satisfaction knowing that our business enriches the health of the ecosystem in
which we live and the community which we serve. Because of this, we are
committed to the following:
Healthy Soil:
Healthy plants require healthy soil. We feed our soil with compost,
cover crops, mulch and organic fertilizers, and use soil conservation
techniques such as crop rotation to keep our soil healthy.
Carefully Selected Seeds: We source untreated, organically grown seeds
when available, selecting our varieties primarily for taste, but also for their
abilities to withstand pests, disease, and challenging growing conditions.
Organically Grown Plants: We grow our plants from
seed to ensure they have the best start. We rely on physical and biological
methods to control pest populations and use organically approved chemicals when
necessary.
Delicious, Healthful, Freshly Harvested Produce:
Fresh is best! We harvest at the peak of ripeness and deliver to our customers
as quickly as possible so that they can enjoy that just-picked taste.
Ecological Health: We are caretakers of the land that
we farm. As such, we employ conservation practices which promote healthy soil,
air, and water, and which encourage biological diversity.
Energetic Sustainability: True sustainability
requires that we think both locally and globally. We practice energy
conservation and use renewable sources of energy when feasible.
Economic Sustainability: For our farm to survive, it
must be economically as well as ecologically sustainable. Our farming methods
require skilled labor, complex planning, and in depth biological knowledge. By
operating our farm efficiently, we earn a fair wage while providing our
customers with top quality produce.
Ongoing Education: The natural world is complex and
ever-changing. We continue to learn and experiment with new tools and
techniques to improve our sustainability, efficiency, and the quality of our
produce. We offer customers opportunities to learn about biological and farming
systems as well, through field days and classes.
Exceptional Customer Service: We hope that our
customers will experience an enhanced sense of well-being through their
connection to our farm. By choosing to make fresh, in-season, locally grown
produce a part of their lifestyle, our customers are making a commitment to
their physical health, their local economy, and their earth. We support that
choice by providing convenient produce pick-up locations and through
educational resources, including recipes and ideas for using the produce they
receive. We actively solicit suggestions from our customers and provide regular
updates about what is happening on our farm through our website, newsletter,
and Facebook page.
Relevant Background:
Diane Glenn, Amy Newday, and John Edgerton have brought
their years of work experience and passion for growing food together to create Harvest of Joy Farm LLC. Amy's
agricultural background stretches back to her childhood on a family operated
dairy farm in Shelbyville , Michigan . Her educational experience
includes an undergraduate degree in Biology, with coursework focusing on Conservation
Biology, Ecology, Plant Pathology, and Integrated Pest Management. She has
worked as an integrated pest management scout in southwestern Michigan orchards and gardened organically on
several different farms over the past fifteen years.
Born and raised in Kalamazoo ,
Michigan , Diane graduated from
Kalamazoo Central High. For twenty-nine years she worked assisting AAA of
Michigan’s members with their insurance claims, and later, their travels. For
the past ten years she’s cultivated her love for nature and growing healthy
foods, experimenting with different organic growing methods and time saving
techniques for feeding family and friends. Nutrition and exercise has always
been important to her. Today, her venture into teaching Yoga keeps her on track
while she works in a healthy environment growing and eating fresh wholesome
foods. Along with her experience growing produce, Diane brings her 29 years of
customer service skills to Harvest of Joy Farm LLC.
John
Edgerton lives and farms near Martin , MI .
His forty years of growing experience includes market gardens, preservation
gardens, and community gardens. He’s passionate about preserving the diversity
and deliciousness of our vegetable heritage and saving seeds from heirloom
varieties that grow particularly well in Southwest
Michigan .
Products &
Services:
We sell fresh, sustainably grown produce through our CSA,
farmers’ markets, and direct-from-farm sales. We provide our customers with
information about sustainable growing techniques and cooking with seasonal
produce, as well as opportunities to participate on the farm and to enjoy the
land on which their food is grown. Future possibilities include developing a
seed production program which will allow us to offer seeds, as well as
educational support, to customers interesting in growing their own vegetable crops.
Potential future customers include local stores, restaurants, and other
businesses or organizations.
We plan to have close to an acre of land in active, diverse
vegetable production in 2013 with additional acreage in compost or cover crops.
During the 2013 growing season we will market our produce primarily through our
CSA. We will also sell at a mid-week farmer’s market and maintain a weekend
roadside stand at the farm.
Marketing:
In general, our customers are people who are concerned with
their physical health, the health of the earth, and the sustainability of their
local economy. Specifically, we expect each of our venues will attract a
slightly different set of customers.
People who may be attracted to our CSA program are people
who are concerned about their health and enjoy cooking with fresh, seasonal
produce. They may be deeply committed to their local economy and to environmental
sustainability. They may be seeking a deeper connection to the land and to
their community. They may have a desire to spend time on a farm or to give
their children a first-hand experience of how their food is grown. They enjoy
having a personal connection to their farmers and learning about the farm
through on-farm field days, receiving weekly newsletters, and visiting our blog
and Facebook page.
CSA shareholders may be families concerned about the health
of their children’s diet, people in their 20s and 30s concerned with
environmental sustainability, and middle-aged to older folks who wish to invest
in their local community and who are environmentally concerned. In addition,
these may be people who have memories of food picked fresh from a childhood
garden or they may be gardeners themselves who just don’t have time to grow all
of the produce they desire. CSA customers are committed to making time within
their busy lives to eat well and so they value the convenience of the CSA,
which provides them with clean produce at a convenient location each week,
along with simple tips and recipes for storing and cooking the food they
receive.
The foundation of the CSA is the relationship between farmer
and eater. Our initial CSA customers have been primarily friends, family
members, and acquaintances who know us, trust us, and want our business to
succeed. We anticipate that word of mouth and social media outreach will enlarge
our circle of CSA customers as our business grows.
Our farmer’s market booths attract customers who enjoy the
market experience. There may be quite an age range in these customers, though
they are probably mostly in the middle class and the majority may be female.
They may be young parents who like to make a trip to the market a family outing
or middle-aged to older folks who enjoy spending an hour or two in the social
atmosphere of the market. They all value good food and want to bring home the
tastiest produce they can find. We will use our farmer’s market venues to sell
CSA overproduction and collect information (about crop popularity and
profitability) which will help us decide which crops to plant specifically for
these markets in the future.
Our roadside stand at 1141 124th Avenue will appeal
to motorists driving to Gun
Lake for weekend
recreation who want convenient and farm-fresh vegetables. We will open our
roadside stand on specific weekend days in 2013 and investigate the
possibilities of publicizing this at Miller
Lake campground or the
nearby RV park.
We also sell larger quantities of vegetables for preserving
(such as canning or drying) to customers directly from the farm. These are people
who enjoy the tradition of putting food up for the winter. They may have their
own gardens but don’t grow enough for preservation. We will reach these
customers largely through word of mouth.
If we have quantities of produce that we are unable to harvest
ourselves, we may choose to offer these as U-pick crops. Customers who are
looking for large quantities of low-cost produce or who enjoy the harvest
experience may take us up on these offers.
Our CSA:
Community Supported Agriculture (CSA) is an agricultural
business model which allows community members to invest in a local farm and, in
return, to share in the harvest produced by that farm. This arrangement
benefits the farmer by providing beginning of the year capital and by reducing
the pressure involved in selling a crop in a timely fashion once it’s been
grown. This relationship is also highly beneficial to consumers who are
concerned about the origins of their food and who wish to actively support
their local agricultural economy. The close relationship between farmers and
eaters fostered by the CSA allows customers to become intimately familiar with
how their food is grown, to participate in the growing of it if they so choose,
and to learn how to store and prepare a wide variety of fresh, healthy foods.
Each week, CSA shareholders receive a portion of whatever we
are harvesting at the time, along with a newsletter which provides updates
about what is happening on the farm and recipe suggestions for using that
week’s produce. Customers pick up their produce at the farm or at pre-arranged
drop off locations.
Our CSA began small. During our first year, we offered 4
shares to carefully selected stakeholders at the cost of $250 for 20 weeks of
produce. We asked these first CSA customers to act as a focus group and to
provide us with detailed feedback on how we could develop our CSA program to
best meet our customers’ needs. In our second year, we expanded our CSA program
to include 7 full shares and 15 half shares. During year 2, we provided our customers
with 21 weeks (late May through mid-October) of produce. The cost of a full
share during our second year was $400. Half shares were available for $235.
In our third year, our CSA season will again run for 21
weeks and we will offer the equivalent of 25 full shares. We will offer full
shares for $450 and half shares for $260. An additional end-of-season share of
storage crops will be available for on-farm pick-up in October for $22. Our
long term goals include investing in infrastructure that will allow us to
extend the growing season even further. One option we may consider is offering extended-season
shares such as “spring” and/or “winter shares.”
Plant Variety
Selection & Seed Saving:
In order to consistently offer our customers the highest quality,
most nutritious, and tastiest produce possible, we evaluate plant varieties and
select those which grow best within our local ecosystem. Because growing
conditions can vary so widely from year to year, however, it is critical that
we have access to a broad genetic base of crops that are adapted to these
conditions in order to reduce the risk of crop failures and underperformance. In
2013, we will be evaluating possibilities for integrating on-farm seed
production into our operation to further enhance our ability to grow high-quality
crops that are particularly well-adapted to our local environment.
Fruit and Fruit
Trees:
Long term possibilities include offering fruit and fruit
trees to our customers. We will begin movement in this direction in 2013 by
grafting a small number of apple varieties.
Education:
Facilitating healthy relationships between people and their
food and helping them to understand the implications of their food choices is
critical for the survival of our business, the vitality of our community, and
the well-being of our planet.
Our newsletters, blog, and Facebook page are critical ways
through which we communicate with our customers and we will spend renewed time
and energy on these media venues in 2013. We will host a spring planting party
as well as our annual fall harvest celebration in order to facilitate direct
connections between our customers and the land which produces their food.
In Spring 2013, Amy will offer a CSA class through K
college, which will bring students to the farm to work and to learn. We will
offer a summer internship to a Kalamazoo
College student as well.
In order to both cultivate a customer base closer to the
farm and to find ways in which we can be of greater service to our local
community, we will explore possibilities for connecting with and sharing
educational resources with the Martin
Community Garden ,
as well as other local groups and individuals.
SWOT Analysis:
Strengths:
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Weaknesses:
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Opportunities:
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Threats:
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Management Analysis:
Because of the intimate
nature of our business, there will be constant overlap in our responsibilities.
We are committed to consensual decision-making and to keeping each other
abreast of our thoughts and activities regarding the farm so that we will all
have the information we need in order to make good personal and business
decisions. In order to streamline planning and decision-making, we will take leadership
roles in areas which best utilize our expertise and experience.
Amy:
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Diane:
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John:
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Production Planning for CSA
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Production Planning for Farm Markets
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Production Planning for Seed Saving
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Accounting
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Farmers Market Management & Sales
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Fruit & Fruit Trees
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Overall Business Planning
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Overall Business Planning
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Overall Business Planning
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Sales & Marketing
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Sales & Marketing
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Sales & Marketing
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Education & Outreach
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Education & Outreach
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Education & Outreach
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Social Media
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Key Goals for 2013:
Write an “annual report” for CSA members that provides a
review of the past year on the farm and details plans for 2013.
Convert high tunnel into a plant propagation space.
Expand production to close to 1 acre.
Integrate cover cropping/compost cropping into production
plan.
Expand CSA to the equivalent of 25 shares (combination of
half & full shares).
Increase net profits to ½ of gross income.
Track labor and expenses for three key crops: leaf lettuce,
snap beans, and tomatoes.
Create a roadside stand for on-farm sales.
Graft fruit trees.
Evaluate possibilities & systems for seed saving.
Increase outreach & education through social media.
Network with local community groups & individuals.
Offer spring and fall on-farm field days.
Plant asparagus or at least prep land for 2014 planting.
Offer educational activities for K College students,
customers, and community members.
Other Long Term Possibility Brainstorms (from years past):
Extending our CSA to offer spring and/or winter shares.
Fruit production (strawberries, raspberries, blueberries?)
Connecting w/local schools, possibly through programs like
Farm to School Network
Incorporate a center for healing arts/workshops in the arts
& nature studies
Convert small hoophouse to heated greenhouse for transplants
Build larger hoophouse for production (possibly movable)
Create a plant breeding program/Create seedbank
Increase community assistance offerings (discounted shares
or donated produce)
Explore renewable energy sources
Examine pros & cons of organic certification
Apiculture
Mushroom culture
Selling to local restaurants and hospitals