A Diversified Farm

Tacopocalypse's Market Set-Up

I have always known that I wanted a diversified farm with many different enterprises. Diversification is important to me because of the benefits that the farm can receive through having a variety of things working together on the land. In just four years we have already seen healing on the land from our multi-species rotational grazing and woodlot raised pigs. Besides the benefits to the land there are also great things about having multiple enterprises when it comes to the pocket book. One family can only purchase so much pork ... but if we can also offer them chicken, eggs, lamb, and beef then we don't need as many customers. Not that we don't want many customers, but rather that we want to be able to have close farm relationships with our customers.

Lately though I have been thinking about farm diversification when it comes to marketing as well. Currently we sell whole/half hogs directly to customers, at the Downtown Des Moines Farmers Market, individual cuts through pick-up locations, and from time-to-time online through the Iowa Food Coop. The one thing that I have stayed away from is wholesale to stores or restaurants. Part of the reason that I've stayed away from that is that I've always been adamant about keeping all of the sales dollars in my pocket. But, the other reason is that I just haven't found the right fit.

In some ways my thinking has changed though as I think about adding diversification to the marketing. One of the benefits of having a number of enterprises is that if one has a slow year than the others can help keep things going. In some ways the same could be said about a diverse number of marketing outlets. Even though we may be losing some sales dollars by selling to a store or restaurant there can be some benefits.

A couple things that come to my mind right away are the ability to have our product in front of a different set of faces and with extra sales comes the need to scale up a bit which may help out in our other marketing efforts. It has been my experience that by having our products available to more people it benefits all of the other marketing examples. For example we have had customers who purchase from us online through the Iowa Food Coop begin purchasing whole and half hogs from us and sometimes even continuing purchasing select individual cuts. Plus, there are things we could add to the operation if we had more sales that would help in every aspect of certain enterprises.

With all of that in mind I'm beginning to explore some opportunities and moving forward with at least one "strategic relationship" (that seems like a good phrase). There have been chefs in the past interested in working with us on our woodlot raised heritage pork, but in each case it just wasn't something that would work out on the farms end. Now we've found a partner in Tacopocalypse that seems like it is going to work with us on many levels. They are a very popular vendor at the same market we attend (we are across the street from each other) and they also sell at two locations along with the catering side of the business. The thing that is going to make it work this time is that they are willing to use so much of the hog and not leave us stuck with other things to sell. But, more on Tacopacalypse later ...

All of this of course is part of the bigger puzzle that is the farm. It's our job to make sure that all of the pieces fit together as they should and nothing is left with a ragged edge. I would love to hear your thoughts and experiences with various marketing opportunities if you have any!

Building a Monopoly Style Monopoly

Lately I've been listening to podcasts while I'm driving to and from the farmers market, doctors appointments, and work. It seems like a slightly more profitable way to use that down time and I can usually find something encouraging to listen to. Most recently I stumbled across a podcast from Seth Godin. I had heard of him before through a variety of sources so I decided to give his new podcast (actually segments from a lecture) a try. So far so good ...

But, what struck me was this quote, "Every successful business has a monopoly ... has a monopoly on what it makes that someone else can't make the way they make it. That leaves out commodity businesses ..." (he also said that he was thankful for commodity businesses because they produce things that we all need) And, I really like this quote, "Brilliant entrepreneurship is around figuring out that thing that you can do that's in the marketplace that people are willing to cross the street to get. That people understand that this is the one and I need it."

The whole episode was interesting, but those were two keys that I took away and really made me think about the farm and marketing for the farm. To be blunt ... my prices are higher than those at the supermarket. Sometimes they are quite a bit higher and other times they are only slightly higher. But, what I realize and what my customers realize is that comparing our woodlot raised heritage breed meats with those that come in a frozen tube in the freezer case or on a styrofoam plate in the cooler aisle is not comparing two equal things. Sure, they are similar in the fact that they are both meat products ... and there are plenty of people that would argue with me saying that there is no difference between the two. But, when it comes down to it I'm not raising and selling a commodity ... I'm working to raise something, "that someone else can't make the way" I make it!

Another important thing to realize that even within my own "community" of farms (other farms doing something similar to mine) I have to offer something that encourages people to "cross the street to get". At the Downtown Des Moines Farmer's Market I'm one of multiple people raising pork, beef, lamb, and poultry products. So, the question I continually ask myself is how do I make the farm stand out? Of course I continually work to offer up great tasting meats, but what else can I do?

A couple of things that I've worked to focus on is building relationships (the market and things like the farm crawl are great for that) and raising rare or heritage breeds. I'd love to hear more thoughts on these topics, and you can be sure that I'll continue listening to the podcasts as long as they are released ...

2011 Farmer's Markets Season

Either it is the seven day forecast that includes above freezing temperatures that has me thinking about the upcoming market season or the e-mail that I received from the Des Moines Downtown Farmer's Market, either way it's really on my mind. This year I'm really hoping to up my market involvement and the farm's visibility to consumers. I think it is just the next natural step in the process of a beginning farm.

Last summer I did a Wednesday evening market that was more small than it was large. It would have been nice to have a slightly more successful market season, but in all honestly it was a perfect start for me. Since I had no background in marketing or setting up a booth it was good to have a chance to get things going at a market that was a little less stressful. I took away a lot of things ... things that I need to change and things that I need to improve in order to make more sales and to be more efficient. For example, I feel like I need to come up with a better system for checking out customers ... it just seemed slow!

But, the one thing I really need help with is my farmer's market booth/space/tent thing. I feel like all those fruit and vegetable farmers have it easy because they can cover their tables with their beautiful produce each week. On the other hand when I show up at the farmer's market I have coolers full of frozen meat. That is not exactly something you want to put out on the table for customers to look at ... the rancid meat isn't a super draw! So, I have to come up with a super duper market table that catches the eye of all the customers walking by and draws them in.

If anyone has any ideas or examples of what you've done in the past please let me know. I'm always on the lookout for some creative help and great ideas! Also, if there are any books or publications please let me know. I did come across this book on Amazon though ... it has some decent reviews, so I might check it out.

The Living History Farms Farmer's Market

Another big development since I last blogged as that we have begun the Wednesday night market at the Living History Farms in earnest. As a side bar ... if you are not aware of what the Living History Farms is then I encourage you to check out the link ... it is a really cool place! So far we have set up for the "Market Preview" on the opening and and three Wednesday evenings (two of which had great weather and one that had some serious storm action going on so we were inside). Here are some of my thoughts after just a few weeks ...

• Probably the thing I love most about setting up at the market is the chance to interact with people. Not everybody I talk to purchases something (it seems like I chat with a few vegetarians each time), but it does give me the opportunity to share the farm and the reasons behind the way I farm. Plus I figure that each person I talk to gives me just that much more experience.
• Setting up a display that catches peoples eye when all you are selling is frozen meat (that is hidden away in coolers) is a bit difficult. I think that we have a nice table with plenty of pictures and information, but we have a lot of people just wander by or others that stop but don't realize we have pork for sale! Hopefully some of that will be remedied by a new ten foot long vinyl sign that I'm having made. I am open for suggestions though!
• Farmer's Markets have a lot more crafts than I would have guessed. Our market is small and in only it's second year, but there are a couple knit/sewing vendors and sometimes even three jewelry vendors. Plus, you have to remember there are only 17'ish vendors set up now. I'm not saying it's a bad thing, just something I didn't realize.
• I think I'm coming to realize that garden produce is important. So far there hasn't been much available at the market and I think that keeps some people away ... even though I have great pork for sale each week! It will be interesting to see how things shake out as the garden harvest begins.
• The Living History Farms is a very cool place featuring the agricultural history of Iowa in a hands on sort of way and with small-scale working farms. With that in mind I think this market has the potential to be equally as cool. Because they have staff on site they are able to offer pretty cool demonstrations and there has even been live music on two different Wednesdays. One thing to look forward to that I believe the blacksmith will be making an appearance this summer.
• The biggest thing that I've come to learn so far is that I have a lot to learn! A lot to learn about marketing and setting up, but also just about the best way to go about things at the market. The best way to fill the coolers ... the best way to add up the purchases ... the best way to handle the transactions quickly ... and so much more. Plus, I've also learned it's nice if you don't forget stuff :: I'll work on that ;)

The First Farmer's Market ...

In less than a week we will be setting up at our first farmers market ... EVER!!! On Saturday, May 1st the Living History Farms in Urbandale, IA will be hosting their Farmer's Market preview inside the visitors center and Crooked Gap Farm will be there selling our heritage Hereford pork. If you aren't familiar with the Living History Farms it is a living history museum that features farms from different periods in Iowa's history. Because of that this market isn't like every other market in the Des Moines area and it will feature demonstrations and hands on activities for every one attending ... along with live music from time to time I hear! I think this market is a perfect fit for our farm values and my love of history.

Needless to say I'm pretty excited about this new chapter on the farm. But, at the same time I'm a bit apprehensive because this will be another first for me (I should be getting used to "firsts" on the farm). So far I have secured the correct permits and insurance along with locating a source for dry ice in town to keep everything frozen. I'm working on some business cards and information sheets to hand out at the market along with a few other displays (newspaper articles featuring the farm) and we have our canopy tent ready for when the outdoor markets begin in a couple weeks.

What am I not thinking of though? I know I'm missing lots of different stuff here because I've never done this before! So, I'm calling on the expertise of all you farmer's market vendors and consumers. What kind of things should we have when we set up and what kinds of things do you look for as a consumer?