Revitalizing Rural Indiana: Lone Pine Farms, Moody Meats Inc.

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1 Revitalizing Rural Indiana: Lone Pine Farms, Moody Meats Inc. Frances Einterz Project Assistant Local Food Program Assistant Purdue University Cooperative Extension Service Michael Wilcox Assistant Program Leader for Economic and Community Development Purdue University Cooperative Extension Service Jodee Ellett Local Foods Coordinator Purdue University Cooperative Extension Service

2 Lone Pine Farms Moody Meats Inc. A vertically integrated business that produces, processes, and sells locally sourced foodstuffs Farm Promotes rural development and connects people with food Processing Plant Redefine agriculture. Butcher Shop 2

3 To provide differentiated, value added meat products in a sustainable cycle of farming, processing, procuring business in an extremely clean, transparent, authentic environment with genuine personal service Mission Statement Lone Pine Farms Moody Meats Inc.

4 History 345 acres Fifth Generation Farm 11 Products Shift: commodities to food production Lone Pine Farms Farmer s Markets 2000 Ladoga Facility 2003 Avon 2007 Indianapolis 2009 Zionsville 2013 Husk Foods 4

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6 Interface with the Local Food System A local food system can be thought of as a table Local Food System Moody Meats combines the four important legs of the local food system table : v Food Production v Processing v Retail v Consumers 6

7 Interface with Local Food System: A Customer- Driven Business The [food] business that succeeds will be treating the public like a person, not a statistic, and like a customer, not a consumer. Moody Meats relies on relationship marketing Relationship marketing is a strategy where a business is built upon, and progresses, based on customer preferences. 7

8 1. Buys Ladoga Processing Facility 2. Open Avon Storefront 3. Overwhelming overhead of processing facility. Indianapolis City Market opens. Challenges 4. Moody Meats backs out of the three-year contract. Moody relied on relationship marketing to navigate market force change. 6. Partners with other producers and food purveyors 5. Opens Zionsville store near a large retail grocery store 8

9 The Big Picture In a 2008 survey he found that regardless of the localness of a food product, consumers place the highest value on, and come back for, are quality, taste, and people - Moody and Reding Community and Rural Development. Development by creating markets for value-added products Moody creates a community by assembling staff, customers, and farms around one object: food. 9

10 Partnerships Restaurants and Universities Seven local farms Twelve suppliers provide value-added products Internships Code Source Product Location 1. Meats+Eggs 10 Boyd Pickle Beef Putnam County, IN 11 Jim Derringer Beef Roachdale, IN 12 Rhoades Red Angus Farm Beef Brownsburg, IN 13 Phelps Family Farms Joe and Vonda Phelps Beef and Hogs Ladoga, IN 14 Lone Pine Farm Beef, Chicken, Eggs Waveland, IN 15 Duck Du Jour Duck Zionsville, IN 16 Eli Creek Farm Rabbit Connersville, IN 17 Bowman & Landes Farm Turkey New Carlisle, OH 1. Dairy 20 Ludwig Farmstead Creamery Cheese Fithian, IL 21 Swissland Cheese Cheese Berne, IN 22 The Swiss Connection Ice Cream Clay City, IN 23 Traders Point Creamery Milk, Yogurt Zionsville, IN 1. Sauces, Spreads, Syrups 30 Bonz Barb b-q BBQ Sauce, Breading West Point, IN 31 Blue s BBQ BBQ Sauce, Hot Sauces Avon, IN 32 Sweet Maggie s Apiaries Honey Avon, IN 33 Harris Sugar Bush Maple Syrup Products Greencastle, IN 34 Two Cookin Sisters Salsa, Jams, Chutney Brookston, IN 1. Beverages 40 Hubbard and Cravens Coffee Indianapolis, IN 41 Triple XXX Root Beer Root Beer West Lafayette, IN 1. Food & Snacks 50 Great Harvest Bread Co. Bread Carmel, IN 51 Vanilla Bean Cupcakes, Cake Truffles Indianapolis, IN 52 Coe s Noodles Noodles Lynn, IN 53 Amish Country Popcorn Berne, IN 10

11 Customers understand that by buying products from our store, that whether I raise them, or others, we are truly dedicated to the mission - Adam Moody

12 The Future: Husk 3 Men 3 Farms 1 Warehouse 159,000 lbs. of non-gmo sweet corn A local food system in Indiana farms, processing, distribution, and retail grocery which provides year-round access to local Indiana foods 12

13 The Future Barrier: Competition Barrier: Staff Turnover The vertically integrated system is unique and successful A model for other entrepreneurs A fourth store in Center Grove 13