Tell me what you eat, and I will tell you what you are.
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1 Tell me what you eat, and I will tell you what you are. Jean Anthelme Brillat-Savarin 19 th century Philosopher & gastronome and author of The Physiology of Taste 1825
2 Niche Pork Marketing Plus Beef Chicken misc. Presenters: LeeAnn & Jim VanDerPol Pastures A Plenty company Pastures A Plenty Farm LLP Jim & LeeAnn Joshua & Cynthia and their children, Jake, Andrew & Kirsten
3 Capitalizing on Marketing Opportunities History and Overview of Pastures A Plenty farm and (meat) company Retail & Wholesale Aspects Customer Expectations Marketing Staff Needs -how that differs from the farm s needs
4 Farm History Jim s Parents bought the present farm in 1952 Jim and LeeAnn took over the farm in 1977 Josh and Cindy started working into the farming operation in the mid 1990s
5 A Time of Change and continual change since
6 Farm to live? Live to farm? (Work to live? Or Live to work?) Shifting Paradigms Sustainable Farming Association Land Stewardship Project Field days, workshops & classes about various farming practices such as ridge tilling, grazing, and Holistic Management. Our farming practices changed Pig Market Crashes Developing our own markets Local Food Movement Food Coops expanding into meat sales 2000 Pastures A Plenty (meat) company began
7 RETAIL AND WHOLESALE ASPECTS
8 Dream Big!! But then decide on a small part of the whole dream to try at first, so that your first mistakes are less costly in money & effort.
9 Pastures A Plenty co.
10 BUSINESS STRUCTURE PASTURES A PLENTY COMPANY PASTURES A PLENTY FARM LLP
11 Our Meat Sales - Nuts and Bolts 20% On Farm Local Delivery Smaller City Stores/ Food Coops 80% Twin Cities Direct-to- Customer Delivery Twin Cities Stores and Restaurants Duluth/Grand Marais ROLES
12
13 Pastures A Plenty Office & Meats Building
14 Local Food Coops Litchfield, Morris, New Ulm and Ortonville
15 Other Local Stores Farmers Coop Oil Clara City Farmers Coop Oil Sacred Heart Bill s Supermarket, Montevideo Dan & Becky s Market, Cokato Willmar Sales On Farm
16 Community Connections Work with 3 Processors Belgrade Meats Carlson s Grove City Wick s Kandiyohi Cooperative farming & pig production with several other farmers plus a beef production business with Jim s sister Terry
17 Twin Cities & Duluth Food Coops Eastside Food Coop Mississippi Market Selby Mississippi Market West 7 th Seward Food Coop River Market Linden Hills Food Coop Whole Foods Coop Mazopiya Cook Co Whole Foods Coop
18 Restaurants & Other Places Barbette Red Stag Gigi Café The Strip Club Meat & Fish Café Minnesota Seward Café Modern Times Natedogs Hinterland Winery Marshall Christian School Community Civic Groups Fundraisers
19 Gratitude For Our Opportunities With Local Foods
20 CUSTOMER EXPECTIONS Ways to gain and maintain their trust
21 Not All Food is Created Equal There are customers who want to know their farmer, where their food is grown, how it is grown and what is in the food they buy. Environmental Issues Biodiversity Local Food versus Average Food Miles of 1500 Miles Health of Land, Animals & People Hunger Issues Food and People Relationships Food is about agriculture, about ecology, about {a person s} relationship with nature, about the climate, about nation-building, cultural struggles, friends and enemies, alliances, wars, religion. It is about memory and tradition and,. -Mark Kurlansky Choice Cuts, 2002
22 Customer Concerns/ Questions How the animal is raised & cared for? - Environment What is Organic? What is Natural? Labeling confusion Educating the customer What is in the feed? GMOs What is in the product? Preservatives Added Nitrites Food Allergens GLUTEN
23 Importance of Communication Newsletter Phone & requests Facebook Page Photos Store Meat Buyers and Chefs Store Demos Deliveries
24 Animals are given room to move freely
25 Geothermal
26 Farrowing Barn
27 MARKETING STAFF NEEDS How that differs from the farm s needs
28 CONSIDER TALENTS PRODUCTION-FARMING MARKETING AND SALES ACCOUNTING-BUSINESS PRACTICES
29 MARGIN DECIDE WHAT MARGIN NEEDS TO BE ADD IT IN AND TREAT IT AS A COST
30 MODIFY BY OBSERVATION WHAT IS PILING UP IN INVENTORY? WHAT IS ALWAYS SOLD OUT? WHAT VARIES SEASONALLY?
31 CURRENT BUSINESS ISSUES ORGANIC OR NOT INCREASING HOG SUPPLY GMO OVERWORK PROCESSING
32 IMPACTS ON FARM INDUSTRIAL HOG SCHEDULING more expensive less reliable less downtime for people
33 Food to a large extent is what holds a society together and eating is closely linked to deep spiritual experiences. Peter Farb and George Armelagos Consuming Passions The Anthropology of Eating
34 Think SPRING
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