2. • Business Planning
• Efficiency Improvement
• Project Management
• Farm Development
• Affordable Small Farm Coaching
Cory Mosser
www.naturalborntillers.com
912.257.9865
corymoss22@gmail.com
3. Why Markets Are Great
• Brand Identity
• Business Incubator
• Reliable Sales (depending on market)
• Community Connection
• Camaraderie and Trading!
4.
5.
6.
7.
8.
9. Why Markets Are The Worst
• The Drive
• The Exhibit
• The Off Day
• The Hustle
• Competition
10. Consider Leaving If:
• Sales are down consistently over two years.
• You don’t consider yourself an anchor
• Larger farmers are co-opted from other markets.
• There are multiple new markets in your area.
11. Consider Staying If:
• You are a Market Anchor.
• Your Market is more than 5 years old.
• You can promote value-added products, events
and other services.
• You have an awesome market manager.
• You are making money!
12. But Are You Making Money?
Product $1,400
Sales $1,000
Market Day Labor $200
Harvest Day Labor $360
Market Fee $25
Packaging $40
Waste $50
Aftermarket Run $200
Net $535
13. Marketing Trends
• Food cost is going up, less food dollars available to
families.
• Less people are preparing meals regularly at
home.
• There is increased competition to capture the
interest in local foods, from other small farmers to
giant companies.
21. Alternatives To Farmers
Markets
• What is right for your farm? Does it flow with
existing operations?
• What is the opportunity cost for a new market?
• What are your defined goals? Does this help meet
them?
• What are the margins?
22. EXAMPLE 1 Farmers Market
Institutional
Market
Selling
Price
$3.50 $1.50
Production
Sales Cost
$1.96 $0.83
Est. Profit $1.54 $0.67
Est. Markup 79% 81%
Pounds
Sold
760 800
Total Profit $1170.00 $536.00
EXAMPLE 2 Farmers Market
Institutional
Market
Selling Price $3.00 $2.10
Production
Sales Cost
$1.96 $0.83
Est. Profit $1.04 $1.27
Est. Markup 53% 153%
Pounds Sold 760 800
Total Profit $790.00 $1016.00
23. CSA
• Lowest Hanging
Fruit
• Fairly easy to
establish
• Builds customer
loyalty
• Intense Competition
from within and
without
• Administration time
suck
• High turnover
26. Traditional Wholesale
• Easy to plan
• Production efficiency
• Allows Specialization
• Easy to control growth
• Giving up the
marketing dollar
• Weak negotiating
position
• Higher risk
concentration
• Food safety regulation
27.
28.
29. Intermediate Wholesale
• Food Hubs
• Meal services
• Produce Delivery Services
Attempt to be as close to the consumer as you can.
30.
31. Restaurant CSA
• Priced at $300/wk per share for 12 wks
• Typically 5-6 cases of veggies
• Sold 4 shares to Hyatt Alone
• Total of 8 shares sold each 12 wk period
• $57k in income from 3 vendors!
32. On Farm Experience
Timpson Creek Farm
Clayton, GA
3 acres Certified Organic Blackberry and Blueberry PYO
Grade School and
University Intensives
33.
34.
35. Retail
• High visibility
• Other sales
opportunities
• Rain or shine sales
• Grueling hours
• Extra labor
• Licenses and taxes
• Equipment Cost
36.
37.
38. Questions to Ask
• Do You Have A Written Mission Statement?
• What is The 3, 5, and 10 year vision for your farm?
• Are there other marketing alternatives that are more
in line with your goals?
• How crucial is the market to the community?
• Is your market better as a secondary outlet?
39. CORE VALUES
1. Incredible Quality
2. Rare Variety
3. Competitive Price
4. Friendly Staff
5. Sustainable Practices
3-YEAR PICTURE
Future Date: January 2021
Revenue: $95,000
Profit: $8,000
Measurables: Trays sold, referrals generated,
varieties planted
What does it look like?
• 2 greenhouses producing throughout the year
• Early transplants help growers start the
season on time
• Over 50 varieties of vegetables available
• Plants shipped online through the Southeast
• Primary producer for small organic farms in
Georgia
• Business has expanded to include organic
fertilizer and other inputs
• 50% of potting mix produced on farm
• Referral discount system reduces marketing
pressure
• 4000 trays produced
• Automated irrigation and seeding reduces
labor
• 2 wholesale contracts negotiated
• Independent breeding program established
CORE FOCUS
Purpose/Cause/Passion: To help others grow great food.
Our Niche: Whether you grow 1 plant or 100 acres, Pineywoods has the best
organic plants on the market.
10-YEAR
TARGET
January, 2028: Record orders of transplants has necessitated the construction
of a fourth greenhouse. Increased demand from home growers has led to a
boost in larger pot sizes, increasing profitability.
Goals: -7500 trays produced -$385,000 in income -15% net profit -50% retail
clients
MARKETING
STRATEGY
Target Market/“The List”: Small organic farms, mid-size organic gardeners,
regional wholesale outlets
Three Uniques:
1. We deliver on time
2. We plant the best adapted varieties in the south
3. Every plant is critical
Proven Process: Using formulated fertilization, soil biology and climate
control, we are able to produce incredibly healthy transplants.
Guarantee: Every plant delivered will thrive.