2. today’s outline
•
History and overview of the farm
•
What is CCSA (customizable
community supported
agriculture)
•
How our farm does CCSA
•
Case study 1 (JBG Organics)
•
Case Study 2 (Wishing Stone
Farm)
•
Questions
4. KFF’s Mission
Provide the best produce possible to our
customers at a fair price
Provide a good income for the farmer - and
good life- we need to love what we do
Provide a fair wage to employees
49. How is CSA changing
•
CSA Market getting more crowded, more farms
•
Large players entering the field (full circle, 40,000
members)
•
Consumers have wide variety of sources for
purchasing local/organic produce
•
The consumer is changing as well as we’re looking
to reach a wider audience….
50. Who is your
consumer?
Mcdonalds
Junkie
starting to
think about it
Health
conscious
drinks only soda
drinks diet or
vitamin water
drinks straight
water
kids birthday
party is at
Burger King
owns and may
use cookbooks
Has only
“healthy”
cookbooks in
the kitchen
Eco
earth-muffin
Tree-hugger
Drinks raw milk
Drinks raw milk
kefir excessively
Nourishing
traditions is sole
cookbook
is head of her
Weston a Price
chapter and
soaks nuts
nuts
drives an SUV
is concerned
about climate
change
kids get vitamins
thinks local or
buys corn from
Shops at the
organic food is a the conventional
farmers market
scam
road-side stand
Questions
homebirths and
immunizing kids breastfeeds kids
buys 2 veggie, 1
has tried a CSA
meat, and a raw
in the past
milk share….
51. Who is your
consumer?
Mcdonalds
Junkie
starting to
think about it
Health
conscious
Eco
earth-muffin
Tree-hugger
drinks only soda
drinks diet or
vitamin water
drinks straight
water
Drinks raw milk
Drinks raw milk
kefir excessively
owns and may
use cookbooks
Has only
“healthy”
cookbooks in
the kitchen
is concerned
about climate
change
kids get vitamins
kids birthday
party is at
Burger King
drives an SUV
thinks local or
buys corn from
Shops at the
organic food is a the conventional
farmers market
scam
road-side stand
Market
penetratio
is head of her
Nourishing
n
Weston a Price
traditions is sole
chapter and
cookbook
with
ferments nuts
normal
Questions
homebirths and
CSA
immunizing kids breastfeeds kids
share
buys 2 veggie, 1
has tried a CSA
meat, and a raw
in the past
milk share….
52. Who is your
consumer?
Mcdonalds
Junkie
starting to
think about it
Health
conscious
Eco
earth-muffin
Tree-hugger
drinks only soda
drinks diet or
vitamin water
drinks straight
water
Drinks raw milk
Drinks raw milk
kefir excessively
kids birthday
party is at
Burger King
drives an SUV
owns and may
use cookbooks
is concerned
about climate
change
Market
Has only
Nourishing
penetration
“healthy”
traditions is sole
cookbooks in
cookbook
with
the kitchen
CCSA
Questions
share!!!! kids
kids get vitamins
immunizing
thinks local or
buys corn from
Shops at the
organic food is a the conventional
farmers market
scam
road-side stand
is head of her
Weston a Price
chapter and
ferments nuts
homebirths and
breastfeeds kids
buys 2 veggie, 1
has tried a CSA
meat, and a raw
in the past
milk share….
53. Common Barriers to CSA
•
Too much or too weird food (not everyone likes kohlrabi or
black spanish radishes
•
I don’t like beets, cauliflower, brussel sprouts- picky
consumers and their kids
•
time/date not conducive to ease of pickup.
•
produce not like the grocery store- bunch/size different
56. Common barriers for farmers
•
not automating the system…. poor organization will kill you.
•
There is a higher cost associated with this.. so charge more
•
having to provide variety all the time.
•
if share is picked at site(not predetermined) , less sales
efficiency (more waste)
57. Customizable basics- what
does this look like?
•
Customer picks up at a site where they can swap out items in
their share for more appealing ones
•
Customer uses up pre-purchased credit (dollar amount or
points) at a farmstand, farmer’s market or other site.
•
Customer can shop online for the items that they want in
their share and a partially or fully customized share is
delivered
59. Do you include everything?
•
What about high-value crops such as Greenhouse tomatoes,
Strawberries.
•
For us at Farmers markets those “first fruits” are often big
money makers
•
We have chosen to make those worth more for our CSA (one
tomato, limit one pint strawberry, etc)
•
Have swap bin where if a customer can’s use or doesn’t
want an item they can swap it out with another member
60. Point system
•
members get 20, 30 or 40 points a week
•
Can fluctuate during season as the bounty comes in
•
different number points for produce, eggs, chicken baked
goods)
•
works well for members with dietary restrictions.
61. Debit card system
•
using a custom POS (point-of-sale)system to track customer
purchases
•
or a giant filebox with each customer on a 4X6 index card (I
would do iPad and google doc)
•
Credit expires at end of year. Or not.
63. Web placed, farm filled shares
•
least waste, shares are harvested/filled after amounts
known.
•
Must have a strong software program in place to make it
work smoothly
•
Ultimate control, you decide what to offer
64. What program to use?
•
super small CSA’s may want to do all communication by blog
and email.
•
We have used Google forms or Wofoo for smaller items.
•
Large CSA’s may want to use Zen cart, a custom software
solution, or Small Farm Central’s shopping cart software,.
65. Setting up a good online store
•
Allows complete customization (or not)
•
intuitive for customer as well as farmer
•
can easily export data to usable pick/pack sheets
•
beware of % use models (you pay % of sales)
66.
67.
68.
69. How we do CSA
Our CSA is a free-choice share, in which the
customer picks most of their share right up off the
market table. We usually select 1 item per week the
members have to take.
We also deliver Boxed (none-customized) shares
to business drop sites
70.
71.
72.
73. Year- Round CSA
Sell root crops, onions, squash, frozen foods!!!
Helps to have greens
keep customers year-round
year-round members are best cheerleaders
you are on the road during the worst time of
the year
75. 2 SIZES OF SHARES
FULL (6-9 items) $25 per week -we say will feed a family of 4
MICRO (4-6 items) $17 per week
-will feed a couple or vegetarian
single
78. Cancellation Policy
A 2-week trial period is offered to confirm the suitability, as
we understand a CSA Membership is not for everyone and
every situation. We will give a prorated refund during the
first or second week of that specific CSA Season
(Summer, Fall, Winter or Year-Round). Please allow two
to four weeks for your refund. After two pickups refunds
will be granted if we have a waiting list and can find a new
member to take your place. Thank you for your
understanding.
79. Advantages of freechoice CSA
don’t have to have 250 items of 6 + crops per
week
we reach wider audience and edge over
competition
still allows us to move extra crop each week
We don’t have to have the same items for
every pickup/market
very busy market stand
80. Disadvantages of freechoice CSA
specialty crops aren’t available for retail (early
tomatoes, strawberries)
wide variety of crops necessary all the time
(harvest inefficiency)
Very busy market stand!
have to watch quantities
82. Farmer’s responsibilities
Strategic meetings with other management to
plan upcoming season
All production aspects, planning, seeding,
harvesting, sending to market
Face, or rainmaker of the farm.
83. Planning the CCSA
We grow a wide variety of crops to support our
Farmer’s markets and wholesale already
We started small with the CCSA and grew it
based on feedback every year- 2012 we grew
too quickly
Some markets just don’t have some crops
We spend a lot of time planning…
84. Planning the CCSA
We grow a wide variety of crops to support our
Farmer’s markets and wholesale already
We started small with the CCSA and grew it
based on feedback every year- 2012 we grew
too quickly
Some markets just don’t have some crops
88. Check out information online
www.michael-kilpatrick.com/csa-scho
Member Agreement
CSA handbook
2011, 12, 13 master plans
Sample recipe cards
CSA calendar
CSA surveys
89. Localvore club card
•
Bought in the spring with our CSA shares
•
Usable for anything on the farm eggs, chickens,
frozen foods
•
Customers get 5% off - pay $95 for a $100 card
90.
91. Other systems we have played
with….
•
Home delivery, with orders placed through a % CSA
service
•
Mini-store added on- dairy products, eggs, olive oil,
etc
•
Orders delivered to a hospital, with semicustomization through email
•
Adding frozen vegetables to Shares (Pesto, Frozen
or dried tomatoes, eggs when abundant)
92.
93.
94.
95.
96.
97.
98.
99.
100. Foxy shopping cart with
custom back end
•
2000 member CSA
•
20 farmers markets weekly
•
Wholesale into a 5 hour radius (17 M)
•
right now customer can select between 4 different
box sizes. And can swap out unwanted items at the
farmers market pickup
101. Customizable CSA at JBG
•
Software is being built and is completely custom
•
truck has to be loaded in reverse of how you want
to pull shares out
•
at the start, customer will be able pick several of
their items, by summer it will hopefully be
completely customizable.
102.
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118.
119. Debit-card CCSA System
•
Customers buy in winter at decreasing credit levels
(get 10% extra January, 8% extra Feb, etc)
•
Cards are kept at markets in a file box
•
After card is used at market or farm, credit is
subtracted from card
•
What members have left on Oct 31st goes to help
fund food bank.
120.
121.
122.
123. Takeaways
•
CCSA can help you reach new customers and
increased overall vegetable efficiency (customers
throw away less).
•
CCSA is doable, although there are a lot more
decisions to make
•
CCSA requires efficiencies and figuring mechanics
•
Invest in software and hardware to make your
transition easier.