EMMONS Market Stalls, Where Tim Mountz Sow Much Good Charges up to $5 for a Single Fruit
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TIM MOUNTZ Happy Cat Farm Kennett Square, Pennsylvania “A good tomato isn’t cheap, and a cheap tomato isn’t good.” So reads the sign at Happy Cat’s farmers ROBIN EMMONS market stalls, where Tim Mountz Sow Much Good charges up to $5 for a single fruit. Charlotte, North Carolina “Once people try our tomatoes,” A family crisis turned Robin he says, “they don’t talk about Emmons into a farmer. In 2008, her the price.” brother, who had been homeless, landed in a transitional housing MISSION facility where meals often came MARKET from a can. Emmons began bringing AUDIENCE him vegetables from her garden, EDITORIAL and within months, she’d ripped EVENTS apart her entire yard to grow CIRCULATION enough for nearly 30 of his fellow RATES residents. “Seeing how they ate PRODUCTION SPECS triggered a realization,” she recalls. CONTACTS “Charlotte’s in the midst of this thriving food movement, but there are people who are not at the table, LITERALLYANDlGURATIVELYv Five years ago, Emmons persuaded an area farmer, Danny 0HILLIPS TODONATElVEACRES�AND teach her how to operate a tractor, rotate crops, and do everything else necessary to scale up. A local company soon followed The 45-year-old grows nearly 400 Happy Cat Farm’s nearly 400 SUIT LEASING%MMONSANOTHERlVE different heirloom varieties on 10 Cultivate the Modern Food Movement heirloom-tomato acres for a buck a year. Today, her acres, some of them owned by the varieties include NONPROlTHARVESTSANESTIMATED Modern Farmer fostersWinterthur the crucial Museum, conversation where his wife, among the rare a highly Cuban 35,000 pounds of produce annually, influential audiencethe aptly about named the Amyfuture Bloom, of food: serves howyellow it’s grape.grown, delivering affordable CSA boxes to, as a staff horticulturist. “We started produced, sold, and consumed for this generation and all and opening pop-up farm stands in, with a little garden under a gen- neighborhoods that were once food that follow. Throughtleman’s modernfarmer.com agreement, and soon and the our quarterly deserts. Sow Much Good also hosts director approached us about using magazine, Modern Farmer gives voice to the people and issues gardening classes to empower more land,” explains Mountz, who members of underserved com- driving the moderndidn’t food merely movement. marry into the plant munities. “We give the attendees business. “My grandparents all grew beautiful soil and seedlings for their up on Pennsylvania-German farms, yards,” Emmons says. “To me, grow- and they remembered hard times, ing your own food is like printing so they saved their own seeds.” your own money.” —Miranda Silva In addition to tomatoes, he and "LOOMRAISEHARD TO lNDRADISHES onions, and greens, selling the pro- duce to Philadelphia restaurants as well as at the farmers markets. More recently, the couple began offering seeds and homemade sauces at happycatorganics.com. “When we started farming a decade ago, there were a lot of straw hats,” Mountz says. “It took a while for the Warby Parker crowd to catch on, but they support us big now.” —Sara Morrow PHOTOGRAPH BY VALERY RIZZO MISSION MARKET AUDIENCE EDITORIAL EVENTS CIRCULATION RATES PRODUCTION SPECS CONTACTS The WIRED for Our Times Much as Wired caught a tremendous wave in the technology culture, Modern Farmer is at the epicenter of the transformative food movement engaging some of the world’s most innovative and influential doers and thinkers. WIRED MODERN FARMER The Digital Vanguard The Food Vanguard Raising new possibilities for the cyber future Raising new possibilities for the future of food Aspirational, tech-enabled lifestyle Aspirational, sustainability-driven lifestyle Launched in a print ad downturn Launched in a print ad downturn Created by visionary entrepreneurs Created by a visionary entrepreneur Hip vibe with substantive content Cool vibe with substantive content National Magazine Award winner National Magazine Award winner THE USDA’S GENE BANK SYSTEM PROVIDED MORTON WITH PARSLEY GERMPLASM FROM AROUND MISSION THE WORLD. MARKET AUDIENCE EDITORIAL EVENTS CIRCULATION RATES PRODUCTION SPECS KIT CRAWFORD AND GARY ERICKSON, CONTACTS Founders of Clif Bar and the Clif Bar Family Foundation Who’s Active in the Modern Food Movement? There’s a vibrant dialogue in the marketplace about the future of food: how it will be grown, what we'll eat, and why it's vital to the health of the planet. That conversation is attracting a broad spectrum of influencers and thought-leaders with the power to be true agents of change. “The happiest farmers “The protein-centric dinner “Supporting fair trade, and KIT CRAWFORD that I talk to are the ones (LEFT) AND GARYplate, which America asking where your daily cup ERICKSON FOUNDED who are farming real food. THE CLIFcreated BAR and now exports to of coffee comes from, makes So they’re growing carrots FAMILY FOUNDATIONthe rest of the world, is a a difference. You’re helping TO SUPPORT or they’re managing their GROUPSculinary WORKING anomaly. By 2050, out the grower, you’re animals in really healthful ON FOOD ANDit will be obsolete” helping out the communities ENVIRONMENTAL ways….I think the farmers ISSUES. they live in, and you’re DAN BARBER are going to do very, very CHEF & CO-OWNER, BLUE HILL actually contributing” well, in the real food future” AT STONE BARNS HUGH JACKMAN ACTOR AND FOUNDER, KIMBAL MUSK LAUGHING MAN FOUNDATION FOUNDER, THE KITCHEN “When we vote, food may not be top-of-mind like the economy or health care. But “We need a farm policy “Twenty yearsMORTON from SENTnow THIS you can draw a line from food FLAT-LEAF PARSLEY inextricably linked to health companies likeFROM Beyond THE REPUBLIC Meat OF production or poor diets to and environmental policy. will be makingGEORGIA, foods thatAND OTHERS taste every hot-button issue. Once HE’S EXPERIMENTING We can achieve that, but just like meatWITH, but TO eliminateCHEF-FRIENDS you connect those dots, both FOR TASTE TESTING. only with serious advocacy the need for cattle and other Democrats and Republicans and political engagement” animals to be eaten” have an ‘aha’ moment. It’s part of the reason I co- MARION NESTLE RICHARD BRANSON founded Food Policy Action.” PROFESSOR OF NUTRITION, FOOD STUDIES FOUNDER, THE VIRGIN GROUP AND PUBLIC HEALTH, NYU TOM COLICCHIO TOP CHEF JUDGE, CHEF-OWNER OF FOWLER & WELLS, FOUNDER OF FOOD POLICY ACTION THE GEORGIAN PARSLEY FLAVORED A PALATE-CLEANSING GRANITA, PREPARED BY MATTHEW ACCARRINO, THE CHEF AT SAN FRANCISCO’S SPQR. FOR RECIPES, SEE PAGE 95. MISSION MARKET AUDIENCE EDITORIAL EVENTS CIRCULATION RATES PRODUCTION SPECS CONTACTS The Modern Farmer Audience is Highly Desirable and Deeply Engaged Modern Farmer attracts a community that cares passionately about the food on our tables: farmers, entrepreneurs, and responsible consumers who are conscientious about what they eat and who want a more sustainable planet for themselves and their children. • MALE/FEMALE: 40%/60% • YOUNG: PRIMARILY BETWEEN 25-54 YEARS OLD, WITH A MEDIAN AGE OF 49 • EDUCATED: 74% HAVE GRADUATED COLLEGE+, AND 34% HAVE A POST-GRADUATE EDUCATION • AFFLUENT: MEDIAN HHI IS $88,700 • FAMILY ORIENTED: 74% ARE MARRIED, AND 36% HAVE CHILDREN IN THE HOUSEHOLD • DISCERNING: 96% PURCHASE ORGANIC GROCERIES, AND 64% BELIEVE BUYING ORGANIC IS HEALTHIER AND OFFERS MORE NUTRITIONAL VALUE • SOCIALLY RESPONSIBLE: 91% ARE WILLING TO SPEND MORE WITH SOCIALLY RESPONSIBLE COMPANIES ACTIVE: 50% FARM AS THEIR PRIMARY BUSINESS, AND 37% FARM AS A SIDE BUSINESS Source: Modern Farmer Media Survey, September 2015 MISSION MARKET AUDIENCE EDITORIAL EVENTS CIRCULATION RATES PRODUCTION SPECS CONTACTS An Active, Influential Community Modern Farmer speaks to sustainable farmers as well as the entrepreneurs who want to get into the business of responsible farming. THEY WORK AND OWN THE LAND THEY PURSUE A SUSTAINABLE LIFESTYLE Modern Farmers invest their time and money In every respect, Modern Farmers walk the talk. in the future of food. • 97% have used eco-friendly products • 50% farm as their primary business to clean their homes • 37% farm as a side business • 96% have bought organic groceries • 72% own 10+ acres of farmland • 80% are willing to spend more on natural/organic beauty and skin care products • 32% own 100+ acres of farmland • 59% look for pet foods that have natural/organic ingredients • 42% try to buy organic vitamins/supplements THEY DIG DIRT as often as possible Modern Farmers are hands-on experts • 27% always eat organic foods who invest in their passions. • 96% are gardeners • 91% grow vegetables/herbs THEY’RE LEADERS AND INFLUENCERS • 82% grow flowers Modern Farmers create a powerful • 73% plant container gardens ripple effect in their social networks. • Take action: 95% • Early adopters: 71% are often one of the first among friends/family to try new products • Influential: 82% share their thoughts on new products with others Source: Modern Farmer Media Survey, September 2015 shop MISSION SHED, MARKET Healds- burg, AUDIENCE California EDITORIAL EVENTS CIRCULATION RATES PRODUCTION SPECS CONTACTS CINDY DANIEL IS PERCHED at the “fer- restaurant serving breakfast and lunch. mentation bar” of SHED, in Healdsburg, Large windows allow shoppers to California, when a woman brings over watch local flour being ground in the two grinning men laden with paper bags milling room. The fermentation bar full of bread. serves wine, kombucha, kefir water “So, look at this guy. He just flew and shrubs — a traditional carbonated up from Hollister to buy your bread drink made with fruit juices and vinegar, Conscientious in his own airplane!” Hollister, in once popular with thirsty farmers. You California’s Central Valley, is a three- can sign up to eat a group meal built hour drive away. around an heirloom potato being nursed It’s true, he says, he’s become back from extinction, or take a class on addicted to the loaves produced by seed saving.