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
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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
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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.
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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
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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
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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
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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. Consumers Who Live baker Nathan Yanko (formerly of San SHED is the brainchild of Daniel and Francisco’s beloved Tartine Bakery), her partner, Doug Lipton. Daniel pre- and he hitched a ride with his pilot viously worked in the nonprofit sector friend to stock up on the stuff. and founded a successful retail shop in This is the sort of devotion SHED, San Francisco; Lipton is an environmen- and Shop Their Values which opened in April 2013, has tal scientist. Eighteen years ago the two inspired. You could call it a farm store started a farm near Healdsburg, a small or an artisanal grocery, but neither wine-country town about 80 minutes description really fits. SHED sells pro- north of San Francisco. Their farm has left: SHED’s farm and garden section includes duce, but also kitchenware (think beau- an olive orchard, fruit trees, grapes, hand tools, seeds, books and beekeeping equipment, as well as tools and supplies for tiful fermentation pots and handmade flowers, chickens, bees, jujubes and canning and preserving food. tortilla presses) and dry goods, such as pomegranates. Daniel says she always above: Outside SHED; Japanese enamel trow- beans and nuts, garden tools and hand- knew she wanted to do a project around els sitting pretty in a bay laurel garden basket. MINDFUL AT THE MARKET LIVING WELL dyed wool. There’s a coffee bar and a food, and when she began planning Half of Modern Farmers purchase organic food SPR.14 / FOOD+TRAVELFor / 124Modern Farmers, health and wellness SPR.14 / FOOD+TRAVEL / 125 and products, and more than 1 in 4 always are top lifestyle priorities. purchase organic. Why? • 95% lead active, healthy lives • 70% want to support local/small businesses • 95% are confident in the health decisions they • 65% feel it is better for the environment make for themselves and their families
• 65% agree that it is safer for themselves and their families • 65% take vitamins to boost/maintain their general health • 59% think it is healthier overall • 43% take vitamins/supplements 7 days a week • 57% care that it comes from ethically-treated animals • 54% say friends come to them for advice on • 41% feel it has a higher nutritional value healthcare and medications
ANIMAL LOVERS NATURAL BEAUTIES Nothing but the best for Modern Farmer pets. Modern Farmers have a clear preference for • 75% of Modern Farmers are passionate pet parents: conscientious beauty and skincare products and 55% own dogs, and 42% own cats are open to new products and brands.
• 68% agree it’s important to buy the best quality • 61% are interested in products from natural/green/ products for their pets responsible companies
• 59% look for pet foods that have natural/ • 80% are willing to spend more on natural/organic organic ingredients beauty and skin care products
• 38% say cost is not a concern when shopping • 22% buy based on a familiar brand name for pet foods and supplies • 46% are open to buying again based on • 37% use magazine articles and advertisements to previous experience learn about pet-related products and services
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Foodies and Entertainers With food as the centerpiece of their lives, Modern Farmers relish bringing friends and family to their tables.
• 97% SAY THAT THEY OR THEIR SPOUSE BEER AFICIONADOS DOES THE MAJORITY OF COOKING IN In the past 12 months, our audience has THE HOUSEHOLD consumed or served:
• Any beer: 80% • 94% ENTERTAIN FRIENDS/FAMILY AT HOME • Craft beer: 63%
• 85% STATE HOSTING A HOLIDAY GATHERING • Domestic beer: 54% IS IMPORTANT TO THEM • Import beer: 53%
• 71% HOST CASUAL GATHERINGS • Organic beer: 23%
• 55% HOST HOLIDAY PARTIES WINE LOVERS In the past 12 months, our audience has • 54% ENTERTAIN FRIENDS/FAMILY AT consumed or served: HOME 1+ TIMES EVERY MONTH • Any wine: 81%
• 67% AGREE IT’S IMPORTANT TO PAIR BEVERAGES • Wine: 78% WITH THE FOOD THEY SERVE WHEN THEY HOST • Organic wine: 28% A PARTY AT THEIR HOME
SPIRITED DRINKERS In the past 12 months, our audience has consumed or served:
• Any spirits: 56%
• Brown goods: 45%
• White goods: 45%
• Organic spirits: 13%
Source: Modern Farmer Media Survey, September 2015 MISSION
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Content that Drives the Conversation In digital, social, and print media, Modern Farmer brings whip-smart reporting, hands-in-the-dirt service, and soulful inspiration to a blueprint for the future of food.
Modernfarmer.com is a real-time resource that provides fresh information and insights into the challenges, opportunities, and joys of working towards a sustainable lifestyle grounded in healthy, delicious food. Social media channels Facebook, Twitter, and Instagram are both drivers and complements to the site’s robust, user-friendly content.
Every season, Modern Farmer amplifies the content with a quarterly magazine that’s coffee-table worthy. Perfect bound and printed on lush paper stock, each issue showcases intelligent writing, vivid photography, and pragmatic instruction that bring the Modern Farmer ethos to life. MISSION Online Roadmap
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AUDIENCE FOOD The business and culture of what’s on EDITORIAL our tables
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PLANTS High-tech and low, how we grow every variety of crops large and small
HOW TO Solid, hands-on advice for farmers, would-be farmers, and conscientious consumers
TECHNOLOGY How innovation and new tech-driven methods are driving sustainable farming
LIFESTYLE Food as a cultural centerpiece, including Meet The Modern Farmer—profiles of people who live to grow MISSION Print Roadmap
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AUDIENCE LETTER FROM FIELD NOTES / food.spirits.travel.culture FIELD NOTES letter from the editor THE EDITOR The latest art-world buzz A lively, 8-page Imperiled bees provide the subject matter—and the cause—for a North Carolina painter. WHEN YOU DISCOVER that I didn’t just pen a plug for Beekman 1802’s sublime bug spray, on page 12, but also devoted our “Last Word” column to the company’s founders, you might think I’m biased. You’d be right. What’s on her mind… roundup of the latest EDITORIAL )lRSTMET"RENT2IDGEAND*OSH+ILMER 0URCELL while producing a Country Living feature about the couple’s upstate New York farm seven years ago— right before The Fabulous Beekman Boys, ASORT OF unscripted Green Acres, TURNEDTHEMINTOREALITY 46 stars. We’ve since collaborated on multiple media and based on your in sustainable food, PROJECTSANDTRAVELEDTOTHESAMEINDUSTRYBOON DOGGLES)REALIZED*OSHWASMYSOULMATEATABAR in Ohio, after he admitted to the production of an AMATEUR6(3MASH UPTHATHISTEENAGESELFDUBBED h$ALLASTYvANDACTUALLYSENTTO!ARON3PELLING .OMATTERHOWSUCCESSFUL*OSHAND"RENTBECOME letters, what might spirits, travel, and THEREFORMEDCITYSLICKERSREMAINREFRESHINGLYDOWN EVENTS TO EARTH$IDTHEYWINThe Amazing Race and land a ZILLIONLICENSINGDEALS 5H HUH$IDTHEYREJECTFANCY caterers for their 2013 wedding in favor of a folksy POTLUCKPICNIC 9OUBET-ARTHA3TEWARTBROUGHTA I got my goat on last dish, but so did yours truly and damn near every summer at Beekman very well be on yours culture 1802 farm in Sharon ONEOFTHEGROOMSNEIGHBORSINTINY3HARON3PRINGS Springs, NY. !SAGIRLFROMMUCH RIDICULED-ISSISSIPPI ) appreciate the Beekman Boys’ vociferous defense of rural intelligence in the face of urban pretension. As Modern Farmer’s editor, )MmOOREDBYTHEFACT THATTHEYDONATEPERCENTOFTHEPROlTSFROMTHEIR Matthew Willey NEW4ARGETFOODLINETOSMALLFAMILYFARMS3O YEAH painted this mural at the North CIRCULATION )MBIASEDBUTALSOATRUEBELIEVER0LUS THATINSECT Carolina Museum of repellent really does rock. Natural Sciences, in Raleigh, as part of his campaign “If the bees go, we do, too. The situation’s that dire,” says Matthew Willey, who’s on a quest to bring to raise awareness attention to the plight of the honeybee by painting 50,000 of them—an ideal number for a healthy hive— about honeybees. on buildings across the country. Since 2015, when the Asheville, North Carolina, artist launched his campaign, called The Good of the Hive, he has completed eight murals containing more than 1,100 bees. But Willey won’t accept commissions from just anyone. Clients must convince him that they’re truly committed to the cause. So far, the select group includes Raleigh’s North Carolina Museum of Natural Sciences; the Durham, North Carolina, headquarters of Burt’s Bees; and the Harold P. Curtis Honey Company, a 62-year-old family business in LaBelle, Florida. Willey first became interested in the pollinators eight years ago, after watching a bee die slowly in his studio. Sick bees, he learned, instinctively (and altruistically) leave their hives in an effort to ensure the survival of the larger colony. Encouraged by the selfless act, the 47-year-old decided to devote himself RATES full time to The Good of the Hive. In addition to fees paid by clients, the initiative is financed by donations and the online sales of T-shirts, prints, and skateboard decks. “I want to take these small, misunderstood creatures and paint them really big, so people will learn about their startling decline as well as their incredible importance,” explains Willey. “Everyone on the planet should know what’s going on with our
MICHAEL PATRICK MORONEY PATRICK MICHAEL bees.” —Joe Phillips COURTESY OF THE GOOD OF THE HIVE THE OF GOOD THE OF COURTESY (thegoodofthehive.com)
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CONTACTS columns and commentary COLUMNS & THE MODERN COMMENTARIES FARMER Thought-provoking, HANDBOOK
hardcore news and SUMMER 2016 Printed on matte CROPPED: MICROGREENS HOW TO: MARK PERFECT ROWS AGRONOMICS: business stories on SOCIAL MEDIA 101 paper stock, a “how- FIVE-MINUTE MENTOR: JIMMY WILLIAMS TOOLS: major global farming FARMER FAVORITES to” guide that reports issues on the nuts and bolts of sustainable farming PULP (NON)FICTION including how to get The dirty truth about cold-pressed juice? Food waste. Tons of it.
I WAS A COLD-PRESS VIRGIN until garbage bag: roughly three pounds PRESSURETREATED ANDREFRIGERATED the moment a pretty girl in an apron OFEDIBLEFOOD)HAVENTTOUCHEDA FORPURCHASEWITHINAFEWWEEKS handed me a tall glass of green liquid. COLD PRESSEDBEVERAGESINCE Such a short shelf life contributes 4HEINTENSITYOFTHEmAVORS�KALE ,INKEDWITHFASTING hCLEANSES v TOSKY HIGHPRICES WHICHACERTAIN CUCUMBER ANDGINGER�WASA ANDTHERAW FOODMOVEMENT THESE DEMOGRAPHICISMORETHANWILLING started in the business REVELATION"UTTHEN)CAUGHTSIGHT FRUITANDVEGETABLEDRINKSCONTINUE to pay. Projected 2015 sales of OFTHESTUFFSHECAVALIERLYTIPPED TOSKYROCKETINPOPULARITY WHETHER bottled cold-pressed juices exceed ILLUSTRATIONS BY FOOD STYLING BY LORI POWELL LORI BY STYLING FOOD from her juicing machine into a MADE TO ORDERLIKEMINEORBOTTLED MILLION4HATSNEARLYTIMES LUISA RIVERA BY ELIZABETH ROYTE PHOTOGRAPHS BY MONICA BUCK / 31
MEET THE last word LAST WORD
Lukas Nelson Family farms matter— The son of a certain Red Headed Stranger for reasons you might not think. Buy food from a MEET THE and Neil Young’s go-to backing guitarist, MODERN FARMERS nearby producer, and you’re Wisdom from this activist-outlaw didn’t fall far from supporting localized econo- MODERN the Farm Aid family tree. On September 17, mies, which are harder to corrupt with corporate and Lukas Nelson & Promise of the Real will political interests. play the nonprofit’s annual benefit concert. FARMERS Artful profiles of If corporations control our famous people Meanwhile, he’s got plenty to say about Whether they’re growing zinnias food, they control our lives. in New Orleans, harvesting Monsanto and marijuana. It’s important to prevent an agricultural monopoly. After kale in coastal Maine, or raising working with Neil on his album crickets in Oakland, these The Monsanto Years, it scares entrepreneurs embrace a people whose dream METOTHINKOFAPROlT DRIVEN actively engaged challenge. chemical giant owning such a large percentage of our global food supply.
Music is the most magical way KELSEY HERRINGTON AND to effect change. The more I job is spending their focus on my bliss, the more in the modern food DOMINIC PASCARELLI I can encourage other people Two Farmers Farm to follow their own. At least Scarborough, Maine a few will become inspired to make a difference. In 2009, Kelsey Herrington (left) and Dominic Pascarelli were studying (often long) days in My music’s more rock ’n’ movement environmental science at Clark University roll than my dad’s. But I’m a in Massachusetts when they decided to product of my environment. spend the summer interning at a Vermont I’ve written a lot of songs meat and poultry farm. “We thought it that sound like him. My band, would be a good break from grad school, Promise of the Real, plays a nice résumé-builder,” says Pascarelli, 30. the dirt cowboy-hippie-surf rock, and The gig proved grueling—and eye-opening. ultimately, being a hippie in “Feeding people is pretty fundamental, 2016 means the same thing it and doing something meaningful really did back in the day. We’ve just spoke to us,” explains Herrington, 29. learned the value of a shower. After earning their master’s degrees— and completing a second internship, at a Marijuana should be fully vegetable farm in Argyle, New York—the legalized. I’ve never done couple felt ready to launch their own cocaine or heroin, never got operation in 2012. Located on 15 acres near into pills. I don’t consider Portland, Maine, Two Farmers specializes marijuana a drug, really. in organic vegetables. And despite the It’s medicine. I’m one of the numerous hurdles the Zone 5 climate master testers for Willie’s presents, Herrington and Pascarelli manage Reserve cannabis line. to supply farmers markets year-round, For more on Lukas Nelson & thanks to hoop houses and protective Promise of the Real, visit blankets that keep crops warm come promiseofthereal.com. winter. “I don’t think of this as a real job,” To learn about Farm Aid and admits Pascarelli. “It’s like we found a way the organization’s 2016 around the system.” —Miranda Crowell concert in Bristow, Virginia,
go to farmaid.org. ECKENRODE JIM
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PHOTOGRAPH BY GRETA RYBUS / 17
THIS PAGE Chicken HOW TO RAISE enthusiasts favor the American breed Wyandotte for its har- diness and dependable laying—more than 200 eggs a year. OPPOSITE CHICKENS Available only in bantam FEATURE WELL (small) size, Sebrights make up for lousy laying with striking good looks. Fascinating reporting, profiles, and photographic portfolios.
Plus The Recipes—a highly visual feast of the finest in sustainable food and
FROM CHOOSING drink, with all the prep instructions to BREEDS AND CARING FOR CHICKS TO TRICKING OUT A COOP—HERE’S bring it home WHAT YOU NEED TO GET CRACKIN’. BY LUCIE B. AMUNDSEN
PHOTOGRAPHS BY ALIZA ELIAZAROV FOR FARM- 56 / MODERN FARMER FRESH EGGS
food
To make the filling: thin, about 1/16 inch thick. Alternatively, on a lightly 1. Preheat oven to 400°F. On a rimmed baking sheet, mOUREDSURFACEWITHAROLLINGPIN ROLLDOUGHUNTIL place squash cut side up and brush with 1 table- about 1/16 inch thick. spoon olive oil. Sprinkle each piece with a half teaspoon of salt and pepper. Bake until squash is To make the ravioli: very tender, about 1 hour 15 minutes. Allow squash 1. Place one sheet of dough onto a ravioli mold to rest on pan until cool enough to handle. and press down to create individual depressions in 2. In a large skillet over medium heat, heat remaining DOUGH0LACETABLESPOONOFSQUASH SAUSAGElLLINGIN tablespoon olive oil. Add onion and cook until soft each ravioli depression, being careful to keep edges and translucent, about 5 minutes. Add garlic and of dough clean. Gently tap bottom of mold on table cook 30 seconds more. Add sausage and cook, to remove any air pockets. Top with another layer breaking up any large chunks with a spoon, until of dough and, using a rolling pin, gently roll over browned and crumbled, about 6 minutes. Remove mold until ridges become visible and ravioli squares FROMHEAT3CRAPETHESQUASHmESHINTOSAUSAGE are distinct. Use a pastry wheel to score edges of mixture, stirring well to combine. Set aside or individual squares and gently pull them apart by refrigerate up to 2 days. hand. Cover ravioli with a clean, damp dish towel, so they don’t dry out, then repeat with remaining dough. To make the pasta dough: 2. Over high heat, bring a large pot of salted water to 1. /NACLEANWORKSURFACE PLACEmOURINAMOUND a rolling boil. Drop ravioli into water and allow to boil 7ITHYOURlNGERS MAKEAWELLINCENTEROFmOUR UNTILRAVIOLIARECOOKEDTHROUGHANDmOATTOTOP add eggs, yolks, salt, and 1 teaspoon water. Using a to 12 minutes. Using a slotted spoon, remove ravioli FORK BEATEGGSTHOROUGHLY'RADUALLYPULLmOURINTO and transfer to a serving plate. beaten eggs until a wet, sticky dough forms. Add ALITTLEMOREmOURORWATER ATEASPOONATATIME IF To make the sauce and serve: necessary. Knead dough until it becomes smooth, In a small saucepan with a light-colored bottom over then form into a ball and cover tightly with plastic medium-low heat, melt butter and cook until it starts wrap. Chill for at least 30 minutes or up to 2 days. to brown and develop a rich, nutty aroma, about 2. Divide dough into 4 pieces and, using a pasta 10 minutes. Remove butter from heat and stir in machine, roll each portion through machine accord- sage leaves. Top ravioli with butter-sage sauce and ing to manufacturer’s directions until dough is fresh shaved Parmesan to taste. Serve immediately.
Butternut Squash and Spicy Sausage Ravioli in Brown Butter–Sage Sauce
)FFROM SCRATCHPASTASEEMSTOODAUNTINGTOPULLOFFINASINGLEAFTERNOON COOKTHElLLINGANDMAKE the dough ahead, so you can focus on forming the ravioli the day of the meal. This classic brown butter sauce comes together in mere minutes.
MAKES 4 SERVINGS Filling Pasta Dough Sauce ½ medium butternut squash 2 cups all-purpose flour, plus 8 tablespoons (1 stick) (about 1¼ pounds), cut in half more as needed and for work unsalted butter and seeded surface 3 tablespoons chopped fresh 2 tablespoons extra-virgin 2 eggs, plus 4 egg yolks sage leaves Matt McAlister, olive oil SPACE’s office 1 teaspoon kosher salt Shaved Parmesan, manager, tucks 1 teaspoon kosher salt 1–3 teaspoons water for serving into ravioli made 1 teaspoon freshly ground with roasted black pepper butternut squash grown on-site. ½ medium yellow onion, diced 2 cloves garlic, minced ¾ pound spicy Italian sausage,
removed from casing KHALILHYMORE BY ADAPTED RECIPE RAVIOLI
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The Modern Farmer Advisory Board A microcosm of our influential audience, our board reflects the diversity of players in the modern food movement, with strong representation by its most high-profile advocates: America’s premier chefs.
MICHAEL ANTHONY LEE JONES MICHEL NISCHAN Executive Chef/Partner, Co-Owner, The Chef’s Garden CEO/Founder, Gramercy Tavern and Co-Founder, The Culinary Wholesome Wave Vegetable Institute
FRANK CASTRONOVO DOROTHY KALINS PINO POSTERARO Chef/Owner, Founding Editor-in-Chief, Chef/Owner, Cioppino’s Frankies Spuntino Saveur Mediterranean Grill
MATTHEW DILLON ANNA LAPPÉ RUTH REICHL Director of Agricultural Policy Director, Writer and former Editor-in-Chief, and Programs, Clif Bar & Co Real Food Media Project Gourmet
FRANK FALCINELLI MATT AND TED LEE PETER SEVERINO Chef/Owner, Authors, The Lee Bros. President, Frankies Spuntino Southern Cookbook Severino Pasta
ROB FEENIE KEN MEYER KURT TIMMERMEISTER Executive Chef, Executive VP of Operations, Owner, Kurt Farm Shop and Cactus Club Cafe Whole Foods Market Kurtwood Farms
DANIELLE NIERENBERG DONNA WILLIAMS President, Founder and President, Food Tank Field Goods MISSION
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Modern Farmer's A Starry Night at the Farm Event Series
Modern Farmer offers partners the opportunity to engage with affluent, responsible consumers by participating in a series of culinary experiences designed to excite the palate and support those who put sustainable food on our tables.
Held at different locations and in various states, Modern Farmer's Starry Night on the Farm events offer 150+ guests an evening of delicious, locally sourced food prepared by celebrity chefs; indie music; and an opportunity to learn about the farmers, producers, and breeders behind the evening’s meal. Proceeds from the event go to a nonprofit organization that promotes and enriches the lives of farmers and the future of farming itself.
For information on upcoming events and sponsorship opportunities, contact your local Modern Farmer account representative. MISSION
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Modern Farmer By the Numbers
DIGITAL (AS OF 7/16)
Uniques 1,166,775 (+112% YOY)
Page Views 1,479,655 (+100% YOY)
Mobile Uniques 646,311
E-Newsletter (2x/wk) 52,226 (opt-in subscribers)
Frequency Quarterly
Circulation /ratebase: 125,000
Total Audience 300,000
Readers Per Copy 2.4
Primary Retailers Whole Foods Market, Wal-Mart, Costco, Kroger, Barnes & Noble, Hudson News, Sprouts Farmers Markets
SOCIAL (AS OF 7/16)
Facebook 158,052 Twitter 49,084
Instagram 58,500 MISSION
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2017 Digital Rates
MODERNFARMER.COM E-OPPORTUNITIES The online destination for Modern Farmer with its own E-newsletter: Modern Farmer reaches over 50,000 dedicated editorial team, daily features, video content, subscribers with 27.9% open rate (compared to a social media, shopping, and much more. 17.5% industry average) and 7.6% click rate (compared to industry average of 3.7%)
Unique Visitors: 1,166,775 Monthly Page Views: 1,479,655 E-mail Blast: Modern Farmer also reaches over 18,000 subscribers that have opted-in to receive information Social Audience: 265,636 from trusted partners.
ADVERTISING OPTIONS ADVERTISING OPTIONS
UNIT CPM UNIT FLAT RATE
970×90 Super Leaderboard $40 560×200 Newsletter Premium Ad $2,000
300×250 Rectangle $35 Dedicated Partner E-mail $3,000
300×600 Half Page $35 320×50 Mobile $20 2017 Video Geographic and content targeting available for an additional fee. Opportunities and Print Rates
Note: All CPMs and flat rates are listed as net. For rates and special packages, please contact Source: Google Analytics, Social counts as of July 2016 and includes Facebook, Twitter, Instagram and Pinterest. your Modern Farmer account representative. CLOSING CALENDAR
SPRING 2017 MISSION Ad close: 1/27/17 MARKET Material close: 2/3/17 On sale: 3/14/17 AUDIENCE SUMMER 2017 EDITORIAL Ad close: 4/28/17 EVENTS Material close: 5/5/17 On sale: 6/13/17 CIRCULATION FALL 2017 RATES Ad close: 7/28/17 Material close: 8/4/17 PRODUCTION SPECS On sale: 9/12/17 CONTACTS WINTER 2017 Ad close: 9/29/17 Material close: 10/6/17 Print Production On sale: 11/14/17 Specifications NOTE: All materials and on-sale dates are subject to change.
FULL PAGE HALF PAGE
Trim Size 7.75" × 10.5" Trim Size 6.75" × 4.475"
Bleed Size 8" × 10.75" No Bleed
Safety Area 6.67" × 9.125"
SPREAD QUARTER PAGE
Trim Size 15.5" × 10.5" Trim Size 3.29" × 4.475"
Bleed Size 15.75" × 10.75" No Bleed
Safety Area 15" × 10"
Text that runs through gutter should provide 1/2" safety between live matter. For spreads running on C2 & Page1 or C3 & last page, please also provide 1/2" safety left/right sides due to hinge score and having to pull out the pages.
File Type Required: For production and upload PDF X 1A questions, please contact: Kady Francesconi Images: 646.807.4114 CMYK, 250dpi–400dpi (Please [email protected] convert spot colors to CMYK)
Upload all ad files to: modernfarmer.sendmyad.com WEBSITE 300×250: Medium Rectangle MISSION Maximum File Size: 40K
MARKET Animation: 15-sec
AUDIENCE 300×600: Half page EDITORIAL Maximum File Size: 40K EVENTS Animation: 15-sec CIRCULATION
RATES 970×90: Super Leaderboard Maximum File Size: 40K PRODUCTION SPECS Animation: 15-sec CONTACTS
320×50: Mobile Banner Digital Production Maximum File Size: 40K Specifications No flash
DEDICATED E-MAIL GUIDELINES NEWSLETTER A zipped HTML template, text for plain text version and 560×200 Custom size subject line. All creative — HTML template, text and URLs Maximum File Size: 40K — need to be submitted one week prior to deployment. E-mail templates should be no more than 600 pixels wide to JPEG, PNG, GIF optimize for mobile viewing. An email test will be sent before deployment for approval. Do Not Contact lists require an EXPANDABLE RICH MEDIA UNITS additional processing fee beginning at $200 net.
728 × 90 >> 728 x 315 FLASH
970 × 90 >> 970 x 418 300 × 250 970 × 90
40k (Maxium initial file load) Maximum File Size: Initial load not to exceed targeted ad size. Animation: 15-sec Animation: 15-sec Height/width vary. User-Initiated audio on click. Must include prominent on/off buttons. “Close” button Must include .SWF File with clicktags, GIF/JPG provided as required. Enable mouse-off retraction. back-up, Flash Movies kept below 18 FPS, target=”_blank” is required in “basic actions” to ensure clickthru opens in a new window, clickTag code must be embedded in.SWF file: VIDEO {getURL (_root.clickTag, “_blank”); }* 300×250 Video*
Maximum File Size: 40K *All Flash creative must be properly coded to track clicktags.
Animation: 15-sec
User-initiated audio with visible controls is required ACCEPTED THIRD-PARTY FORMATS
*Only third party tags are accepted for video creative. 24/7 Real Media EyeBlaster Adrime EyeWonder Adtech Mediamind Adventive Mediaplex Digital Ad Contact Atlas DMT Mixpo [email protected] Bluestreak Pointroll DoubleClick Qoof MISSION
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Contacts
CORPORATE OFFICE/NEW YORK
Modern Farmer 403 Warren St., 2nd Floor CHICAGO Hudson, NY 12534 518–828–7447 Todd Westover Midwest Advertising Sales Director [email protected] Jim Schiekofer 269-274-3851 Publisher/Chief Revenue Officer [email protected] 917-885-3274 SOUTHEAST
Jackie O'Connor Bryan Sullivan New York Manager Southeast Advertising & Custom Content Director [email protected] [email protected] 917-716-3536 828-424-5709
LOS ANGELES SUBSCRIPTION INQUIRIES
Jim Schiekofer 888-797-9925 Publisher/Chief Revenue Officer [email protected] 917-885-3274