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Market : A Start Up Guide A Publication of ATTRA—National Sustainable Information Service • 1-800-346-9140 • www.attra.ncat.org

By Janet Bachmann Market gardening involves the intense production of high-value from just a few acres and gives NCAT Agriculture the potential to increase their income. Market gardening is also of interest to people consider- Specialist ing agriculture as an alternative lifestyle. This publication provides an overview of issues you need to Updated May 2009 be aware of as you consider starting market gardening and suggests helpful resources.

Contents Introduction ...... 1 plan ...... 1 Choosing markets ...... 2 Learning production and marketing techniques ...... 5 Selecting equipment ...... 7 Planning and recordkeeping ...... 7 Labor ...... 8 Food safety ...... 8 Agricultural insurance ...... 9 Organic market gardening ...... 9 Grower profi les ...... 9 Peregrine ...... 10 Grove ...... 10 Harmony Valley Farm ...... 11 Thompson Farms .....12 Photo by Edwin Remsberg, USDA/CSREES. References ...... 13 Further resources ...... 13 Introduction Business plan Market gardening is the commercial pro- Starting any business demands an invest- duction of , , fl owers and ment of time and money. When you ATTRA—National Information Service other on a scale larger than a home invest in your own business, be it market (www.ncat.attra.org) is managed , yet small enough that many of the gardening or something else, a business plan by the National Center for Appro- priate Technology (NCAT) and is principles of gardening are applicable. will help ensure success. Developing your funded under a grant from the The goal, as with all farm enterprises, is business plan helps you defi ne your busi- United States Department of Agriculture’s Rural Business- to run the operation as a business and to ness, create a road map for operations, set Cooperative Service. Visit the make a profi t. Market gardening is often goals, judge progress, make adjustments NCAT Web site (www.ncat.org/ sarc_current.php) for oriented toward local markets, although and satisfy a lender’s request for a written more information on production for shipping to more distant our sustainable agri- explanation of how a loan will be used. A culture projects. markets is also possible. basic business plan includes: What? Describe your product or service help eliminate wasted time, space, produce and money. Many market try to Why? Describe the need for your product maximize their income by selling directly to or service consumers and bypassing wholesalers and Who? Describe your customer other middlemen. Tailgate markets, farm- ers’ markets, roadside and on-farm stands, When? Draw a timeline and list all the tasks pick-your-own operations and subscription you need to accomplish marketing are common direct-marketing Where? Describe the location of your strategies. Sales to restaurants, institutions business and schools and grocery stores are common wholesale marketing strategies. More in- Related ATTRA How? Describe equipment, materials Publications depth details are provided in other ATTRA and supplies you will use in your publications. Most market gardeners use Direct Marketing and how you will several outlets. Diversity in marketing, as fi nance your market garden Community-Supported well as diversity in planting, is a corner- Agriculture The 280-page publication Building a stone of stability. Farmers’ Markets: : A Guide to Develop- If you choose a wholesale market, you Marketing and ing a Business Plan for Farms and Rural will not be able to charge retail prices, Business Guide is an excellent tool for business but your labor cost for marketing may planning. Developed by the Minnesota Insti- Entertainment be reduced. The case study summarized Farming and tute for Sustainable Agriculture in St. Paul, below points out that price premiums at Agri- Minn., and co-published by the Sustainable farmers’ markets are not pure profi t and Agriculture Network, the book helps people less-costly wholesale marketing produced involved with commercial alternative and Handling of Fruits the highest profi ts. and Vegetables sustainable agriculture create profitable businesses. The book contains sample and Resource Guide blank worksheets that help you learn how to A California case study to Organic set goals, research processing alternatives, When comparing markets, be sure to com- and Sustainable pare the costs as well as the returns. If you Production determine potential markets and evaluate fi nancing options to create a business plan. sell wholesale, you will not get the price pre- Scheduling See the Further resources section at the miums expected at a farmers’ market, but your labor cost for marketing will be lower. Vegetable Plantings end of this publication for information on for Continuous how to purchase this book. A recent case study in California compared marketing costs of three farms selling by Season Extension The book Sustainable Vegetable Produc- wholesale, community-supported agri- Techniques for tion from Start-Up to Market, published in culture and farmers’ market methods. All Market Gardeners 1999 by University of Vermont vegetable three farms were well-established, diversi- specialist Vernon Grubinger, has an outline fi ed organic growers in northern California. Selling to Restaurants for a basic fi ve-part business plan. See the One farm was small, with 20 acres and two full-time employees; one medium, with 70 Specialty Cut Further resources section for informa- Production and acres and seven employees; and one larger, tion on purchasing this book. The ATTRA with 240 acres and 30 employees. Marketing publication Agricultural Business Planning Templates and Resources lists additional Labor was the highest marketing expense for all the farms. At the small farm, labor was resources, primarily Web site links. You 77 percent of all marketing costs, ranging can access it at www.attra.ncat.org or call from 67 percent for wholesale marketing 1-800-346-9140 for a copy. methods to 82 percent for farmers’ markets. Farmers’ markets generated the lowest net Choosing markets revenue return for all three growers, while wholesale provided the highest net return You need to develop a focused marketing for all. The study shows that price premi- plan before planting any crops. A market- ums at farmers’ markets are not pure profi t. ing plan helps, but does not guarantee, that (Hardesty, 2008). most of what you will be sold and can Page 2 ATTRA Market Gardening: A Start Up Guide Tailgate marketing. Photo courtesy of UM Food Services.

Farmers’ Market. Photo by Jim Lukens. Tailgate marketing is one of the simplest forms of direct marketing. It involves park- purchase harvested crops. Innovative farm- ing a vehicle loaded with produce on a road ers have found that on-farm entertainment, or street with the hope that people will stop like to pet or pumpkins to carve, and purchase the produce. This is commonly can be profitable additions to on-farm used for selling in-season regional produce. markets. For these marketing methods, a This method takes very little investment and mower may be your most important piece of can be set up on short notice. Check with equipment since you will need to keep the your city government fi rst if you plan to set farm landscape neat to attract customers. up inside a city. Some cities have regulations See the ATTRA publication Entertainment governing transient vendors. Farming and Agri-Tourism for more informa- tion about on-farm selling. Farmers’ markets are an excellent place for a beginning market to sell their Subscription marketing is a strategy that . Farmers’ markets do not demand that continues to gain interest and has benefi t- a vendor bring a consistent supply of high- ted by the use of the Internet. Community quality produce every market day, although supported agriculture (CSA) is one type that is the goal. If you have less-than-per- of subscription marketing that involves fect tomatoes, you may be able to sell them providing subscribers with a weekly as canners at a reduced price. A farmers’ basket of seasonal produce, or market is a wonderful place to meet people and develop steady customers, which can lead to additional marketing channels. Dis- advantages include the need to spend time away from the farm and the possibility of having produce left over at the end of the market. The ATTRA publication Farm- ers’ Markets offers more information and resources about establishing, promoting and being successful at a farmers’ market. On-farm marketing strategies include road- side or farm stands and pick-your-own arrangements. On-farm marketing strategies are often successful because pick-your-own customers who come for the enjoyment of spending time in the fi eld will often also Farm stand. Photo by Maggie Hoback, courtesy of www.fullcirclefarm.com. www.attra.ncat.org ATTRA Page 3 Grocery and natural food stores may be one of the most diffi cult markets to break into for small-scale growers, but as inter- est in locally grown food increases, some stores are looking for ways to make this easier. If you want to sell to retailers, remember that they need consistently available and high-quality products. Have a sample of your product with you when you visit the store and know your selling price for the product. A number of farm-to-school programs across the country make schools and insti- tutions another market for small-scale grow- ers. Food service departments at schools across the country are joining forces with concerned parents, teachers, community activists and farmers to provide students Community Supported Agriculture (CSA) Bivalve MD. Photo by Edwin Remsberg, with healthy meals while simultaneously USDA/CSREES. supporting small farmers in their region. products. The subscribers pay at Check to see if a farm-to-school program the beginning of the season for part of or exists in your community. Healthy Farms, their entire share of the ’s planned Healthy Kids: Evaluating the Barriers and production. This eliminates the problem of Opportunities for Farm-to-School Programs, covering up-front production costs at the a campaign started by the Community Food beginning of the season and guarantees Security Coalition, examines seven farm- a market. The challenge for the grower to-school projects from around the country is to have a consistent and continuous and provides plenty of information to start supply of popular vegetables through- a farm-to-school program. See the Further out the growing season. It is helpful to resources section for information on how survey the customers or members about to fi nd the Healthy Farms, Healthy Kids pub- their preferences before planting. Refer to lication. Also useful is the ATTRA publi- ATTRA’s publication Community Supported cation Bringing to Local Institu- Agriculture for more information. tions: A Resource Guide for Farm-to-School and Farm-to-Institution Programs. Restaurants that are interested in serving fresh, locally grown produce can Market gardeners can use the Internet to be a good market. Chefs or restaurant transact business or distribute information owners are very busy people. Ask the about farms and products. How to Direct chefs what day and hour is the best time Market Farm Products on the Internet, to call to fi nd out what produce they need, a U.S. Department of Agriculture and then be consistent about calling at that Agricultural Marketing Service publica- time every week. You can also fi nd out tion, discusses what to consider before when to make deliveries. Chefs appreciate using the Internet as a marketing tool and the opportunity to tell you what they can provides examples of farmers’ experiences, use or would like to try. ATTRA’s Selling as well as links to more information. Using to Restaurants has more information about the Internet to Get Customers is available selling to chefs, as does Diane Green’s from the Southern Sustainable Agricul- Selling Produce to Restaurants: A Market- ture Working Group. See the Further ing Guide for Small Growers, which is listed resources section for information on how in the Further resources section. to fi nd these publications.

Page 4 ATTRA Market Gardening: A Start Up Guide Learning production and marketing techniques A green restaurant supplier Greentree Naturals, a certifi ed-organic farm in Sandpoint, Idaho, sup- Apprenticing with an experienced market plies a number of local restaurants. Diane Green and her husband, Thom gardener is one of the best ways to learn Sadoski, created www.greentreenaturals.com to let people know about sound techniques. If that opportunity isn’t their products, workshops and projects. The Web site also gives Green available, you can attend workshops and and Sadoski a way to answer questions from other farmers. conferences, visit with other market grow- “We receive frequent requests asking us how to do what we do,” Green ers, read industry materials, watch videos explains. “ While on the one hand, we do not want to give away the and experiment. State and vegetable hard-earned knowledge that we have learned about being successful grower organizations, sustainable agri- small-acreage growers, we feel it is very important that more people culture and organic grower groups and are exploring the possibilities of becoming farmers. We believe that our regional and national organizations host experience has value. We are proud of what we do.” conferences, trade shows, workshops and fi eld days where a wealth of information is shared. A few of these organizations, work- shops and educational materials are listed in the Further resources section. The Cooperative Extension System is an excellent source of bulletins on production basics for most crops. The service may be able to provide on-site consultation if you have production questions. Check calendars in trade magazines and the ATTRA online calendar at www.attra.ncat.org/calendar for conference postings. See ATTRA’s Web site, www.attra.ncat.org, for current publications on soil fertility management; season exten- sion techniques; organic production of spe- cifi c crops; postharvest handling; and those obstacles. The book discusses how pest, and disease management. much money you will need to start growing, The books listed below are all highly rec- how much money you can expect to earn, ommended by those who have used them. the best crops and markets, essential tools, Which one may be the most useful to you how to keep records to maximize profi ts and on a day-to-day basis depends on your scale further resources. of production. See the Further resources ’s The New Organic Grower: section for ordering information. A Master’s Manual of Tools and Techniques Market Farming Success was written by for the Home and Market Gardener is writ- Lynn Byczynski, editor and publisher of the ten for market gardeners with about 5 journal Growing for Market. The advice in acres of land in vegetable crop production. this book comes from the personal experi- Coleman, an agriculture researcher, educa- ence of the author and her husband, Dan tor and farmer, describes techniques using Nagengast, as market growers in eastern walking , wheel hoes, multi-row Kansas, as well as interviews with many dibble sticks and soil block transplants. The other growers around the country. The book sections on planning, crop rotations, green is intended to help those who are or want to manures, soil fertility, direct seeding and be in the business of growing and selling transplants are inspiring. Coleman includes food, fl owers, or plants create a profi t- season extension techniques in this book able and effi cient business. Market Farming and authored additional books on this topic, Success identifi es the key areas that usually including Four Season Harvest and The hamper beginners and shows how to avoid Winter Harvest Manual. www.attra.ncat.org ATTRA Page 5 Sustainable Vegetable Production from Start- fi nal chapter profi les the experiences of 19 up to Market was written by Vern Grubinger, vegetable growers, focusing on individual a vegetable and specialist for Univer- crops, and provides each grower’s budget sity of Vermont Extension and director of the for these crops. UVM Center for Sustainable Agriculture. How to Grow More Vegetables: And Fruits, The book is aimed at aspiring and begin- Nuts, , Grains, and Other Crops Than ning farmers. The book introduces the full You Ever Thought Possible on Less Land range of processes for moderate-scale veg- Than You Can Imagine by John Jeavons etable production using ecological practices details biointensive gardening techniques. that minimize the need for synthetic inputs The book emphasizes the use of hand tools, and maximize conservation of resources. raised bed production, intensive spacing, The book provides practical information on and organic fertil- essential matters like selecting a farm site; ity management. The planning charts are planning and recordkeeping; marketing aimed at helping families provide for their options; and systems for starting, planting, own food needs, but can be adapted for use protecting and harvesting crops. The book’s by market gardeners as well.

Table 1. Estimated equipment needs for various sizes of vegetable farms.

Power Post- Scale source and Direct Equipment Cultivation Harvesting harvest Delivery starting seeding tillage handling

1-3 small hoop rototiller Earthway Back-pack, Wheel Field knives, Bulk tank, Pickup with acres house, grow or walking seeder, sprayer, , hand hand boxes, canopy, topper or lights, plant- , Cyclone , hoes, dig- buckets, packing van ing trays custom seeder tools ging forks, carts containers work spades 4-6 1,000 sq. ft., 35-40 hp Planet Jr. 1-row Cultivating Roller track Cargo van acres , tractor, with plate seeder trans- tractor digger, conveyor, cold frames, creeper planter, (IH Super A bed lifter, hand carts, fi eld tun- gear, power irrigation, or IH 140) wagon, walk-in nels, plant- steering, more tools more boxes, cooler ing trays high buckets clearance 7-10 Additional 40-60 hp Stanhay 2-row Tool bar More fi eld Barrel 1 ton truck acres cold frames, tractor, precision trans- implements: crates washer, with refrig- planting chisel plow, belt seeder planter, beet knives, spinner, eration trays spader with belts sprayer basket pallet jack weeder 20 + 2,000 sq. ft. 80 hp Nibex or Irrigation, Sweeps Asa lift, Wash line, Refrigerated acres greenhouse tractor Monosem bed shaper, (Besserides), harvest larger truck with loader seeder mulch layer Buddingh wagon cooler, bucket fi nger packing and forks, weed- and ers, fl ame loading spreader weeder, dock potato hiller, 2nd cultivating tractor Adapted from a table distributed at Michael Fields Institute Advanced Organic Vegetable Production Workshop, 2/2001, Jeff erson City, MO.

Page 6 ATTRA Market Gardening: A Start Up Guide Selecting equipment explains how to set up a drip system. Your local extension offi ce can supply detailed Table 1 (on the previous page) is adapted bulletins. An irrigation specialist who will from a chart distributed to participants at work with you to design a system to meet an Advanced Organic Vegetable Produc- your needs is also helpful. tion Workshop sponsored by the Michael Fields Agricultural Institute. The chart pro- vides an estimate of equipment needs for Planning and recordkeeping market of various sizes. The pub- Recordkeeping may be one of the most dif- lication Grower to grower: Creating a live- fi cult tasks for market gardeners, but good lihood on a fresh market vegetable farm records are critical if you want to know also provides information on equipment which crops are profi table. Market garden- options for different sizes of farms (Hen- ers need records to fi ne-tune planting, culti- drikson, 2005). Please keep in mind that vation, pest management and harvest sched- your own needs will differ. You may be able ules. Records help answer questions about to adapt machinery that you already have labor, equipment and capital needs, and are or you may be able to buy used machin- valuable when developing business plans. ery. If you are just starting out with a small Alex Hitt of Peregrine Farm in Graham, amount of land, it may be more econom- N.C., keeps extensive records. The records ical to purchase transplants than to build include planned and actual data for what a greenhouse and grow your own. It may crops he plants, where crops are planted in make sense to have primary tillage done the fi eld and when Hitt plants the crops. He by someone with a large tractor rather than keeps a harvest record and a purchase a tractor for this purpose. record. Hitt tallies the produce he brings Depending on your location and choice of to farmers’ markets, charts selling prices crops, irrigation is a must for consistent and notes what doesn’t sell. In addition, he and high-quality production, even on a keeps track of farm expenses and income scale of less than an acre. Drip or trickle irrigation is becoming the method of choice for many fruit, vegetable and fl ower grow- Table 2. Peregrine Farm 10-year rotation ers. Grubinger’s book provides a summary Spring Summer Fall of overhead sprinkle and drip or trickle Year 1 Tomatoes & leeks Oats with irrigation systems. Byczynski’s book also (half no-till) crimson clover Year 2 Cool season Sudangrass with Oats with Tools of the trade fl owers soybeans crimson clover It is possible to operate a market garden of less Year 3 Spring lettuce Summer fl owers Rye with hairy than an acre with little more than a , , vetch hoe and garden hose. However, most serious Year 4 No-till squash Fall-planted market gardeners acquire labor-saving tools fl owers such as walk-behind rototillers, mowers, small Year 5 Over-wintered Sudangrass with Rye with hairy and small refrigerator units. Some fl owers soybeans vetch growers, especially those farming more than an acre, use small tractors with a limited array Year 6 Peppers Wheat with of implements. (half no-till) crimson clover Experienced market gardeners advise begin- Year 7 Summer fl owers Oats with ning growers to fi rst purchase equipment that crimson clover will support the back end of their operations. Year 8 Mixed spring Cowpeas Fall-planted A small walk-in cooler to maintain high prod- vegetables fl owers uct quality or an irrigation system to assure Year 9 Over-wintered Sudangrass Oats with consistent yields and quality might be more fl owers with soybeans crimson clover important early purchases than a tractor (Hen- drickson, 2005). Year 10 Summer fl owers Wheat with hairy vetch www.attra.ncat.org ATTRA Page 7 and records daily activities, including time Separate task sheets list supplies needed for spent on each farm task. A sample planting each task. For example, if fl oating row covers record is included on a CD titled Organic need to be laid, the task sheet will include Vegetable Production and Marketing in the , markers and marking pens. South with Alex Hitt of Peregrine Farm, pro- Harmony Valley Farm commits to providing duced by the Southern Sustainable Agri- full-time jobs. A list of rainy day tasks and culture Working Group. See the Further extra chores is on hand to ensure that employ- resources section for ordering information. ees always have something useful to do. Labor DeWilde emphasizes that it is important for employers to be knowledgeable about govern- The size of your operation and the crops, ment regulations, including fi eld sanitation, markets, and equipment you choose will drinking water, worker protection and safety determine the amount of labor needed. Two regulations. A resource for learning about of the growers profi led in this publication government regulations is Neil D. Hamilton’s have decided that they do not want to hire The Legal Guide for Direct Farm Marketing. outside help and planned their production The book includes a chapter on labor and ast records and marketing accordingly. employment. See the Further resources show how Many market gardeners, however, will need section for ordering information. Plong it help. In an advanced organic vegetable pro- should take to duction workshop offered by the Michael Food safety do each task. Fields Agricultural Institute, Richard Changing lifestyles and a growing inter- This information DeWilde of Harmony Valley Farm explains est among consumers in fresh, nutritious how to manage labor so crews will be happy food has created an increase in produce is critical for and productive. DeWilde’s operation is one consumption. Along with this increase, determining described in the grower profi les at the end there has been an increase in the number assignments. of this publication. of food-borne illness outbreaks associated with fresh fruits and vegetables. An occur- DeWilde emphasizes that it is important to rence can cause irreparable damage to a be clear about your employee expectations business, both legally and from the negative and operating procedures. He does this by effects on its reputation (Cuellar, 2001). meeting regularly with his employees and using an employee manual. An employee Currently, there are no mandatory rules for manual details farm standards and expecta- the safe growing and packing of fruits and tions. For example, it might tell people what vegetables, except for those regulating water to do with trash and include a Friday night and residues under the surveillance checklist to ensure that supplies and equip- of the Environmental Protection Agency. ment are properly stored at the end of the In 1998, however, the EPA published the week. Employees do not work on Saturday Guide to Minimize Microbial Food Safety or Sunday. Hazards for Fresh Fruits and Vegetables, comprising a set of Good Agricultural Prac- On Monday morning DeWilde meets with his tices. Although the practices are optional, crew in the packing shed. He makes the day many growers incorporate them into their and week manageable by writing down all operations. Extension offi ces in a number that needs to be accomplished on two dry of states provide bulletins outlining safe erase boards. One board provides informa- growing and packing practices. Cornell Uni- tion about tasks planned for the entire week. versity compiled a number of educational On the other board, De Wilde posts tasks materials in English and other languages. for the day with assignments for who will The National GAPs Education Materials do each task. Past records show how long it can be found at the Web site www.gaps. should take to do each task. This information cornell.edu/educationalmaterials.html. Kan- is critical for determining assignments. sas State University published Food*A*Syst, a Page 8 ATTRA Market Gardening: A Start Up Guide handbook to help address food safety and Publications/AgBusinessInsurPM7.pdf or see environmental concerns. You can fi nd the the Further resources section for infor- third chapter, Growing Vegetables, Fruits mation on obtaining a print copy. and Produce, online at www.oznet.ksu.edu/ A very readable discussion on insurance is library/fntr2/foodasyst/foodasys.pdf. The in Lynn Byczynski’s Market Farming Success. University of California’s Good Agricul- She advises that your best bet in fi nding what tural Practices: A Self Audit for Growers and you need is to sit down with an independent Handlers is online at http://ucce.ucdavis.edu/ agent and explain your business thoroughly. fi les/fi lelibrary/5453/4362.pdf. Another excellent resource on this issue is Neil Hamilton’s The Legal Guide for Direct Agricultural insurance Farm Marketing. Both books are listed in the According to the Washington State Depart- Further resources section. ment of Agriculture, insurance is one of the most overlooked pieces of running a farm Organic market gardening business. In today’s litigious culture, it is Some market gardeners grow their crops wise to have adequate coverage for all your organically. The motivations vary. Some farm activities. Insurance coverage is avail- market gardeners think it is the socially n today’s able for nearly any activity on your farm, and environmentally responsible thing but the cost of coverage may not be eco- litigious culture, to do. Some are motivated by economic nomically viable. Shop around for the insur- it is wise to have benefi ts. Organically grown produce typi- I ance that best suits your needs and balance adequate coverage cally commands higher prices in the mar- the coverage into your farm business plan. ketplace. Growers who sell through CSAs or for all your farm If your farming operation is very small, you use other forms of relationship marketing activities. may be able to simply add coverage to your sometimes fi nd that their customers expect homeowner’s policy. Larger operations may and demand organic produce. There is a require a farm policy that includes prop- long history that equates erty coverage as well as liability coverage with fresh, whole foods. for physical injury and ingested food prod- The production and marketing of organic ucts. A farm policy can also cover a road- foods is subject to federal regulation. side stand whether or not it is on your prop- Organic production is defi ned in legal terms erty and may be extended by endorsement and use of the term organic is controlled. to cover a farmers’ market stand. Farms You must be certified by the USDA to that process foods or sell primarily fl owers market your products as organic unless or other non-edibles may require a commer- your annual sales of organic products are cial general liability policy (WSDA, 2006). less than $5,000. ATTRA has numerous Visit the Washington State Department publications that address organic matters. of Agriculture Web site at http://agr. See ATTRA’s Guide to Organic Publications wa.gov/Marketing/SmallFarm/Insurance_ for more information. Risk_Management.htm#Insurance for more information. Grower profi les The Pennsylvania State University To give you additional ideas and inspiration, bulletin Agricultural Business Insurance several market gardeners from different discusses the different types of insurance parts of the United States agreed to share you should consider as part of your risk information about their operations. Alex management strategy. Agricultural busi- and Betsy Hitt are featured in the Sustain- ness insurances include general liability, able Agriculture Network publication Build- product liability, business property, work- ing Soils for Better Crops, 2nd Ed. and The ers compensation, vehicle and crop insur- New American Farmer. Richard DeWilde ance and more. The bulletin is available and Linda Halley are also featured in The online at http://agalternatives.aers.psu.edu/ New American Farmer. www.attra.ncat.org ATTRA Page 9 It is interesting to note that although each their location near Chapel Hill, home to operation is unique, all have a number of the University of North Carolina. More things in common. These include: unusual produce like leafy greens, leeks and rapini fi nd a home in restaurants, and • Diversity of crops sell well alongside their most profi table let- • Diversity of marketing strategies tuce, , pepper and fl ower crops at area farmers’ markets. • Cover crops grown for soil building A year in the Hitts’ rotation may include a • Detailed recordkeeping systems cool-season and a summer cover • Willingness to share knowledge and crop like soybeans and sudangrass followed ideas with others by a fall cash crop and then a winter cover. “We have made a conscious decision in our Peregrine Farm, Alex and Betsy rotation design to always have cover crops,” Hitt, Graham, N.C. Alex Hitt said. “We have to. It’s the primary Alex and Betsy Hitt began market gar- source for all of our fertility. If we can, we’ll have two covers on the same piece of ground he Hitts dening on their 26-acre farm near Chapel Hill, N.C. almost 20 years ago. They grow in the same year.” created organic vegetables and specialty cut fl owers While other farmers grow , corn an elabo- T on 5 acres and have a quarter of an acre or another profitable annual vegetable rate rotation that in highbush blueberries. The Hitts sell pri- in the summer after a spring crop, the includes both winter marily to local farmers’ markets, but have Hitts don’t hesitate to take the land out of and summer cover also sold to restaurants and stores. production. Instead, Alex Hitt said, their crops to supply “Our original goals,” Alex Hitt said, “were commitment to building organic matter organic matter and to make a living on this piece of ground in the soil yields important payoffs. The nitrogen, prevent while taking the best care of it that we farm remains essentially free of soilborne diseases, which they attribute to “so much erosion and crowd could.” For the Hitts, making a living doing work they enjoy and fi nding a scale that competition and diversity” in the soil. And, out . allows them to do most of it themselves are despite farming on a 5-percent slope, they key aspects of sustainability. Their crop mix see little or no erosion. and markets have changed over the years, The Hitt’s 10-year rotation plan is on as they continue to evaluate the success page 7. You can learn more with the of each operation and its place within the CD Organic Vegetable Production and whole system. Marketing in the South with Alex Hitt of When the horse stable down the road went Peregrine Farm, available from the Southern out of business, it forced the Hitts to re- Sustainable Agriculture Working Group. evaluate their farm fertility program. With- See the Further resources section for out this source of free manure, the Hitts ordering information. created an elaborate rotation that includes both winter and summer cover crops to sup- Beech Grove Farm, Ann and ply organic matter and nitrogen, prevent Eric Nordell, Trout Run, Pa. erosion and crowd out weeds. Neither Ann nor Eric grew up on a farm, “We designed a rotation so that cover crops but both gained experiences on other farms play a clear role,” Hitt said. “Many times, during and after college before they bought where other growers might say, ‘I need to Beech Grove Farm, their small farm near grow a cash crop,’ we’ll grow a cover crop Trout Run, Pa. In this area with steep, rug- anyway.” ged terrain and a relatively short growing season, they had three goals: The farm stays profi table thanks to a mar- keting plan that takes full advantage of • Remain debt-free Page 10 ATTRA Market Gardening: A Start Up Guide • Keep the farm a two-person management publication, Weed the Soil Not operation the Crop, available for $10 plus $3 ship- • Depend on the internal resources ping and handling. Order these directly of the farm as much as possible. from them at 3410 Rt. 184, Trout Run, PA 17771. You can read more at www.newfarm. Of the 90 acres on the farm, 30 are wooded. org/features/1204/nordell/index.shtml. Six are cultivated for the market garden. The remainder, excluding the homestead Harmony Valley Farm, and house garden, is left in pasture. They use draft horses and low-cost implements Richard DeWilde and for cultivation and tillage and have the 6- Linda Halley, Viroqua, Wis. acre plot divided into half-acre strips of 20 Richard DeWilde has farmed for most of yards by 120 yards, which the Nordells fi nd his life. He moved to Harmony Valley Farm to be a good size for working with horses in 1984 after his farm in Minnesota was and by hand. paved over by urban sprawl. Linda joined Because the farm is distant from major him there in 1990. The DeWildes grow veg- markets, the Nordells fi rst chose crops that etables, fruits and herbs on 70 acres and can be sold wholesale, like fl owers and have pasture, hay and a few Angus steers CSA market medicinal herbs for drying and root vege- on 220 acres. They sell produce whole- demands a sale at the Dane County Farmers’ Market in tables. As the couple became known in the tremendous area, they were approached by restaurant Madison, and through a 500-member CSA. A diversity of crops. buyers to supply cool-season and specialty DeWilde handles this scale of operation by items. By 1998, they were selling to 10 hiring labor, becoming highly mechanized fi ne restaurants in the area and at the Wil- and through careful management. liamsport farmers’ market. Income from DeWilde notes that his wholesale markets wholesale markets is now only 10 percent have been the most profi table, and CSA of their total income. the least. The time needed for management For the Nordells, as for all market garden- makes the difference. The wholesale mar- ers, weeds presented a major challenge. ket is the least diverse. The moneymaking crops are turnips and daikon . A They adapted a traditional fi eld crop rota- CSA market demands a tremendous diver- tion system of corn, oats, wheat, grass sity of crops and a complexity of manage- and legume sod used in the Midwest and ment needed for market. Pennsylvania to a rotation that includes vegetables, cover crops and a summer Soil building is done with cover crops, fallow. The half-acre strips are managed so compost and additional micronutrients as that 3 acres are in crops and 3 acres are needed. Favored cover crops are sweet clo- in fallow or cover crops. Over the years, ver, vetch, rye, oats and . for the Nordells reduced the fallow period to these are available locally and are reason- six weeks or less as the weed population ably priced. The residue is chopped into the has diminished. top 1 or 2 inches of soil with a rotovator. The Nordells offer a video of a slide presen- DeWilde and Halley have experimented tation made at the 1996 Pennsylvania Asso- with many ingredients for making compost ciation for Sustainable Agriculture Confer- and have been pleased with dairy manure ence that explains their controlled rotational and cornstalks, which are readily avail- cover cropping in the bio-extensive market able and have a good carbon-to-nitrogen garden system. The Nordells also collected ratio. The compost is made in windrows, copies of the articles they’ve written about turned with an old wildcat turner pulled rotation, cultivation, growing , using by an International tractor equipped with a pigs to turn compost, designing a barn for hydrostatic drive so that it can move slowly. animals and for compost production and Finished compost is spread on fi elds at a more. The Nordells also have a new weed rate of 10 to 15 tons per acre. www.attra.ncat.org ATTRA Page 11 One strategy for insect pest management After Thompson started working on the on Harmony Valley Farm is to provide per- 140-acre farm, he quickly learned that sell- manent for natural predators and ing to canneries failed to cover production parasites. Refuge strips in the fi elds are expenses. The family opened their farm to made up of plants that attract and harbor the local suburban community. Thompson benefi cial and . A number of started offering pick-your-own berries and these plants can also be cut and sold as selling the fruit at a stand he built at the fl owers or woody ornamentals. farm. Strawberry sales were so strong that Thompson decided to plant new varieties to Richard says his goal is “to develop an extend the season. organic farming curriculum, complete with slides. My time and focus could be The Thompsons soon attracted a loyal put into a Harmony Valley Farm operating following, primarily from Portland, which is manual. It would deal with communica- 20 miles away. The family started selling tion, employee training and recordkeeping. at area farmers’ markets, too. The family Who knows? Maybe I would retire and do and 23 employees raise 43 crops and sell training seminars.” them at six markets and two farm stands and through on-farm activities. For Thomp- hompson Halley adds, “We really do have clear fam- makes sure son, profi tability means that each year he ily goals: to continue to learn new ways to earns more money than he spends. “I reach he earns a T do things on the farm and communicate that level consistently,” he said. profi t. He calculates those things.” the cost of planting, Thompson makes sure he earns a profi t. He calculates the cost of planting, raising and raising and harvest- Thompson Farms, harvesting each crop, and then charges his ing each crop, Larry Thompson, Boring, Ore. customers double that. His most profi table and then charges Oregon farmer Larry Thompson has a crop is strawberries. Retaining different mar- his customers long history of using innovative, sustain- keting channels gives Thompson a chance double that. able practices to grow his array of berries to cross-promote. and vegetables. He also works closely with the fast-growing community of Damascus Thompson is a dedicated advocate of to develop policies that help farmers hold crop rotations and planting a succession onto their operations as urban boundaries of fl owering species to control pests with- grow around them. Thompson Farms has out . He relies on cover crops 140 acres in strawberries, raspberries, to control weeds and provide habitat cauliflower, broccoli and other crops. for benefi cial insects. Thompson allows Produce is sold at farmers’ markets and native grasses and dandelions to grow between his berry rows. The dandelion farm stands; one in a new location just blossoms attract bees, which are effi cient outside a hospital where patients, nurses berry pollinators. The mixed vegetation and staff benefi t from his healthy fruits provides an alluring habitat that, along and vegetables. with fl owering fruit and vegetable plants, Thompson’s parents, Victor and Betty, draws insects that prey on pests. Late in began raising raspberries, strawberries the year, Thompson doesn’t mow broc- and broccoli in the rolling hills southeast of coli stubble. Instead, he lets side shoots Portland in 1947. Thompson’s parents sold bloom, creating a long-term nectar source their produce to local processors, where for bees into early winter. Thompson agents for canneries always set the purchase Farms sits on erodible soils and runoff price. In 1983, Thompson took over oper- used to be a major problem. But thanks to ating the farm and sought more profi table the cover crops and other soil cover, now places to sell his produce. virtually no soil the farm.

Page 12 ATTRA Market Gardening: A Start Up Guide Thompson won the Sustainable Agriculture off his holistic pest management strategies Research and Education’s 2008 Patrick and bounty of colorful crops. As a result, Madden Award for Sustainable Agriculture. the farm attracts people by the busload for Many call him a pro at relationship market- educational seasonal events. ing, or forming bonds with customers who “Instead of seeing my farm as a secluded see a value in local produce raised with few hideaway, I am getting the community chemicals. Thompson regularly offers tours involved, bringing them to see our prin- to students, other farmers, researchers and ciples in action,” Thompson said (USDA visiting international delegations to show CSREES, 2008).

References Further resources Cuellar, Sandra. 2001. Assuring produce safety: A Books key industry marketing strategy. Small Fruit News of Corum, Vance et al. 2001. The New Farmer’s Market: Central New York. Cornell Cooperative Extension of Farm-Fresh Ideas for Producers, Managers and Oswego County. November. p. 3-5. Communities. New World Publishing. 272 p. Hardesty, Shermain. 2008. Case study compares Available for $24.95 plus $3.95 shipping and marketing costs of farms selling wholesale, CSA, and handling from: farmers market. Small Farm News. p. 4. SAN Publications Hills Building, Room 10 Hendrickson, John. 2005. Grower to Grower: University of Vermont Creating a Livelihood on a Fresh Market Vegetable Burlington, VT 05405-0082 Farm. CIAS, University of Wisconsin-Madison. p. 7. (802) 656-0484 U.S. Department of Agriculture Cooperative State [email protected] Research, Education and Extension Service Web site. Covers the latest tips and trends from leading sellers, 2008. Larry Thompson - Boring, Oregon. Accessed managers and market planners all over the country, April 2009. including the hottest products to grow and sell as well www.csrees.usda.gov/nea/ag_systems/in_focus/sustain_ as how best to display and merchandise your products, ag_if _profi les_thompson.html set prices and run a friendly, profi table business. The second half of the book, written for market managers Washington State Department of Agriculture Web site. and city planners, offers ideas about how to use 2006. Insurance and Risk Management. Accessed farmers’ markets as a springboard to foster community April 2009. http://agr.wa.gov/Marketing/SmallFarm/ support for sustainable and locally grown foods. Insurance_Risk_Management.aspx#Insurance List of additional resources. www.attra.ncat.org ATTRA Page 13 Hamilton, Neil D. 1999. The Legal Guide to Direct Coleman, Eliot. 1998. The Winter Harvest Manual. Farm Marketing. Drake University. 235 p. To request 63 p. Available for $15, including postage, from: a copy, contact: Four Seasons Farm Karla Westberg 609 Weir Cove Road (515) 271-2947 Harborside, ME 04642 [email protected] A supplement to The New Organic Grower, this man- Covers questions about liability, insurance coverage, ual records recent experience in planning, carrying out labor laws, advertising claims, zoning, pesticide drift, and fi ne tuning a fresh vegetable production and inspections and food safely issues. marketing operation on the back side of the calendar. Green, Diane. 2005. Selling Produce to Restau- Grubinger, Vernon. 1999. Sustainable Vegetable Produc- rants: A Marketing Guide for Small Growers. 95 p. tion from Start-Up to Market. NRAES-104. 270 p. Avail- [email protected] able for $38 plus $6 for shipping and handling from: www.greentreenaturals.com/selling_book.htm. NRAES, Cooperative Extension Available for $12.95 plus $3.95 152 Riley-Robb Hall shipping from: Ithaca, NY 14853-5701 Greentree Naturals (607) 255-7654 2003 Rapid Lightning Road (607) 254-8770 FAX [email protected] Sandpoint, ID 83864 www.nraes.org/publications/nraes104.html (208) 263-8957 The author is a certifi ed organic grower in Idaho who Jeavons, John. 2002. How to Grow More Vegetables, markets through restaurants, CSA subscriptions and a 6th ed. Ten Speed Press. 276 p. farmers’ market. Magdoff, Fred and H. van Es. 2000. Building Soils DiGiacomo, Gigi, Robert King, and Dale Nordquist. for Better Crops 2nd ed. Available for $19.95 plus 2003. Building a Sustainable Business: A Guide to $3.95 shipping and handling from: Developing a Business Plan for Farms and Rural SAN Publications Businesses. Minnesota Institute for Sustainable PO Box 753 Agriculture. 280 p. Printed copies are available for Waldorf, MD 20604-0753 $14 plus $3.95 shipping and handling from: (301) 374-9696 SAN Publications [email protected] www.sare.org Hills Building, Room 10 You can also download a free copy at www.sare.org/ University of Vermont publications/bsbc/bsbc.pdf. Burlington, VT 05405-0082 (802) 656-0484 Valerie Berton, editor. 2005. The New American [email protected] Farmer. 200 p. Available for $16.95 plus $5.95 You can also download the publication from www.sare. shipping and handling from: org/publications/business/business.pdf. Sustainable Agriculture Network 10300 Baltimore Ave., Bldg. 046 Byczynski, Lynn. 2006. Market Farming Success. Beltsville, MD 20705-2350 Fairplain Publications, Lawrence, KS. 138 p. (301) 504-5236 Available from: (301) 504-5207 FAX Growing for Market [email protected] PO Box 3747 You can also download a free copy at www.nrcs.usda. Lawrence, KS 66046 gov/NEWS/thisweek/2005/062205/susag18.html. 1-800-307-8949 www.growingformarket.com Bulletins or reports Coleman, Eliot. 1995. The New Organic Growers: Azuma, Andrea Misako and Andrew Fisher. 2001. A Master’s Manual of Tools and Techniques for the Healthy Farms, Healthy Kids. CFS Coalition. 64 p. Home and Market Gardener, 2nd ed. Chelsea Green Available for $12 plus $4 shipping and handling from: Publishing Company. 340 p. Community Food Security Coalition

Page 14 ATTRA Market Gardening: A Start Up Guide PO Box 209 Small Farm News Venice, CA 90294 Now available online or from: (310) 822-5410 Small Farm Center asfi [email protected] University of California www.foodsecurity.org One Shields Ave. This report documents the barriers and opportunities Davis, CA 95616-8699 for school food services to purchase food directly from (530) 752-8136 local farmers. Case studies and policy recommenda- [email protected] tions are included. www.sfc.ucdavis.edu Klotz, Jennifer-Claire. 2002. How to Direct Market The 12-page Small Farm News is published four times Farm Products on the Internet. USDA Agricultural per year. It features farmer and farm advisor pro- Marketing Service. 50 p. For a copy, contact: fi les, research articles, farm-related print and web USDA Agricultural Marketing Service site resources, news items, and a calendar of state, Transportation and Marketing Programs national, and international events. The newsletter is free. However, contributions to help defray expenses are Marketing Services Division encouraged. Many past newsletters contained articles 1400 Independence Ave., S.W. on marketing produce and crafts. Room 2646-South Washington, DC 20250 Other SFC publications of possible interest include (202) 690-0031 Small Farm Handbook, a guide for people interested www.ams.usda.gov in operating a successful small farm; Production Practices and Sample Costs, Chili Pepper, Eggplant, Newenhouse, Astrid et al. 1998–2001. Work Lettuce, and Okra. These and more are available for Effi ciency Tip Sheets. University of Wisconsin. free online or $4 each for printed version. Available from: Healthy Farmers, Healthy Profi ts Project The Packer Biological Systems Engineering, Target audience is primarily large-scale produce UW-Madison growers and wholesalers. 460 Henry Mall Subscription rates are $79 per year. The Packer is Madison, WI 53706 available online in both English and Spanish from: http://bse.wisc.edu/hfhp Vance Publishing Corp. A series of tip sheets on labor effi ciency for vegetable PO Box 1415 and berry growers. 400 Knightsbridge Pkwy. Lincolnshire, IL 60069 Periodicals (847) 634-2600 www.thepacker.com Growing for Market Subscriptions are available from: American Vegetable Grower PO Box 3747 Available from: Lawrence, KS 66046 Meister Media 1-800-307-8949 37733 Euclid Ave. www.growingformarket.com Willoughby, OH 44094-5992 Growing for Market is published 10 times per year. 1-800-572-7740 It covers growing and direct marketing vegetables, [email protected] fruits, herbs, cut fl owers and plants, farmers markets, www.americanvegetablegrower.com Community Supported Agriculture, the local food Monthly publication featuring production and movement, organic growing, cut fl owers, and much marketing information. Annual Sourcebook provides more. Print subscriptions are $33 per year, or information on state vegetable grower organizations. 2 years for $60. It is also available electronically. Also information about equipment and supplies. Print

www.attra.ncat.org ATTRA Page 15 or online. Free to qualifi ed growers and consultants. strengthen alliances and celebrate the achievements of Meister also publishes American Fruit Grower. Southern sustainable farmers. Southern SAWG’s video series titled Natural Farming Agencies, associations and organizations Systems in the South provides an easy, economical way to take a virtual tour of some highly successful North American Direct Marketing Association farming operations in the region. Organic vegetables 62 White Loaf Road and cut fl owers are among the enterprises covered. Southhampton, MA 01073 1-888-884-9270 Center for Integrated Agricultural Systems [email protected] 1535 Observatory Drive www.familyfarms.com UW-Madison NAFDMA is a 501(c)6 trade association whose mem- Madison, WI 53706 bers include farmers, farmers’ market managers, exten- Contact: sion agents, industry suppliers, government offi cials John Hendrickson and others involved with agritourism, on-farm retail, (608) 265-3704 farmers’ markets, pick-your-own, consumer-supported [email protected] agriculture and direct delivery. The organization hosts www.cias.wisc.edu/marketgrower.php an annual conference and trade show. Wisconsin School for Beginning Market Growers is an intensive three-day course held in January or February. Association of Specialty Cut Flower Growers The course demonstrates what it takes to set up and MPO Box 268 run a successful market garden or small farm, includ- 17 ½ College St. ing capital, management, labor and other resources. Oberlin, OH 44074 Topics include soil fertility, crop production, plant (440) 774-2887 health and pest management, cover crops, equipment [email protected] needs and labor considerations at different scales of www.ascfg.org operation and marketing and economics. The course is taught primarily by three growers whose farms vary in Formed in 1988, the essential goal of ASCFG is to scale, cropping mix, marketing strategies and growing help growers of specialty cut fl owers produce a bet- methods. It includes presentations and hands-on labs by ter crop. The ASCFG hosts an annual conference and University of Wisconsin faculty and other specialists. trade show, regional workshops, coordinates new vari- ety trials and publishes the Cut Flower Quarterly. Its Michael Fields Institute members share information based on their fi eld and W2493 County Rd ES marketing experience through a Bulletin Board. PO Box 990 East Troy, WI 53120 Southern Sustainable Agriculture Working Group (262) 642-3303 (Southern SAWG) http://michaelfi eldsaginst.org PO Box 1552 Michael Fields Agricultural Institute offers courses of Fayetteville, AR 72702 benefi t to people who want to become farmers and those (479) 251-8310 who have been farming for many years. They are also [email protected] creating opportunities for consumers to enter into farm www.ssawg.org life through cooking, gardening and farm tours. These This association of organizations and individuals include interactive workshops and on-site fi eld trainings. from 13 Southern states holds the Practical Tools and Solutions for Sustaining Family Farms Conference, an Videos and CDs annual January event that provides a forum to learn about sustainable farming techniques and marketing From Vern Grubinger, strategies, community food systems and federal farm University of Vermont Extension policies and programs that promote sustainable agri- Farmers and Their Diversifi ed Horticultural culture. This event also provides producers, researchers, Marketing Strategies information providers, concerned consumers and Farmers and Their Innovative Cover Cropping Techniques community organizers the opportunity to build networks, Vegetable Farmers and Their Weed-Control Machines

Page 16 ATTRA Market Gardening: A Start Up Guide Farmers and Their Ecological Sweet Corn Beech Grove Farm Production Practices 3410 Route 184 High Tunnels (DVD only) Trout Run, PA 17771 Farmers and Their Sustainable Tillage Practices A 52-minute video of a slide presentation by the (DVD only) Nordells at the PASA conference. Available as DVDs at $15 each or VHS at $5 each, Kaplan, Dan. No date. Crop Planning and Record including shipping, from: Keeping with MS Excel. Center for Sustainable Agriculture Brookfi eld Farm University of Vermont PO Box 227 106 High Point Center, Suite 300 Amherst, MA 01002 Colchester, VT 05446 (413) 253-7991 (802) 656-5459 info@brookfi eldfarm.org [email protected] www.brookfi eldfarm.org www.uvm.edu/vtvegandberry/Videos/videoorderform.html Disks with the spreadsheet templates can be obtained These videos were produced by Vern Grubinger, by sending a check for $25 made out to Brookfi eld University of Vermont Extension, and feature vegetable Farm with your name, address, phone number and growers in the Northeast. what version of Excel you will be using. The fi le will From Southern Sustainable Agriculture be sent as an e-mail attachment or can be sent on disk Working Group via regular mail. Order SAWG videos from: Rosenzweig, Marcie. No date. Market Farm Forms: Southern SAWG Spreadsheet Templates for Planning and Organization PO Box 1552 Information on Diversifi ed Farms. Available from: Fayetteville, AR 72702 Back40Books (479) 251-8310 Mail Order Department [email protected] Nature’s Pace Sanctuary www.ssawg.org Hartshorn, MO 65479 Hitt, Alex. 2007. Organic Vegetable Production & 1-866-596-9982 Marketing in the South with Alex Hitt of Peregrine www.back40books.com Farm. A 95-page book and a disk containing Excel spread- This Windows-only CD-ROM resource grew out of sheet templates available in PC or Macintosh formats. presentations made by Hitt at Southern SAWG conferences. The presentations follow Alex and Betsy Internet Hitt’s system from the start to marketing, including soil building, planning, crop rotation, pest management, Market Farming list serve recordkeeping and more. Available for $15 plus [email protected] $7.50 shipping. http://lists.ibiblio.org/mailman/listinfo/market-farming Organic & Marketing: A discussion group that covers tools and equipment, Maple Springs Garden markets, production practices, labor, and more. & Marketing: Au Naturel Farm Cut Flower Production and Marketing: Dripping Business plans Springs Garden Developing a Business Plan. 2004. Agriculture Alterna- The Southern Sustainable Agriculture Working Group’s tives. Penn State College of Agricultural Sciences Agri- video series titled Natural Farming Systems in the South cultural Research and Cooperative Extension. presents virtual tours of many types of farming operations http://agalternatives.aers.psu.edu/Publications/new in the region, including the three listed above. Available DevelopBusPlanPM7.pdf as DVDs or VHS for $15 each plus $7.50 shipping. Building a Plan for Your Farm: Important First Steps. Nordell, Anne and Eric. 1996. 2003. Jones, Rodney. Presented at the 2003 Risk and Available for $10 by writing to: Profi t Summer Conference. www.agmanager.info/farm- Anne and Eric Nordell mgt/planning/Building_a_Plan_ for_Your_Farm.pdf www.attra.ncat.org ATTRA Page 17 Notes

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www.attra.ncat.org ATTRA Page 19 Market Gardening: A Start Up Guide By Janet Bachmann NCAT Agriculture Specialist Updated May 2009 Michels, Editor Amy Smith, Production This publication is available on the Web at: www.attra.ncat.org/attra-pub/marketgardening.html or www.attra.ncat.org/attra-pub/PDF/marketgardening.pdf IP195 Slot 201 Version 062409

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