A Diversified Farm

Tacopocalypse's Market Set-Up

I have always known that I wanted a diversified farm with many different enterprises. Diversification is important to me because of the benefits that the farm can receive through having a variety of things working together on the land. In just four years we have already seen healing on the land from our multi-species rotational grazing and woodlot raised pigs. Besides the benefits to the land there are also great things about having multiple enterprises when it comes to the pocket book. One family can only purchase so much pork ... but if we can also offer them chicken, eggs, lamb, and beef then we don't need as many customers. Not that we don't want many customers, but rather that we want to be able to have close farm relationships with our customers.

Lately though I have been thinking about farm diversification when it comes to marketing as well. Currently we sell whole/half hogs directly to customers, at the Downtown Des Moines Farmers Market, individual cuts through pick-up locations, and from time-to-time online through the Iowa Food Coop. The one thing that I have stayed away from is wholesale to stores or restaurants. Part of the reason that I've stayed away from that is that I've always been adamant about keeping all of the sales dollars in my pocket. But, the other reason is that I just haven't found the right fit.

In some ways my thinking has changed though as I think about adding diversification to the marketing. One of the benefits of having a number of enterprises is that if one has a slow year than the others can help keep things going. In some ways the same could be said about a diverse number of marketing outlets. Even though we may be losing some sales dollars by selling to a store or restaurant there can be some benefits.

A couple things that come to my mind right away are the ability to have our product in front of a different set of faces and with extra sales comes the need to scale up a bit which may help out in our other marketing efforts. It has been my experience that by having our products available to more people it benefits all of the other marketing examples. For example we have had customers who purchase from us online through the Iowa Food Coop begin purchasing whole and half hogs from us and sometimes even continuing purchasing select individual cuts. Plus, there are things we could add to the operation if we had more sales that would help in every aspect of certain enterprises.

With all of that in mind I'm beginning to explore some opportunities and moving forward with at least one "strategic relationship" (that seems like a good phrase). There have been chefs in the past interested in working with us on our woodlot raised heritage pork, but in each case it just wasn't something that would work out on the farms end. Now we've found a partner in Tacopocalypse that seems like it is going to work with us on many levels. They are a very popular vendor at the same market we attend (we are across the street from each other) and they also sell at two locations along with the catering side of the business. The thing that is going to make it work this time is that they are willing to use so much of the hog and not leave us stuck with other things to sell. But, more on Tacopacalypse later ...

All of this of course is part of the bigger puzzle that is the farm. It's our job to make sure that all of the pieces fit together as they should and nothing is left with a ragged edge. I would love to hear your thoughts and experiences with various marketing opportunities if you have any!

A Post Election Thank You

Tonight ... we stand before you ... with victory in our hands! (wait for applause to subside) The votes have been counted ... you and others from around the surrounding counties have spoken! (wait for this round of applause to subside) We want you to know that it is because of you that we are here today ... that without you none of this would be possible and we just want to offer our thanks from the bottom of our hearts ... Thank You ... each and every one of you Thank You! (there will be more excited applause here so just wait it out) Now, just as we have promised we are going to head out to the fields and woods and pastures and bring you some of the best heritage breed meat available! We're going to put on our mud boots and dig in just as we promised! Thank You! (wait for applause) Thank You! (wait for applause) Thank You! Good night and may God Bless the farm! (exit stage right to extreme amounts of applause)

Over the past few weeks I've been talking with and e-mailing some of our whole and half hog customers and I've often found myself saying or writing, "thank you so much for your support". It sort of made me feel like a politician in this political season, but the more I thought about it the more it made sense. I think that when a customer decides to purchase a half or whole hog from us (or any other item) it is like they are voting for us and for our farm and for the work we put into it. And I am very thankful for their support!

I can't tell you the last time that I checked out at the grocery store and had the cashier say, "thank you so much for your support." I'm not saying that they aren't thankful (who am I to know that), but I do want my customers to know that I am very thankful for them and their support. In fact I don't really see them as customers as much as friends and supporters! All of the "votes" for our pasture/woodlot raised heritage breed meats are what makes it possible for our farm to keep going and even grow (which we are growing). Without our supporters we wouldn't be around for very long.

With all that said ... I am very thankful for all the support that we have as farmers. Thankful for the support that comes from family. Thankful for the support that comes from all those who love our heritage breed meats. Thankful for all those all over the country that encourage us in our mission. So ... truly ... from the bottom of our hearts ... Thank You!!!

Building a Monopoly Style Monopoly

Lately I've been listening to podcasts while I'm driving to and from the farmers market, doctors appointments, and work. It seems like a slightly more profitable way to use that down time and I can usually find something encouraging to listen to. Most recently I stumbled across a podcast from Seth Godin. I had heard of him before through a variety of sources so I decided to give his new podcast (actually segments from a lecture) a try. So far so good ...

But, what struck me was this quote, "Every successful business has a monopoly ... has a monopoly on what it makes that someone else can't make the way they make it. That leaves out commodity businesses ..." (he also said that he was thankful for commodity businesses because they produce things that we all need) And, I really like this quote, "Brilliant entrepreneurship is around figuring out that thing that you can do that's in the marketplace that people are willing to cross the street to get. That people understand that this is the one and I need it."

The whole episode was interesting, but those were two keys that I took away and really made me think about the farm and marketing for the farm. To be blunt ... my prices are higher than those at the supermarket. Sometimes they are quite a bit higher and other times they are only slightly higher. But, what I realize and what my customers realize is that comparing our woodlot raised heritage breed meats with those that come in a frozen tube in the freezer case or on a styrofoam plate in the cooler aisle is not comparing two equal things. Sure, they are similar in the fact that they are both meat products ... and there are plenty of people that would argue with me saying that there is no difference between the two. But, when it comes down to it I'm not raising and selling a commodity ... I'm working to raise something, "that someone else can't make the way" I make it!

Another important thing to realize that even within my own "community" of farms (other farms doing something similar to mine) I have to offer something that encourages people to "cross the street to get". At the Downtown Des Moines Farmer's Market I'm one of multiple people raising pork, beef, lamb, and poultry products. So, the question I continually ask myself is how do I make the farm stand out? Of course I continually work to offer up great tasting meats, but what else can I do?

A couple of things that I've worked to focus on is building relationships (the market and things like the farm crawl are great for that) and raising rare or heritage breeds. I'd love to hear more thoughts on these topics, and you can be sure that I'll continue listening to the podcasts as long as they are released ...

Sustainability :: The Whole Hog

Sustainability is a word that gets thrown around a lot these days. Every sort of agriculture from large-scale row crop operations to confinement agriculture to the smallest market garden farms use the word sustainable. So, if feel that it is always necessary for me to define the word when I'm using it. In my case i would simply sum sustainability up as the sort of farming that lets me survive physically and emotionally ... adds to the health and well-being of friends and neighbors ... takes into account the created purpose of the livestock ... takes stewardship of the land seriously ... and has fun doing it. Of course now that I've written that out I realize it's not quite as simple as it seems on the surface ... nevertheless I'm always striving for sustainability along those lines!

With that in mind I think I've come to the conclusion that selling halves and wholes is the most sustainable option for the farm. I'm not completely sure that I will ever make it to the point where I'm only selling wholes and halves, but I do believe it is a very sustainable goal to work towards on every level. Let me take some of the above definition of sustainability and explain what I mean ...

• Simply said ... going to the market every week (while working a full-time town job) takes up precious time and energy. I love the interaction with customers and the opportunity to share the reasons for the farm and the way the farm works. The sale of wholes and halves still takes time marketing and communicating with customers, but in the end it is much less time consuming and stressful.
• I think most would readily agree with me that wholes and halves is most sustainable for the farm, but I believe it is equally sustainable for the customer (friends and neighbors). When a family purchases a whole or half hog (since that is all we're selling now) they get all the cuts. I agree that it is easier to just get the things you want (chops, bacon, etc.), but when you get a whole hog you get all the good out of the animal. This type of purchase encourages the customer to make use of everything ... including some of the most healthy things that many people would skip. Lard is the perfect example ... and it is not as difficult to make and use as you think!
• Crooked Gap Farm is a place where a pig is a pig. That means that the pigs are allowed to fill their created pigginess, but also that the whole pig is used just as it was created to be. I strive to make sure that all that can be used or sold is used or sold and when dealing with wholes and halves it is just that much easier.
• On the surface it seems that the way you sell an animal wouldn't have much to do with land stewardship. But, I think it does! Just think of it this way ... when you are selling the majority of your livestock as wholes and halves you are able to really align the animals with the seasons that work best for them and the land. This allows the farm to maintain a high level of ecological sustainability and to tap into the natural instincts of the animals. I love it!
• Finally ... I just want to have fun farming because that is one of my key components of sustainability! When I was a kid I played with my toy tractors for fun ... I ran through manure piles for fun ... I pretended to farm for fun! Now that I'm an adult I want to keep the fun around ... too many farms forget the fun and I refuse to be one of them.

:: Farm Rock :: Deer in the Headlights by Owl City ... watch here ... buy here ::