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 ...

Virtual Farm Tour :: The Farmer's Market

While not literally on the farm ... the Downtown Des Moines Farmers Market is a huge part of the farm. Last year we did twelve dates at the market (including the two winter indoor markets), and this year we are full-time vendors there each week beginning in May and ending the last Saturday of October. We are in the homestretch now, but it has been a very good and eventful season so far ... even if I've done about half of it on crutches and in a cast!

The Downtown Des Moines Farmers Market is a pretty large market covering four city blocks plus three north/south side streets off of the main avenue. I believe it has somewhere close to 200 vendors and averages large crowds each week with over 15,000 people. Needless to say it is a very large crowd each week and even though it has been hot we have had nice Saturdays and plenty of people.

For our farm the biggest thing about the market is getting our name out there, meeting people, and sharing our story. The great thing about the market is that there is an opportunity to really build a relationship with the customers and they can get a pretty good picture of the farm. Just in this first year we have built a great following of regulars who come pretty much every week (and mostly at the same time). Those regulars have also become some of our best advertisers and often recommend our pork to friends or people checking out the display while they are making their purchase.

We have been averaging about a hog per week in sales at the market with pork being the mainstay of our sales ... and the only thing that we've had consistently each week. At the beginning of the market we had a little lamb left over which sold very well, and the one beef we did this year sold out very quickly! We have also had our whole chickens for a few weeks and should have more throughout the last two months of the market. But, our pork has been our thing and I hope to gain a reputation as the place to go to for the best pork at the market.

The biggest thing about the market for the farm though is just the exposure. I have often commented that our eventual goal is to be selling just wholes and halves. I strongly believe that is the most sustainable method for the farm and for the way we raise the animals, but in order to get to that place people need to get to know us. This year we have been taking reservations for whole/half hogs and quickly filled up the spots for our fall hogs and are now taking reservations for the spring. If things keep up the way they are going now I can see us eventually working our way out of the market ... which could be a good thing.

But, for the time being ... the market is a great avenue and connection to a great crowd interested in some of the best pork available!