Archive for May, 2006

From interns to farmers: taking the plunge from dream to reality

Appel, M. and E. Oakley.  2005.  From interns to farmers: taking the plunge from dream to reality.  Small Farmer’s Journal.  Vol. 29, No. 3.

Most children growing up in suburbia dream of becoming doctors and lawyers, teachers and policemen.  Not many kids in America’s cities decide they want to be farmers when they grow up.  However, there are an increasing number of young people exploring small-scale sustainable agriculture through farm internships and apprenticeships.  More and more of them are discovering their passion for farming along the way, and taking the plunge towards owning and operating their own farms.  That is exactly what happened to us.  This article is about the steps we took to start our small farm, how we applied what we already knew, and what we learned through the process.

Like others, we were drawn to sustainable agriculture because it weaves together beliefs about the environment, social justice, education, healthy food, and community building.  Unlike many of our childhood friends who struggle to find meaning in an office cubicle, we feel fortunate to have a profession that is both a livelihood and a way of living.

How did we learn to become farmers if we did not grow up on farms?  Although we studied sustainable agriculture in college, it was not until we were farm interns and received hands-on, practical experience that we really learned what farming truly entailed.  Translating that knowledge to our own operation has been a fascinating and exciting challenge. Yet even the most comprehensive internship cannot teach everything.  We hope that through our mishaps and adventures this article can shed some light on what is necessary to start a farm from scratch for budding farmers and their mentors.

The Big Challenge: Finding Land

In the fall of 2003, after finishing four combined years of internships and jobs on two successful organic farms in California, we moved to Emily’s hometown of Tulsa, Oklahoma.  Our dream was to have a farm that was big enough to support us financially, but small enough to operate without hiring employees.

Many people have asked us why we chose Oklahoma.  First, it really helped that Emily had an existing network of support from family and friends here.  Second, land is relatively affordable.  And third, through preliminary research, we believed there was a high demand for local organic vegetables with vast opportunity for more suppliers.

Since we did not inherit property and we had no independent source of monies finding land was, and still is, our biggest challenge.  We thought we could move to Oklahoma in the fall, buy land shortly thereafter, till it up, and plant a crop in the spring.  We did plant a crop that spring, but not as we originally planned.

Neither of us had experience with real estate, and we had to start at ground zero.  We wanted a farm within an hour’s driving distance to Tulsa.  This meant looking at a grand total of 15 surrounding counties!  We had no idea how to find an agent for rural property spread out over such a large area.  After numerous phone calls and visits to several real estate offices, we finally found a realtor willing to work with us who was familiar with our needs.

Although our idea seemed simple enough at first, we soon discovered that productive farmland is hard to come by in northeastern Oklahoma.  We looked at countless properties in four months.  We joked that if farming did not work out, we could always go into the rural real estate business.  The fall quickly became winter and there were no properties that met our criteria of fertile soil, access to water, within our price range, and with at least ten acres of tillable land.  There is some excellent soil right on the edge of Tulsa, but the majority is being paved over for housing developments, which keeps the prices far beyond our reach.

By the end of January 2004 we were starting to think that maybe it was time to pull out the classifieds and forget farming for the year when we found land to lease.  Through a series of contacts we were put in touch with a family who owned acreage just on the periphery of Tulsa.  They generously offered us use of two acres of horse pasture.  To make the whole situation even more remarkable, they also had a 60 horsepower tractor, a harrow, and a roterra which they were also happy to let us use.  All they wanted in return was vegetables!  Our dream was saved at the eleventh hour.

While it may seem like our experience is completely random, we think it is actually very transferable.  There are people around the country who are willing to provide access to land, and even equipment, to beginning farmers.  The tricky part can be finding them.  It is very important to tell anyone and everyone that you are trying to start a farm – you never know who will be able to help you.  We found our land through a labyrinth of people: the state organic inspector put us in contact with a woman in Tulsa working on local foods issues who put us in touch with her friends who own the land we now lease.  It is a wonderful example of the importance of networking and leaving no stone unturned.

In retrospect, we believe that leasing was infinitely better than buying our own land during our first season.  There are enough stresses and learning curves during the first year of growing without the added pressure of a mortgage.  Yes, we will have to start over again when it comes to building up the soil and getting the weeds under control when we eventually buy our own land, but the benefits far out weigh the negatives.  The biggest and single most important advantage was not going in debt while we were still learning about growing on our own in a climate different from our previous experience.

Even though we were originally against leasing, we now encourage all prospective farmers to consider renting during the first couple of years.  At the end of that time, you will have a better idea of the local geography.  Also, a more complete understanding of how your system operates and what your needs are in a property will benefit your business.  Additionally, several successful years of growing are essential in applying for a loan.

On the Paper Trail: Research and Development

Finding land was just one aspect among the many facets of starting our own farm.  As apprentices, farming felt like a state of being.  In fact, it is as much a business as any other self-employed venture.  Learning to think in business terms was one of the most crucial aspects of our transition into farmers.  It was on this paper trail that we become aware of what we did not learn as interns.

We jumped into the administrative details through a series of research and development tasks.  This was critical since it got us thinking about what we needed to do to get our farm venture initiated.

We started by writing a business plan.  We read about business plans and began putting our thoughts on paper.  This plan was not meant for a loan, like most business plans are, but for our own organizational purposes.  Our first steps were based on researching marketing outlets, meeting our “cooperatition” (to borrow a great term we learned in California which refers to other farms who are your competition, but with whom you also cooperate in terms of sharing equipment and ideas), budgeting, and becoming familiar with local resources.

Many farmers have told us that the easy part is growing the food; the hard part is selling it.  Our primary goal was to decide how we were going to market our produce.  We wanted to replicate the model we learned in California.  It entails a three pronged approach – farmers’ market, CSAs, and wholesale.  Of course we would be operating on a smaller scale, but we wanted as many different venues as possible to spread our risk.

The farmers’ market was straightforward.  Tulsa has one main market that has become very popular in the last couple of years.  We sent out postcards to anyone we could think of announcing the farmers’ market dates to solicit customers.  Almost all of these people came to the market at some time during the season.  For our CSA we decided to keep the membership to ten of our family friends.  The wholesale world was more difficult.  In the fall, we called restaurants that we thought might be interested in local foods to see what we could grow that they would want to buy.  Many restaurants were not accustomed to buying locally; nevertheless, a few did express an interest and we contacted them again once the season was underway.

We also wanted to get a sense of the state of organic vegetable farming in Oklahoma.  It is important to know how many other people in your area are doing what you are doing.  These farmers are an instant source of support, resources, and community.  We made appointments with all of the nearby organic vegetable farms or those offering CSAs.  Meeting with these growers was extremely helpful as they shared their experience about weather, customer demands, variety selection, pricing, and other locally-specific information.

The hardest part of writing our business plan was the budget.  It was hard to anticipate all of our costs and project our income.  We began by making a list of everything we remembered using in our internships.  It is amazing how many materials are needed to plant vegetables on a couple of acres.  The budget helped streamline the items we absolutely had to purchase the first year and to negotiate for the rest.

Other items we explored for our business plan were record-keeping systems, business structure and legal organization, and insurance.  We also examined our target sales, developed a planting calendar and a harvest schedule, and explored government and private organizations working on sustainable agriculture. Ultimately, we were able to use our business plan format to successfully apply for a grant from the Oklahoma State Department of Agriculture.

By joining local sustainability advocacy groups, we tapped into a captive audience and benefited from a free source of advertising.  We took every opportunity to list our farm on relevant websites.  Although this is a strategy not likely to yield immediate results, it eventually led to customers, contacts, and even media publicity.

We touched base with our county cooperative extension agent, attended local farm shows, and began subscribing to trade journals.

The realization that we are not only a farm but also a business led us down a bureaucratic road.  There were government agencies we needed to register with, fees to be paid, and forms to be filled out.  We attended workshops offered by the IRS and the Oklahoma Tax Commission which helped us navigate the process.  We attended classes presented at our local library on topics such as the difference between employees and independent contractors, applying for a sales tax permit, and setting up a small business accounting program.  It was discovering the finer points of being a self-employed business owner, like registering for our Federal Employee Identification Number (FEIN), that finally helped us convert the dream of farming to actually becoming farmers.

Challenges Along the Way

Along the line of finances, we needed a sizable nest egg to live off of during our start-up months.  We saved money from our internships and previous jobs, but we also benefited from having a cheap place to stay during our R & D phase.  Getting the farm operational was a full-time job, but without any income.  Anyone planning on starting their own farm should think through their financial needs (car payments, health insurance, student loans), and make sure to have an adequate amount saved to pay bills while still having enough for working capital.

Oklahoma is not vegetable farming country.  This made finding equipment and supplies suitable for our projects somewhat difficult.  We bought as much as we could from local hardware stores, building shops, irrigation stores, and used equipment dealers, but we also had to supplement by mail ordering from companies that specialize in small vegetable farm supplies.  Finding a high-quality supply of compost for example, took weeks and was a source of major frustration.  This is where we experienced the downside of a small farming community—there were not many people to turn to for help with resources.

Another challenge was the lack of access to credit for beginning farmers.  We spent several months investigating loan options for working capital and farm real estate.  Unfortunately, there are just a few.  The Farm Service Agency operated by the USDA does give loans to beginning farmers at low interest rates.  However, the loans take many months to process.  Unless you are buying land from someone who can wait months to get paid, this is not a viable option.  Banks and other credit institutions will not even entertain the idea of financing a farm operation until you have demonstrated two successful years of operation.  Our only viable source of capital would have been asking one of our parents to cosign a loan with us.  Ultimately, we used our own small savings to buy what we needed to get started.

Taking the Plunge

With business plan in hand and land under our feet we were finally ready to start putting our money where our dreams were.  Our first purchase was a six hundred dollar seed order.  We now knew that we were jumping in full force and that there was no turning back.

Ordering seeds was surprisingly laborious.  We needed to figure what and how we were going to plant.  We stuck with varieties we were familiar with and ones that do well in the hot, humid climate of Oklahoma (which we learned from our cooperative extension service).  We took educated guesses on how much we would need.  We had to accept that we were going to make mistakes, and we did.  We over planted lettuce and broccoli – but in the process we learned which varieties do well and which do not.

In Oklahoma, spring arrives quickly.  At end of January when we secured our land, we immediately started considering field preparation and greenhouse work.

With the help of a local farm couple, we constructed a small, economical 10 x 20 greenhouse.  We bent EMT conduit (electrical tubing) to make the bows and used rebar and T-posts as anchors.  We are proud to say it survived an Oklahoma spring which is no small feat (think “Tornado Alley”).  To maximize the amount of space in our humble greenhouse, we used 200 cell plug flats.  Even through our greenhouse may sound small, we can grow over 20,000 plants in there at one time!

While our plants were starting to grow in their propane heated home, we began the process of turning a horse pasture into a vegetable farm.  As interns, the farms we worked on had their usual share of weed problems, but we could not help but look back and wonder how they ever turned their grassy fields into rows of beautiful crops.  We made several passes with the roterra and harrow, and then hand raked out the Bermuda grass (this is a noxious pasture grass that is a hardy perennial – it is nearly impossible to get rid of as it spreads through underground runners).  This tillage method worked well by bringing the Bermuda up to the surface of the soil.  The harrowing reduced the amount of soil still attached to the roots.  Although hauling out all of that material took time, it was well worth it as it saved us hours of futile weeding during the summer.

Our next step was assessing our soil situation.  An afternoon of digging with a soil probe showed us that our soil varies greatly throughout the field, from a clay loam to a sandy loam.  A soil test indicated we were low in NPK.  We bought 25 tons of mushroom compost from a local mushroom farm and started spreading it, along with some soft rock phosphate and granite dust, with a wheel barrow and shovel.  We applied it directly in the bed furrows in order to maximize the amount of nutrients close to the plant roots.  The plants responded well to this method, but our backs definitely did not.  This was a lesson in the benefits of borrowing a manure spreader.  Throughout the growing season we side-dressed with an organic granular fertilizer and foliar fed with fish emulsion.

Using a modified cultivator we made 30” raised beds.  This system evolved from the equipment we already had on hand.  Raised beds are critical in Oklahoma as it is not uncommon for storms to produce four or more inches of rain in less than an hour.  The 30” beds worked well, but we decided later in the season we could plant more efficiently on the 60” beds we had learned to use in our internships.

By the end of February we were planting spinach and carrots with our Earthway seeder.  We found the Earthway to be ineffective with most seeds.  Towards the middle of the season we borrowed a Planet Jr. from the local land grant university’s research farm which worked infinitely better.  Planting is still a tricky task for us as we have not mastered seed depth or the optimal number of seeds per foot.  On our internships we took for granted the farmers’ ability to remember the spacing and depth requirements of each individual seed.

As the season progressed we realized why there is such a dearth of vegetable farms in northeastern Oklahoma – the weather and the bugs.  Oklahoma has a reputation for producing tornados, but the real weather trouble is from intense thunderstorms that produce hail, wind gusts, and heavy rains.  Luckily for us we only received hail once and it was very early in the season.  On the other hand, we received several heavy rain storms that ripped holes in on our lettuce and actually killed tomatoes plants from water-logged soil.

We were also unprepared to deal with the pest pressure.  Every week we seemed to notice a new insect that was wreaking havoc on our crops.   Fortunately for us we have a fantastic cooperative extension agent who helped us identify our wide range of bugs.  We learned to accept loosing some crops to diseases and insects.  Our internships taught us the value of growing a diversity of crops and the lesson served us well.

A huge difference between established farms like the ones we worked on in California, and a new farm is the weeds.  The weeds were overwhelming us.  With a two person operation there is only so much time that can be dedicated to weeding.  We wanted impeccably clean rows of crops, but eventually we learned to think of weed control as an on-going process.  Towards the end of the season we rigged up an old C-shank cultivator to help weed one and two-row crops.  Although it was not a perfect solution, it saved us our most valuable resource: time.

As interns we did not fully appreciate the maneuvering and juggling required to harvest in time for market, CSA, and wholesale orders.  With several interns, farmers, and employees, picking and packing gets spread over many hands.  When you are getting started, you have only yourself to rely on to get the work done.  There were some harvest days when the strain of being a two person operation was pretty intense.  If we did not get the produce picked ourselves, no one else was going to do it for us.  We wanted to harvest crops the day before the market so they would be as fresh as possible.  Harvest days were grueling, but also incredibly rewarding.  Our “cooler” is an example of a satisfying innovation we devised.  It is an insulated room in a barn with a window AC unit.  We were able to keep the temperatures near 50 degrees even in the heat of summer.  Learning to creatively solve our obstacles has been an enjoyable experience.

We tried to keep as many records as possible.  Some examples of the records we kept are: daily field logs, planting calendars, harvest records, market journals of what we sold and at what price, and pest control and fertility applications.  These records were extremely helpful preparing for the next year.  We were able to determine which crops made the most money, which varieties did well, and how much time we spent on particular tasks.  And though at the time we thought we were being too obsessive, there were still some details we missed.  Looking up a reference guide on records for small farms is an excellent way to find out what you should be keeping track of.

In order to give aspiring farmers an idea of our costs, we have broken down some “typical” expenses a beginning farmer would incur on a similar acreage.  This was one obstacle that we had a hard time anticipating before getting started, but is it key to deciding if you are going to have enough start-up capital.

  • Seeds – $725
  • Fertilizers and compost – $650
  • Pest control – $125
  • Greenhouse construction – $450
  • Greenhouse supplies – $550
  • Field tools and supplies – $1900
  • T tape irrigation supplies – $900
  • Harvesting and washing supplies – $500
  • Cooler – $350
  • Market supplies  – $850
  • Fuel – $150
  • Hardware tools – $120
  • Office supplies – $350
  • Utilities – $500

Altogether we spent over $17,500.  That number includes a tractor for $5500 and a pick up truck for $3200.  The lower you can keep your costs of course, the higher your profit.  But many of these items are one-time expenses.  Keeping track of your annual expenses is the best way to budget how much you can afford to spend on new equipment each year.

Lessons Learned

Our first year far exceeded our expectations in terms of sales.  We were able to pay ourselves back the money we invested in the farm (this money will be needed for a down payment for property) and make a few major purchases, like our John Deere 820 tractor.  In the coming years we want to focus on labor and back-saving equipment.

Without our prior farming experience and the guidance of the farmers we worked for, we would not have been able to begin our farm.  Our internships gave us an automatic production framework which made it possible for us to move to a new location and fruitfully produce a crop our first year.  Not every technique was transferable, but the basic skills and understandings were.  We adapted what we already knew to meet the current situation.

Before we started, thinking of starting our own farm was an overwhelming prospect.  There are many avenues to consider: record-keeping, tillage, post harvest handling, pest control, irrigation, marketing, greenhouse work, harvesting, and unanticipated circumstances.  We tackled each situation as it arose, and tried not to get bogged down with the constant list of chores and work.  The important fact to remember is that you only have one first year.

We hope prospective farmers have gained new insight into questions to ask their farmer-mentors.  If you are really serious about becoming a farmer, try to get as much as exposure to each phase of the operation as possible.  When you have your own operation, the work will not be all planting, weeding, and harvesting.

Likewise, we hope this article helps farmers teach their interns how to bridge the gap between the idea farming and the reality of farming.  Farming is so labor-intense that it can be easy to focus on getting the work done.  But if you are truly trying to grow farmers as well as crops, remember your own first year and what lesson you wish someone had shared with you.

The most important lesson we learned last year was how much we love farming.  We would not trade a day in the sunshine transplanting, hearing words of encouragement from our customers, or spotting the first tomato of the season for any other profession.

Emily and Mike can be contacted at farmers@threespringsfarm.com for more information or support on getting started.

© Mike Appel and Emily Oakley 2005

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Growing a CSA from scratch: creating community and improving your farm’s bottom line

Oakley, E. and M. Appel.  2006.  Growing a CSA from scratch: creating community and improving your farm’s bottom line.  Acres USA, Vol. 36, No. 4.

Community Supported Agriculture (CSA) programs enable many small-scale growers throughout the country to maintain economic viability, develop strong relationships with their customers, and provide an alternative marketing outlet to corporate food systems.  CSA farmers commit to producing food, and community members pledge to buy it, throughout a growing season.  Each party shares in the risks and rewards of farming.  Members pay an up-front fee to supply the farmer with much-needed capital at the beginning of the season, guaranteeing an outlet for his or her products.  In exchange, members get fresh, local produce picked just for them, and an intimate connection to the people growing their food.  This article explores the steps necessary to start a CSA program on your farm.

Why Start a CSA?

The greatest benefit to CSA farmers is capital received at a time of year when expenses are high and cash-flow is low.  This upfront money makes it possible to avoid borrowing for seasonal start-up costs, such as seeds and compost.  CSAs are a consistent income that takes some of the gambling out of farming.  When farmers’ markets are rainy and sales are slow, a CSA can help stabilize your monthly earnings.  In addition, by selling directly to the consumer farmers’ gain a price advantage over wholesale.  CSAs are also a great avenue for distributing bountiful harvests.

A CSA is not only good for you; it is also good for customers.  Besides forming a connection with the farm, they experience the joys of eating fresh, healthy food.  Along with the produce, most CSAs give members a newsletter containing recipes, photos, and stories from the field.  For many customers, a CSA is a convenient way to get produce and encourages them to try new foods.  Each week brings new food surprises, creating awareness about eating with the seasons.

The Mechanics of Getting Started

Growing for a CSA

The most important aspect of CSA success is a knowledgeable and experienced farmer.  A CSA requires the ability to plan and project estimated harvest yields.  You need an accurate idea of how much of each item must be grown, when you can expect to begin harvesting, and for how long it will produce.

CSAs generally deliver produce on a weekly basis.  First, you must define the length of your season.  We suggest giving yourself enough flex room on either end of the season so that your fields are well into production by the time the CSA starts and harvests are still abundant by the time it ends.  Next, you must determine how much food you aim to deliver each week based on the length of the CSA season and the number of customers.  This will help you decide how much of each item you should grow and when.  Succession planting helps maintain a prolonged harvest of staple crops.

Diversity is essential!  Few people want to eat cabbage for ten weeks in a row, so growing a wide a variety of crops is important in retaining customers from one year to the next.  Plan to grow spring, summer, and fall crops.  Stretching the seasons can be a good way of maximizing selections.  Always give yourself plenty of wiggle room in the numbers and types of crops you have growing at any given time so that you have enough “inventory” to work with in determining weekly offerings.  This will help avoid repetition and keep customer’s interest.

Where to Find Customers

A great place to start looking for customers is with a previously established consumer base, such as farmers’ market clients.  These people already know what you grow, how your operation works, and what to expect.  A CSA can make a good customer even better by giving them the chance to make a bigger, more regular commitment, helping you generate new revenue.

Drawing in new customers is best done through big venues, particularly those whose members are likely to be interested in your product.  Local civic groups, churches, and businesses can be good places to reach out to large numbers of people at one time.  Host informal meetings to discuss your CSA, answer questions, and sign up members.  Passing out an informational brochure gives potential members a quick run-down of what the CSA program has to offer and how they can join.

Advertising Your Product

The key to attracting customers is educating them about the benefits of what you are selling.  In this case, it is both a tangible product and an idea.  Most people who join CSAs care about how their food is being grown and by whom.  Customers generally want fresh, high quality, and organic or sustainably produced food from someone they know and trust.  These are the three things they cannot buy at the grocery store.  Do not be shy about highlighting those unique benefits when promoting your CSA program.

Determining Basket Contents

Keep track of what is put in each basket from week to week with a spreadsheet system.  This will allow you to both review and project basket contents.  When deciding what to put in the baskets, find a balance between delivering enough produce for the share price, but not so much as to overwhelm customers with more food than they can use in a week.  Remember, this is their primary or sole source of vegetables each week, so plan basket contents by intentionally thinking through how they can use it each item.  Aim for seven to nine items per week for a family of two.

A typical basket might include:

Spring…                                  Summer…

* bunch of beets                       * 1# tomatoes

* bunch of greens                     * bunch of basil

* bunch of carrots                     * 1/2# sweet peppers

* 1# broccoli                            * 1 melon

* 1# cabbage                           * 1# summer squash

* bunch of parsley                    * 1# green beans

* head of lettuce                       * 1# eggplant

* 1# new potatoes                    * 1 slicing cucumber

Delivering the Weekly Basket

CSAs often encourage members to pick up their produce at the farm in order to help community members gain a closer understanding of how the farm functions.  However, most farms are not within quick driving distance of urban centers.  In these instances, it makes more sense for the farmer to deliver the produce to several centralized locations in town for customer pick up.

Produce can be delivered in grocery bags, boxes, or baskets.  In choosing a method, think about protecting the produce during packaging and transportation.  Once arranged into individual containers, it helps to display each item in an attractive manner.  If you use something permanent such as baskets, be sure to have two for each member so that one can be taken home and one can be packed into for the next week.

Creating a flexible pick up schedule is an important part of meeting customers’ needs.  Offer at least two different days of the week, and two or three pick up locations.  In arranging locations, be attentive to plentiful parking, easy access, and familiarity.  But also keep your needs in mind.  Do not overextend yourself by providing more flexibility than is necessary.  A successful routine for our farm has been coordinating the CSA pick up with our two weekly farmers’ markets.  One is on a Wednesday afternoon while the other is on a Saturday morning.  This gives people a range of options and also helps keep our trips to town to a minimum.  We package everything for the CSA at the farm, and then transport the CSA items in separate containers to the market.  We assemble the CSA baskets while setting up our market display.

Packing and Post-Harvest Handling

It goes without saying that you must always provide healthy, fresh, and clean produce.  Unlike farmers’ market customers, CSA members do not get to select their own produce.  They are relying on you to give them the highest quality possible.  We like to grade for the CSA first.  Keep produce cool in a cooler until just before delivery.  Wrap perishable items in plastic bags to preserve freshness, and protect fragile vegetables and fruits in paper bags.  Customers do not always know which items should be refrigerated, left on the counter, or need to be put into bags so giving them tips about storage helps them preserve freshness.

Pricing

Originally, CSAs were priced by dividing up the entire farm’s expenses by the number of customers the farm could support to arrive at a distribution of the costs.  This works only when the farm sells exclusively through the CSA.  Now, most CSAs project a figure based on the amount of produce they anticipate delivering over the course of the season to each member.  Pricing is generally based on local farmers’ market prices, while giving some discount as thanks for the commitment to your farm.  We like to give a 10% bonus over the course of the season.  In a sense, the discount reflects “interest” on their initial investment.

One way of creating an annual membership price is to decide upon an amount of produce you would like to deliver each week multiplied by the number of weeks of delivery.  For example, on our farm, the share fee is based on a weekly basket of produce worth $15.00.  The $15.00 dollars is multiplied by 20 weeks of delivery for an annual share price of $300.

Payment

Typically, CSA members make an annual payment at the beginning of the season.  Some CSAs allow for quarterly or monthly payments.  Although this may seem like a good way of being sensitive towards tight finances, you can end up with customers who pay late or cancel their membership mid-season.  Limit the number of installment payments you allow so as to ensure you have enough winter income.  You can also invite more fortunate customers to contribute towards a financial aid account.  Many CSAs offer “work-shares” in which members trade labor for some or all of the cost of a share.

Make the up front payment easier on customers by sending them reminders in early winter so that they can begin saving for the share price.  This does double-duty as a method of keeping in touch with them over the long off-season.

Communicating With Customers

Newsletters keep customers informed about what is going on at the farm.  They are also ideal for educating them about the trials and joys of farming, the significance of supporting local agriculture, and what it means to be environmentally, economically, and socially sustainable.  Newsletters should also include recipes that call for the items in their basket.  Recipes are particularly useful for unique crops that people might not be familiar with.  They also inspire new uses for old stand-bys.  Photos are a wonderful means of sharing the weekly activities of farm life.

Surveys of customer likes and dislikes are indispensable for refining your program.  Ask questions about variety preferences, pick-up schedules, pricing, produce quality, and ways of improving the program.  Offer farm tours so members can see you and their food in action.  Finally, provide customers with a member handbook to answer frequently asked questions.  Content can include: a definition of CSAs, customer and farmer benefits, pick-up instructions, tips for using veggies, what to do when a customer goes is on vacation, and a sample harvest calendar.

Beginning Your First Season

Keep the membership size to a manageable number the first year.  Think about the number of acres available, labor (especially on harvest days), and how much diversity you can comfortably predict.  Will you have new operating costs?  How much income do you anticipate generating?  Will you earn enough revenue to justify the effort?  Do you have the right equipment?  Be certain to have these questions answered as you want to ensure a personally and financially rewarding experience and avoid burn-out.

Take time to meet with local CSA farmers, interview them about their methods, and visit them on a CSA delivery day if you can.  Seeing another CSA in action will help you in designing your own system.

CSAs offer the chance to secure income, connect with customers, serve as an educator and leader, and share the passion of farming.  They tap into the increasing consumer demand for real food experiences, and are a great way to expand a business.

 

Emily and Mike own Three Springs Farm in Tulsa, OK, and are in their third year of production.  They have a 36 member CSA on their two and a half acre operation.

Resources

ATTRA.  Community Supported Agriculture-Current Topic.  Katherine L. Adam.  February 2002.  www.attra.org.

Henderson, Elizabeth with Robyn Van En.  Sharing the Harvest: A Guide to Community Supported Agriculture.  Chelsea Green Publishing Company; White River Junction, Vermont.  1999.

Van En CSA Center.  Website: www.csacenter.org.

© Emily Oakley and Mike Appel 2006

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Swiss Chard with Feta Cheese and Lemon

1 bunch swiss chard, cut into thin strips

2 stalks green garlic, chopped

2 Tbs. olive oil

2 Tbs. red wine vinegar

juice of half of a lemon

1/2 tsp. finely chopped lemon rind

1/2 cup crumbled feta cheese

1/4 tsp. dried oregano

salt to taste

Place chard in a colander in the sink and pour a kettle of boiling water over the leaves to blanch.  Meanwhile, sauté the garlic in the olive oil for 3 minutes over medium-low heat.  Turn down heat to low, and toss in the rest of the ingredients.  Lightly sauté for another 2 minutes.  Remove from the heat and serve over rice.

© Emily Oakley 2005

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Scalloped Turnips

2 bunches turnips, sliced

1 stalk green garlic, chopped

1 Tbs. butter

1 Tbs. flour

1 cup milk

1 cup packed grated cheddar cheese

1/2 tsp. chili powder

1/2 tsp. cumin

1/2 tsp. cayenne

salt and pepper to taste

Preheat oven to 375 F.  Arrange the turnip slices in layers in a baking dish.  Melt the butter in a saucepan over medium-high heat.  Stir in the flour and brown for 30 seconds.  Pour in the milk and stir to combine well.  Cook until the milk thickens and begins to bubble.  Add cheese and turn down the heat to low.  Stir in the spices and garlic.  Pour over the turnips and bake for 35 to 40 minutes, or until the turnips are tender.

© Emily Oakley 2005

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Green Garlic Pesto

1 bunch green garlic, loosely chopped

1/2 cup olive oil

1/4 cup nuts (pine nuts, walnuts, pecans, etc.)

1/2 cup freshly grated parmesan cheese

1/2 tsp. dried basil

salt and pepper to taste

Lightly toast the nuts over medium heat in a dry skillet until the nuts begin to brown slightly. Blend together all ingredients in a blender or food processor until smooth. Add a little water if the texture is too dry. Serve over cooked pasta (penne is our favorite) or use a spread for bread.

© Emily Oakley 2005

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Are supermarkets cheaper than farmers’ markets?

Oakley, E. and M. Appel. 2005. Are supermarkets cheaper than farmers’ markets? Growing for Market. Vol. 12, No. 9.

We love almost all aspects of farming. There is one challenge we are never quite sure how to deal with. Most of you have probably confronted this issue as well at some point—farmers’ market customers who complain about the price of local food.

The overwhelming majority of our customers are extremely loyal, supportive, and excited about the opportunity to purchase farm-fresh produce. They make farming joyful, and their positive comments far out-shadow the few skeptics. We frequently hear encouraging remarks such as, “what a bargain”! Yet each season there are a handful of customers who feel our prices are too expensive when compared with the supermarket. We have even had the same gentleman return two years in a row around the start of tomato season to try to pick a fight about the price of our just-off-the-vine, juicy, ripe tomatoes. “I can go to Wal-mart and get these for a lot less”, he tells us. Does he know the tomatoes in the grocery store were picked green?

We have tried several different responses to complaints. These include explaining that we must charge a price that enables us to make a living, asking how much our prices vary from what they pay in the grocery store, or gently suggesting they grow a home garden. Most of the time, however, we just bite our lips.

A few weeks ago a regular customer to the farmers’ market came by our stand to see the size of our basil bunches and to ask how much we charge. We held up our lush, half pound bunches and told her they are $2.00. She raised her eyebrows in disbelief and exclaimed, “$2.00 for something that grows like a weed!”, and then stormed off. She probably does not realize how hurtful she is being. Surely she has never toiled out in the Oklahoma heat during July’s 100 F + weather, and does not know what a struggle it can be to keep the grasshoppers and other pests from demolishing those enticing green leaves.

Listening to criticism about local food prices bothers us on more than just a personal level. We have chosen farming as our profession in order to give our community an alternative to the often environmentally and socially unjust food available in grocery stores. When someone grumbles about prices, it hurts more than our feelings. It hits right at the soul of why we do what we do.

We began to wonder, are our prices really that much more expensive? They do not seem outrageous to us. We decided to put that question to the test.

We selected three area supermarkets with which to compare our farmers’ market prices: an organic/health food chain, Wild Oats, as we grow organically (though not certified); the most widespread grocery store in town, Albertsons, as it has eleven locations throughout the city; and Wal-Mart Neighborhood Market with their reputation of low prices. We visited all three stores once in May and once in July of 2005. We went to each store on the same afternoon, as we realize produce prices fluctuate from day to day. With each visit, we made a list of the items on our farmers’ market table that week and noted the grocery store’s price.

We started our project in early May with the Wal- Mart Neighborhood Market. The first item on our list was romaine lettuce. At the lettuce section of the produce aisle we saw that they were charging $1.38 a head while we were charging $2.50 (which includes sales tax). On the surface, Wal-Mart seemed cheaper, but those were tiny lettuce heads. We took the lettuce over to the scale, and were shocked to find it barely weighed one pound. Our romaine weighed three pounds, and was greener, had fewer culled outer leaves, and had none of that tale-tell sign of old produce-wilt. Thus, we refined our research by noting both the price and the weight of each item. When adjusted to a price per pound basis, Wal-Mart’s lettuce would have cost $4.49 if it weighed as much as ours did.

Of course, there are the specialty items not grown commercially and only found at our market stand that we could not compare, such as mizuna or baby lima beans. Not every store had the same selection. Overall, Wal-Mart had fewer items than Albertsons or Wild Oats. We compiled the weight and price of 22 spring items and 20 summer crops that we and the grocery stores offered in common. From this data we created a table that calculated the price per pound.

Our farmers’ market is located in Tulsa, OK, and as an average American city in the middle of the country, it seems like a suitable reference point. All of our prices include sales tax, therefore sales tax was figured into the table’s metric. However, we are still not dealing with a level playing field with Wal-Mart and Albertsons produce as it is not, for the most part, organic. And needless to say, the difference in quality and freshness of local produce is priceless, as evidenced by the photo of the collard greens we could not help ourselves from buying from Wal-Mart.

Analyzing the data on a price per pound basis yielded interesting results. While much of what people buy in the grocery store has a cheaper price tag than what they purchase at our market stand, in nearly every case the grocery store food weighed significantly less. This gives meaning to the expression, “you get what you pay for”. Additionally, not everything has a cheaper price tag in the grocery store, such as basil and heirloom tomatoes which are both dramatically higher.

For the spring crops, the cheapest option was our own produce. Eleven of the 22 items were cheaper at our stand. Two were most expensive at our stand—broccoli and cauliflower. Albertsons was second with 5 items being cheapest at their store. Wal-Mart and Wild Oats were tied for third with 3 items being cheapest at each of their stores. When we were most expensive, it was never by more than $1. On the other hand, each grocery store charged over $3 more for butterhead than we did.

For the summer crops, Wal-Mart lived up to its reputation with 7 of the 20 items being cheapest there. But we tied with them for first place with 7 of our items also being cheapest. Albertsons was third with 5 and Wild Oats came in last with one item being the cheapest there. Again, two of our items were most expensive, watermelon and okra and neither was more than $0.75 higher. The best buy was by far the basil, since it can only be purchased in packages of less than an ounce in the grocery stores. The yellow peppers were more than twice as expensive in the grocery store.

The results reveal that perceptions rather than facts influence the false assumptions that grocery store food is always cheapest. It turns out that even that gentleman who thinks he can get vine-ripened tomatoes for less at Wal-Mart was wrong. But the point of this article is not to convince the public that local food is cheap too. Your local farmer is NOT the place to look for a bargain. If anything, we should be getting a premium for providing the invaluable serve of food truly picked fresh. When farmers’ market prices are too cheap, the farmer is in essence subsidizing his/her customer’s grocery bill, making their food artificially discounted.

Moreover, the grocery store prices do not include the hidden costs of that food. Conventional produce in particular is subsidized by university and industry research, health care and clean up costs of pesticide pollution, and substandard wages for farm laborers. Much of the organic produce comes from a similar agribusiness model that takes advantage of low wages and minimal regulatory oversight in developing countries.

Education is a major part of what we do. Since conducting this research we have started sharing the surprising finds with those few customers who protest our prices. We have also begun disseminating a local foods factsheet.

This article helps establish that grocery store food is not as cheap as some customers believe it to be. Nor is local simply for the wealthy–it is competitively priced since our research showed grocery stores’ low posted prices tend to hide lower weight and quality.

The reasons for buying locally-produced food are compelling. These include the benefits of eating fresher, tastier, and more nutritionally intact food, reducing air pollution and fossil fuel consumption through decreased transportation miles, greater variety selection, preserving farmland and open space, and keeping money within the local economy. Grocery store food from half-way around the world can never compete with the benefits of eating food from your neighborhood.

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Swiss Chard and Lentils

This recipe was passed on to us by CSA member, Barbara Boone.

1 1/2 cup dried lentils

5 cups water

1 bulb green garlic, or 1 small onion, chopped

1 Tbs. dried oregano

1 bunch Swiss chard

1 Tbs. olive oil

1 Tbs. ground cumin

1 tsp. ground tumeric

pinch of red pepper flakes

1/3 cup white vinegar

juice and zest of one lemon

In a large saucepan bring the lentils and water to boil, and cook covered for 10 minutes over medium heat. Add the garlic or onion, oregano, and Swiss chard. Cover and cook for another 5-7 minutes. Stir in oil, cumin, tumeric, and red pepper flakes. Cook for another 5 to 8 minutes covered. Add the vinegar and lemon juice and zest, stirring well. Remove from the heat and let stand uncovered for 5 minutes.

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Vera’s Collard Greens

This recipe is courtesy of our friend, Vera Berlin.

  1. Sauté one onion (chopped) and 2 large garlic cloves finely sliced in olive oil until tender on low heat.
  2. Add collard greens a bit at a time until they have decreased in size. Stir for about 4 minutes.
  3. Add 2 or 3 cumin seeds.
  4. Pour in enough vegetable broth to cover greens.
  5. Cook on low heat for about 45 minutes covered. Uncover and continue cooking reducing the liquid.
  6. Add cinnamon and salt to taste
  7. Before serving, squeeze some juice from a fresh lemon and heat. The lemon takes out whatever bitter taste remains.

This is based on two bunches of greens.

© Vera Berlin 2006

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Sautéed Greens and Caramelized Onion Frittata

1 bunch green onions, finely chopped

1 bunch greens (mustard, chard, or kale), finely chopped

2 Tbs. butter

¼ cup minced golden raisins

2 Tbs. honey

1-2 Tbs. olive oil

dash of cinnamon

dash of nutmeg

8 eggs, beaten

½ cup grated Swiss cheese, packed

salt and pepper to taste

Heat a large, oven-proof skillet over medium heat, and melt the butter. Add the green onions, raisins, and honey. Sauté until the onions become soft and saucy, about 5 minutes stirring regularly. Add the olive oil—enough that the skillet is well coated. Stir in the greens, cinnamon, and nutmeg, and sauté covered for 5-8 minutes or until tender. Spread the greens mixture in an even layer on the bottom of the skillet. Mix the eggs, cheese, and salt and pepper together, and pour the egg mixture evenly over the greens. Turn the heat down to medium low, and cook uncovered for 5-7 minutes or until the eggs have set and are becoming golden on top. Turn off the heat, and place skillet in to a hot broiler for 1-2 minutes or until slightly browned. Cut into pie-shaped wedges, and serve immediately.

© Emily Oakley 2006

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