GFP028: Pursuing Passions in Agriculture with the FoodCyclist

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"Every accomplishment starts with a decision to try." - Gail Devers

That statement is so simple, and so very true. I am 28 years old and I feel like I have already accomplished so much in my life. I have lived in New York City after growing up in Connecticut. I worked for the "King of All Media". Competed as a road bicycle racer in Manhattan. Married the woman of my dreams. Rode a bicycle across the United States (with dream-woman-wife-lady). Fed 1,000 people for a summer working on an organic farm. I started a successful farm of my own from scratch. And I now have a healthy beautiful daughter.

Those are some of the larger accomplishments. They all happened because I decided to do something with my life. Those who never get off the couch and "try" have no right to complain that life is boring.

I am not saying that you have to ride your bicycle 5,500 miles visiting family farms (though I highly recommend it).  My dreams are not everyone's dreams, that is what makes them unique. I am saying that you should find something you are passionate about and pursue it.

Was it easy? Hell no. Some of those decisions were no-brainers, and some took me years to act on, but act I did.

Will you fail at some things? Absolutely, but not always.

Will people put you down, call you stupid, "poo poo" your dreams, and treat you like a fool? For sure.

Will there be times where you hate what you are doing and you will wish for your old life back? Haha, yeah, but those times don't happen too often.

Is it all worth it? With all of my heart and from a place of having done it myself, YES! Good or bad, it is worth every second.

You will never know if you do not try.  It is both simple and horribly complex. When it comes down to it, your life is what you make it. If you wait until retirement you life will pass you by and you will be too old to do some of the things you wanted.

"But John, I don't have money. I have kids. I have a house. I have obligations. I can't because of this. I cannot because of that." There are a million reasons to say no to something. And at least one good reason to say yes, because YOU want to.

I know a family who bicycled around SouthEast Asia for six months. Husband, wife, and two little girls who were toddlers at the time. Kate and I afforded to bike across the states because we lived off peanut butter and jelly and illegally camped in the woods. If you really want to do something you will find a way to make it work.

I have been intensely fortunate in life. If you use my fortune (which was not financial fortune) as a comparison to your own life then that's just another reason you are creating to stay in your safe zone. I believe that good things happen to and for me because I work my a** off to bring good to the world. The fact that the world sees fit to give good back makes me work that much harder.

This farm podcast episode and my show notes here are purposefully passionate. I put my heart into everything I do. I hope that you come away from this with some of my fire and some of my energy to do good in your life, and for the lives of others.

In this farm podcast you will learn:

  • ...that I have the most beautiful new daughter in the world!

  • Pursuing your passions is one way to a happy and fulfilling life

  • How to get past nay-sayers

  • The good, the bad, and the ugly of following your dreams

  • Even I am behind on paperwork as running a farm in July is getting the best of me

  • What to do when your chickens die

  • Why I made the decision to change farm locations

  • How to find others that share your dream(s)

Items mentioned in this farm podcast include:

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Take aways:

What would you do if you had no other obligations in life?

What is keeping you from doing it? ...and how can you change that?

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My skills are ever-evolving as an interviewer. Thanks for taking the time to listen in, and let me know what you think. You can leave a comment below, send me an e-mail, reach me on Facebook or Twitter, or leave a 5 star rating in iTunes if you liked the show.

GFP027: Getting free media exposure and what that can do for your farm business with Troy Bishopp the Grass Whisperer

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If you want to succeed as a small (or large) business you have to market your products. The only problem with farm is that the margins can get pretty slim. That is when us crafty folks break out the guerrilla marketing techniques and find out way into free or cheap media exposure.

In today's episode I share a story about some free media attention that I received this year that led to me landing a place to farm, getting me some customers, and giving me a little security about land in the future. You can find my press release and article a little further down in the show notes.

Even if you cannot find the time to send press releases now or to really put out any marketing, you should be taking pictures. The pictures you take now while your farm is in full bloom with come in handy when you are getting press out of season. I walk you through some basic photo editing on my farm photo page here.

I bring on the show an experienced farmer and journalist Troy Bishopp the Grass Whisperer. Troy brings a great knowledge-set to the podcast with both perspectives from being a farmer and working in the media. This episode is a "must listen" if you want to get some free exposure for your farm.

Right click to download the MP3

In this farm podcast you will learn:

  • How to build relationships with media personal

  • Tools for making it easy on the reporter and getting your story across

  • How to prepare for an interview

  • How to put the power of the interview into your hands

  • What to do when you feel like you have "no comment"

  • Using editorials to get free press

  • Creating soundbites to grab attention and where to put them

  • Cute sells!

  • How to be a farm advocate

  • Return On Investment (ROI) from media exposure

Troy Bishopp the Grass Whisperer:

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It is not every day you make a friend from complete stranger. Troy came to my farm to learn a little more about what I do and to get some help creating videos and to be on the podcast. Given that I was horrifically sick when he got here, Troy turned into more of a savior than a guest.

Since Troy's time on my farm picking up my slack we have kept in touch to compare notes and just keep in touch. Troy is a great guy and I respect the balance of professionalism and goofiness that he brings to the tables.

In farming you learn the most from other farmers. All advice comes with a grain of salt and not everyone's advice will work for you. I have spoken with hundreds of farmers of the years and I have found out one thing about Troy. When he talks, you listen.

The thing about the Grass Whisperer is that he not only wants to farm, he wants other people to farm and is willing to work toward that. He strives to inspire and educate as well as practice what he preaches.

Items mentioned in this farm podcast include:

Take aways:

What would more exposure do for your farm? Increase sales?

Are you prepared for an interview should an opportunity present itself?

What would you want to get out of more exposure?

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My skills are ever-evolving as an interviewer. Thanks for taking the time to listen in, and let me know what you think. You can leave a comment below, send me an e-mail, reach me on Facebook or Twitter, or leave a 5 star rating in iTunes if you liked the show.

GFP026: Big farm news and a visit from The Grass Whisperer

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I had a hard time with the title of this podcast because I couldn't decided whether I should write that I have big news AND the Grass Whisperer came to visit my farm, or it IS the big news that the Grass Whisperer came to my farm. It was a tough call because it sure was great having Troy on my farm.

There was a bunch of big news preceding the interview with Troy Bishopp the Grass Whisperer. The first is that I got a job. That's right, I took a job, and I am super excited about it. I am going to be the a farm manager and operations director for a farm that is starting a brewery and distillery in addition to their pastured egg operation.

Over the next month I will be moving my entire farm operation to their land where I can run my chickens and fulfill my work obligations to the new farm at the same time. Sure it is going to be a lot of work making the transition, but I will manage.

I just love that I can keep my business and make some extra money on the side. Takes a little pressure off me, and I really think it is a match made in heaven with this farm.

Farm podcast every other week!

That's right, I am scaling back. I am finding the farm, the baby coming, and the new job to be a lot of work (who knew?) Since the podcast is currently not generating any revenue, and it takes me a lot of time to put it together only to give it out for free, I am going to start putting up episodes every other Tuesday.

This will break a few hearts, and completely not effect others. I love doing the show, and I will always continue, but I think for the time being less is more. Besides, it is becoming increasingly difficult to get guests as they are all out in the fields working.

Right click here to download the MP3

In this farm podcast you will learn:

  • Grazing cattle for other farmers

  • What is a "grass backgrounder"?

  • What type of electric fence charger you should be using.

  • Putting together a grazing management plan.

  • The importance of writing things down.

  • Planning for fun.

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Interview with Troy Bishopp The Grass Whisperer

It was an absolute pleasure having Troy come down for two days. I was really sick those days and was still going to do all the chicken chores, but The Grass Whisperer was in town.

I learned a lot from having Troy on the farm. I hope he picked up a thing or two from me ass well.

Here's an excerp from his page.

Welcome Consumers and Friends of Grass-Based Agriculture.  This little farmer friendly website is an extension of the passion we feel for pastures.

It is brought to you by a 5th generation family farm with "roots" firmly planted in sustainable agriculture and a committment towards showing what CAN be done. Our farm family goal guides decisions:  We strive for a stress-free life. We want our topsoil covered by diverse pastures harvested by animals, thus recycling solar energy and activating biological life to provide a sustainable profit. We want to regenerate our community with local food. We want to create a savannah for wildlife. We want to create a place for the next generation to thrive.

The writings, speeches, pictures and meat produced around this foundation of keeping the land covered with forage and speaking up for agriculutre is a tribute to our ancestor's hard work and compassion for the people of our community.  We are excited about promoting a"Sunshine in every Bite" campaign that will spur everyone to appreciate the financial, environmental and social benefits of a tasty pasture-based system while growing new farm families.  Your comments are welcome.

Items mentioned in this podcast include:

Take aways:

Are you planning fun into your farm plan?

Are you keeping records and making projections so that someone else can help out if something happens to you?

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My skills are ever-evolving as an interviewer. Thanks for taking the time to listen in, and let me know what you think. You can leave a comment below, send me an e-mail, reach me on Facebook or Twitter, or leave a 5 star rating in iTunes if you liked the show.

GFP025: Business first family or family first farm business with Jolene Brown

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It can be awkward, weird, tough, and uncomfortable to mix family and business. It can also be great. Any which way you do it you need to get everything in writing, and keep all the details straight.

I will be the first to admit, Kate and I have not been as up on this as we should be. There is a lot we have talked about, but we haven't been so good about putting it down on paper. I find in general getting things down on paper when times are good gives you something to fall back on when times are bad. Even if it just an answer to the question, "Why did we even do this in the first place?"

In this farm podcast you will learn:

  • How to hire and fire your own children

  • How to prepare for when someone kicks the bucket

  • Tools for productive meetings

  • The "deadly Ds"

  • Educating not humiliating, building bridges

  • Why someone else is not always the problem

  • Preparing for bad times during the good times

Interview with Jolene Brown Iowa grain farmer and professional speaker

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Jolene Brown will have you laughing while you learn! She’s an award winning communicator, and an honored recipient of the Certified Speaking Professional, the highest earned designation of speaking achievement worldwide! She's known as a Champion for Agriculture whether from the platform, in the magazines, on television, or on the radio.

She is a walking-talking spokesperson and consultant for the family-owned business. With her keen insight and result-centered approach, she's been invited to sit at lots of kitchen tables and family business meeting rooms. Jolene has learned what works and what doesn't. She understands the unique challenges facing parents, siblings, in-laws and "outlaws" who work together. Jolene's popular book, Sometimes You Need More Than a 2x4!, contains how-to-tips so those in agriculture can increase productivity, profitability and peace of mind.

As co-owner and active partner on their Eastern Iowa corn and soybean farm, her practical experience includes plugging a grain auger, hypnotizing chickens and entertaining folks behind the equipment parts counter.

Jolene cares deeply about the ag industry and is on a mission to share leading-edge best practices.  She's a passionate supporter, promoter and champion for the people who feed, clothe and fuel the world.

Her worldwide audiences appreciate her fun-filled humor and real-life stories.  They leave with take home value, great big smiles on their faces and eager to return for more.

Items mentioned in this farm podcast include:

Take aways:

Do you have a plan in case the worst happens?

How does your family function as a business? Have you detailed it in writing?

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My skills are ever-evolving as an interviewer. Thanks for taking the time to listen in, and let me know what you think. You can leave a comment below, send me an e-mail, reach me on Facebook or Twitter, or leave a 5 star rating in iTunes if you liked the show.

GFP024: Recognizing inefficiencies and making a farm plan to solve them

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Time and money. Never feels like there is enough of either. Wouldn't it be great if we could all have a little more time in our day. Perhaps you could use it to spend time with family, grow more crops, or herd more cattle. Who knows? The point is, we need a way to make the most out of our waking and working hours on the farm.

That is where efficiency comes in. Becoming more efficient at what you are doing on the farm will make you more productive  you will get more done. Being able to get more things done would be huge.

I know there are things I would love to do for my business and in my personal life, but I just do not have the time. I do not have the time because I have some inefficiencies in my work routine. I spend a lot of time thinking about this as I am out in the field.

In today's episode I discuss what some of my inefficiencies are and what my plans are to change them. I also talk more about my farm and how I am doing with sales and production.

Right click here to download the MP3

In this farm podcast you will learn:

  • How to recognize inefficiencies in your farm plan

  • How to teach volunteers without offending them

  • What my day-to-day looks like on my chicken farm

  • What the importance is with efficiency

  • Efficiency vs. Effectiveness

Items mentioned in this farm podcast include:

Take aways:

What can you be doing to make your farm more efficient?

What would you do with a few extra minutes/hours in a day?

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My skills are ever-evolving as an interviewer. Thanks for taking the time to listen in, and let me know what you think. You can leave a comment below, send me an e-mail, reach me on Facebook or Twitter, or leave a 5 star rating in iTunes if you liked the show.

GFP023: Boot-strapping when you are beginning a farm with Nathan Winters of Hill Hollow Farm, Petersburg, NY

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Starting and running a farm is no small task no matter who you are. You can plan until your heart's content, but there are variables and things will inevitably change. That doesn't have to be a bad thing though. You will learn a lot through farming, about farming itself, and about who you are and what you are capable of.

I will be honest with you. I feel like I am constantly behind. I have three weeks worth of things that needed to get done yesterday. It wasn't for lack of planning on my part. I did a ton of planning. You can listen to the beginning episodes of the podcast. But, even though I had a well-laid plan, things have changed.

Everything takes longer than you expect (plan for that). The weather happens, outside forces happen, family happens, sh** happens (especially with 480 chickens). The best thing you can do is to stay positive, still have a plan, and do you best to become a success.

When you are just starting up you want to do a lot of testing. You will be testing what plants grow best, what feed your animals like the best, and you will be testing the market to see what sells the best. I know farmers that never thought they would get into the type of farming they are in now. However, they are good farmers And good farmers are good business people. they listen to what their customers are telling them and they respond with an awesome product.

With all that testing you are not going to want to buy all the infrastructure right away, even if you are able to. Beg, borrow, and steal (don't steal, it's just an expression) until you know two things.

  1. You have a market to sell what you are doing.

  2. You love what you are doing.

If you find out the market is going one way after you bought everything and set it all up, you're going to end up with either a pile of equipment that you cannot use, or worse a pile of product that might rot.

Boot-strapping is not just about saving money. It is about making sure you have the right tools for the right job.

Right click to download MP3

In this farm podcast you will learn:

  • Connecting with customers through "new media" (Social Media)

  • How to find the resources you need for your farm

  • The benefits of boot-strapping

  • Good "old fashioned" farm marketing techniques

  • How to make yourself present in a community when starting a farm

  • How to keep yourself sane when times get tough

Interview with Nathan Winters of Hill Hollow Farm Petersburg, NY

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Hill Hollow Farm is a beautiful, family owned and operated, small-scale farm located in Petersburgh, NY.  As family members we work together and support each other in our farming endeavors. Currently the farm produces grass-fed beef, pasture-raised pork, and poultry and operates an organic vegetable CSA.

On our farm we believe in leaving the land more fertile than when we found it. This means that anything that goes into our soil needs to be beneficial for the entire biosphere of the farm, from the songbirds to the microbes. As we harness the nutrients in the soil to grow the vegetables in our garden and the grass in our pasture, we also return nutrients to provide continuous stability. Our goal is to encourage people to break free of the industrial food model, enjoy and restore the art and value of cooking, share meals together and buy food that is in line with their values and that enhances our soils, keeps the interest of our future generations at heart and provides optimal nutrition.

Our Basic Values:

  • Everyone deserves good food. Organic and natural food should be available at an affordable price.

  • We farm in a way that is sustainable and restorative to the soils we occupy.

  • Animals raised for meat are treated with compassion and are eaten and sold with dignity and are raised in a manner that is as close to their natural environments as possible.

  • We strive to build symbiotic relationships with all of the humans, plants and animals that exist on the farm.

  • We believe that the core component to bringing back the value in social capital, local economy and community involvement is local food production. We all must eat and therefore food has and always will be the one thing that connects us all together.

Items mentioned in this farm podcast include:

Take aways:

Do you have at least a rough plan that your follow?

Where is your business headed next? Do you have the resources to get there? If not, do you know where to find them?

If you don't mind helping me reach people:

Positive reviews in iTunes help be a lot. Other farmers are searching for this type of information and your endorsement helps me reach them. Would you mind taking a second and signing into iTunes to leave me a 5 star review. Hay, I might even read your feedback on the show. Here's the link.

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My skills are ever-evolving as an interviewer. Thanks for taking the time to listen in, and let me know what you think. You can leave a comment below, send me an e-mail, reach me on Facebook or Twitter, or leave a 5 star rating in iTunes if you liked the show.

GFP022: Clear, Consistent, and Compelling branding with Myrna Greenfield of Good Egg Marketing

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Branding is super important to your agricultural business whether you are on one acre or one thousand. Branding is not just for the big guys. These days people are even developing personal brands to clearly define how the are represented in the world.

I have worked on developing my brand for years. I have stumbled, fumbled, and walked blindly through a mess of unclear definition(s) to reach the point where I am today. This episode is to help you not waste the same time that I did when it comes to developing your farm's brand.

Defining the fundamentals of why you are farming and what your farm means to you and your customers is the most crucial step when starting your farm business. You brand is your business, plain and simple.

Right click to download the MP3

In this farm podcast you will learn:

  • What a brand actually is

  • How you can start to define and develop your farm brand

  • Branding is not just for large corporations

  • How to choose a farm name

  • Define your customers tangible and intangible motivations

  • Defining the similarities and differences in your competition and how to leverage it

  • How to better rank in search engines with your farm website

Interview with Myrna Greenfield of Good Egg Marketing

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Good Egg Marketing is a Massachusetts-based business that specializes in promoting good food and good causes.  Good Egg was hatched by Myrna Greenfield, a seasoned marketer with a passion for sharing good food, helping people, and making marketing fun.

A “good egg” is a phrase that is typically used to describe a “good person,” someone who likes to help others.

A good egg is also an egg that is safe to eat and tastes good. And any egg that deserves to be called good should also be humanely and sustainably produced. Good Egg Marketing aspires to be all of these things: helpful, safe, tasty (tasteful), humane and sustainable. Good Egg clients are based in Massachusetts and nationally, and include farms and food enterprises, small businesses, nonprofits, and consultants. Founder and “Top Egg” Myrna Greenfield works with associates in graphic design, web development, video production, and social media to create effective, affordable marketing campaigns.While Good Egg Marketing is particularly devoted to working with businesses and organizations that produce, provide or promote delicious, healthy, sustainable food for all, it offers services to anyone who is a good egg.

Greenfield has worked in the food and beverage, publishing, health care, and hi-tech industries, and was employee #1 at Equal Exchange, a Fair Trade coffee company. She’s the former director of Communications and Campaigns at Oxfam America and served at many other non-profits, including the Unitarian Universalist Service Committee, Fenway Community Health, and the Child Care Resource Center.

Items mentioned in this farm podcast include:

Take aways:

Have you clearly defined what your story is?

If you have, how are you telling that story to your customers? Is it effectively reaching the right people?

Do you have a farm website to help you tell your story?

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My skills are ever-evolving as an interviewer. Thanks for taking the time to listen in, and let me know what you think. You can leave a comment below, send me an e-mail, reach me on Facebook or Twitter, or leave a 5 star rating in iTunes if you liked the show.

GFP021: Visual Food Marketing with Jonathan Raduns of Merchandise Food

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Setting up your farmers' market stand or roadside stand can be a daunting task. This is your point of sale. It is at this place where you will finally see some return for all the hard work you have put into your farm during the week. How you represent yourself and your farm with your farm stand is how your customer is going to percieve your products.

60% of a customers' opinion of food quality in restaurants is based on teh retail environment.

You are trying to compete with "the big guys". Most often this is a supermarket or large grocery store. Well, the people selling their goods in there are using every trick in the book to get people to buy their products. If you want to compete with them (even if it is not in the store) why wouldn't you do everything possible to encourage more sales.

In this week's agricultural podcast episode we talk about what you can do to make your farm stand more appealing.

In this farm podcast you will learn:

  • What visual food marketing is

  • What to keep in mind when creating signage

  • Where to focus your visual marketing efforts

  • Ideas for your farmers' market table

  • How to excite your customer and create a memorable experience

  • What leads to repeat business

Jonathan Raduns of MerchandiseFood.com

Jonathan has a well rounded background in the food industry that spans retail sales, management, merchandising, restaurant operations and wholesale food manufacturer marketing.  Jonathan is known for his innovative, creative, and clean approach to creating displays that build customer experiences in food courts and restaurants which lead to impulse purchases and greater sales.

He has extensive merchandising and management experience with one of the world’s most awarded retail merchandisers, Wegmans Food Markets.  In this capacity he focused on specialty products and grew in-store organic produce sales by 25% through his unique use of food merchandising.

He holds a specialized degree in Food Marketing and Distribution from Rochester Institute of Technology.  Jonathan has authored and delivered training programs for numerous groups in Metro New York City and the Hudson River Valley.

Leading by example, creativity and vision, he’s a highly motivational consultant who’s a real pleasure to work with.

Items mentioned in this farm podcast include:

Take aways:

How are you going to set up your farm stand to increase profitability this year?

What can you change with how you are visually presenting your food that could result in more sales?

Is your farm name clearly visible from across the market? How do people identify you?

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My skills are ever-evolving as an interviewer. Thanks for taking the time to listen in, and let me know what you think. You can leave a comment below, send me an e-mail, reach me on Facebook or Twitter, or leave a 5 star rating in iTunes if you liked the show.

GFP020: How to focus and prioritize your strategic farm plan with Scott Graves of SM Graves Creative Associates

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By necessity entrepreneurs have to accomplish a lot in a relatively short amount of time. There are so many things to balance when starting a farm or growing your current farm business if you do not keep organized and focused you are doomed from the start.

Early on I created a plan for how I saw my farm going. I started at 20 years out and worked backwards to present day. I have a dream that I would like to realize and I see that dream taking shape every day around me. It is not an easy road, but there are certain tools and techniques you can use to make that road a little less bumpy. A strategic farm business plan is one of them.

"To achieve great things two things are needed. A plan and not quite enough time." -Leonard Bernstein

In this episode of the Growing Farms Podcast I bring on Scott Graves, an agricultural businessman with a passion for the arts. Scott and I discuss farm business plans, things to look for when you want to expand or rejuvenate your business, and a whole lot more.

Right click here to download the MP3

In this farm podcast you will learn:

  • Why reflection is an important part of business planning

  • How to prioritize the many tasks you have to get done on and off farm

  • Why multi-tasking is BS and approaching one project at a time

  • Growing your farm business sustainably

  • Building social capitol

  • The benefit of thoroughly defining your demographics

  • Understanding your farm products

  • Improving efficiency

Interview with Scott Graves of SM Graves Creative Associates

Scott’s focus on strategic business capabilities have been garnered through experience in executive management, education and advocacy.  In addition to credentials as a sales and marketing professional,  Scott is a licensed property and casualty insurance professional, CLCS. SMGraves Creative Associates allows Scott and his team members the ability to  offer their services to clients as part of a concerted effort which increases the quality of results for their clients.  His unique combination of creative, strategic and functional perspective make him a powerful and trusted advisor.

Scott has successfully assisted organizations to achieve their goals representing financial services, arts and culture, health and human services, rental/retail and education. He is a former executive director, music educator and performing artist, recognized as a leader in business and creative expression.

Scott is Vice President, Board of Directors for the GVNA HealthCare, a dedicated Rotarian at the local and district level and Chairman, Board of Directors for EPHAS (Every Person Has A Story), currently training 2000 students in photo-journalism, documentary work and entrepreneurship in the US and ten countries.  Scott participates in the development of regional projects addressing some of Massachusetts toughest issues including economic development, access to music education and teen substance abuse.

Scott resides in Central Massachusetts with his wife Christine, daughters Abigail and Marcella.  They happily while away the hours growing their own food, traveling by bicycle and generally laughing, playing and reading together.

Items mentioned in this farm podcast include:

 

 

Take aways:

Do you have a well thought out farm plan?

What do you see as the future of your agricultural enterprise?

Who are you selling to? Can you answer that question in detail?

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My skills are ever-evolving as an interviewer. Thanks for taking the time to listen in, and let me know what you think. You can leave a comment below, send me an e-mail, reach me on Facebook or Twitter, or leave a 5 star rating in iTunes if you liked the show.

GFP019: Two types of farm stories and how they can both be dangerous with Jeff and Laura Hamons of Synergistic Acres, Parker, KS

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Farming is an emotional roller coaster. I feel like sometimes there is a long climb to the top emotionally, then a sharp fall before you start the climb up again. In between you might go for a few loops, hit a few bumps, and maybe go through a tunnel and lose direction for a bit.

When you are riding the roller coaster you might look to other farms for advice, inspiration, and perspective. It is a natural thing to do, it can be a healthy thing to do, and I highly recommend that you do it. However, proceed with caution. Good or bad, not every farm story is what it is cracked up to be.

In this farm podcast episode I discuss the two types of stories you are likely to hear when you start to compare yourself to other farms. They both have their good and their bad elements. The trick is to take a story for what it is, know that your story is different, and make sure your realize that there is much more than the words on the page.

I want to reiterate that I am not saying the farmers who get articles printed wherever they get them printed are lying. Far from it. All I am saying is that they are doing the best to represent the best side(s) of their farm, as they should. My word of caution applies only if you are a farmer and you are comparing yourself to something you have read.

Right click here to download the MP3

In this farm podcast you will learn:

  • The appropriate distance from your customers based on their feedback.

  • The two types of farm stories you are likely to hear.

  • The benefits of marketing before you own the farm.

  • Common roadblocks for poultry producers.

  • Blogging to build an audience.

  • Farm research methods.

  • How and when to move the cow.

Interview with Jeff & Laura Hamons of Synergistic Acres, Parker, KS

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Synergistic Acres is lovingly managed by Jeff and Laura Hamons along with the help of their beautiful daughters. The farm is located in Parker, KS a pleasant 45 minute drive from Kansas City.

Their journey to owning a farm was not what you might consider a normal path to farming.  They did not grow up on a farm or even have any farmers in their known heritage.  Instead, their path to farming comes from a strong belief in the importance of people having access to healthy food and wanting to make that more accessible to people living in the Kansas City Area.

One of the reasons they have chosen to focus our efforts on the farm in growing meat instead of vegetables or other farm produce is the belief they have that animals can be raised humanely and happily and that farming does not have to involve the cruel and thoughtless care that many farm animals live today.  They ensure that their animals live their lives in as natural an environment as they can provide on the farm and that all of the necessities for a happy life are provided for them.  This will not only grow happier animals, but also healthier animals.  Animals that are healthier when they are living are healthier when we eat them. So cows are fed only grass and live their entire lives on pasture.  Pigs are given a mixture of woods and pasture in large paddocks so they can live and breed in a natural environment.  Their laying hens are allowed to free range in the pastures all day long filling up on nutritious and delicious insects and bugs.

Items mentioned in this farm podcast include:

Take aways:

Have you taken the time recently to stop and appreciate what you do?

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My skills are ever-evolving as an interviewer. Thanks for taking the time to listen in, and let me know what you think. You can leave a comment below, send me an e-mail, reach me on Facebook or Twitter, or leave a 5 star rating in iTunes if you liked the show.

Make A Stencil: Increasing Your Brand Awareness Is Good Farm Marketing

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Your farm is your brand, and your brand is your farm. It is always good practice to increase your brand awareness. This is particularly true when you are starting a farm. On my farm and off I am always putting my farm name anywhere I can. I leave business cards at cafes and book stores, I leave pamphlets at doctor's offices, and I have shirts with my farm name on them that I wear anywhere I go. After all, I want my business to be a success, and in order for it to become a success more people have to know about it.

With visitors coming every week to my farm I wanted a way for my farm name to get into the pictures that they take, and for it to get into the pictures that I take and put online. A simple solution for me was to create a cardboard stencil so I can "tag" all of my stuff and increase brand awareness.

The process was very simple, and I will have the stencil as long as I can keep it in one piece. Here's what I did:

branding for farm marketing-6835

branding for farm marketing-6836

branding for farm marketing

branding for farm marketing-6838

branding for farm marketing-6843

Return on Investment

My farm name is increasingly in my pictures that get shared all over the internet. Since it is clear that I take my business seriously and I want to be a success, others want to see me succeed as well. That leads to an increase of CSA members (4 since the event a couple days ago), and a bolstering of the community around my farm.

What can you be doing to increase brand awareness for you farm?

GFP018: Education based marketing with Karl Johnson of Pete and Gerry's Organic Eggs, Monroe, NH

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farm marketing podcast

You customers have to know why they are spending money on your product. Just because you know it is awesome, does not necessarily mean that they know it. That is where education based marketing comes into play.

Consumers are getting sold to almost 24 hours a day. Selling based marketing is dying. There are so many products out on the market that consumers are looking for more information about the products they buy. That is particularly evident in the food industry. Education around food is not only something that is becoming a necessity, but it also a popular thing to do now as well.

With "know your farmer know your food" almost becoming a badge of honor among foodies, it is our job as the farmers to educate those consumers so they have the right information when bragging to their friends. There are so many reasons to share your story, and as a agricultural business marketing and sales should be at the top of the priority list.

In this agricultural podcast I talk about the efforts I am making to tell my story, and how educating my customers is paying off for me. I then interview the director of marketing at Pete & Gerry's Organic Eggs on the strategies they are using to educate their customers.

Right click to download MP3

In this farm podcast you will learn:

  • Listen to your market to determine your marketing message

  • Using social media to connect with your farm customers

  • Making use of user generated content to enhance your farm's online presence

  • Measuring marketing success through consumer activity online

  • Partnering with like-minded companies

  • Survive in business by specializing

  • Being a values-driven company

Interview with Karl Johnson of Pete & Gerry's Organic Eggs

karl-johnson-of-pete-and-gerrys.jpg

"I'll never work on another egg farm," Karl said when he got out of his high school job. He then finds himself years later working for another egg farm and loving every second of it. If you ever get the chance to meet the folks (and the chickens) at Pete & Gerry's you'd understand why he likes being there.

Karl came out of retirement to work at Pete & Gerry's as their director of marketing. 'I am working as hard now as I ever have," hey laughs. When you hear of all the innovative marketing strategies he has implemented including social media to engage customers and measure marketing results, you would never guess that this guy was even close to retirement age.

Besides being talented at his job, Karl is an all around great guy. I have had the pleasure of working with him for a number of years as P&G has supported Kate and I through our journeys. He is a great interviewee and a good friend.

Items mentioned in this farm podcast include:

farm-marketing-6843.jpg
farm-marketing-6851.jpg
farm-marketing-labels-6845.jpg

Take aways:

How are you educating your customers? Do they know why they should buy from you?

Are you measuring you marketing successes?

How can you use social media to connect with your cusomters?

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My skills are ever-evolving as an interviewer. Thanks for taking the time to listen in, and let me know what you think. You can leave a comment below, send me an e-mail, reach me on Facebook or Twitter, or leave a 5 star rating in iTunes if you liked the show.

GFP017: How to prepare for a media interview with John Suscovich of FoodCyclist Farm New Milford, CT

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Getting exposure from the press can be either a good thing or a bad thing. I'm not talking about being caught out for a scandal or something like that, I am talking about being unprepared for that media exposure. Disregarding any bad press you might receive, and I hope that you never have cause to receive any, I want focus on how you can make the most out of the good media exposure.

I have gotten good press across the country. On radio, television, and various forms of print. The honest fact is, it is not that hard. Sure, there is some luck and skill involved with getting your name to appear in the New York Times or the Wall Street Journal, I'll save that blog post for when I have accomplished that feat myself. I am talking about local news.

Local newspapers and local television stations want to print an upbeat story every now and again. Since you are a farmer selling locally, this is the media outlet you want to hit. After all, you are selling to the locals.

In this farm podcast I go over what you should do before you approach the press with a story. Below I detail a few ways I have found success getting local press across the country.

Right click to download the MP3

In this farm podcast you will learn:

  • It is never too late or too early to "grow bolder"

  • Three things to keep in mind when preparing for a media interview (in particular radio)

  • How to think when you are behind the microphone

  • Some strategies for better articulation

  • Creating a sales funnel and why it is necessary

Interview with Me, John Suscovich on the Growing Bolder Radio Show

A few years ago the producers at Growing Bolder contacted me after I had some other press appearances. Given the tone of the show I was excited to be a guest. The hosts Marc Middleton and Bill Schafer are top-knotch interviewers and I really enjoy their show.

I especially wanted to share this interview and highlight Growing Bolder because I feel like their program and project hit at the heart of why a lot of us get into farming. We are adventurous, courageous, and at times down-right crazy. Friends and family might judge, society might stick it's chin up, but at the end of the day we love what we do. We are farmers, and we are bolder!

I always enjoy talking with Marc and Bill. If you have a good story to tell I am sure they would be happy to have you on the show. If nothing else, I recommend listening in on a few shows if you have the time.

Items mentioned in this farm podcast include:

chicken-farm-6759.jpg

How to get the media to talk to you in the first place:

One word, confidence.

Everyone has some kind of interesting story in their life. Especially if you are a farmer now-a-days. I am guessing that you are if you are reading this. There are as many possibilities as their are farms. Whether the farm has been in your family for 200 years and you are restoring the old buildings, or you just got out of college and you are going to live in a tent and work land that someone let you squat on for free, there are all types of stories out there, you just have to have confidence that your story is a good one.

When I approach media I have a purpose in mind. A problem that needs solving. No matter what media outlet you decide to pursue, they are always going to put their spin and their flare on it, just accept that. Their flare aside, know what you want to get out of the situation.

My Example

This winter I was searching for farm land, as you know if you have listened to all of the episodes. I also just launched the podcast. I wanted to find farmland in my area, and get exposure for the podcast. I found a template for a one page press release online (here's a link to random one) and wrote my one page story.

My problem: young farmer needs land

Interesting hook: young farmer starts his own radio show

The newspaper had a way to help me with publishing an article. Not only did it help me, but because of the article many people got in touch with me, and got in touch with the paper with solutions.

I sent my press release out to two or three area newspapers, and low and behold the biggest paper in my State was the one to get back to me. They sent a reporter to my house, we spoke for two hours. They sent a photographer as well. Within a week I was the front page story with a lot of color photos.

In the past I used "problems" like raising money for a worthy charity, with an interesting hook of riding a bike across the country.

The return on investment.

I got several leads on land (which I now am using) and I developed a relationship with a reporter at the paper. Brynn if you're reading this you are an incredibly talented writer and thank you for the article. I also got some CSA customers out of the article, not a bad side effect.

Don't Forget!

I am always looking for people to interview. I haven't had problems finding people yet, but I really want to highlight my listeners if I can. Please get in touch and we will schedule a time to talk. Thanks!

Take Aways:

Do you know your farm business enough to describe it in one sentence?

Are you confident "behind the microphone"?

What would getting on the local radio station do for your farm business?

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My skills are ever-evolving as an interviewer. Thanks for taking the time to listen in, and let me know what you think. You can leave a comment below, send me an e-mail, reach me on Facebook or Twitter, or leave a 5 star rating in iTunes if you liked the show.

Google Farmer: Organizing Farm Events With Google Calendar

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I use Google Calendar for so many things it's not even funny. For my farm, for my personal life, and even for Farm Marketing Solutions. I schedule everything through my Google Calendar. Using it is very simple.

There is ONE particular feature that makes this tool very powerful, and that is the ability to share your calendar.

Sharing Google Calendar

...with Family and Friends

With Google Calendar you can easily share your calendar with anyone else through a simple e-mail. I have a separate personal calendar than Kate. I keep Farm Marketing stuff on it, doctor's appointments, .... you know, calendar stuff. She has a calendar of her own two. We have shared them with each other, and that way I can make sure I don't double book anything that might involve the two of us, but at the same time, while I am editing my calendar, I can turn hers off if things get too cluttered.

It is really easy to share calendars, especially if you both have a Google Account. You start by creating a calendar. While viewing your calendar, click on the little gray triangle, and then share calendar. See image below.

sharing google calendar

You can also view other people's calendars with your calendar at the same time like I mentioned Kate and I doing. Everything is easy to organize, change, and it will automatically update everywhere that is linked to Google Calendar. My phone is linked, my desktop is linked, everything is in the "cloud". This makes staying organized really simple.

with Your Farm Customers

I know from experience that my customers always want to know what is happening when, and to be reassured when things are happening, like CSA pick-ups. That is why I created a Google Calendar for FoodCyclist Farm. That way I can update and edit the calendar wherever and whenever, and my website will be automatically updated. CSA members can either check my website, or link to the calendar through their Google Accounts.

You can keep a calendar private, or you can make it public. I have made my farm calendar public because I want everyone to know what is going on. Here's a picture of my farm calendar on my farm website:

farm-calendar-farm-events

To get an embed code for your website, click on that gray triangle again on your Google Calendar page. This time click on "Calendar Settings" and it will bring you to a new screen with the embed code.

Super Simple!

This is a super simple blog post, but I wanted to make sure I highlighted this awesome tool. The simplicity of using Google Calendar and the power of being able to share it with others is what makes this one of my most valuable tools. There's not much to learn, and the pay off is so worth it.

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Other Google Farmer Posts

 

GFP016: Leasing Apple Trees and Farm Tours With QR Codes, Billiam Von Roestenberg of Liberty View Farm in Hudson NY

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Farming certainly keeps you on your toes. Just when you think everything is going your way, life throws you a curve ball. That's certainly alright. It is not what happens to you, it is how you deal with it. I was recently thrown a curve ball regarding a delivery and storage of 4,000 pounds of chicken feed. It's alright, I dealt with it, well, I'm dealing with it, and I talk about that a little in today's farm podcast episode.

It is not just the weather and unfortunate circumstances that keep you on your toes. Owning and operating a farm business will exercise your mind in ways that you never imagined. Part of owning and operating that business is farm marketing. Actually it's a serious part of your business. Marketing is about making more money. It is about selling products. It is also about building a community around your farm that involves not only your customers, but like-minded businesses as well.

Right Click Here to Download the MP3 File

In this farm podcast you will learn:

  • An instant cash source for your farm

  • The best time for sending out e-mails

  • Strategies for getting media exposure

  • What "glamping" is

  • Why you should market your marketing efforts

  • When you should be building your e-mail list

  • The power of delegation

Interview Billiam Von Roestenberg of Liberty View Farm, Hudson, NY

billiam-von-roestenberg.jpg

Billiam van Roestenberg left the Big Apple behind to purchase Liberty View Farm in 1999. His innovation "Lease a Tree" naturally brings a greater awareness and connection between farmer and consumer. The success of this unique farm experience has garnished a lot of attention including Travel + LeisureMagazine "America's Top Ten Apple Picking Farm." Farmer Billiam & Farmer Rene’s organically grown apple orchard is one of the few in the Northeast.

Billiam organized the Historic Same Sex Weddings in New Paltz, NY where he was the first same sex couple married east of San Fransisco. In that same year of 2004 he ran for political office.  In 2000 he became Vice Chair of the Democratic Committee in Southern Ulster County; and sat on the Zoning Board of Appeals for 5 years.

Billiam has been featured on television, many newspapers, magazines and books. A community farm activist he currently sits on the Board of Eat Local Food. Billiam can be heard on his radio show and his blogs, "The Frugal Farmer" and "Cultivating Community and Farmers", where he speaks to the importance of being politically involved. Recently he was voted and won a national recognition by the Huffington Post.

Items mentioned in this farm podcast include:

How to use free QR codes:

  1. Go to this page: http://www.qrstuff.com/ (or any similar site)

  2. Fill in the necessary fields.

  3. Download your QR code image.

  4. Add that QR code into your marketing materials, or use it to send people on a self-guided tour of your farm.

Take aways:

Are you working with others to market your farm?

Can't get into a farmers' market? Ever thought of starting your own?

Sick of telling the same story a million times? What have you done to tell your story besides speak it yourself?

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My skills are ever-evolving as an interviewer. Thanks for taking the time to listen in, and let me know what you think. You can leave a comment below, send me an e-mail, reach me on Facebook or Twitter, or leave a 5 star rating in iTunes if you liked the show.

Using Google Analytics To Measure Success With Your Farm Website

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Once you have set-up your farm website, you want to keep track of whether or not people are visiting it, and where they are coming from. I mean, wouldn't it be very helpful to know whether your farm marketing efforts are being successful? The best tool that I have found for tracking farm website visitors is Google Analytics. Sure your website hosting company, or your installation of Wordpress will give you some statistics, but I find they are not as accurate, and definitely not as detailed. Just because your hosting company is telling you that you get 12,000 hits a month, that is not necessarily true. One example of how that number is inaccurate is that if it is winter and you are doing a lot of work on your website, your hosting company is counting all the times you click on the pages to check them, skewing your numbers. Google Analytics lets you exclude your IP address so you're not counting your own clicks. (I'll cover excluding your IP address below, it's easy.)

Like all of Google's helpful tools, Analytics is free! I would have a heck of a time trying to run my business without Google. I definitely want to thank them any chance I get for all the free stuff they provide. So if you're listening Google, thank you!

You are going to need a Google account to use this tool. If you do not have one already you can sign up for one here.

I find that the tools I use are best explained with visuals. First I'll cover some the of the recent traffic I have been seeing on my own farm website, and how I am keeping track of the local traffic to my website. Then I'll highlight some of the other things that Google Analytics keeps track of. Then I'll show you how to install it on your Weebly, Wordpress, or other website.

Note: Stats are refreshed every 24 hours. You have to be patient.

My Farm On Analytics

farm website visitors by country

farm website visitors by country

Analytics lets you track your farm website visitors by what country they are visiting your website from. This I always find fun and kind of interesting. My farm website (was) FoodCyclist.com has bee visited from 60 different countries. Not bad for a local farm. The only problem here is that it does not help me with my local sales, that is too big of a map.

All you have to do then is click on the United States, and a more detailed map appears.

farm website visitors in the united states

farm website visitors in the united states

This next layer of detail breaks down what States have had people who have visited my farm website. Also fun, and if you sell products across the country this is good information for you. Darker States have had more visitors. You can tell at a glance where the majority of your traffic is coming from. When you're on this page you can scroll down and they give you a list of how many people from what States have been to your site. It is organized by the highest number of visitors.

For me, I want still more detail, so I am going to click my mouse on the tiny state of Connecticut and see what I get.

farm website visitors in connecticut

farm website visitors in connecticut

That's more like it. From here I can see that my marketing efforts are reaching my town of New Milford, CT and the towns surrounding me. Sure, I'd love to see more traffic to my website from these areas, but it's a start. You always have to start somewhere. This map shows me that the guerrilla marketing I have been doing on the streets is starting to pay off with website visitors.

Google search results are becoming more localized for certain keywords. Now, if you search "farm" you will get results pages of farms in your area, usually with a map. This is called Google Local. You can make sure you add your farm to Google Local Maps through this link www.google.com/business/placesforbusiness/

More Information From Google Analytics For Your Farm Website

farm website analytics sidebar

farm website analytics sidebar

You can glean a lot more information from Google Analytics than just the location of your website visitors.

Installing the Analytics code on your website will allow you to see what pages people are visiting. This will give you insights into what people are looking for on your website. Perhaps which pages are more visible and easier to get to. If you have a sales page that you wish had more traffic and a non-sales page that is seeing me page visits, you can analyze what makes the  two different and change things up to convert more customers.

Time

Analytics also lets you see how long people are spending on your website. Sometimes this is measured in nano-seconds.

Flow

Analytics tracks the visitor flow. What pages are they clicking and how did they get there? What pages are your dead ends, where people hit and then leave your website? What can you do to keep them on our site longer and perhaps buy something?

Easy Navigation

Right from the sidebar here (which is on every page) you can see all of this. You can even get to traffic sources, which tells you how people are find your website. This breaks down into three categories.

  • Search Traffic

  • Referral Traffic

  • Direct Traffic

Search Traffic counts people finding your website through search engines like Google, Bing, and Yahoo.

Referral Traffic tells you if there are any other websites that link to your website, and are sending traffic through those links.

Direct Traffic tells you how many people are getting to your website simple by typing your exact website address. This gives you an idea of how many people might be searching for you based on the fact that you put your farm website URL on all of your marketing materials.

Farm Website Keywords in Google

keywords for your farm website

keywords for your farm website

Google Analytics lets you see what people are searching for in Google when they find your website. I have had my site for a couple of years so my keywords vary. People search "FoodCyclist" all the time for me. I also have hits from "chicken for sale", "chicken tractor", and my name "john suscovich". I am starting to see more traffic from my local area for keywords related directly to what I grow on my farm, chicken.

Referral Traffic

referral traffic for your farm website

referral traffic for your farm website

I can see what pages are linking to me to send people my way. I love that this shows how powerful my Social Media has been. The list of top 9 pages linking to me:

  1. Twitter

  2. Google

  3. Farm Marketing Solutions

  4. Facebook

  5. Facebook

  6. Local Harvest

  7. Pinterest

  8. Go Bicycling Touring

  9. Real Time Farms

Installing Google Analytics on Weebly

I showed you in this tutorial how to create a professional looking farm website with Weebly quickly and inexpensively.

  1. Create website with Weebly editor

  2. Create Google Analytics Account

  3. Add website URL to Analytics Account (it will ask you what website you are creating a code for, super easy)

  4. Copy the code that Analytics give you

  5. Paste the Code into the "Header Info" section of the "Edit Site Settings" dialogue box in Weebly

  6. Sit back and watch the stats come in!

Installing Google Analytics on Wordpress

  1. Install "Google Analytics" plugin

  2. Click Settings->Google Analytics

  3. Copy and paste Analytics code into the only box on the page (UA-xxxxxxxxx-x)

  4. Click on "Save Changes"

Note: You cannot use plugins for the free version of Wordpress. You get what you pay for. When you pay for nothing, you get...

Google Analytics on Blogger

  1. Log in to your Blogger account.

  2. Navigate to your blog's Settings > Other tab.

  3. If you already have a Google Analytics account, simply enter your blog's Google Analytics Web Property ID.

  4. Click Save to finish.

Other Web Properties

No matter what program you are using to edit and/host your website, there is usually a way to install Google Analytics. Just find where to put your Analytics "Web Property ID" and you're good to go. There are tutorials you can find online very easily that will explain what you need to do if I have not answered it here.

Excluding Your IP Address (IMPORTANT!!!)

Your IP address is the address of your computer that your Internet Service Provider gives you automatically when you sing online. You want to make sure your Google Analytics account does not keep track of every time you click on your own website, otherwise you information is not going to be accurate.

To do this:

  1. Go to IP Chicken to get you IP address, looks like 123.12.23.123

  2. Log in to your Analytics account

  3. Click Admin at the top right of the screen

  4. Click on the name of your website (if you have more than one do it for each, one at a time)

  5. Click on "Filters" then click "Add New"

  6. Give the filter a name

  7. With the drop down boxes click, "Exclude, traffic from the IP addresses, that are equal to"

  8. Enter your IP from IP Chicken

  9. Make sure to click on the profile and hit add to make it go from the left box to the right

  10. Click Save

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I hope that this gets you started using Google Analytics. It is a very powerful tool. The longer you have it, the more info you will collect, and the easier it will be to make decisions regarding your website.

GFP015: The Significance of Packaging Your Farm Products with Sarah Hawkins of Castle Rock Farm, Vacaville, CA

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Your farm products, your farm, and you the farmer all have something in common. You should all be presented in a clean and organized manor to help increase sales. There are so many reasons to keep a clean farm. Efficiency, marketing, and peace of mind are just a few.

You cannot necessarily expect top dollar when you are not willing to present the best side of yourself, your products, and your farm at all times. With me starting a farm on a shoestring budget I am struggling to get the farm clean, neat, and organized before I have any customers come and see it. It's a diamond in the rough, and I need to get some polish on it.

Today's farm podcast covers this very topic.

Right Click to Download MP3

In this farm podcast you will learn:

  • Dairy goats in places you never expected

  • How to keep goats in (haha)

  • What is the busy season on a California goat farm?

  • A reason to start your own business

  • Explore different marketing avenues

  • Soil Maps, Get in the know before it is too late

Interview with Sarah Hawkins of Castle Rock farm, Vacaville, CA

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Castle Rock Farm, home of ADGA, and AGS registered Nigerian Dwarf goats, various laying hens, one guard llama, an Armenian Gampr (livestock guardian dog) and the best Border Collie, Evah.

Sarah and Andy are located in the rolling hills of northern Vacaville, on the Western edge of the Great Central Valley with Sacramento to their East, Napa & San Francisco to their West.

Items mentioned in this farm podcast include:

Take aways:

What can you do this year to make your farm a more beautiful and organized place?

What can you change on a "day to day" basis to increase efficiency?

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My skills are ever-evolving as an interviewer. Thanks for taking the time to listen in, and let me know what you think. You can leave a comment below, send me an e-mail, reach me on Facebook or Twitter, or leave a 5 star rating in iTunes if you liked the show.

GFP014: The Future of Farming in America with Severine Von Tscharner Fleming of The Greenhorns

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There is a generational gap between old farmers and new. The average age of the American farmer is pushing 60. They are starting to look at retirement, looking to pass the farm on, and looking to get out of the business. The problem is, their kids did not get into farming. This presents a problem as we lose more farmland to development, and we do not have enough new farmers to fill their shoes (and our bellies).

Somewhere along the line we skipped a generation, and now are faced with a unique opportunity. There is good news! A new generation of farmers is coming on the scene. The kids of the old generation did not get into farming, but the grand-kids are, and for new reasons.

With fresh blood out on pasture there are new ideas, new ideals, and new techniques coming with them. I am happy to be part of a passionate movement toward something wholesome, connected, intelligent, motivated, and inspired.

This episode gives you an update on my farming endeavors, I discuss my opinion of the future of farming in America, and I bring on a guest who has some of the best insights on the subject.

In this farm podcast you will learn:

  • The power of proving how serious you are.

  • How to use stunts to tell your story and get your message across.

  • The future of American agriculture

  • Farmer retirement plans.

  • How to be braver, stronger, calmer, and more deliberate!

Right Click to Download MP3

Interview with Severine Von Tscharner Fleming of The Greenhorns

severine von tscharner fleming of the greenhorns

severine von tscharner fleming of the greenhorns

Severine is a farmer, activist, and organizer based in the Hudson Valley of New York. She is the director of The Greenhorns, a documentary film  and grassroots organization working to ”recruit, promote and support” the growing tribe of new agrarians. Greenhorns runs a weekly radio show on Heritage Radio Network, a popular blog, young farmer publications, podcasts and many dozens of mixers, Seed Circus and educational events for young farmers, aspiring farmers and families all around the country.

Now in their 6th year, The Greenhorns is best known for our documentary film, “The Greenhorns” cut from 380 hours of footage. Both in making the film, and travelling to screen it, Severine has delighted in connecting with hundreds of young farmers in this movement, learning about innovations, collaboration and challenges faced by this next generation of entrepreneurial farmers. Greenhorns actively works to provide venues for networking, bon fires, beer and online communication within a large and growing! network.

Severine attended Pomona College and University of California at Berkeley, where she graduated with a B.S. in Conservation/AgroEcology. She co- founded the Pomona Organic Farm, founded UC Berkeley’s Society for Agriculture and Food Ecology, and is a proud co-founder of the National Young Farmers Coalition.

the greenhorns

the greenhorns

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Items mentioned in this farm podcast:

 

 

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Take aways:

What do you think is the future of food and agriculture?

What part are your going to play in the future of farming?

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My skills are ever-evolving as an interviewer. Thanks for taking the time to listen in, and let me know what you think. You can leave a comment below, send me an e-mail, reach me on Facebook or Twitter, or leave a 5 star rating in iTunes if you liked the show.

Engaging Customers With Facebook: FoodCyclist Farm Branding Case Study

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farm on facebookWe are always looking for more ways to interact with out customers and fans. Ever feel like you put up content on Facebook that you think is great, but it just sits dead in the water? I hate when that happens. It happens to everyone. What are some steps you can take to more actively engage your audience?

Keep It Short

Don't drone on, people just scroll right by it. Unless they are a die-hard fan most people are going to skip right over a large paragraph of text. Narrow it down to one sentence. Even a sentence fragment if you can manage it.

A sentence fragment and a link to something useful.

Most people on Facebook have more important things to do, like watch videos of kittens playing on a slide, to invest too much time on your passionate political rant. Save your heart-felt political BS for a different venue.

Keep It Simple

Asking questions is a good way to engage you audience. But remember to keep it simple. Yes or no answers, or very simple answers. In the case study from my farm below I asked people to answer "A or B" to choose between two farm logos. Some people responded with only the one letter required, some wrote a long response detailing their choice. The point is, more people engaged because it was simple.

I will use another farm for an example. Abundance Farm uses it's Facebook page to get suggestions when naming baby animals. They put up a picture of a cute baby animal, and ask for name suggestions. Sometimes they give a couple names to choose from. They keep it simple. They don't ask their audience "What is the best type of llama to raise on the farm?" or "What are the best methods for de-worming." Those are complicated answers that their followers are not going to get. Simple simple simple. Everyone can think of at least one cute baby animal name.

Use Pictures

Content is king, and pictures are the king of content. You can get a lot of information through with a photograph. After all, they are worth a thousand words right? Combine a picture and a one sentence quote and you have the makings for some great content.

Pictures can illustrate farm life better than you can ever express it in words. Whether it is a cute baby animal, hail damage from a recent storm, a dinner cooked with farm ingredients, or a new barn you put in for an event space. Pictures are going to get the most feedback.

All letters look the same. The same "ABCs" are used in Shakespeare as are found in the phone book. When people are scrolling down a page text will not stand out unless it is associated with a picture of their friend or a business whose page they "Like". However, if you use pictures, you can grab their attention and stand out from the stream of text on their Facebook Home Page.

FoodCyclist Farm Branding Case Study

farm branding image farm logoWhen I wanted to design a logo for t-shirts to market my farm, I got stuck. I came up with a few designs, but I could not decide between them. I decided to crowd-source my branding problems. Crowd-sourcing is exactly what it sounds like, sourcing the answers to a particular problem from a crowd of people. In this instance my crowd was my followers from Facebook.

The first one I came up with I liked, but the audience turned it down. I was excited about this one. It hit a number of things that related to the farm. The outline could have been a badge for food security, or a road sign because Kate and I are travelers. There is a cyclist, chickens, and I get the name of the farm and the website on there.

Well, it was unpopular. Next.

I then thought long and hard and came up with a couple difference options that I was happy with. I have some skill with photoshop and graphic design, so it was a fun process for me. I finally settled on one logo, with two different ways to advertise my website. I created a picture with an A-B split, and uploaded it to Facebook. Here's the photo.

ab-split-farm-logo-branding-crowdsource

You can see it's very simple. Answer "A" or "B".

I shared it on my Farm Facebook Page, my personal profile, and the Farm Marketing Solutions Facebook Page. I don't always get good response from what I post. I got really great reaction from this. The final tally of votes was B = 30, A = 11. B won by a landslide. Not only did people put their answers, but the reasons for their answers. I responded to those reasons and engaged in short conversation. I also got several messages in private with people sending me their own versions of the design.

Examining the Psychology of Crowd-Sourcing

Looking at what I did above, why was it successful? I had a visual problem to solve. I used a picture to illustrate my problem and to get an answer.

I used a simple format for answering "A or B" but still left it open if people wanted to write more.

I gave people power over a business decision. Whether they will admit it or not, everyone is a friggen expert on everything (or at least they think they are). Even quiet people who you wouldn't expect. When you give them a little power over your life, they will take it. Not a bad thing, just basic human psychology. In the message above the photo I presented the scenario of "I cannot choose A or B. You decided and I will use that as the logo for my farm t-shirt. They got the power to control what my logo was with a very simple answer. Just like people reply to Abundance Farms with names for baby animals. They have the power to name a living thing with a simple reply on Facebook.

farm marketing with facebook case study

What's the Return On Investment?

"But John, how does that translate into dollars on the farm?"

You cannot always sell things to you customers. People are sold to incessantly throughout their lives. Television, radio, print, while they are driving, eating, taking a dump, and I am sure advertisers are working on a way to sell to you while you are sleeping. Companies are getting ahead today by not JUST selling to their customers. They are engaging them, building a relationship and trust, and then offering a product instead of pushing it.

This small experiment engaged my followers, got more people interested in the farm, and was a simple fun thing to do. I have since had people ask to see the shirts, or when they see I am wearing one they said "Oh I'm so glad you went with that design". (no joke, really happened)

The very day I got the shirts back from the printer I wore one out in public. After all, if you want to see your brand advance, you have to live it. That very day, literally 45 minutes after putting the shirt on for the first time someone approached me in a local store asking what the heck "FoodCyclist" was. He and his wife are now a members of the CSA. That's $480 I didn't have at the beginning of the day.

GFP013: Organizing Your Thoughts for a Successful Farm, Michael Ableman Author and Farmer, Sole Food Farm, Vancouver, BC

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Keeping organized is critical when running a farm. There are simply too many things to manage to be disorganized. Keeping it all in your head is not an option, because no matter how good you think you are, you are going to forget things.

The good news is you don't have to break the bank. You hardly have to spend any money at all. The investment you will be making in your farm is a little time up front to save you loads of time down the road.

I never go anywhere without my trusty notebook. One subject graph, quadrille ruled, inexpensive notebook that I got from Staples. It is on my person at all times. I meet too many people, manage too many projects, and have to remember too many things not to have something to write it all down in.

I am not saying you have to run out and buy this notebook specifically, but I am suggesting you get something to write down your thoughts in. It could be a one-subject notebook, or something that you can stick in your pocket.

I have a few more organizational tools that I cover in today's agricultural podcast. Managing all the projects we as farmers have to manage is tough, but keep organized and you will be fine.

Right Click to Download MP3

In this farm podcast you will learn:

  • Where soil comes from on an urban farm

  • Manageing staff

  • Significance of marketing

  • Farmers' market sales techniques

  • The importance of staying organized

Interview with Michael Ableman Sole Food Urban Farm

michael ableman foxglove farm bc sole food farm

michael ableman foxglove farm bc sole food farm

Michael's photographs have appeared in publications throughout the world and in solo exhibitions at the Oakland Museum, the Santa Barbara Museum of Art, and the Field Museum in Chicago.

He has lectured extensively throughout the U.S. and in Europe. His work has been covered in National Geographic, on National Public Radio's All Things Considered, in the Utne Reader, Gourmet Magazine, and the L.A. Times. An award-winning film about Ableman's work, Beyond Organic, narrated by Meryl Streep aired nationally on PBS in 2001.

Ableman has received numerous awards including the 2001 "Sustie" Award for his work in sustainable agriculture, Eating Well magazine's 1995 Food Hero Award, and the 1997 Environmental Leadership Award from the governor of the state of California.

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Items mentioned in this farm podcast include:

Take aways:

What tools do you use to keep organized?

How can increasing your organizational skills benefit your farm?

What is your future timeline for starting or expanding your farm?

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My skills are ever-evolving as an interviewer. Thanks for taking the time to listen in, and let me know what you think. You can leave a comment below, send me an e-mail, reach me on Facebook or Twitter, or leave a rating in iTunes if you liked the show.