adding value & product diversification moose meadows farm quesnel, bc presented by heloise...

Adding Value & Product Diversification

Moose Meadows FarmQuesnel, BC

Presented by Heloise Dixon-Warren, BSc, RPF

December 3, 2009Prince George, British Columbia

Moose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

- FARM FACTS -15 km. west of Quesnel, B.C. (Milburn Lake

area) – encompasses 65 acres;

Established as a bonafide (family) farm in 2002; atypical for the area

Owned & operated by 2 Professional Foresters & their 2 girls

Moose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

- FARM FACTS - Existing Products:

Evergreen Products - wreaths, garlands, etc.Christmas Trees – fresh cut, choose & cutBirch Syrup Products - pure & value addedAlpaca & Llama Products - socks, yarn,

blanketsFree Range Eggs Wild Berry / Fruit / Flower Jellies & SyrupsRustic Furniture – willow, birch, alderSilvopasture – Grazing, Christmas Trees,

Syrups

Moose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

- FARM FACTS -Existing Experiences:

Educational Farm Tours Birthday in the Barnyard Workshops / Consulting – Wreath

Decorating, Birch Syrup ProductionFarm Events –Sugaring Off, Christmas

MarketsFarm Gate Sales, Farmers MarketRiding Lessons

Moose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

- FARM FACTS -On-Site Retail Outlet (The Antler Shed Gift

Shop)– farm & other local products;

Accredited Agri-Tourism farm in Cariboo – Chilcotin; not typical for the area

Environmental Farm Plan (EFP) underthe Canada – BC EFP Program;

Farm Stays / wwoofingMoose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

- FARM FACTS -Profiled in “New Pioneers – Stories of 100

BC Women Entrepreneurs” - Oct. 2008;

Winner of 2008 IAF “Award of Excellence for Innovation in Agriculture & Agri-Food” for the birch syrup project (Birch Syrup Production Manual & 2 workshops)

Moose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

- FARM FACTS -2007 “Innovator of the Year” Northern BC

Women’s Award;

2007 “Home Based Business Award Quesnel Business Awards;

Articles in a variety of magazines (Western Living, Canadian Farm Manager, Small Farm Canada, Living Woods)

“Where we farm with the seasons” (tag line!)Moose Meadows Farm

Where we farm with the seasonswww.moosemeadowsfarm.ca

2002 to Now2002 Plan:

Simple – a bit of land (20 ac), have a couple horses & chickens, grow Christmas trees;

Opportunities; Timing; Vision Grew / Changed; Family Lifestyle Choices; knowledge / education base; Persistence

2010 Plan:More structured; marketing; growth; research & development (product, environmental)

Moose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

PRODUCTS AND EXPERIENCES

Moose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

WHY WE DIVERSIFIED?Wanted to farm using what we knew best

(trees & wild local plants!);

Wanted to have a “non-typical” North Cariboo farm (we have 1 cow & she’s a pet!);

Statistics – <2% of Canadians on farms(today) vs. 50% in 1950’s;

Moose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

WHY WE DIVERSIFIED?Assessed our resources - physical (land,

floral), geographic, labour, time, management, etc.);

Control price rather than commodity market control selling price

Niche products and experiences typically fetch a higher selling price (than commodity products)

Moose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

• Reduced our risk by NOT having all our eggs in one basket!

• One seasonal product / experience drives the production and sale of other products / experiences (aids in the marketing throughout the year!)

• Works well with emphasis on local, niche markets

WHY WE DIVERSIFIED?

Moose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

DIVERSIFICATION

Moose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.

Charles Darwin (1809 – 1882)

Factors to Consider(when diversifying )

Nearly ALL farms have land considered not viable or suitable for “traditional” agriculture; e.g. forested, wetlands, water bodies, rock bluffs

Be unique in the marketplace – offer a product different than your neighbour.

Start (very) small; be adaptable!Moose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

Challenges Legislation not reflecting trends

Primary Agricultural Products for Classifying Farm Land (as per BC Assessment Act) – many products NOT considered farm revenue for the purpose of farm classification

e.g. experiences (agritourism), non-timber forest products (birch sap, wild food products), value added products (syrups, jellies, jams, etc.)

Moose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

Challenges Limited support from local government

levels for agricultural diversification (economic cut backs);

Many people do not know how to assess their resources (physical, geographic, labour, management, etc.) to determine their opportunities

Moose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

Challenges Encouraging consumers to purchase, and

support, local products when less expensive products and experiences available;

Don’t try to compete with Wal-Mart!!

Moose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

Rewards Positive feedback from community and

region validates the approach and belief;

Economic returns, Self Sufficiency, Sustainable;

Enjoyable, Lifestyle, Challenging, Innovative;

Increase in local available agricultural products

Moose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

WHAT’S WORKING FOR MOOSE MEADOWS

FARM!

Moose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

Co-operative marketing (FARMED / www.farmed.ca, Farm Fresh Product Guide in North Cariboo; Farmers Market);

Joint Advertising (Birch Syrup ad in a BC Small Scale Food Producers Magazine)

Best Tools are word of mouth, excellent service & quality products (there are many things you can do with are at NO COST!!)

Moose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

MISCELLANEOUS

Evergreen Products Large industry in eastern Canada - 1998

New Brunswick produced ~ 4.1 million; Christmas wreaths = $20.5 million CDN.;

8th year; seasonal employment – 6-8 persons fulltime for 6-7 weeks;

Collected over 7500 lbs. of boughs

Moose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

Evergreen Products Individual, Corporate, & Fundraising

Orders;

Shipping products throughout North America (2008 – 1600 created);

Wreath Decorating Workshops hugely popular!

Moose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

• 2008 – provided 700 wreaths to Thrifty Foods (grocery chain);

• A Dog Named Christmas” movie (June, 2009)

Evergreen Products

Moose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

Birch SyrupBegan production in 2006 (tapped 15

trees)2009 tapped 230 trees

Moose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

Birch SyrupOnly 12 commercial producers in Canada

(3 in North Cariboo / Quesnel area);

All producers state demand is bigger than supply;

Industry expansion potential – birch is found coast to coast to coast;

Moose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

Birch SyrupSeason – April (after snowfall but

before gardening & planting season)

Niche industry – premium price ($100.00 / litre); chefs LOVE it!!!

Sell at farm gate, internet, market, sugaring off events;

Moose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

Christmas TreesMost trees at retail locations (e.g. Save On

Foods) are from central and eastern Canada;

Cultivating (shearing) “wild” natural regeneration – “Fresh from the Forest”; stump culture

Offering Choose & Cut; farm gate sales;

The Experience!Moose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

OTHER EDIBLE WILD FOODSDandelion Blossoms – jelly & syrup

Fireweed – syrup & jelly

High bush cranberry – syrup

Wild Rosehip – syrup

Saskatoon – jelly & syrup

Moose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

OTHER EDIBLE WILD FOODS

Consumers will pay more for value added products made with NTFP’s;

Unique products – sets youapart in a competitive market;

Will attract consumers resulting in increased purchases of more conventional farm products

Moose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

OTHER EDIBLE WILD / WEEDS FOODS

“wild food” is for the poor a staple, for the rich a delicacy, and for the frugal a delight”

“A weed is a plant whose virtue is as yet unknown”

Pliny the Elder (Gaius or Caius Plinius Secundus, AD 23 – August 24, AD 79)Moose Meadows Farm

Where we farm with the seasonswww.moosemeadowsfarm.ca

AGRITOURISMEducational Farm Tours – school groups,

families, individual, etc.

Birthday in the Barnyard

On Farm Festivals & Markets

Workshops – Wreath Decorating,Birch Syrup

Moose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

AGRITOURISMBenefits: Earning income while promoting your

business;

Enjoyable; Educational;

Promotes your other products / experiences;

Diversifies the revenue stream!

Moose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

QUESTIONS and THE END…

And… THANK YOUMoose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca

Additional Information

Heloise Dixon-Warren, BSc, RPFMoose Meadows Farm2861 Nazko Road, Quesnel,T: 250.249.5329 / mmfarm@goldcity.netWebsite: www.moosemeadowsfarm.ca

Moose Meadows FarmWhere we farm with the seasonswww.moosemeadowsfarm.ca