nc state 2009 part 1.ppt - worm · pdf filethis stuff is hard to make and if you don’t...
TRANSCRIPT
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Vermicompost Marketing:Applications to Commercial Growers
and Retail Outlets
Thomas Herlihy NC State Vermicomposting Workshop RT Solutions, LLC -Worm Power June, 2009
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A Word of Caution
“We will hunt down any vermicomposter who gives away product”g y p
Tom Herlihy & Jack Chambers – NC State 2008
This stuff is hard to make and if you don’t value it, don’t expect the customers will
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Differentiate VermicompostDifferentiate VermicompostCompost Vermicompost
E ll d if• Inconsistent process controls result in variable quality end product
• Excellent and uniform process control = uniform product
quality end product• Variable feedstocks• Variable microbial
– Moisture– Temperature– AerationV
communities• Inconsistent results
– Substrate• Mesophillic process
produces “plant-viable” p pmicrobial communities
• Earthworm and microbial communities truly altercommunities truly alter the nutrients (form)
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It’s All About The QualityIt s All About The Quality
To market vermicompost for top value – the product must be uniform, consistent and reproducible
Don’t think of “castings" as the end product –it’s NOT,
Truly understand your targeted growers’ expectations, production methods and costs
Don’t over promise results – better to exceed than come up short
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Vocabulary
• Industry needs to settle on a single term for y gthe end product from vermicomposting– No such thing as a pure castingsg p g– Ask what are the benefit to claims of castings
vs. vermicompost• Nutrients• Microbial diversity
– With conflicting terms & claims its difficult to educate consumers
– Quality comes from production and validation testing
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Retail vs. CommercialUnderstand the Differences
Retail Consumers• Less demanding
Commercial Growers• Exacting specificationg
• Willing to believe• Higher maintenance
g p• Profit is King• Scientifically driveng
• More logistics• Extensive packaging
y• Knowledgeable• Fewer clientsExtensive packaging
• Higher return ($/lb)Fewer clients
• Minimal packaging• Lower return ($/lb)• Lower return ($/lb)
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Marketing Worm Power to gCommercial Growers
We targeted high end horticulture
Markets• Vineyards
• Higher value growers can j if h f
y• Nursery• Greenhouse
justify the use of vermicompost products
• Turf• Vegetable growers
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Small VineyardsSmall Vineyards
• Worm Power has 17 New York vineyards yas clients– Used to establish newUsed to establish new
acreage– Side dressing g
established vines
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Vineyards
Empirical Case studiesp
• Silver ThreadSilver Thread – Established 4 ac vinifera– Increased survivalIncreased survival
• Shale Stone– Side dressed 8 ac viniferaSide dressed 8 ac vinifera– Owner reports increased
vigor
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Vine Nursery
AA VineyardAA Vineyard • Produces 3,000,000 vines
(rootstock) for sale annually(rootstock) for sale annually• Three year study
Y 1 Si ifi l– Year 1 Significant results– Year 2 Mixed – poor data– Year 3 No Significant
economic difference
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Greenhouse
• Highest value for vermicompostg p• Large volume consumers• Very knowledgeable/scientificVe y ow edgeab e/sc e t c• High liability• Accustomed to high price inputsAccustomed to high price inputs• $1.2 Billion industry• Highly mechanized• Highly mechanized• Requires agronomic experience
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• Unknown to us this future grower performed tomato
dand pepper production trials.C d• Compared seedling flats (plugs) with(plugs) with Worm Power to his conventional plug production system
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lPepper Plug Production
C i l GCommercial Grower 11/2007
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Elzinga Greenhouse
• Single customer has purchased 150,000 lbs of vermicompost
• Required OMRI certificationd• Extensive 3rd party support
• Worm Power required to provide d t li bilit i– product liability insurance,
– Guaranteed specifications range– delivery scheduley– No BS!– Uniform – Consistent - Repeatable
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Elzinga Greenhouse
• Worm Power used as 10-15% of the potting soil
• Worm Power is also top d d th l tdressed on the plug trays
• Worm Power used as the primary ingredient in a teaprimary ingredient in a tea that is applied weekly
• OUTSTANDING RESULTS – Happy grower & Happy vermicomposter
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Greenhouse
• Filling of plug trays, g p g y ,seeding, topdressing and plug transplants all done by mechanical and automated equipment.V i MUST• Vermicompost MUST flow and behave in a consistent reproducibleconsistent, reproducible manner.
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Vermicompost in Potting Soil MixesSoil Mixes
• Worm Power has i i d i iparticipated in two organic
potting mix studies with Cornell University 1.40
Base
• Two vermicomposts (dairy and hog) tested had highest plant growth (biomass) of 15 0.80
1.00
1.20
er p
lant
Base
Base +Blood meal
DairyTherm
DairyTherm+ Bloodp g ( )mixes studied.
• Vermicompost is only a component of the mix 0.20
0.40
0.60
wt (
g) p
e mealDairy Verm
Dairy Vermi + BloodmealHog Vermcomponent of the mix
• Worm Power is now part of the official University base mix
0.00
0.20Hog Verm + Bloodmeal
Organic Transplant Media and Tomato Performance 2007
A j C i imix Betsy Leonard and Anu Rangarajan, Cornell University
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Table 2. Final plant weights, medium pH, EC and germination rates of 21 potting mixes.
media treatment % germinationEC(uS/cm)
FinalPer plant
dry wt(g)fresh wt(g) pH
Base 0.58 iz 0.11 j 4.8 j 139 g 95 ab
Base plus Blood meal 0.86 hi 0.10 j 6.0 f 184 defg 94 ab
Bradfield 1% 2.12 fg 0.34 fgh 5.0 ij 168 efg 94 ab
Bradfield 2.5% 3.61 de 0.47 de 5.0 ij 193 defg 94 ab
Bradfield 5% 5.41 c 0.65 c 5.3 gh 224 cde 90 bcBra f 5 5.41 c 0.65 c 5.3 gh 224 cde 90 bc
Alfalfa 1% 1.58 gh 0.28 fghi 5.0 ij 167 efg 93 ab
Alfalfa 2.5% 3.32 de 0.46 de 5.2 hi 191 defg 93 ab
Alfalfa 5% 3.84 d 0.52 d 5.6 g 197 defg 91 ab
Sesame 1% 2.78 ef 0.39 efg 4.8 j 147 fg 93 ab
S 2 5% d f d f bSesame 2.5% 3.53 de 0.39 ef 5.6 g 199 defg 94 abDairy Vermicompost 20% 3.33 de 0.49 de 6.7 cd 250 bcd 93 abDairy Vermicompost 20% plus Blood meal 9.68 a 1.19 a 6.0 f 250 bcd 93 abDairy Vermicompost 20% plus Bradfield Alf 20% plus Bradfield Alf 1% 3.58 de 0.53 cd 6.6 de 272 bc 93 abDairy Thermicompost 20% 0.78 hi 0.11 j 7.3 a 302 ab 94 ab
DairyThermicompost 20% plus Blood meal 6.98 b 0.78 b 6.4 e 356 a 95 a
Organic Transplant Media and Tomato
Dairy Thermicompost 20% plus Bradfield Alf 1% 2.66 ef 0.39 ef 7.0 bc 356 a 96 aHog Vermicompost 20% 3.74 d 0.58 cd 7.0 bc 216 cdef 94 abHog Vermicompost 20% l Bl d l 8 93 1 08 6 9 199 d f 95 b
Performance 2007
Betsy Leonard and Anu Rangarajan, Cornell University
20% plus Blood meal 8.93 a 1.08 a 6.9 c 199 defg 95 abSunGro 1.59 gh 0.27 ghi 7.2 ab 185 defg 95 aSoybean meal 1% 2.73 ef 0.27 hi 5.4 gh 251 bcd 85 cSoybean meal 2.5% 1.64 gh 0.16 ij 6.3 e 358 a 66 dz Values in the same column followed by the same letter are not significantly different at p<0.05.
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Tomato Plug Production
• Two year Study with y yCornell Horticulture
• Two treatments used Worm Power in 20% of the potting soil
• Worm Power also used with blood meal as a nitrogen supplement
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Tomato Plug Production
• Vermicompost show as an excellent supplement
• Nitrogen content of i t h t dvermicompost exhausted
35 DAP• Worm Power and aWorm Power and a
nitrogen supplement yielded outstanding results ( h )(sum greater than parts)
Organic Transplant Media and Tomato Performance 2007
Betsy Leonard and Anu Rangarajan, Cornell University
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Cabbage Production
• Worm Power used as 10Worm Power used as 10 - 20% of the potting soil
• Worm Power top dressed• Worm Power top dressed on plug traysR h d ith• Research done with Cornell and growers
d tunder a grant.
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Horticultural ClientsHorticultural Clients
Worm Power products in production agriculture:
• Honeyhill Farm - Certified Organic Garlic Production
• Fraser’s Garlic Farm - Certified Organic Garlic Production
• Pederson Farms - Tomatoes and Cauliflower productionPederson Farms Tomatoes and Cauliflower production
• Hemdale Farms - Certified Organic Cabbage Production
• Grisamore Farms Strawberry (Jewel variety)• Grisamore Farms - Strawberry (Jewel variety)
• Cobblestone Valley Farm – Strawberry (Jewel variety)
• Glover Perennials - Cut flowers
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Greenhouse Lessons Learned
• Do your homework and don’t BS • Vermicompost used as 10 -20% of a potting soil
mix performed as well as (better ?) than the best il bl i l i i l lavailable commercial mixes in large-scale
horticultural production• Consistent physical chemical and microbialConsistent physical, chemical and microbial
properties was key!• Combining vermicompost and a supplement
(nitrogen or extract) yielded best full season resultsW P i l t f th f tilit• Worm Power is only a part of the fertility program…..NOT a silver bullet
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Vermicompost in Turfp
Worm Power successfullyWorm Power successfully marketed to three (3) golf coursescourses
• Part of a divot mixPart of a divot mix8 parts sand - 1 part Worm Power -1 part diatomaceous earth
•As a top dressing after core aeration•As a top dressing after core aeration (mixes with sand 9:1)•Huge underserved market for sustainable turf management in golf
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Worm Power –Retail Experience
• Worm Power dragged kicking and screaming into retail product markets in 2008.
• Steep learning curve – new sets of issues ( k i di t ib ti d t t(packaging, distribution, product support, displays and financial)
• Packaging is King product is 2ndPackaging is King, product is 2• Labeling is a complex and regulated
environment• People love vermicompost in spite of cranky
vermicomposter (me)
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Worm Power –Retail Experience
• Examples ofExamples of Worm Power packagingpac ag g
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Retail Experience
• With Greenhouse client entered over 100 Meijer superstores in thesuperstores in the upper Midwest.
• Dropped Meijer in pp j2008 and focused in 2009 on expanding to localexpanding to local lawn and garden centers
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Worm Power –Retail Experience
• Worm Power built an internal product packaging line and filled 5,000 units in 3 days.
• Be careful what you wish for!• Be careful what you wish for!• Cash flow is more difficult -
(container, label, labor, shipping) – slow pay
• 2009 is better than 2008
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Vermicompost Extracts, Teas & Colored WaterColored Water
• Worm worked vermicomposts and castings are solublecastings are soluble.
• Think about the claims you want to make• Different vermicomposts will yield
different extracts (QUALITY is a MUST)
• What extracts are– A product with the potential to move
vermicomposting and production organicvermicomposting and production organic agriculture into highly promising and profitable areas.
• What vermicompost extracts are notWell characterized– Well characterized
– Standardized (type of vermicompost)– Material with widely documented results– Currently ready to be marketed as a
bi l hi k i i d ( ibiocontrol – think prescription drugs (time and $)
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Future Commercial & Retail P dProducts
• Slowly entering the extract (tea) field.• Awarded a research grant to develop a stableAwarded a research grant to develop a stable
extract product (subcontractor Cornell University).
• JUST awarded a major USDA grant with Cornell to develop disease suppressive products based on vermicompost (Allison Jack)
ik l d d i b i• Likely to expand production by 300% in 2009
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Current
Future
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Work the channels
Work the market