Amber Baker & Jason Karnezis

redtruckfarm@gmail.com redtruckfarm.wordpress.com

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Vision: Create a profitable organic produce farm which contributes to a thriving local economy and community.

Mission: Red Truck Farm’s mission is to provide local restaurants, grocery stores, and institutions specialty and heirloom produce from our small scale, certified organic, family-run farm in Ridgefield, Washington. We see our customers as our strongest partners and pride ourselves on the relationships that we build, and the quality, consistency, and freshness of the produce we provide.

2 season CSA Farm Apprenticship (SIO)Systems, Selling, and Sustaining

1. Systems – irrigation, cultivation, greenhouse, packout, etc.

2. Selling – the right fit for the farm3. Sustaining – Daily, Monthy, Seasonal tasks for

efficiencyBegan our own “farm” - 2007

¼ acre: grew dry beans and a few “safe” crops What’s safe around here?

2008-2010 seasons: ½ acre lease on Sauvie Island

-2009 farmer’s market experiment2011 – present: purchased own land in Ridgefield

- 7 acres, half in forest, tiny orchard, house on site

1 queen size box spring + Craigslist = buyer, who also owns land on Sauvie = annual lease. Stir often, add water in summer + double commute + work weekends + sell to whomever you can + forget something at the farm once in a while = triple commute. Add seed catalogs in winter + deceive yourself that last season wasn’t so hard = Repeat in ‘09 but add a Farmer’s market “trial” = Repeat in ‘10, drop the farmer’s market + open another full acre on top of your ½ acre + farm tours + beg friends for help (farms are cool, right guys?) = moment of clarity in Winter ‘10 that this is no longer, nor ever was sustainable = find a Realtor.

1. There is no SecretFigure out what part of farming appeals to

you and that will largely determine how you structure your farmOnly Vegetables?Only Meat?Only Fruit?Only Value added?Some combination of the above?

Be honest with yourself and listen to what you are passionate about.WE HAVE BEEN, AND CONTINUE TO BE A PART-TIME FARM

Off-farm income was and is our primary source for paying our living expenses.

Our pace of growth is steady.Amount of land we cultivate Amount and types of accountsComfort dealing with “farming” (things break,

always)Type of produce we choose to focus onAmount of time we spend on the farm business

What we grow is reflective of our part-time modelBenefits of working off-farm, beyond income

Marketing opportunities and perspective

Primary soilworking – Kubota Tractor, BCSSecondary soilworking – Farmall Cub, BCS, Hand

toolsIrrigation – existing plumbing (needs upgrade)Crop Protection – Deer fencing (needs upgrade)Greenhouse, Low tunnels, High Tunnel, Mid-

tunnelsPackout Barn (needs upgrade)Cooler (building now)Delivery vehicle (red truck)Record-keeping (field books, computer,

accounting)Marketing tools (cards, social media, showing up)

Commercial Business LiabilitySelling to grocers and insitutions

Farm and Ranch PolicyCovers visitors, farm tours, dinnersCovers equipment and infrastructure

Crop/Commodity insuranceNot currently enrolled but could apply,

especially if you’re growing only one or two items or have livestock

High value crops per bed foot (ex. basil)

High demand crops to keep our list competitive (ex. Alliums, potatoes)

Hardy crops either in the field or post-harvest (squash)

Heirloom Bean Seed packets (winter income)

High value crops per bed foot - tomatoes, pepper, eggplant

High demand crops to keep our list competitive (ex. Alliums, potatoes, shell beans, beets, basil)

Hardy crops either in the field or post-harvest (squash)

Greens, bunched and in bulk (Arugula)

Market

Segment

Pros Cons

Restaurants Price pointWilling to try new productsOther small businesses

Variable orderingSmaller ordersTurnover

Local Grocers High volume ordersDedicated staffPre-season agreementsOGC distributionFarm name exposure

Lower price point

Institutions High volumeStanding ordersChefs control orderingProduct absorption

Occasionally lower price pointCredit Card payment

Our MarketOver 100 restaurants in the

Portland/Vancouver metro area who are sourcing products locally

New Seasons Market opening new stores each year - scheduled to open a 13th in fall 2012

Bon Appetit –min 20% of products from local sources, serve a number of educational and private institutions

Amber’s off-farm job was the initial foot in the door‘07 = a few cases of kale, hot peppers and basil

Feedback was very positive (QQC) ‘08-’12 = Market Day program highlights local grocers

Market day manager annual planning: 2008 – presentFeedback loop and the “no contract” advantage

‘09 – Present = Company wide distribution of productsWork with both Market day and Produce managersDirect drop and bulk drop to OGC

2013: Move into one or two stores as featured growerWork with store specific produce managers

The customers face of the company continues to evolve

• Originally delivered for CSA farm

• Cont’d exposure with wine delivery

• Fit with our part-time farming model

Must have’s for Restaurant Accounts•Elevator speech abbreviated:

• Who are you?• What do you have?

•Product list with pricing, availability, delivery days•Contact information•Follow up•Variety is usually a better bet than not

When can that be an exception?

Variety is usually a better bet than notWhen can that be an exception?

QQC definedQuality, Quantity, Consistency: ”...We see our

customers as our strongest partners and pride ourselves on the relationships that we build, and the quality, consistency, and freshness of the produce we provide. “Quality: If you wouldn’t buy it, don’t ship itQuantity: How much of something do you have?Consistency: How long will you have it? The Q and Q is

consistent from week to week. Invite them to your farm to visit and/or host a dinnerGo eat at their restaurant

They’re just as passionate as you about exceptional product

The farmer’s market saving grace2009 farm tour by one chef resulted in 1 phonecall in ‘11 that began the relationship

never remove a contact off of your produce list once they’re on unless they specifically ask

A few initial deliveries at the end of one semester opened the door for a conversation about their needs for the following growing seasonHigh Volume underscores the QUANTITY in QQCPotential for Standing Orders

Common themes for all 3 types of accounts:QQC – Make sure you’re ready to bring on a new accountEach are reselling our product in some formStop in, eat, chat, go have a drink, talk shop outside the normal channelsFollow your chefs

They often lead to more chefs if your QQC is strong

As-direct-as-possible sales reinforce our relationship

• Get comfortable with “No”• Get even more comfortable with your elevator speech

• Evaluate your audience• Chef• Institution• Grocer

• Sample box tips for chefs• Keep it simple, don’t primp• Include product list• Follow up

• Institutions - Respect proper channels• Grocers – Produce managers • Timing

Calculating risk and seizing opportunityNRCS EQIP grant

High tunnelRaptor polesPollinator Hedge RowCover Crop

USDA The Farm Service Agency (FSA) developed the Microloan (ML)

program to better serve the unique financial operating needs of beginning, niche and the smallest of family farm operations by modifying its Operating Loan (OL) application, eligibility and security requirements. $35K Cap.

Revisit your vision/mission statement at least once a yr.What did I do?

Changes in infrastructureChanges in what was grown/raised/soldChanges in off-farm jobChanges in rest of life (you should have one)

What did I make?Stronger /Weaker accountsMore/Less time off-farmIncrease/Decrease in gross profit

How does it/ did it/ will it feel?Injury or exhaustion, barely making it, or, that was easy

Do I need to change my vision/mission or what I did?

Vision: Create a profitable organic produce farm which contributes to a thriving local economy and community.

Mission: Red Truck Farm’s mission is to provide local restaurants, grocery stores, and institutions specialty and heirloom produce from our small scale, certified organic, family-run farm in Ridgefield, Washington. We see our customers as our strongest partners and pride ourselves on the relationships that we build, and the quality, consistency, and freshness of the produce we provide.