Farm HERO: Unlocking Year-Round Produce Sales
This Wyoming Produce Farm attracts Buyers with a wide variety of produce in a rather difficult terrain for farming. Using hydroponics, they can grow fresh produce year-round to supply Buyers with sustainable fruits and veggies that typically are not available in their area. By offering an annual CSA and multiple box varieties, the Farm has been able to attract hundreds of local customers.
Using Hydroponics to Grow Year-Round
Living in Wyoming, the land and air can make it difficult to grow fruits and veggies year-round. This Farm turned to greenhouses and hydroponic systems to support their product growth. This allows them to grow crops that typically would not survive in their location. Hydroponics allows the Farm to raise its products in a water-based solution (with mineral nutrients) instead of the soil. The Farm utilizes 3 hydroponic zones (automated for irrigation and nutrients) to keep up with demand, as well as growing some crops in dirt (provided they grow well in their Wyoming soil).
The Farm looks at what grows best and matches with Buyer demand - with a controlled environment, they have more opportunities to bring unique products to their community. This allows them to provide variety within their store and CSA options, with goals of expanding into other products (e.g., mushrooms).
Offering Variety in CSA Boxes
The Wyoming Farm offers local Buyers various CSA box options to maintain a Farmer’s Choice model, while still allowing customers the opportunity to choose their box preferences. While Buyers can purchase single items within their store, the CSA boxes offer their best products, a fresh mix of fruits and vegetables and premium recipes. Each box is an annual Subscription commitment, with the option of 5 different local pick-up locations as fulfillment options.
The Farm offers a half box, a standard box, and a bounty box. Their half box is their most popular, and is their entry level option with 5-7 items that allow Buyers to try their produce selection without fully committing to a full-sized box. The standard box gives Buyers 8-10 items, with a mix of greens, herbs, and various fruits and veggies and rotating special items. The bounty box includes 10-14 items and includes their best product mix.
Attracting New CSA Members
To attract new CSA members within their local community, the Farm offers its best produce varieties within their boxes, including familiar staples, as well as fun and new items. When given new items that Buyers may not be familiar with, the Farm includes a recipe, making it less daunting to try new products. The Farm looks at what is missing within their community to understand what they can offer to satiate Buyer demands, to set their store apart and attract new customers.
It is important for the Farm to get to know their community so they can understand their desires, from product mix to fulfillment locations. They participate in community events, marketing their brand and offering product samples to showcase their Farm-fresh produce. They market the Farm through social media posts, consistent email newsletters, in-person events like Farmers Markets and print advertising leading to their online store.
There are no other commercial greenhouses in their local area within Wyoming, so the products they can raise are distinguished from other Farms. This allows them to offer a different variety of products (year-round!) than other producers. The Farm knows that once people taste their produce and learn about the nutritional benefits, they will come back for more.
Conclusion
Serving community members year-round with fresh produce helps encourage this Wyoming Farm in its operations. Through utilizing hydroponic systems, they can raise products that would otherwise be unable to grow in their climate and soil, allowing them to cultivate staples and unique items for their Buyers and CSA members. With consistent marketing, recipes for their products and a variety of box options, the Farm has built and maintained a successful CSA program.
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