Building a Brand Legacy That Lasts with Agricola Family Farm
Daphne shares with us how they navigated rebuilding their farm, engaged customers through storytelling, and how they’ve established a multigenerational farm brand.
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Daphne: [00:00:00]
You know, you can't let, something like covid just affect you. You have to be able to find a way to work around it. You know, your story's still there, your, your, your mentality, your positive mentality is there. How can I still drive the brand that I've been creating over the years?
And just still get, you know, make profits so I can pay for my bills. I can pay for the kid's food and everything. How can I do that? So once you really ask yourself all these questions, it makes you think, huh, I need to think outside the box, need to think like a pizza place, you know, what would they do differently?
Emma: [00:01:02]
Welcome back everyone. You are listening to the DIRECT Farm Podcast. And if you're joining us, because you heard about this at the conference on Tuesday, then welcome! We're really excited you're here and continuing to learn about your brand. If you do not know what I'm talking about, we had the DIRECT Farm Series Brand Conference on Tuesday. It was a free virtual event and you can go watch all of the sessions freely and virtually at directfarmconference.com.
We had some really incredible keynote speakers join us. Curtis Kopf is from REI, he's their Chief Digital Officer. Talked to us about mission-driven brand loyalty and Emily Moose, who is the Communications and Outreach Director for A Greener World, which is an independent certifier. They came and talked about how you really build that consumer trust that they've done such a good job of cultivating.
We also heard from some very familiar names, if you are a regular listener of this podcast. We heard from Joe Schirmer at Dirty Girl Produce, from Angelica Hayton at Hayton Farms Berries, and from Daphne Bicaise who we're going to be hearing from again today on this episode. Daphne, both at the brand conference, and in this episode, talked to us about what storytelling means when you are building a brand online. And Daphne and her family at Agricola Family Farm have a really unique and honestly inspiring story. So I'll let her tell it and introduce herself.
Daphne: [00:02:26]
I'm the oldest of five in my family, we're all farmers. We are from the Republic of Congo. So we moved here as refugees about in 2010, I would say May 20, 2010. And since then we've been here. I went to, to high school here. I also graduated college about two years ago in May, 2018. And, I studied agriculture would have concentration in agronomy. So farming for me is like it's, it is nothing new, to be honest at first, I honestly did not know what I wanted to study in college, but over time I think there was so many opportunities within agriculture.
Emma: [00:03:05]
I asked Daphne to take us all the way back to the farm's beginnings .
Daphne: [00:03:10]
Oh, let's see. The farm it to begin. Let's see. So my dad was, 15 or so when he started to farm that home in the Congo, I can't, I don't know what year, somewhere over there. And, he didn't really know what he was doing.
His, stepfather, left him a huge portion of land before he, you know, traveled back to France and he had to find a way to, you know, provide for himself. And, you know, as a young man, you, you want to be able to just have enough cash in your pockets and take care of yourself. And, he just fell in love with that.
And over time it just kind of grew. And you also had people from like the churches to help him, with seeds. And I remember one of these, actually his godfather helped him get two pigs that he was able to breed over time and the numbers increased, and back then having a pig or two is actually really, really expensive.
It's almost like having a fortune. So he was able to do that and then add some other animals. Then he continued to grow vegetables, which he would turn and sell back to the community or the church back home in the Congo. Then when we moved, when we moved to Ivory Coast, because of the war that happened around the 1990s, I think 1999, we didn't have any way to make money.
So farming again was one of the only way we could really do that. And that means growing, you know, we had, barely about maybe 500 foot, no, 500 square foot in terms of like space to grow vegetables. And we had about perhaps 10 chicken, you know, and you know, they will come as chicks and then we'll let them grow.
We'll perhaps sell about half of it and then the rest we'll leave it for the eggs. And then the other portion was for the vegetables, which we used to grow pretty much, like the traditional grains that either people who were also refugees in Ivory Coast and could not afford to either grow the vegetables, we were able to try to sell it to them. And for those who could not afford to then buy, then we'll, also, just give it away to them as well. And over time we had the status of refugee, we were admitted to have the status of refugee. And Ivory Coast with the UN HCR, which is like, kind of like a subdivision of the UN.
And they were able to actually buy chicken from us over time. So they help finance it, then we'll, we'll buy about maybe 1000 chicks or so, mainly broilers, and then we'll, we'll be able to sell back to them. So by the time they come back and order, it's about 500 chicks that we have to butcher for day and process, and they'll come and pick it up.
And I think that's also one reason why we're able to come to the U.S because they looked at how important the job that dad was doing at the time. And you know, not to say that other people weren't as worthy as we are, because I think all humans are to be honest. It doesn't matter what you're doing. But, there was just it for us, I feel, and I believe that farming was what enabled us to be resettled here in the U.S which happened in 2010.
Emma: [00:06:30]
Next I asked to Daphne to describe what transitioning both their family and the farm to the U.S looked like and how long it took for them to start farming again in the U.S
Daphne: [00:06:42]
I will say, didn't really take long for him to get back. He tried to do the normal work that people do. It didn't work out.
He didn't like it. I don't know if it's perhaps not to be bossed around or whatsoever, but there's just something when you love it. And especially at the young age you started, it had to continue. So he got involved with an organization, an organization called Plant it Forward. And they help refugees still till today when they resettle here to Canada to change farming so that they can get back to their life and be able to provide for their family.
And so my dad was involved with them. He was one of the first actually farmers in that first class, to graduate from the program and to also learn from Plant it Forward, as well. And, In 2013 is actually when we really established a farm in the Houston area. We had about less than an acre, I would say less than an acre.
And we were able to grow everything. You know, like from radishes to tomatoes, to kelp pretty much seasonal things. and about three years later saying, well, I think it's time to move to a bigger land. And then we moved in 2016 to Cleveland, which is about perhaps one and a half hour away from Houston.
So, and it's out in the country. It's it's very beautiful there. You don't hear any cars- maybe now you do- but, it's not as crazy as in a city, and plus there's something about just a fresh air, especially when you grow vegetables, which is like super important. I think just using a land that's never been cultivated, and since then we've been there.
Emma: [00:08:19]
Daphne went on to explain where she feels like she can be really helpful on the farm.
Daphne: [00:08:24]
So, where I come in is through college I've tried to find ways to help my parents increase profit, increase production, find customers. So even when I was in school, I was still helping with the communication being that my parents actually, they speak English, but not as perfect I will say, or perhaps not as me. But they get, you know, they get around with the way they speak but it's like, I'm, I'm that one person behind that just runs stuff. But I still do, I still give the credit to my Dad for doing all the hard work. And yeah, you know, I just, I say, well, I would just give it a try and I'll just do that.
So I do have a full-time job on the side , but in my free time, I am either managing the Barn2Door website or the Facebook page, or just talking to regular customers, answering their questions. "When are my vegetables coming in?" And you know, the little things in between that either my dad does not, or does not have time to do that, I get to help with.
Emma: [00:09:28]
Next, Daphne and I touched on how being online has evolved their business. How it's changed the way that she works, that their farm works and how they're connecting with their customers
Daphne: [00:09:40]
I would say, one, you know, when we first started, we, I had no clue how marketing works, you know, and that's one.
I think in 2015 when we actually had just barely, no, was it 2015, 2015, 2016 when we had barely just moved to the land. so I was able to learn a few things from there, how to handle it, and then moving towards the more like the online marketing would now, especially with Barn2Door, At first, I was just like using Facebook.
When now there is a way that I can just use to send out a mass emails and, you know, or communicate and have give that convenience to people. To order the things online without having me to do the extra work. Before I used to be, I will send the email either every Wednesday or Thursday night. sometimes Friday because I'm running around I'm late and just crazy.
So now with like Barn2Door, I'm able to just send, What's it called again, scheduled a time that the emails needs to go out and it just sent, all I need to do is like pretty much update, like the numbers, what do we have available, and just make sure that everyone is in there, like, you know, getting the orders correctly.
Emma: [00:10:54]
So of course the follow-up question too. How are you guys adapting to being online is how are your customers adapting?
Daphne: [00:11:02]
People actually loved it more for some reason. Like it's weird. even those people who didn't like really want to do it to like, well, this is new. Like how can they, how can I order things online? But it just like, I'm like, it's like Netflix. Or it's like ordering a pizza, you know, you just click here and there, you just show what you want and then you put your credit card and then boom, you're done.
So, I liked it more because of the, the farm share, subscription that we do before. It was really hard to kind of keep track of it. and now like I'm able to just have, you know, when the email. The last email that comes in. So my deliveries are actually on Saturdays. so I do get email reminder from Barn2Door, I think Thursday night does say, Hey, this is the amount of people you're going to deliver to.
So I don't even need to think, Oh my God, how many people am I having? Like it's already there for me to, you know, just check and like just print it out. And, you know, just package all my things on my vegetables and go drop off. Definitely like the online marketing did help a lot. just having everything in one place instead of having to be all over the place, like, you know, around Facebook and the email.
Emma: [00:12:15]
That answer brought me to my next question for Daphne, which was what does brand mean to you and to Agricola Family Farms?
Daphne: [00:12:23]
So, our branding, I think for me, it's like being true to the customers, sharing our story so they understand. Why we're doing it wherever you're from, having that one-on-one conversation with a customer, for example, when you go to the farmer's market or, you know, just posting, Hey, you know, this is what happened at the farm today.
For example, there's been a few times, you know, we had some dogs running into our property and, you know, we've had times where they killed perhaps 10, 15, even a hundred chicken at once. you know, and, Those are stuff you don't just keep for yourself. You have customers out there who are willing to help you.
You know, it was just like a way to find that you don't abuse of their help, but you say, okay, this is what happened today. you know, some days farming is awesome. It's fun, it's all happy. But in some days this is what happened, you know? So just being true to the customers, just let it, sharing your story with them, letting them understand what's going on.
Being able to answer the question. I think that's what, just like create the brand for me. and I was story is our brand. I will say I was story is like, a way to share the brand that we, you know, that people need to see. I don't, you know, I think sometimes it was slogan and I'm like, Oh my God, I shouldn't put out there, but it's like the stories there, you know, there's not, if you complicate it too much, then you don't get the results that needs to be happening.
Emma: [00:13:56]
Daphne went on to explain how that storytelling and not making it too complicated how that comes across on social media and how deliberate she is in really telling that story and being authentic about it.
Daphne: [00:14:09]
I'm sure you've seen, like, our Instagram is not just me. You will see there sometime you will see my dad sometime you would see my mom. Sometimes it's my little sisters, so, you know, I don't exactly do the whole, like, "Hey, there's an introduction for little Gina, you know, she's five years old. She's seven years old and she's holding a radish." It's for me, introducing them is like, She's, you know, she's holding that cucumber she's, you know, with her happy face and, "Oh my God, Jen is doing this today."
And it just, it just shares that idea that love with someone else without me having to be, like super strict about the way I need to like, share the branding with other customers. So it's kind of just like letting them learn about us through like, what do we do? through the moments that we share at the farm. So it makes them feel like they're actually at the farm and living that moment with us. I think.
Emma: [00:15:05]
As so many places across the country are looking down another surge in the corona virus pandemic i wanted to ask Daphne about the ways that covid impacted their business earlier this year and how they were able to adapt to maintain their normal volume of sales and be really resilient in terms of the pandemic.
Daphne: [00:15:24]
So with the COVID I think a lot of people did have, how would you call that? lots of challenge, you know, when it comes to sales, especially farmers. At first, you know, it was like no one wanted to go out. So you have to find a way to get the produce to, to people get the eggs to people, you know?
Cause it was a, it was a crazy time. it happened so fast and. for me personally, in terms of my health at the moment I had to leave the farmer's market. So that was one thing how COVID did affect me, personally. And I think also affected the farm business. Our presence when we, weren't at the farmer's market, neither was my dad and my brother. because sometimes he has some serious health issues, so he couldn't be as there as much as needed.
So we lost lots of cells. lots of customer did ask, "Hey, when are you guys coming back? What are you guys doing?" But, you know, it was very, that uncertainty during that time. I'll do. And then, you know, whenever I think when Barn2Door did approach me, I was like, I was kind of, you know, not sure what to do because you know, you go into that stress moment and you don't know what's going to work for you, then you find out.
Hmm. I think now we have to work like, you know, a pizza place, like, being a bunch of just. Drive and drop off the things. And hence why I started doing more of the home deliveries, because I thought it was better. One, for healthy shoes, you know, you just drop up the box and you leave. But then you don't need to have the direct conversation or made up with someone.
You know, you just use either your phone or your computer to just make sure that. They're getting what they need, but having like, you know, just everything there online and just making it convenient for them.Did help, as in terms of like, I was able to catch up on the sales that I had lost over, two months, you know, so I was able to get the customers back and say, Hey, this is what we're doing and they also help me myself in terms of like tracking our inventory too.
Because you know, at first, like I think every Saturday when I had the market, I sometimes I'm like, I don't know what we're going to sell today. I have no idea what you're running out. but now. I'm able to just like keep track of everything, but then also I know what people want to more of a sell.
You know, some people eat more eggs and they want like five dozen of eggs per weeks. So you have to be able to provide that. And also that drives the sales up now, because now we know what we need to sell more of. I think that's how it's been working for us. It hasn't been easy at first, but, it didn't increase up once.
Like we did the online sales, and don't know who I heard that from, but, they were pretty much saying, you know, you can't let, something like COVID just affect you. You have to be able to find a way to work around it. You know, your story's still there, your, your, your mentality, your positive mentality is there. How can I still drive the brand that I've been creating over the years?
and just still get, you know, make profits so I can pay for my bills. I can pay for the kid's food and everything. How can I do that? So once you really ask yourself all these questions, it makes you think, huh, I need to think outside the box need to think like a pizza place, you know, what would they do differently? You know, they're just going to close the door, you know? So it's, I think all those questions that I had to ask myself, so think it was very important.
Emma: [00:18:55]
My last question for Daphne as it's been for Joe and for Angelica. Is if you could go back a year ago and give yourself a piece of advice what would it be?
Daphne: [00:19:06]
Definitely to be open to possibilities because you never know what's ahead of you. And in terms of farming, you have to open your mind to surprises today. It could be a fire burning all the vegetables or some dogs coming into, you know, to, to just kill all your chickens at night.
you have to be able to be open and sometimes, trust that, you know, there is help. There are people out there who can help you and that you're not alone in a situation, wants this to happen. and again, COVID is definitely one, one example, you know, if we didn't reach out to people, Hey, we have this much vegetables that we need to sell.
What can we do to sell them? I would definitely like, think about it again, like, Hey, it's, it's just, it's okay to stress, but. don't give up, you have to get working. And especially with our story, we've been through so much. This is like only a tiny portion of it. So definitely don't give up, always look for possibilities and different ways to, to just drive the sales home or, or reach the goal that you've had in mind, which is like expanding the farm or, you know, just making more profit, more sales, I would say.
Emma: [00:20:22]
So again, that was Daphne because at Agricola Family Farm. They are down in Cleveland, Texas. Daphne also spoke at our Direct Farm Series Conference on Brand. And again, you can go watch all of those sessions free. I forgot to mention earlier, but there are actually tactical sessions offered by some other Barn2Door team members.
So, if you were interested in learning, if your marketing efforts are working and how to use more engaging media, meaning photos, videos, with the tools right on your phone, there are wonderful sessions for you there virtually at directfarmconference.com Thank you so much for listening. We will talk to you again next week.