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Farm Business Plan
Greenway Farms
EXECUTIVE SUMMARY
Greenway Farms LLC is dedicated to sustainable, profitable and unique agricultural products. Our
mission is to produce and grow quality, specialty greens, baby vegetables and fruits to supply local
restaurants and consumers on the Eastern Shore of Maryland. Our goals include high quality
products to sell both wholesale and retail. Production methods include new technology utilizing
sustainable agriculture and best management practices. We hope to increase production by 20%
and sales by 30% in the next five years.
Greenway Farms is owned and operated by John and Mary Green. The farm is 25 acres and has
two round style greenhouses for production and to reduce production risk. The Green family has
been farming for 2 years and is relatively new to the industry even though John grew up on a grain
and dairy farm. The enterprise is a part-time venture since John and Mary both work off the farm.
Mary teaches school and plans on doing much of the selling and marketing during summer
vacation. John helps on the production side as well as daughter Julie who plans to take over the
farm in 10 years.
Through market research it is evident that consumers are interested in high end speciality products.
There is a move toward health and local that will benefit our operation. Some limitations include
time and labor to devote to the operation and being new growers we are still learning. Our
advantage is the specialty aspect as well as season extension.
Greenway Farms has a net worth of $154,484. Our income statement and cash flow for 2009 is
negative due to capital expenditures, start-up costs and low production. Over time these are
expected to increase with the addition of fruit production and increased greens and vegetable
production.
Greenway Farms is a family business and employs daughter Julie. Seasonal or custom help has
been hired on an as needed basis.
MISSION
GOALS
Greenway Farms is a special place. The mission of our farm it to provide unique and wholesome
produce that is enjoyable and sustainable. We work harmoniously with nature and the land to grow
quality, specialty vegetables and fruit to supply local restaurants and consumers on the Eastern
Shore of Maryland.
* Grow high quality specialty greens, baby vegetables and fruits for wholesale and retail markets.
* Production methods are economically feasible as well as utilizing sustainable agriculture and best
management practices.
* Increase production from 300 cases a year to 600 cases for greens and produce 9,000 pints of
raspberries in the next two years. We will also begin a specialty vegetable enterprise.
* Increase sales from $4,000 to $8,000 for greens and begin marketing raspberries at $3 a pint in
the next two years.
* The Greens will attend courses on production and management to increase profitability. Julie
Green will be the main source of labor. Seasonal help may be hired for markets or greenhouse
work.
Telephone:
Business Advisors:
Who is Involved in the Operation?
BACKGROUND INFORMATION
Business Name
& Address:
Email Address:
Web Address:
Type of Ownership:
Accountant Attorney
Bank
Other (i.e.
Insurance
Agent Etc)
Business Phone:
Home Phone:
Fax:
Fax:
Name:
Name:
Name:
Position:
Position:
Position:
Position:
Name:
John and Mary Green
100 Greenway Farm Lane
Greenville, MD 21000
jgreen@greenwayfarm.com
greenwayfarm.com
Partnership
Number & Sons Acc, Henry Numbers
101 Business Drive
Greenville MD 21000
410-555-9854
Legal Services, Tom Legal
500 Business Parkway
Greenville MD 2100
410-555-3215
Farmers Bank, Jeff Money
302 Main Street
Greenville MD 21000
410-555-4589
Farm Insurance Inc, Robert Claim
202 Central Drive
Greenville MD 2100
410-555-4682
410-555-1000
410-555-2000
410-555-1100
John and Mary Green
Julie Green
Justin Green
Owner
Son
Daughter
Seasonal help
BACKGROUND INFORMATION
OPERATION LAYOUT
I, John Green grew up on a grain and dairy farm. I am currently employed as a full time salesman at an auto parts store
and my wife of 28 years, Mary, is a teacher at the local school. We have two children Justin (22) and Julie (19). Our family
had interests in starting a farm market enterprise and purchased 25 acres in 2001. It was our dream to have a farm and
grow specialty products. We purchased the farm to enjoy rural living and to provide additional income however we do
not expect the farm to pay the mortgage.
For the past six years we rented the farm for field crop production. In 2007 we began the farm operation Greenway
Farms. We purchased and built two premium round style 26'W x 12'H x48'L high tunnels. One tunnel is used for greens
and other specialty vegetables grown in gutters. The other tunnel focuses on bramble production. A very small crop of
greens and vegetables were harvested in 2007 and 2008.
We are planning to expand the farm operation. Production in the current greenhouses can be increased as well as
adding 2 to 3 more greenhouses in the next five years. The additional acreage is in conservation programs, woodland
and pasture for our horses and beef cows. Mary and I plan to retire from our off farm jobs in 10 years and will transfer
the farm operation over to our daughter, Julie to operate full time. We plan to assist her with labor and farm operations.
Assets/Contracts
Insurance
Estate Plan/Will
Retirement
LEGAL AND CONTRACTUAL SITUATION
We currently have a 30 year mortgage on both our residence and farm and have 22 years left of payment. Our
current off farm jobs and farm income pay for the mortgage. We have no written marketing agreements and all
previous land leases were terminated.
Assets are listed with the balance sheet in the resource section.
We currently carry a farm insurance policy for structures on the farm. We are not enrolled in crop insurance
program. As the farm expands to fresh market we will investigate product liability insurance. Our family has
health insurance through Mary's off farm job. Auto's are insured.
Currently Mary and I are the owner and operators. Julie has shown interest in helping and taking over the farm
business once she is out of college. She will acquire the farm assets and business while Justin will receive
compensation for his portion. We have a written will and estate plan which outlines the fair division of the
estate including land, life insurance and assets.
Mary and I both have 401K's through our current jobs. We contribute extra to it on a yearly basis. We are
planning to run the operation for the next 10-15 years before turning the business over to Julie.
Conservation/Environmental
Other
The farm has a Soil Conservation Plan, established buffers and filter strips through the local Soil Conservation
District CREP Program. We also have a nutrient management plan written by the University of Maryland
Cooperative Extension.
Greenway Farms is dedicated to environmentally sustainable management practices.
We hire custom work for the farm as needed due to machinery and equipment cost and maintenance.
PRODUCTION SITUATION
The farm includes 25 acres, 1 acre includes the high tunnels, 7 acres in crop production, 6 acres are in conservation, 2
acres are the residence and 6 are in pastures. There are two separate water sources; one well supplies the residence
and one well supplies livestock and high tunnels.
The livestock are raised as a hobby and are not currently part of the farm enterprise. The high tunnels are round style
high tunnels 26'W x 12'H x 48'L. High tunnels elevate temperatures over a period of time and offer protection from
rain, wind, insects, birds and disease. They help to extend our marketing season by having crops early and late in the
year.
The high tunnels are for growing specialty greens and operating at a 40% production level. Varieties available
include baby or micro greens and mesclun mixes. We are also experimenting with baby vegetables, such as squash
and mini melons and fruits such as blackberries and raspberries.
We continue to research varieties and the market for new varieties and production techniques. We use minimal
inputs and utilize our nutrient management plan to be more efficient. We also use scouting and IPM for pest and
disease control.
See the Production Plan in the Appendix.
Market Research Tools:
Results of Market Research:
Key Industry Trends:
FORMULATE A FARM STRATEGY
Step 1: Information Gathering and Market Research
Demographic information through the US Census and observation.
* There are approximately 85,000 people in a 60 mile radius of the farm. With an growing population.
* The average family size is 2.5 and the median household income is over 41,000.
* 83% have graduated high school and 27% have a bachelor's degree
* 78% are white and 18% are black.
* There are over 25 chain grocery stores and 8 specialty grocers
* During market season there are 7 farmers markets (5 are Saturday markets, 2 are Wednesday markets)
* Restaurants in the area include 15 fine dining areas and 22 chain restaurants.
* More families are health conscious and seeking healthy foods.
* Salads and specialty salads have become very popular menu items. Demand has also increased for baby
vegetables and microgreens.
* Restaurants and consumers are seeking local food. Local food movement is the fastest in the US.
* Promotion of 5 a day and the new food pyramid.
* Increasing interest in local foods and resources.
Step 2: S.W.O.T. Analysis
Strengths
Weaknesses
Opportunities
Threats
Strengths and Weaknesses - Evaluation of the Internal Environment
Internal Strengths of the Farm Business:
Internal Weaknesses of the Farm Business:
* Devotion to the farm business
* Off farm income is helpful for start of the farm enterprise
* Well known in the community and reputation for quality
* Commitment to quality and success
* Land area and capacity with good soils
* New high tunnels with technology
* Attend trainings and workshops for management and production
* Ability to extend the growing season and control disease
* Do not have some of the machinery
* Lack of farm experience and new to farm production
* Off farm jobs take precedence over farm
* Time and labor are an issue at peak time
* Transportation and delivery to restaurants have been an issue of time and money
* Finances are limited due to property purchase and start up costs
* New growers entering the market
Threats and Opportunities -Evaluation of the External Environment
Competitor Analysis:
Competitor #1:
Name:
Product
Offerings:
Promotional
Activities:
Location of Company:
Competitive
Advantages:
% Market Share:
Competitor #2:
Name:
Product
Offerings:
Promotional
Activities:
Location of Company:
Competitive
Advantages:
% Market Share:
Bayview Farms
seasonal vegetables and fruits
farm market
15 miles away
Have an on farm market location to sell at, on a very busy road
5%
Cali Produce Distributor
variety of specialty produce and farm items
sells and delivers to local restaurants. restaurants place weekly orders
90 miles away
market to restaurants on an order basis, access to many local products.
25%
Competitor #3:
Name:
Product
Offerings:
Promotional
Activities:
Location of Company:
Competitive
Advantages:
% Market Share:
Competitor #4:
Name:
Product
Offerings:
Promotional
Activities:
Location of Company:
Competitive
Advantages:
% Market Share:
Competitor #5:
Name:
Product
Offerings:
Promotional
Activities:
Location of Company:
Competitive
Advantages:
% Market Share:
Solco Produce
Mid Atlantic delivery of fresh and prepared vegetables and fruits, dairy and other specialty items.
distributor
85 miles away
Large distributor with transportation and warehousing
60%
Montgomery Farms
Fruits
Pick your own
18 miles away
Customers can come to farm and pick their fruits and vegetables.
3%
Fairview Farms
Organic vegetables including greens
Sell at farmers market
30 miles
Organic labeling and have started high tunnel production
2%
External Threats of the Farm Business:
External Opportunities of the Farm Business:
* Local Farms are Competitors
* Consumer tastes and preferences vary
* Disposable income of consumers and what they are willing to pay for fruits and salad mixes
* Distribution costs
* Product liability insurance are required for the farmers markets and by some restaurants
* Local food movement is growing
* Promotion of Farmers Markets and coupon programs by state
* Food cooking movement
* Lack of quality specialty vegetables at food chains
* Chain stores shelf life of fruits are very short and lack flavor
S.W.O.T. Analysis Summary
Internal Strengths: Internal Weaknesses:
External Opportunities: External Threats:
* Devotion to the farm business
* Well known in the community and reputation for
quality
* Commitment to quality and success
* Off farm income is helpful for start of the farm
enterprise
* Land area and capacity with good soils
* New high tunnels with technology
* Attend trainings and workshops for management
and production
* Ability to extend the growing season and control
disease
* Do not have some of the machinery
* Lack of farm experience and new to farm
production
* Off farm jobs take precedence over farm
* Time and labor are an issue at peak time
* Transportation and delivery to restaurants have
been an issue of time and money
* Finances are limited due to property purchase and
start up costs
* New growers entering the market
* Local food movement is growing
* Promotion of Farmers Markets and coupon
programs by state
* Food cooking movement
* Lack of quality specialty vegetables at chain food
stores
* Chain stores shelf life of fruits are very short and
lack flavor
* Local Farms are Competitors
* Consumer tastes and preferences vary
* Disposable income of consumers and what they are
willing to pay for fruits and salad mixes
* Distribution costs
* Product liability insurance are required for the
farmers markets and by some restaurants
Step 3: Creating alternative plans of action and identifying areas of
competitive advantage.
Plan of Action - Internal Strengths and External Opportunities:
Things to Think About:
The Farm's Competitive Advantage:
Why Other Businesses are Not Copying the Product(s):
Options
- Wholesale - Advantages are committed buyer, set price and product. Disadvantages are price, labor and
quantity.
- Pick your own - Advantages are more income and less labor needed. Disadvantages are liability and privacy.
- Restaurants - Advantages are dedicated buyer and large quantities. Disadvantages are labor, delivery and
preferences of the restuarant.
- Community supported agriculture - Advantages are money received early, risk is spread and customers are
known. Disadvantages are the need for diverse crops, delivery and labor.
- Farmers markets - Advantages are more income, little preparation to sell and market. Disadvantages labor
and competition.
Greenway's plan of action will use season extension and specialty items, greens and berries, to provide a unique
product to local consumers and fine dining restaurants. We will focus on high quality products available when
others are not such as early and late in the season. Our products will be fresher, local and of higher quality than
distributors. We will be able to form marketing relationships with restaurants and consumers earlier by using
season extension techniques. Our farm will be the first at the market to have salad mixes and berries.
Products are grown locally on a family farm.
Greenway Farm's offers a very specialized product that other businesses may not have the time or labor to grow.
We are also using high tunnels which are a relatively new production practice. Fruit production generally takes a
few years to get to full production and takes start up time and money. In addition our marketing relationship that
we create with restaurants will not be easily copied. We will work to provide customer service and prompt
delivery to get repeat buyers and brand loyalty.
Customers Value our Product(s) Because:
Step 4: Selecting the best plan that fits your overall farm mission.
My Overall Farm Strategy:
Customers will value the quality and consistent freshness and taste of our product. Our products are not
available elsewhere. We will offer convenient delivery, ease of ordering and uniqueness. We will be the first in
the spring and last in the fall to have products available.
Overall Greenway Farm's will produce high quality local products that will become known for their freshness and
taste. We will keep with industry trends and grow the newest varieties of specialty greens and baby vegetables for
restaurants and farmers markets. Our farm will also expand our fruit production growing raspberries and
blackberries to extend the market season. We will offer niche products capitalizing on the local movement and
interest in unique crops.
We are committed to the farm business and a quality product. Greenway Farms is limited by time and labor.
Delivery schedules will have to be well planned due to one vehicle and cost of fuel. Mary and Julie will provide much
of the marketing (Mary is a teacher and has summers off).
The market is currently interested in local products and there is a lack of specialty items in chain stores. Greenway
Farms will capitalize on this market trend. We will have to price carefully due to disposable income of consumers
and distribution costs.
Market Research and Target Markets:
Reach Target Markets By:
MARKETING SITUATION
* There are approximately 85,000 people in a 60 mile radius of the farm. With a growing population.
* The average family size is 2.5 and the median household income is over 41,000.
* 83% have graduated high school and 27% have a bachelor's degree
* 78% are white and 18% are black.
* More families are health conscious and seeking healthy foods.
* Promotion of 5 a day and the new food pyramid.
* Increasing interest in local foods and resources.
* Informal survey of restaurants for products and pricing - Restaurants indicted a large interest in year-round greens for
salads. They also indicated an interest in broccoli, asparagus and peppers. There was also a strong interest in quality small
fruits. Most restaurants would pay a 10-20% premium for fresh products.
TARGET MARKET - Healthy families and high end restaurants interested in locally grown produce. The majority will be ages
30-55, well educated and live in the town or suburb. They are conscious of buying locally and sustantainable.
Healthy families will be reached through farm market sales. Greenway Farms will have a weekly spot at the local farmers
market which is located in the county seat and in the downtown area. We will attend when our products are available
selling salad mixes and our fruits.
High end restaurants will be reached through marketing and samples provided to the restaurants. Targeted restaurants
will be fine dining locations. We will make personal visits to the restaurant to show the product and discuss options for
sales and delivery. Sales will begin with 3 - 5 restaurants due to labor and time constraints. We will travel to restaurants
within 30 miles of the farm provided that it is financially feasible.
MARKETING PLAN
Product
Price
Place
Promotion
Product
Price
Place
Promotion
Greens - Specialty, micro vegetables grown locally, fresh and sold in bunches as a mix. Personal size
and bulk size mixes are available. Product is washed and bunched for customers. Marketing strategy is
for a differentiated product that provides quality, local and fresh.
Specialty greens will be priced 100% above variable costs for direct sales and 75% above variable costs
for wholesale to restaurants. Due to production greens will be available early and late and may demand
a higher price. We do not intend to compete on price however we cannot exceed 20% above wholesale
Sell at a Saturday farmers market in an urban town and increase repeat customers. Sell to high end
restaurants in a 30 mile radius. We will also promote our local delivery of products.
Invest in signage at the farmers market. Focus on fresh, sustainable and local. Participate in local
food promotion. Create recipes and specialty salad ideas for consumers. Provide samples at the
market for new varieties. Work one on one with chefs at restaurants to maintain and gain more
interest.
Berries - They will be sold by the pint. Marketing strategy is for a differentiated product that provides
quality, local and fresh. Berries do not ship and store well therefore quality can be an issue. Our ability to
pick the product the same day will be a direct advantage.
Raspberries will be priced 100% above variable costs for direct sales and 75% above variable costs for
wholesale to restaurants. Our research indicates that we can expect a 30% premium from wholesale
sellers.
Sell at a Saturday farmers market in an urban town and increase repeat customers. Sell to high end
restaurants in a 30 mile radius.
Invest in signage at the farmers market to draw busy consumers in. Focus on fresh, sustainable and
local. Participate in local food promotion. Provide samples at the market. Work one on one with chefs
at restaurants to maintain and gain more interest.
Product
Price
Place
Promotion
Product
Price
Place
Promotion
Baby Vegetables - Will be sold by the case, quart or per piece depending on the market. The products
will be washed and graded with a strategy of uniqueness and quality.
Will be priced 100% above variable costs for direct sales and 75% above variable costs for wholesale to
restaurants. Our research indicates that we can expect a 30% premium from wholesale sellers.
Sell at a Saturday farmers market in an urban town and increase repeat customers. Sell to high end
restaurants in a 30 mile radius.
Invest in signage at the farmers market to draw busy consumers in. Focus on fresh, sustainable and
local. Participate in local food promotion. Provide samples at the market. Work one on one with chefs
at restaurants to maintain and gain more interest.
ENTERPRISE ANALYSIS AND PLAN
An enterprise analysis has been completed for both the current enterprises and possible future enterprises.
See full enterprise budgets attached in the appendix.
SUMMARY FOR 2009
GREENS (1&1/2 greenhouse plus 1/2 acre outside)
INCOME = $7,875.00
VARIABLE COST = $2,306.91
FIXED COST = $4,623.19
NET INCOME = $944.90
BERRIES ESTABLISHMENT (3 acres outside plus 1 house)
INCOME = 0
VARIABLE COST = $6,016.46
FIXED COST = $3,464.71
NET INCOME = $-9,481.17
BERRIES ESTABLISHED YEAR 2 (3 acres outside plus 1 house)
INCOME = $28,800.00
VARIABLE COST = $10,575.73
FIXED COST = $3,464.71
NET INCOME = $14,759.56
SPECIALTY VEGETABLES (2 acres and 1/2 house)
INCOME = $18,900.00
VARIABLE COST = $8,679.85
FIXED COST = $3,675.09
NET INCOME = $6,545.06
Production:
Management:
Marketing:
Human Resources:
Finance/Accounting:
IMPLEMENTATION STRATEGY
In order to implement this business plan Greenway Farms will follow 3 year production plan which details
production and marketing details for each month. See attached timeline. We will also need to purchase
product liability insurance.
Management decisions will be made by John and Mary. Mary has primary responsibility for managing the
marketing to restaurants and farm markets. John focuses on production aspects including the high tunnels.
As the farm expands Julie will be more involved in the farm operation. Julie and Mary will also attend a local
community college workshop on QuickBooks and business management.
A detailed marketing budget has been created. We will create a logo, signage and packaging for our
products. In order to move forward we will work with a local company to design and print our marketing
materials. We will also start talking to restaurants and doing follow ups to generate interest in products.
Primary labor will be provided by the immediate family. We have access to neighborhood youth that we can
recruit to help on a seasonal basis. We may need to hire part time labor as the business expands. Were
needed we have the ability to custom hire major machinery or tillage operations.
A projected cash flow and income statements have been completed. We will meet with our bank and
establish a separate farm account and line of credit for input purchases. The farm accounts will be kept
through QuickBooks software.
Exit Strategy
We would like to retire in 10 years and turn the farm over to our daughter Julie. We have decided not to put
more than $60,000 of our cash reserves at risk at anytime in the farm business. We want to work as a family unit
for decision making regarding crops, enterprises, marketing and finances.
We plan to invest in the farm business and hope to have a positive cash flow in 5 years. If not we will reevaluate
our business practices, market and product. At that time we will decide to keep the farm in production or not.
Farm Business Positions and Duties
Position/Name Responsibilities Skills/Talents
Work
Schedule
HUMAN RESOURCE PLAN
Salary/Wages
John Green
Owner/Manager
Julie Green
Employee
Mary Green
Owner/Manager
Seasonal
Sell at farmers markets,
help with production
Assist in production
labor and marketing
Day to day business
activities
Day to day production
duties
Production, soils,
varieties
Computers, Bank, Taxes
and Insurance
Web design, software,
nutrient management
Personable and
trustworthy 7.50 an hour
profitsharing, 30%
of proceeds
profitsharing
profitsharing
Part-time and
seasonal
Part-time,
bookkeeping
Part-time, year
round
Deliveries in
summertime
Part-time, year
round
Farm Business Organizational Chart
John & Mary Green
Julie Green
Seasonal Help Custom Hire
Skills and Training
Skill Training Available Responsible Party
Production
Training through Maryland
Cooperative Extension and
private publications
Marketing
Computers
Training through Maryland
Cooperative Extension, private
publications and Small Business
Development
John Green
Training through local
community college
Julie and Mary Green
Mary Green
Building and Facility Requirements
Physical
Resources Description of Resource and Use
Land
Livestock
Equipment
Facilities
Transportation
Expertise
Other
The farm includes 25 acres, 1 acre includes the high tunnels, 7 acres in crop production, 6 acres are in
conservation, 2 acres are the residence and 6 are in pastures. The soil types are very good for
agricultural production and we are zoned Ag.
We have 4 horses and 8 cows that are raised as a hobby.
We have a 44 horsepower tractor that is used for mowing, tilling and work around the farm.
Attachments to the tractor include a mower, tiller, spray equipment and loader. We also own
purchased a used air blast sprayer and irrigation equipment. As the farm expands we would like to
purchase a delivery van, walk in refrigerator box and a packing line for the greens.
We have a horse barn with 4 stalls and a small livestock run in shed. We have 2 high tunnels for
production and a pole building for storage and packing.
We currently have a 2004 pick up that is used for farm work, deliveries and farmers markets. We
hope to purchase a delivery van in the next 2 years.
John and Julie have expertise in the farm operation and have been following new research. Mary has
expertise in business management skills and organization. Julie has expertise in marketing, pricing,
selling to consumers and web development.
Building and Structure Inventory
Square Feet Features LocationBuilding Purpose
High Tunnel
Growing specialty
greens and fruits
26'W x 12'H x 48'L
14 gauge steel
tubing, 4' rafter
spacing, 4 rows of
perlins, 6mil 4
year greenshouse
film
Pole Barn
Storage for farm
equipment, tools
and hay for
livestock.
30'W x 10'H x 80'L
treated poles on 8'
center, 30' standard
trusses 4' center.
12'w x 12'h garage
door
Facing North and South.
Located on flattest area of
farm. North and west of
residence.
Facing East and West.
Located close to livestock
and high tunnel.
Livestock Barn
Shelter for horses
and cows
36'W x 10'H x 60'L
4 horse stalls 12 x 12
and a run in area for
cows.
Located next to the pole
building
Equipment
Name
Model Year
Purchased
Age Condition Ownership Book
Value
Market
Value
Condition - G=Good F=Fair P=Poor
Ownership - O=Owned L=Leased B=Bought
Size
Equipment Inventory
Good Bought
Bought
Bought
Bought
Bought
Good
Good
Fair
Good
John Deere with
loader attachment
3720
Compact
Tractor
25A Flail Mower
Attachment
Tiller
Injector Irriagation
AirBlast Sprayer
John
Deere
Morrill
Mahindra
jacto
Arbus
200
44 HP
6.5'
cuttin
g,
1850
RPM
Use
d
3
year
s
55
inch
50
Gallon
3
year
s
2
year
s
use
d 5
year
s old
Use
d 3
year
s
2005
2005
2006
2007
2007
14,000
400
800
2,000
2000
15,000
600
850
2,200
2000
Name Address Phone E-Mail Website
APPENDIX
My Contact List
Henry Numbers
Tom Legal
Jeff Money
Robert Claim
Joe Agent
101 Business Drive
Greenville MD
21000
410-555-9854
500 Business
Parkway
Greenville MD
21000
410-555-3215
302 Main Street
Greenville MD
21000
410-555-4589
202 Central Drive
Greenville MD
21000
410-555-4682
43 Merry Way
Greenville MD
21000
410-555-6894

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Farm business plan

  • 2. EXECUTIVE SUMMARY Greenway Farms LLC is dedicated to sustainable, profitable and unique agricultural products. Our mission is to produce and grow quality, specialty greens, baby vegetables and fruits to supply local restaurants and consumers on the Eastern Shore of Maryland. Our goals include high quality products to sell both wholesale and retail. Production methods include new technology utilizing sustainable agriculture and best management practices. We hope to increase production by 20% and sales by 30% in the next five years. Greenway Farms is owned and operated by John and Mary Green. The farm is 25 acres and has two round style greenhouses for production and to reduce production risk. The Green family has been farming for 2 years and is relatively new to the industry even though John grew up on a grain and dairy farm. The enterprise is a part-time venture since John and Mary both work off the farm. Mary teaches school and plans on doing much of the selling and marketing during summer vacation. John helps on the production side as well as daughter Julie who plans to take over the farm in 10 years. Through market research it is evident that consumers are interested in high end speciality products. There is a move toward health and local that will benefit our operation. Some limitations include time and labor to devote to the operation and being new growers we are still learning. Our advantage is the specialty aspect as well as season extension. Greenway Farms has a net worth of $154,484. Our income statement and cash flow for 2009 is negative due to capital expenditures, start-up costs and low production. Over time these are expected to increase with the addition of fruit production and increased greens and vegetable production. Greenway Farms is a family business and employs daughter Julie. Seasonal or custom help has been hired on an as needed basis.
  • 3. MISSION GOALS Greenway Farms is a special place. The mission of our farm it to provide unique and wholesome produce that is enjoyable and sustainable. We work harmoniously with nature and the land to grow quality, specialty vegetables and fruit to supply local restaurants and consumers on the Eastern Shore of Maryland. * Grow high quality specialty greens, baby vegetables and fruits for wholesale and retail markets. * Production methods are economically feasible as well as utilizing sustainable agriculture and best management practices. * Increase production from 300 cases a year to 600 cases for greens and produce 9,000 pints of raspberries in the next two years. We will also begin a specialty vegetable enterprise. * Increase sales from $4,000 to $8,000 for greens and begin marketing raspberries at $3 a pint in the next two years. * The Greens will attend courses on production and management to increase profitability. Julie Green will be the main source of labor. Seasonal help may be hired for markets or greenhouse work.
  • 4. Telephone: Business Advisors: Who is Involved in the Operation? BACKGROUND INFORMATION Business Name & Address: Email Address: Web Address: Type of Ownership: Accountant Attorney Bank Other (i.e. Insurance Agent Etc) Business Phone: Home Phone: Fax: Fax: Name: Name: Name: Position: Position: Position: Position: Name: John and Mary Green 100 Greenway Farm Lane Greenville, MD 21000 jgreen@greenwayfarm.com greenwayfarm.com Partnership Number & Sons Acc, Henry Numbers 101 Business Drive Greenville MD 21000 410-555-9854 Legal Services, Tom Legal 500 Business Parkway Greenville MD 2100 410-555-3215 Farmers Bank, Jeff Money 302 Main Street Greenville MD 21000 410-555-4589 Farm Insurance Inc, Robert Claim 202 Central Drive Greenville MD 2100 410-555-4682 410-555-1000 410-555-2000 410-555-1100 John and Mary Green Julie Green Justin Green Owner Son Daughter Seasonal help
  • 5. BACKGROUND INFORMATION OPERATION LAYOUT I, John Green grew up on a grain and dairy farm. I am currently employed as a full time salesman at an auto parts store and my wife of 28 years, Mary, is a teacher at the local school. We have two children Justin (22) and Julie (19). Our family had interests in starting a farm market enterprise and purchased 25 acres in 2001. It was our dream to have a farm and grow specialty products. We purchased the farm to enjoy rural living and to provide additional income however we do not expect the farm to pay the mortgage. For the past six years we rented the farm for field crop production. In 2007 we began the farm operation Greenway Farms. We purchased and built two premium round style 26'W x 12'H x48'L high tunnels. One tunnel is used for greens and other specialty vegetables grown in gutters. The other tunnel focuses on bramble production. A very small crop of greens and vegetables were harvested in 2007 and 2008. We are planning to expand the farm operation. Production in the current greenhouses can be increased as well as adding 2 to 3 more greenhouses in the next five years. The additional acreage is in conservation programs, woodland and pasture for our horses and beef cows. Mary and I plan to retire from our off farm jobs in 10 years and will transfer the farm operation over to our daughter, Julie to operate full time. We plan to assist her with labor and farm operations.
  • 6. Assets/Contracts Insurance Estate Plan/Will Retirement LEGAL AND CONTRACTUAL SITUATION We currently have a 30 year mortgage on both our residence and farm and have 22 years left of payment. Our current off farm jobs and farm income pay for the mortgage. We have no written marketing agreements and all previous land leases were terminated. Assets are listed with the balance sheet in the resource section. We currently carry a farm insurance policy for structures on the farm. We are not enrolled in crop insurance program. As the farm expands to fresh market we will investigate product liability insurance. Our family has health insurance through Mary's off farm job. Auto's are insured. Currently Mary and I are the owner and operators. Julie has shown interest in helping and taking over the farm business once she is out of college. She will acquire the farm assets and business while Justin will receive compensation for his portion. We have a written will and estate plan which outlines the fair division of the estate including land, life insurance and assets. Mary and I both have 401K's through our current jobs. We contribute extra to it on a yearly basis. We are planning to run the operation for the next 10-15 years before turning the business over to Julie.
  • 7. Conservation/Environmental Other The farm has a Soil Conservation Plan, established buffers and filter strips through the local Soil Conservation District CREP Program. We also have a nutrient management plan written by the University of Maryland Cooperative Extension. Greenway Farms is dedicated to environmentally sustainable management practices. We hire custom work for the farm as needed due to machinery and equipment cost and maintenance.
  • 8. PRODUCTION SITUATION The farm includes 25 acres, 1 acre includes the high tunnels, 7 acres in crop production, 6 acres are in conservation, 2 acres are the residence and 6 are in pastures. There are two separate water sources; one well supplies the residence and one well supplies livestock and high tunnels. The livestock are raised as a hobby and are not currently part of the farm enterprise. The high tunnels are round style high tunnels 26'W x 12'H x 48'L. High tunnels elevate temperatures over a period of time and offer protection from rain, wind, insects, birds and disease. They help to extend our marketing season by having crops early and late in the year. The high tunnels are for growing specialty greens and operating at a 40% production level. Varieties available include baby or micro greens and mesclun mixes. We are also experimenting with baby vegetables, such as squash and mini melons and fruits such as blackberries and raspberries. We continue to research varieties and the market for new varieties and production techniques. We use minimal inputs and utilize our nutrient management plan to be more efficient. We also use scouting and IPM for pest and disease control. See the Production Plan in the Appendix.
  • 9. Market Research Tools: Results of Market Research: Key Industry Trends: FORMULATE A FARM STRATEGY Step 1: Information Gathering and Market Research Demographic information through the US Census and observation. * There are approximately 85,000 people in a 60 mile radius of the farm. With an growing population. * The average family size is 2.5 and the median household income is over 41,000. * 83% have graduated high school and 27% have a bachelor's degree * 78% are white and 18% are black. * There are over 25 chain grocery stores and 8 specialty grocers * During market season there are 7 farmers markets (5 are Saturday markets, 2 are Wednesday markets) * Restaurants in the area include 15 fine dining areas and 22 chain restaurants. * More families are health conscious and seeking healthy foods. * Salads and specialty salads have become very popular menu items. Demand has also increased for baby vegetables and microgreens. * Restaurants and consumers are seeking local food. Local food movement is the fastest in the US. * Promotion of 5 a day and the new food pyramid. * Increasing interest in local foods and resources.
  • 10. Step 2: S.W.O.T. Analysis Strengths Weaknesses Opportunities Threats Strengths and Weaknesses - Evaluation of the Internal Environment Internal Strengths of the Farm Business: Internal Weaknesses of the Farm Business: * Devotion to the farm business * Off farm income is helpful for start of the farm enterprise * Well known in the community and reputation for quality * Commitment to quality and success * Land area and capacity with good soils * New high tunnels with technology * Attend trainings and workshops for management and production * Ability to extend the growing season and control disease * Do not have some of the machinery * Lack of farm experience and new to farm production * Off farm jobs take precedence over farm * Time and labor are an issue at peak time * Transportation and delivery to restaurants have been an issue of time and money * Finances are limited due to property purchase and start up costs * New growers entering the market
  • 11. Threats and Opportunities -Evaluation of the External Environment Competitor Analysis: Competitor #1: Name: Product Offerings: Promotional Activities: Location of Company: Competitive Advantages: % Market Share: Competitor #2: Name: Product Offerings: Promotional Activities: Location of Company: Competitive Advantages: % Market Share: Bayview Farms seasonal vegetables and fruits farm market 15 miles away Have an on farm market location to sell at, on a very busy road 5% Cali Produce Distributor variety of specialty produce and farm items sells and delivers to local restaurants. restaurants place weekly orders 90 miles away market to restaurants on an order basis, access to many local products. 25%
  • 12. Competitor #3: Name: Product Offerings: Promotional Activities: Location of Company: Competitive Advantages: % Market Share: Competitor #4: Name: Product Offerings: Promotional Activities: Location of Company: Competitive Advantages: % Market Share: Competitor #5: Name: Product Offerings: Promotional Activities: Location of Company: Competitive Advantages: % Market Share: Solco Produce Mid Atlantic delivery of fresh and prepared vegetables and fruits, dairy and other specialty items. distributor 85 miles away Large distributor with transportation and warehousing 60% Montgomery Farms Fruits Pick your own 18 miles away Customers can come to farm and pick their fruits and vegetables. 3% Fairview Farms Organic vegetables including greens Sell at farmers market 30 miles Organic labeling and have started high tunnel production 2%
  • 13. External Threats of the Farm Business: External Opportunities of the Farm Business: * Local Farms are Competitors * Consumer tastes and preferences vary * Disposable income of consumers and what they are willing to pay for fruits and salad mixes * Distribution costs * Product liability insurance are required for the farmers markets and by some restaurants * Local food movement is growing * Promotion of Farmers Markets and coupon programs by state * Food cooking movement * Lack of quality specialty vegetables at food chains * Chain stores shelf life of fruits are very short and lack flavor
  • 14. S.W.O.T. Analysis Summary Internal Strengths: Internal Weaknesses: External Opportunities: External Threats: * Devotion to the farm business * Well known in the community and reputation for quality * Commitment to quality and success * Off farm income is helpful for start of the farm enterprise * Land area and capacity with good soils * New high tunnels with technology * Attend trainings and workshops for management and production * Ability to extend the growing season and control disease * Do not have some of the machinery * Lack of farm experience and new to farm production * Off farm jobs take precedence over farm * Time and labor are an issue at peak time * Transportation and delivery to restaurants have been an issue of time and money * Finances are limited due to property purchase and start up costs * New growers entering the market * Local food movement is growing * Promotion of Farmers Markets and coupon programs by state * Food cooking movement * Lack of quality specialty vegetables at chain food stores * Chain stores shelf life of fruits are very short and lack flavor * Local Farms are Competitors * Consumer tastes and preferences vary * Disposable income of consumers and what they are willing to pay for fruits and salad mixes * Distribution costs * Product liability insurance are required for the farmers markets and by some restaurants
  • 15. Step 3: Creating alternative plans of action and identifying areas of competitive advantage. Plan of Action - Internal Strengths and External Opportunities: Things to Think About: The Farm's Competitive Advantage: Why Other Businesses are Not Copying the Product(s): Options - Wholesale - Advantages are committed buyer, set price and product. Disadvantages are price, labor and quantity. - Pick your own - Advantages are more income and less labor needed. Disadvantages are liability and privacy. - Restaurants - Advantages are dedicated buyer and large quantities. Disadvantages are labor, delivery and preferences of the restuarant. - Community supported agriculture - Advantages are money received early, risk is spread and customers are known. Disadvantages are the need for diverse crops, delivery and labor. - Farmers markets - Advantages are more income, little preparation to sell and market. Disadvantages labor and competition. Greenway's plan of action will use season extension and specialty items, greens and berries, to provide a unique product to local consumers and fine dining restaurants. We will focus on high quality products available when others are not such as early and late in the season. Our products will be fresher, local and of higher quality than distributors. We will be able to form marketing relationships with restaurants and consumers earlier by using season extension techniques. Our farm will be the first at the market to have salad mixes and berries. Products are grown locally on a family farm. Greenway Farm's offers a very specialized product that other businesses may not have the time or labor to grow. We are also using high tunnels which are a relatively new production practice. Fruit production generally takes a few years to get to full production and takes start up time and money. In addition our marketing relationship that we create with restaurants will not be easily copied. We will work to provide customer service and prompt delivery to get repeat buyers and brand loyalty.
  • 16. Customers Value our Product(s) Because: Step 4: Selecting the best plan that fits your overall farm mission. My Overall Farm Strategy: Customers will value the quality and consistent freshness and taste of our product. Our products are not available elsewhere. We will offer convenient delivery, ease of ordering and uniqueness. We will be the first in the spring and last in the fall to have products available. Overall Greenway Farm's will produce high quality local products that will become known for their freshness and taste. We will keep with industry trends and grow the newest varieties of specialty greens and baby vegetables for restaurants and farmers markets. Our farm will also expand our fruit production growing raspberries and blackberries to extend the market season. We will offer niche products capitalizing on the local movement and interest in unique crops. We are committed to the farm business and a quality product. Greenway Farms is limited by time and labor. Delivery schedules will have to be well planned due to one vehicle and cost of fuel. Mary and Julie will provide much of the marketing (Mary is a teacher and has summers off). The market is currently interested in local products and there is a lack of specialty items in chain stores. Greenway Farms will capitalize on this market trend. We will have to price carefully due to disposable income of consumers and distribution costs.
  • 17. Market Research and Target Markets: Reach Target Markets By: MARKETING SITUATION * There are approximately 85,000 people in a 60 mile radius of the farm. With a growing population. * The average family size is 2.5 and the median household income is over 41,000. * 83% have graduated high school and 27% have a bachelor's degree * 78% are white and 18% are black. * More families are health conscious and seeking healthy foods. * Promotion of 5 a day and the new food pyramid. * Increasing interest in local foods and resources. * Informal survey of restaurants for products and pricing - Restaurants indicted a large interest in year-round greens for salads. They also indicated an interest in broccoli, asparagus and peppers. There was also a strong interest in quality small fruits. Most restaurants would pay a 10-20% premium for fresh products. TARGET MARKET - Healthy families and high end restaurants interested in locally grown produce. The majority will be ages 30-55, well educated and live in the town or suburb. They are conscious of buying locally and sustantainable. Healthy families will be reached through farm market sales. Greenway Farms will have a weekly spot at the local farmers market which is located in the county seat and in the downtown area. We will attend when our products are available selling salad mixes and our fruits. High end restaurants will be reached through marketing and samples provided to the restaurants. Targeted restaurants will be fine dining locations. We will make personal visits to the restaurant to show the product and discuss options for sales and delivery. Sales will begin with 3 - 5 restaurants due to labor and time constraints. We will travel to restaurants within 30 miles of the farm provided that it is financially feasible.
  • 18. MARKETING PLAN Product Price Place Promotion Product Price Place Promotion Greens - Specialty, micro vegetables grown locally, fresh and sold in bunches as a mix. Personal size and bulk size mixes are available. Product is washed and bunched for customers. Marketing strategy is for a differentiated product that provides quality, local and fresh. Specialty greens will be priced 100% above variable costs for direct sales and 75% above variable costs for wholesale to restaurants. Due to production greens will be available early and late and may demand a higher price. We do not intend to compete on price however we cannot exceed 20% above wholesale Sell at a Saturday farmers market in an urban town and increase repeat customers. Sell to high end restaurants in a 30 mile radius. We will also promote our local delivery of products. Invest in signage at the farmers market. Focus on fresh, sustainable and local. Participate in local food promotion. Create recipes and specialty salad ideas for consumers. Provide samples at the market for new varieties. Work one on one with chefs at restaurants to maintain and gain more interest. Berries - They will be sold by the pint. Marketing strategy is for a differentiated product that provides quality, local and fresh. Berries do not ship and store well therefore quality can be an issue. Our ability to pick the product the same day will be a direct advantage. Raspberries will be priced 100% above variable costs for direct sales and 75% above variable costs for wholesale to restaurants. Our research indicates that we can expect a 30% premium from wholesale sellers. Sell at a Saturday farmers market in an urban town and increase repeat customers. Sell to high end restaurants in a 30 mile radius. Invest in signage at the farmers market to draw busy consumers in. Focus on fresh, sustainable and local. Participate in local food promotion. Provide samples at the market. Work one on one with chefs at restaurants to maintain and gain more interest.
  • 19. Product Price Place Promotion Product Price Place Promotion Baby Vegetables - Will be sold by the case, quart or per piece depending on the market. The products will be washed and graded with a strategy of uniqueness and quality. Will be priced 100% above variable costs for direct sales and 75% above variable costs for wholesale to restaurants. Our research indicates that we can expect a 30% premium from wholesale sellers. Sell at a Saturday farmers market in an urban town and increase repeat customers. Sell to high end restaurants in a 30 mile radius. Invest in signage at the farmers market to draw busy consumers in. Focus on fresh, sustainable and local. Participate in local food promotion. Provide samples at the market. Work one on one with chefs at restaurants to maintain and gain more interest.
  • 20. ENTERPRISE ANALYSIS AND PLAN An enterprise analysis has been completed for both the current enterprises and possible future enterprises. See full enterprise budgets attached in the appendix. SUMMARY FOR 2009 GREENS (1&1/2 greenhouse plus 1/2 acre outside) INCOME = $7,875.00 VARIABLE COST = $2,306.91 FIXED COST = $4,623.19 NET INCOME = $944.90 BERRIES ESTABLISHMENT (3 acres outside plus 1 house) INCOME = 0 VARIABLE COST = $6,016.46 FIXED COST = $3,464.71 NET INCOME = $-9,481.17 BERRIES ESTABLISHED YEAR 2 (3 acres outside plus 1 house) INCOME = $28,800.00 VARIABLE COST = $10,575.73 FIXED COST = $3,464.71 NET INCOME = $14,759.56 SPECIALTY VEGETABLES (2 acres and 1/2 house) INCOME = $18,900.00 VARIABLE COST = $8,679.85 FIXED COST = $3,675.09 NET INCOME = $6,545.06
  • 21. Production: Management: Marketing: Human Resources: Finance/Accounting: IMPLEMENTATION STRATEGY In order to implement this business plan Greenway Farms will follow 3 year production plan which details production and marketing details for each month. See attached timeline. We will also need to purchase product liability insurance. Management decisions will be made by John and Mary. Mary has primary responsibility for managing the marketing to restaurants and farm markets. John focuses on production aspects including the high tunnels. As the farm expands Julie will be more involved in the farm operation. Julie and Mary will also attend a local community college workshop on QuickBooks and business management. A detailed marketing budget has been created. We will create a logo, signage and packaging for our products. In order to move forward we will work with a local company to design and print our marketing materials. We will also start talking to restaurants and doing follow ups to generate interest in products. Primary labor will be provided by the immediate family. We have access to neighborhood youth that we can recruit to help on a seasonal basis. We may need to hire part time labor as the business expands. Were needed we have the ability to custom hire major machinery or tillage operations. A projected cash flow and income statements have been completed. We will meet with our bank and establish a separate farm account and line of credit for input purchases. The farm accounts will be kept through QuickBooks software.
  • 22. Exit Strategy We would like to retire in 10 years and turn the farm over to our daughter Julie. We have decided not to put more than $60,000 of our cash reserves at risk at anytime in the farm business. We want to work as a family unit for decision making regarding crops, enterprises, marketing and finances. We plan to invest in the farm business and hope to have a positive cash flow in 5 years. If not we will reevaluate our business practices, market and product. At that time we will decide to keep the farm in production or not.
  • 23. Farm Business Positions and Duties Position/Name Responsibilities Skills/Talents Work Schedule HUMAN RESOURCE PLAN Salary/Wages John Green Owner/Manager Julie Green Employee Mary Green Owner/Manager Seasonal Sell at farmers markets, help with production Assist in production labor and marketing Day to day business activities Day to day production duties Production, soils, varieties Computers, Bank, Taxes and Insurance Web design, software, nutrient management Personable and trustworthy 7.50 an hour profitsharing, 30% of proceeds profitsharing profitsharing Part-time and seasonal Part-time, bookkeeping Part-time, year round Deliveries in summertime Part-time, year round
  • 24. Farm Business Organizational Chart John & Mary Green Julie Green Seasonal Help Custom Hire
  • 25. Skills and Training Skill Training Available Responsible Party Production Training through Maryland Cooperative Extension and private publications Marketing Computers Training through Maryland Cooperative Extension, private publications and Small Business Development John Green Training through local community college Julie and Mary Green Mary Green
  • 26. Building and Facility Requirements Physical Resources Description of Resource and Use Land Livestock Equipment Facilities Transportation Expertise Other The farm includes 25 acres, 1 acre includes the high tunnels, 7 acres in crop production, 6 acres are in conservation, 2 acres are the residence and 6 are in pastures. The soil types are very good for agricultural production and we are zoned Ag. We have 4 horses and 8 cows that are raised as a hobby. We have a 44 horsepower tractor that is used for mowing, tilling and work around the farm. Attachments to the tractor include a mower, tiller, spray equipment and loader. We also own purchased a used air blast sprayer and irrigation equipment. As the farm expands we would like to purchase a delivery van, walk in refrigerator box and a packing line for the greens. We have a horse barn with 4 stalls and a small livestock run in shed. We have 2 high tunnels for production and a pole building for storage and packing. We currently have a 2004 pick up that is used for farm work, deliveries and farmers markets. We hope to purchase a delivery van in the next 2 years. John and Julie have expertise in the farm operation and have been following new research. Mary has expertise in business management skills and organization. Julie has expertise in marketing, pricing, selling to consumers and web development.
  • 27. Building and Structure Inventory Square Feet Features LocationBuilding Purpose High Tunnel Growing specialty greens and fruits 26'W x 12'H x 48'L 14 gauge steel tubing, 4' rafter spacing, 4 rows of perlins, 6mil 4 year greenshouse film Pole Barn Storage for farm equipment, tools and hay for livestock. 30'W x 10'H x 80'L treated poles on 8' center, 30' standard trusses 4' center. 12'w x 12'h garage door Facing North and South. Located on flattest area of farm. North and west of residence. Facing East and West. Located close to livestock and high tunnel. Livestock Barn Shelter for horses and cows 36'W x 10'H x 60'L 4 horse stalls 12 x 12 and a run in area for cows. Located next to the pole building
  • 28. Equipment Name Model Year Purchased Age Condition Ownership Book Value Market Value Condition - G=Good F=Fair P=Poor Ownership - O=Owned L=Leased B=Bought Size Equipment Inventory Good Bought Bought Bought Bought Bought Good Good Fair Good John Deere with loader attachment 3720 Compact Tractor 25A Flail Mower Attachment Tiller Injector Irriagation AirBlast Sprayer John Deere Morrill Mahindra jacto Arbus 200 44 HP 6.5' cuttin g, 1850 RPM Use d 3 year s 55 inch 50 Gallon 3 year s 2 year s use d 5 year s old Use d 3 year s 2005 2005 2006 2007 2007 14,000 400 800 2,000 2000 15,000 600 850 2,200 2000
  • 29. Name Address Phone E-Mail Website APPENDIX My Contact List Henry Numbers Tom Legal Jeff Money Robert Claim Joe Agent 101 Business Drive Greenville MD 21000 410-555-9854 500 Business Parkway Greenville MD 21000 410-555-3215 302 Main Street Greenville MD 21000 410-555-4589 202 Central Drive Greenville MD 21000 410-555-4682 43 Merry Way Greenville MD 21000 410-555-6894