04 Mar Produce Farm Business Plan
Mixed Greens Salad Gardens is a new company that fulfills a growing demand for high-quality salad greens. We are close to Eugene, which ensures that we have a steady stream of customers. MGSG is a startup grower and distributor for exotic salad greens. MGSG is located in Blue River, Oregon and serves the southern Willamette Valley. MGSG's goal is to develop a product-based organization whose goal it is to exceed customer’s expectations, increase production efficiency with 10% per annum, and then to develop a sustainable farmer business that can live off their cash flows.
MGSG will offer a spring mix greens for salad fields. These greens will include red leaf, radicchio mustard greens and chicory. These greens are used to make salad mixtures and can be purchased by end-consumers as well restaurants who serve them to their customers.
MGSG will target two distinct markets: individual customers and restaurants. Individual customers will purchase greens directly from MGSG at the Saturday and Tuesday Farmer's markets. This segment is growing at 12% and has 12,000 potential customers. Local restaurants are the second segment. This market, which has only 28 customers, is less popular but more in demand all year.
MGSG boasts two competitive strengths that will allow it to continue strong growth and expand its market penetration. The first edge is quality. MGSG is proud of the high quality of their exotic salad greens. Greens that are not up to MGSG's standards of quality will be rejected as they are not good enough and given to a not for profit food bank. Flexibility is MGSG's other competitive advantage. The entire farm was set up to allow them the flexibility to scale up or change existing crops to meet market demand. This is unusual because most farms cannot change their crops during the year.
Heidi Ponic is the leader of MGSG. Heidi initially got her start in growing while working at a greenhouse. Heidi worked for a large grass seed business after graduating from college. Heidi’s agricultural experience was the reason she decided to return to agriculture. Soon after her experience at Willamette Seed Company was over, she decided that Oregon State University's Master Degree in Horticulture Program would be the best choice for her. Heidi'#8217 was able to complete her Master of Horticulture Program and gain the necessary details and skills to start her own farm.
These are the objectives for the first three year of operation:
- To create a product-based firm whose goal it is to exceed customers'8217 expectations.
- Mixed Greens lettuce products must be used at least 20% in Eugene's top restaurants as per local newspaper restaurant reviews.
- To increase the efficiency of our production by 10% a year.
- To create a sustainable farm that is able to survive off its own cash flow.
Mixed Greens Salad Gardens is committed to providing the highest-quality greens. We exist to attract and maintain customers. This maxim will guide everything else. Our services will exceed the expectations of our customers.