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A FARM IN THE MARKET

A FARM IN THE MARKET. Mark Olson President/Farmer Renaissance Farm Inc. Spring Green, Wisconsin. RENAISSANCE FARM. Farming and processing since 1985 Grow basil, cilantro, lemon basil, green garlic 7 varieties of pesto, 3 dressings, 3 oils, 4 infused salts, and Mark’s cinnamon rolls

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A FARM IN THE MARKET

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  1. A FARM IN THE MARKET Mark Olson President/Farmer Renaissance Farm Inc. Spring Green, Wisconsin

  2. RENAISSANCE FARM • Farming and processing since 1985 • Grow basil, cilantro, lemon basil, green garlic • 7 varieties of pesto, 3 dressings, 3 oils, 4 infused salts, and Mark’s cinnamon rolls • Dane County Farmers’ Market • Distribute products through retail and foodservice distributors

  3. EXPANSION • Farmers’ market & self-distribution • Regional Distribution (1988) • National retail distributors (2010) • Investors (2011)

  4. PIONEERING A BRAND“PUSH BASED SYSTEM” • Promotions, free first fills, demos • Distributor and retailer advertising • Manufacturer charge backs • Trade show support • Consumer loyalty based on price • Large marketing budgets, sell in 3-6 years • Not sustainable for building regional capacity

  5. PIONEERING A BRAND“PULL BASED SYSTEM” • Relationship based • Supply chain partnerships • Consumer loyalty based on value • Consumer involvement in the selection and promotion process • Word of mouth advertising • Long term viability

  6. NEW INFRASTRUCTURE • Central Management Hub • Funded by grants and business initially • Self-sustaining hubs/not dependent on grants • Great Lakes Food Hub Network

  7. GREAT LAKES FOOD HUB NETWORK(GLFHN) • Dynamic group of farmers, growers, non-profits, food and technology entrepreneurs from six Great Lakes states • A learning community of people with stake in the food system, improving by cooperating • Central commons • Regional food efforts linked to wider network

  8. GLFHN PROJECT FRAMEWORK Financial Development Market Opportunities Business Process and Infrastructure Learning and Growth

  9. CONCLUSIONS • Update new products introductions to consumers • Build value-based models that enhance regional food production and food security • Create regional Management Hubs that support the development of capacity • Management Hub make up: for-profit activities, non-profit assistance, foundation program-related investment, investor coordination • Investments opportunities: IT platforms, marketing and sales, new and re-worked scaled equipment for farming and processing

  10. QUESTIONS?

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