by Russ Vollmer, Vollmer Farm | July 27, 2015 –
Surprises are a regular occurrence for farm families, as you all know very well. As farmers, we embrace all of it, the good and not-so-good surprises that flavor our days doing what we love to do.
1. Good food starts with a promise and shared values
Good food starts with a promise woven with many threads of trust. Small farms are very diverse in what we grow. One thing we all have in common is a motivation to share our stories, our farms, and our passion for good food with customers seeking a relationship built on trust.
2. Consumers value good food (turns out – a lot!)
More and more people are buying organic products. According to the Organic Trade Association 2022 Organic Industry Survey, sales of organic products reached $67.6 million, continuing yearly upward growth. I was surprised when I read this stat, and I wanted to know why. Why are a majority of families in the United States buying more organic products than a year ago despite the fact that conventional products are cheaper? I believe this is happening due to a shift in consumers’ minds about value.
3. Good food’s value is not just the product but the experience
I want to share with you some ways we increase value at Vollmer Farm. I plant a two-acre field of U-Pick pumpkins behind our farm market. About ten dressed-up scarecrows (adult- and kid-sized!) dot our U-Pick pumpkin field, ready to pose for a Halloween picture. I cut paths in the field to make it easy for families to walk around, pulling a little red wagon to collect their pumpkins. The experience begins as soon as our customers (kids) enter the field. The search is on for their perfect pumpkin. For some, perfect means a small pumpkin; for others, it’s a big or weird-looking pumpkin. My customers value the family memories being created in that moment, and not just the pumpkin. Similarly, many people value the farmers’ market or farm tour experience – it’s a chance to meet the folks growing the good food that we share as a family.
4. There are reasons good food might be more expensive (but I think knowledge creates understanding which also increases value)
Good food can be more expensive to grow. According to the Organic Trade Association, Certified Organic farmers have access to 25 synthetic active pest control products. At the same time, over 900 are registered for use in conventional farming by the Environmental Protection Agency. Certified Organic ranchers have access to 22 synthetic livestock health treatments while over 550 synthetic active ingredients are approved by the Food and Drug Administration in conventional animal drug products. The Certified Organic farmer and rancher have a much smaller toolbox for fighting weeds, insects, and diseases. This reality means I have to spend a lot of money on labor to pull the weeds instead of spraying herbicides, prune the disease out instead of spraying fungicides, and search for insect eggs to remove before they hatch and feed on my plants. Organic food can cost more because hands and eyes are constantly working to protect and grow the excellent quality food our customers want and deserve. Knowledge creates understanding which I believe increases the value of our products.
5. Farmers value relationships just as much as consumers
On a final note, my Dad, Farmer John, was all about building a relationship between our farm and the customers who visit and buy our products. Relationships have value, and that value is leading the growth in organic agriculture for good food. Not Surprising.
More About Vollmer Farm
Vollmer Farm in Bunn, NC, is a 5th generation family farm that grows organic-certified fruits and vegetables. The farm is open in spring and summer for berry U-Pick. In October, the farm opens for agritourism on the weekends.
Interested in Certifying your Farm?