The Creation

1
The Creation Aftermath

• Defining Fresh and Local

2
Plant to Plate
Cedar Meadow Farm
Lancaster Growers
Plant
to
Plate
Genuardis Family Markets
3
Production Management

• Irrigation and Nutrients
• Soil
• Labor
• Weed
• Pest

4
Production Management

• Soil
• No-till cover crop practices
• Re-builds soil
• Helps protect tomatoes cucurbits
• Minimizes erosion

• Irrigation
• Drip irrigation and fertigation for all tomatoes
• 28 acres
• High tunnel more intense

5
Production Management

• Weed
• No-till cover crop minimizes weeds.
• Uses minimal herbicides and cultural practices.
• Uses a black ground cover in the high tunnel.
• Biggest concern is Night Shade.

• Pest
• Sprays according to s in pheromone traps
• Other concerns
• Groundhogs - 5k in damages
• Spider mites - Tomato Plant
• Crows and other birds - Tomato

Ground cover reduced weeds by over 90
6
Production Management
Biggest Problem is finding dependable labor
Last Year Hired 38 Different People

• Labor
• Hired a field manager to simplify problems
• 1st year with international program
• Accounts for 50 of expenses

7
Market Management

• Management
• Marketing
• Logistics
• Finance

8
Market Management

• Management, Logistics and Marketing
• Outsourced to Lancaster Growers for the
  Genuardis account.
• Father deals with the local accounts (Restaurants
  and Auctions).

• 3 local auctions
• Premium for early season
• Any type, grade, and size sold
• Early Season Avg. 30/25lbs
• Late Season Avg. 9/25lbs

33 stores No premiums Only 1s and
Mediums All Season Set Price 9/25lbs
9
Market Management

• Finance
• Uses net profit to finance overhead,
  depreciation, and family living expenses
• Land assets split up between family. Ownership is
  transferred over time

10
Tomatoes

• Field Grown v. High Tunnel

11

• High Tunnel
• 1 Acre
• Weather
• Not a real variable
• Volume
• 30 more per acre
• Quality
• 80 1 grades
• Margins
• Nets 15-20,000
• Labor
• Requires more labor
• Investment
• 25,000 Labor for set up.

• Field Tomatoes
• 7 Acres
• Weather
• Biggest factor
• Volume
• Less per acre
• Quality
• Suffers due to weather
• Margins
• Nets 5-10,000
• Labor
• Less Labor intensive per acre

Does not account all expenses such as
equipment, land, own salary, etc.
12
Lancaster Growers/Genuardis

• Relations
• Strategic management
• Early season pricing higher than Lancaster Price
• Sells off full supply (1200 dozen in one morning,
  trying to expand cucurbits)
• Farm Price v. Consumer price
• On farm price .30/lb
• In store price .99-4.00/lb

13
Lancaster Growers/Genuardis

• Supplier
• 5 Farms, 5 Trucks
• Just In Time (JIT) approach
• 730 pick up
• Reach all stores by 3pm

Sweet corn within 12hrs Tomatoes within 24hrs
VINE
RIPE
14
Lancaster Growers/Genuardis

• Demand
• High demand for fresh products
• Expansion to other products
• Constant throughout the summer
• New Jersey v. Lancaster Products
• High competition within
• Stores advertise according to area

15
Conclusion