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• “I picked the crazy stuff to grow, the specialty stuff. I figured chefs would be into it. I had 35 products, and invited chefs out to see what we were doing. One started buying, and from there, it just took off. Chefs from Palm Beach, Broward and Dade counties got interested; anybody doing farm-to-table got interested in what we had.”
Goal is to keep diversifying
“Our goal is to keep diversifying,” he says. “We’re not in it to blow up to be a $6 million operation. That never really has been the goal. I think when you do that, you lose the edge on quality — and quality is what we’re after.”
They keep local consumer interest high by hosting popular on-farm dinners that are booked to capacity. “We want to build that part of the business,” Jodi says. “Diners pay top dollar for that food on the plate, and they have fun doing it. The margin is off the charts — plus, everyone enjoys it. Don’t get me wrong, we don’t want to get narrow-minded and just chase money. It’s diversification like this that will help us stay around for decades.”
They promote dinners on the farm’s Facebook page, and interest is so high that they may put on as many as six dinners in 2013. They never advertise, but are involved in community events that raise the farm’s visibility. “Promotion is different from advertising,” Jodi says “We donate to charities and local events. We enjoy helping the community any way we can. If the media picks up on it, that comes free.”
Local people know Jodi, particularly, because she sells the farm’s products at a West Palm Beach greenmarket each Saturday.
“A lot of those people come over from Palm Beach and are looking for quality. Being there each Saturday, I get to know them and can talk about how to prepare meals, that sort of thing. Nobody can sell my produce the way I can.”