1. Eric & Joanna Reuter Chert Hollow Farm, LLC Beginning Farmer Webinar Starting a CSA

2. Customers sign up as members/subscribers for a period of time, generally paying up front, in exchange for a share of a farm’s production Members share in the risk of the farm Receive less in lean times More in good times Most commonly for produce, but also meat, dairy, eggs, baked goods, flowers, etc. Excellent summary of CSAs from Local Harvest: http://www.localharvest.org/csa/ http://www.localharvest.org/csa/ Numerous full-time, professional farmers operating diversified small farms rely on CSA for a portion of income

3. Tell the story of the path that we took to start a CSA Outline numerous questions that we had to answer Give examples of what other farms have done Tell you what we decided & why Each farm & each CSA is unique Our answers aren’t “right”; just what we thought would work best for us in our first year

4. How accessible is the farm? Where is it relative to population centers?

5. Marginal land: Diversification/ on-farm fertility Best land & primary focus: Intensive vegetable production on limited area Focus on closing loops and keeping costs to a minimum How much land? How is it most suitably used?

6. Geologists/natural scientists by training Appreciation of natural diversity Data-oriented, keen on record keeping Computer skills Culinary interests; “foodies” Independent, self-sufficiency minded

7. Why CSA? Is a CSA right for us?

8. Pros Fresh, delicious food from known source Eating with the seasons Experience new types of produce Reduce need for constant grocery shopping Potentially very cost effective way to get veggies/food Build connection with farm (often good way for children to learn to love veggies) Potential to lose out if farm has bad year (or if join a bad farm) Weekly shares may not be compatible with schedule of those who travel frequently May feel overwhelmed with produce at times May sometimes end up with produce items that don’t like very much Cons

9. Pros Members pay early in year; cash available when expenses tend to be highest (seeds, supplies) Guaranteed outlet for crops that tend to be overabundant at farmers markets (squash, tomatoes) Know that food has a home; waste reduction Diversity of crops a major asset Build connections with members Allows greater focus on growing food, less on marketing, during the busy season Produce doesn’t have to pass “good looks” contests of market stands Unusual but tasty products & varieties Slightly imperfect items Produce doesn’t have to sit on market stand, wilting, before customers receive it Farm setting itself is an asset; add value to CSA with on-farm events On the hook to perform on a weekly basis through the season Starting a CSA is a long-term commitment; can’t easily back off for a season or a year Less potential to cash in on a “bumper” year Requires high level of record keeping & organization Cons CSA farmers have a responsibility to be well prepared to avoid giving a bad reputation to CSAs in general

10. Single-farm CSA Members join a single farm; reliant on the successes & failure of that one farm Multiple farms collaborate to balance strengths/weaknesses & to buffer against loss Multi-farm CSA Grey area in between Farm supplements own produce with one or a few produce items (potatoes) Farm promises members to buy in product in case of extreme crop failure Some multi- source buyers call themselves CSAs

11. Do we have enough experience in this location across a range of weather conditions? Do we grow enough diversity? Are we confident that we can provide enough week-to- week stability of production? Do we have sufficient infrastructure for supporting a CSA (irrigation; produce storage space; transport for shares; etc)?

12. Drought Irrigation lines & reliable water source Methods that improve water-holding capacity of soil Flood Not in floodplain Catastrophic weather event (hailstorm, tornado, severe cold) Multi-season planting plan Pests, crop diseases Diverse planting plan Methods that improve soil & make farm more resilient Equipment failure Limited reliance on equipment Expertise in equipment repair Backup equipment available Farmer injury/illness Trained workers/employees/family members

14. How many member households? How to set the share prices? Will there be a deposit? Should there be different share sizes? How many weeks of production? How to take payment? Payment schedule? Should there be a core group? Should there be a work component? How to get shares to members? What amount of each crop will members want? How much food per share; how many crops? What to do with excess production? What will we pack the shares in? What will the newsletter be like? Where are our target customers? How to manage administrative tasks? How often and what days to distribute? How to fill extra labor needs? What newsletter format? Should members get choices in share contents? How to advertise? What products? What kind of on-farm events? What should the member agreement say? Ground rules for product use? Split shares ok? Many Questions Many Questions Membership Production Labor Miscellaneous Logistics Fringe Benefits Excess Management

15. A few Hundreds Anything in between Chert Hollow Farm 1 st year: 20 households Considerations: Generally a good idea to start conservative & plan to expand; good first impression is important Income goals Past production: What would shares look like if split up previous year’s production? Considerations: Generally a good idea to start conservative & plan to expand; good first impression is important Income goals Past production: What would shares look like if split up previous year’s production?

16. Nearest large population center in general Specific neighborhoods Specific workplaces Smaller town/towns in the region Rural dwellers in our vicinity Considerations: Delivery considerations: Greater efficiency if customers somewhat clustered geographically The larger the pool of prospective customers, the more likely membership goals will be achieved Rural mentality not CSA conducive: some people grow their own veggies; many are lower income; few prioritize spending money for quality food Considerations: Delivery considerations: Greater efficiency if customers somewhat clustered geographically The larger the pool of prospective customers, the more likely membership goals will be achieved Rural mentality not CSA conducive: some people grow their own veggies; many are lower income; few prioritize spending money for quality food

17. Full share prices range from hundreds to >$1000 ~$35-$45 per week typical for full shares Yes No $50 deposit reserves a membership Considerations: Farm income goals What can target customers afford? Will there be a work component/discount for work? What others in the area are charging Don’t forget sales tax Separate summer & winter seasons? Certified organic or not? Considerations: Farm income goals What can target customers afford? Will there be a work component/discount for work? What others in the area are charging Don’t forget sales tax Separate summer & winter seasons? Certified organic or not? $1100 + sales tax for full share $700 + sales tax for partial share $1100 + sales tax for full share $700 + sales tax for partial share Some farms have flexible “pay- what-you-can” pricing arrangements

18. intended for multi-person households intended for single-person household intended for multi-person households intended for single-person household Share size (& price) set by number of members in household Share price set by defined share types Full share Partial share Single share Share size: one size fits all Considerations: Too many share sizes: unnecessary complexity to manage Too few share sizes: risk turning away potential customers Considerations: Too many share sizes: unnecessary complexity to manage Too few share sizes: risk turning away potential customers

19. Some examples: Households allowed to split shares &/or give away produce freely Only take what the household can use during the distribution week For use by the household, food preservation encouraged If out of town, expected to skip share instead of giving share away, with return benefit of access to extras when others are away; maximize benefit of product within membership

20. Set number 25 weeks is common for summer season Flexible number within a defined time frame; actual deliveries based on product availability Time frame: Full year Season Summer season Winter season Considerations: Past production season Risk distribution Bookkeeping effort Price sticker shock Considerations: Past production season Risk distribution Bookkeeping effort Price sticker shock

21. Offered for sale to members but paid independent of the CSA. Produce Vegetables Fruit Herbs Meat Milk Eggs Baked goods: Some farms use to add value in event of crop failure Flowers Considerations: What the farm already produces Regulatory considerations Considerations: What the farm already produces Regulatory considerations

22. Number of produce types per week 5-10 is common range Total volume per share Approx. a grocery bag Estimated weight per share Number of people that share will likely feed Considerations: How to describe to customer & how much to plan for are slightly different questions Vagueness in quantity description probably a good idea Considerations: How to describe to customer & how much to plan for are slightly different questions Vagueness in quantity description probably a good idea

23. Goal: Standard grocery store bundles are a good place to start Draw on market sales experience: How much do people tend to buy? How much do we eat? Reality: Actual distributions sometimes have > or < target Use newsletter to provide recipes to feature appropriate quantities Beets: Just one: grate it on salad Lots: borscht Potatoes Just a few: potato pizza

24. No choice A little bit of choice Swap box Some choice Any distribution type: Limited customization via online survey A lot of choice Farm-stand-style pick up: Available produce set out for members to select; give guidance on how much, especially for limited items

25. Give it to members Sell it to members in bulk Sell it through another outlet Farmers market Restaurant sales Other wholesale Preserve it ourselves Give it to the food bank (maybe for a tax break) Feed it to pigs/chickens/goats Send it to the compost pile Considerations: Time/expense of selling at other outlets Effectiveness of other methods at eliminating surplus Considerations: Time/expense of selling at other outlets Effectiveness of other methods at eliminating surplus

26. Content: Description of produce/products Tips about how to store produce/how long it will store Menu ideas & recipes Food preservation advice Farm updates: good news & bad news Discussion of or links to relevant information about food, farms, farm policy, etc. Nature observations on the farm Announcements of farm events Authorship: Farmers Workers/interns Members

27. Print Digital, formatted for printing Digital, blog format Digital, blog format Considerations for choice of blog-format newsletter: No printing costs, no paper waste No additional cost (if already have website or use free blogging platform) Full color No time spent formatting or editing to fit on one page (more time for content) Provide links to existing content; content accumulates over time Members get menu/recipe ideas as soon as newsletter goes live, no wait until share is in hand Survey of members said they were happy with digital format via blog or email; all members have internet/email access Open to world Pro: advertising Con: failures announced to world, too Considerations for choice of blog-format newsletter: No printing costs, no paper waste No additional cost (if already have website or use free blogging platform) Full color No time spent formatting or editing to fit on one page (more time for content) Provide links to existing content; content accumulates over time Members get menu/recipe ideas as soon as newsletter goes live, no wait until share is in hand Survey of members said they were happy with digital format via blog or email; all members have internet/email access Open to world Pro: advertising Con: failures announced to world, too

28. (a few shares) (most shares) (a few shares) (most shares) Members pick up from farm Members pick up from market stand Other drop-off location for member pick up Delivery (to work or home) Considerations: Farm location Availability of possible drop-off locations Time/expense of each option Total driving efficiency (including time/money spent by customers to pick up share) Driving risk Considerations: Farm location Availability of possible drop-off locations Time/expense of each option Total driving efficiency (including time/money spent by customers to pick up share) Driving risk

29. Boxes Cardboard Wooden Plastic Bags Cloth Plastic Considerations: Cost: up-front & replacement cost if lost/damaged/not returned Organic integrity & ability to clean Space efficiency when in use & when not in use Protection provided to produce Advertising value Ease of packing Considerations: Cost: up-front & replacement cost if lost/damaged/not returned Organic integrity & ability to clean Space efficiency when in use & when not in use Protection provided to produce Advertising value Ease of packing

30. Market presence Website/online presence Our own website Local Harvest website Posts on local food blogs Paper (pdf) brochure Word of mouth Newspaper story Newspaper/radio/magazine advertisement Considerations: Cost Audience Considerations: Cost Audience

31. Cash/check Credit card PayPal (convenient for members, but has fees) 3 rd party CSA-management package Deposit ($50) Choice of: 1 payment (due January) 3 payments (Due January, March, May) Custom payment plan

32. Potlucks Farm tours Tasting events Food preservation demonstration Farm-to-table meals Campfires Who can come? Members of member households & any current house guests Who can come? Members of member households & any current house guests Considerations: Way to provide value even if have catastrophically bad growing conditions Way to connect to members and have excuse to do something fun, if enjoy hosting such events Events provide motivation to keep farm looking good/house clean Liability risk of having members on farm People have busy lives; too many events may dilute turnout Considerations: Way to provide value even if have catastrophically bad growing conditions Way to connect to members and have excuse to do something fun, if enjoy hosting such events Events provide motivation to keep farm looking good/house clean Liability risk of having members on farm People have busy lives; too many events may dilute turnout

33. Members receive shares: Weekly Every other week (an option for members to select a lower-priced share) Farm distributes shares: Twice a week Three times a week Other Monday & Thursday Considerations: Time management for each packing/distribution effort Cost of going to delivery/drop-off location(s) Produce storage time/shelf-life Considerations: Time management for each packing/distribution effort Cost of going to delivery/drop-off location(s) Produce storage time/shelf-life

34. Outline roles & responsibilities of the farmer(s) Outline roles & responsibilities of the customer(s) Make timely payment Understand & accept risk Accept any conditions set by the farm with respect to product use (for example, no reselling, no split shares) No refund

35. For many CSAs, the core group is considered absolutely essential. We’re too independent-minded to want to work with a committee. Yes No Core group: A group of members who serve a support role for the CSA. Duties may include: Administrative tasks Advisory role (what to grow, price structure, etc.) Social committee (arranging farm events, potlucks) Member communications (newsletter writing/formatting, providing recipes, answering questions) And whatever else the farmer needs Core group: A group of members who serve a support role for the CSA. Duties may include: Administrative tasks Advisory role (what to grow, price structure, etc.) Social committee (arranging farm events, potlucks) Member communications (newsletter writing/formatting, providing recipes, answering questions) And whatever else the farmer needs

36. ** Yes, required of all members Yes, but optional No Work component: Members are expected to work a certain amount during the season, often a couple of shifts, often in exchange for a reduction in share price. Work component: Members are expected to work a certain amount during the season, often a couple of shifts, often in exchange for a reduction in share price. Considerations: Will members untrained in farm practices provide enough help to be worth the management effort? Are all members physically able to fulfill a work requirement? Can alternative forms of help be assigned? How far is the farm from where most members live? What is the core goal of the work component? To get work done? To connect with members? To let members develop an appreciation for farm work? How safe is the farm for visitors? What happens if a member gets hurt while taking part? Does the farm have liability insurance? How will children be managed? How much management effort will be put into scheduling member work shifts? Will a work component scare away prospective members? (Busy folks with well-paid jobs, for example) Considerations: Will members untrained in farm practices provide enough help to be worth the management effort? Are all members physically able to fulfill a work requirement? Can alternative forms of help be assigned? How far is the farm from where most members live? What is the core goal of the work component? To get work done? To connect with members? To let members develop an appreciation for farm work? How safe is the farm for visitors? What happens if a member gets hurt while taking part? Does the farm have liability insurance? How will children be managed? How much management effort will be put into scheduling member work shifts? Will a work component scare away prospective members? (Busy folks with well-paid jobs, for example)

37. Do it yourself Core group 3 rd party online CSA-management package (see Growing for Market, Jan. 2011) CSAware Member Assembler Farmigo

38. Avoid extra labor needs Work share (each member puts in a few shifts) Employees Paid in cash Paid in product (less IRS paperwork) Interns “Full work share”: Take the CSA work-share concept to the extreme, with a few members working weekly for their shares rather than paying cash; remit sales tax

40. Sweet potatoes Carrots Beets Lettuce Tomatoes Hot peppers Tomatillos Sweet peppers Garlic OnionsScallions Spinach Kale CollardsEggplant Swiss chard Sorrel Cabbage Chinese cabbage EdamameSnow peas Snap peas Beans Leeks PeanutsKohlrabi Turnips Basil Strawberries Sweet corn Shiitake Winter squash Summer squash Cucumbers Melons Fennel PotatoesRadishes Fall radishes Parsnips Okra (Not a comprehensive list for Chert Hollow Farm)

41. Sweet potatoes Carrots Beets Lettuce Tomatoes Hot peppers Tomatillos Sweet peppers Garlic OnionsScallions Spinach Kale CollardsEggplant Swiss chard Sorrel Cabbage Chinese cabbage EdamameSnow peas Snap peas Beans Leeks PeanutsKohlrabi Turnips Basil Strawberries Sweet corn Shiitake Winter squash Summer squash Cucumbers Melons Fennel PotatoesRadishes Fall radishes Parsnips Okra Varietal Diversity Example: We grow about a dozen varieties of garlic Diverse: Harvest dates Culinary uses Cold/heat tolerance Pest sensitivities Varietal Diversity Example: We grow about a dozen varieties of garlic Diverse: Harvest dates Culinary uses Cold/heat tolerance Pest sensitivities

42. Sweet potatoes Carrots Beets Lettuce Tomatoes Hot peppers Tomatillos Sweet peppers Garlic OnionsScallions Spinach Kale CollardsEggplant Swiss chard Sorrel Cabbage Chinese cabbage EdamameSnow peas Snap peas Beans Leeks PeanutsKohlrabi Turnips Basil Strawberries Sweet corn Shiitake Winter squash Summer squash Cucumbers Melons Fennel PotatoesRadishes Fall radishes Parsnips Okra spring for spring harvest, summer for summer harvest, summer for fall harvest, fall for fall harvest, fall for winter harvest, fall for spring harvest

43. Sweet potatoes Carrots Beets Lettuce Tomatoes Hot peppers Tomatillos Sweet peppers Garlic OnionsScallions Spinach Kale CollardsEggplant Swiss chard Sorrel Cabbage Chinese cabbage EdamameSnow peas Snap peas Beans Leeks PeanutsKohlrabi Turnips Basil Strawberries Sweet corn Shiitake Winter squash Summer squash Cucumbers Melons Fennel PotatoesRadishes Fall radishes Parsnips Okra LeavesHerbsRoots/tubersBulbs/stemsFruits/podsSeeds

44. Diversity aids in risk management Biological diversity buffers against massive loss by pests, disease, difficult weather conditions Seasonal diversity buffers against being wiped out by extreme weather event (hailstorm, etc.) Diversity distributes work load over time Diversity provides culinary interest and motivation

45. Good records provide information that is crucial for planning Good records provide information that is crucial for planning

46. Weeks of the year Locations on the farm Plan of planting, transplanting, harvesting, & other tasks 2012 Chert Hollow Farm Plan Planting guide & forecast of harvest schedule Can assess week-to-week possible share contents

47. Yield data available from various sources We’ve compiled some; available for download here For Excel 2007: www.cherthollowfarm.com/transfer/crop_income_comparison_model.xlsxwww.cherthollowfarm.com/transfer/crop_income_comparison_model.xlsx For older Excel versions: www.cherthollowfarm.com/transfer/crop_income_comparison_model_oldExcelVers.xlswww.cherthollowfarm.com/transfer/crop_income_comparison_model_oldExcelVers.xls

48. Goal: Plan to minimize lean weeks Post-spring crop & pre-summer crop tends to be low for us (late June to early/mid July) Plan to plant a little extra of crops that do produce then Store crops such as beets, cabbage, carrots to distribute for several weeks after harvest to minimize the gap Goal: Alliums every week Goal: Don’t overwhelm with squash Avoid perfect succession plantings for some items to provide a break Goal: Salad potential every week (not necessarily greens-based); use newsletter to communicate ideas Spinach salad Lettuce salad Cabbage slaw Cucumber salad Greek salad (chunks of tomato, cukes, pepper, onion; no greens) Misc. fall greens salad (cabbage, lettuce, baby brassicas)

49. Our solution to the “share the bounty” problem

50. Appeal to wide range of members Light produce eaters & hard-core veggie lovers Minimize waste Production-end waste reduction: “Share the bounty” without overwhelming those who don’t want bulk extras; efficient outlet for true excess Can offer “seconds” if explain to members what they’ll get Consumption-end waste reduction: Members can reject items that they don’t want or won’t use Improved value for members via effective trades Members get more of what they want, less of what they don’t, so perceived value greater than completely equal distribution Good record keeping is a by product of the system What has been distributed What is popular and what isn’t (and how much agreement)

51. Downsides Takes extra time to prepare & compile surveys But, office time is good balance to field work & helps make better use of field work Makes us quite reliant on internet & printer But members learn benefits of customization if they all get standard shares during a failure Share packing not as efficient as completely standardized shares But not much worse than multiple share sizes or restaurant custom packing, esp. if organized Requires good anticipation of what will be ready days to a week or more prior to harvest But not so bad with some experience Our first year in, we are convinced of a net benefit

52. LimeSurvey Open-source software (free) Runs on a web server with database capability (not free) Example: cherthollowfarm.com hosted by WestHost Various suitable packages, generally run <$10/month

53. Spreadsheet program LimeSurvey Develop (or copy/tweak) survey Import names & email addresses LimeSurvey sends survey invitation email Members fill out survey Summary table (harvest list) Packing slips Results Friday after lunch: prepare survey Noon Sunday: surveys due Sunday after lunch: compile surveys Monday: pack/distribute shares Repeat: send surveys on Mon. for Thurs. distribution

54. Many question types to choose from Multiple choice Free text Various array- type questions

55. Our survey also includes: Herb choices Bulk extras (as available) Milk order Egg order Administrative questions Can be completed on mobile devices

56. Use a custom template in Excel to summarize surveys

57. Print 5 or 6 to a page Cut into strips Clip to bags Behind-the-scenes trades effectively increase customer satisfaction for a set amount of food. ----------------- We put in the mental work associated with the surveys to gain more from the physical work of growing the food. Behind-the-scenes trades effectively increase customer satisfaction for a set amount of food. ----------------- We put in the mental work associated with the surveys to gain more from the physical work of growing the food.

58. End-of-year member survey Add more memberships? Raise prices? Increase/reduce share sizes? Too much/not enough diversity of product? When to hold prospective member tours?

59. Book: Sharing the Harvest Websites of CSA farms such as: Happy Hollow Farm Fair Share Farm and many more Book/CD: Market Farm Forms CSA farmers in your region