BFRDP
Marketing
Beginning Farmer and Ranchers Development Program
Kohala Center
NOTES from class on February 9, 2019 by Jim Crum
Presentation by Pomai Weigert (for registered Students only) here
GoFarm’s Agribusiness plan
Make a quick Business Plan and Goals (12 months)
Business Name = “One Farm Revolution”
1 Year = 2019 GOALS:
– Farm/Production: Try out different crops and growing methods to determine what crops are
– Financial: expect a loss
– other: buy or borrow some equipment like a BCS
TASKS:
– Farm/Production:
– Financial:
– other:
Business Plan:
1. Exec summary – why is the big idea, what are you asking for, and what are you going to provide. Usually write this at the end
2. Operations – who is going to do it all?
3. Marketing – confirm there is a market, where will I sell it and how
4. Financials – “Managing money so you don’t have an emergency. Cost of crop production in details (machinery, seeds, labor, water), and crop planing and harvesting cycles to be sure the market need matches market cycle”
Developing new market streams for what you grow:
– industry opportunities and overview
– influence and control: large land owners, traditional ag commodity and export, seed science, academia/research like UH, travel/tourism, food movement (us), Aloha aina stewardship, women in business
– market shifts (3-5 year shifts) food manufactures and culinary/cocktail, educational pathways, tech and social media, politics (ag day at capitol and Ma’o farm was only one that showed up), global travel/tourism, large land farm (A&B, C&H, Kamehameha) templates and trying to compete with small farmers, multi industry collaboration with tourism- what is marketing and why is it important- branding and how it can make a big difference
Marketing strategies
– innovate and collaborate: is Hawaii ahead or behind? Yes. Both. Diversify to be safe. Multiplier effect = creating win/win collaborations
– place based communications: activate your Aloha skills. Show respect, don’t tell people what’s right. Know the community and make connections to gain contacts.
– the Nicher, the Richer: what’s your expectation? Start small and have a unique concept.
– location is everything: is there a ready made market? What is the market and competition? What are the compliance requirements. Understand what people in your community are eating.
– advice and ACTION — what is you economic model for your goal?— what are higher price point to increase revenues. Doesn’t need to be for all revenue streams — stay organized with efforts and resources. — focus on less waste of money and time. A marketing plan help focus this. — business planning questionnaire.
– value added products and how to stay diverse
Branding basics
– 3 second attention span
– Caniba (canba) app can help with Branding Basics.
– strong brands are 1-3 words and make a personal connection and memory
– people decide based upon feeing.
– 3 seconds, 30 seconds, or 30 minutes stories
– your past, present and future
– how are you innovative and innovating.
– what is your value perception and does your price point match your branding
– who do and can you partner with.
– Instacart – search price points for different products to know pride points.
Marketing is the net- Product- Price- Place
– Promotion (why do they want to buy it from YOU) Branding is the bait- a unique concept- friends/partnership- financial capital- time and engagement.
Tips & Thoughts: – look at at least 3 cash crops and 3 revenue streams- think about resources in the room. People you are sitting next to may know the answers- there is no fast track to success- there is no one way to success – find people that are the kind of weird that is in sync with your kind of weird- know the language of the community you want to serve- failure will happen. Learn how to fail fast and then get back in the game. – it’s competitive right now so start small with friends and places you already go to see if they are interested in your products – make sure your business is ready and you know how much you can produce before you make it public- is there a restaurant that you can grow for directly?- there aren’t any one person success stories. – Ag Parks are a good idea and may be coming for small/young farmers. – “value add” grants from USDA to collaborate with others to make things like jams and breads. – if you want something, bring something. Like a goodie bag. Through your support, this is what we are able to do- know and connect with your community and collaborate with them to ensure there is mutual support- seniors are the kapuna and overlooked market whose opinions were valued by the community. The other bookend are the children- if you don’t have a good vibe about a possible business partner, don’t work with them- it takes about 18 months to see a return on marketing- be positive about partnership opportunities- consider give-aways of stuff you’d give away otherwise to bundle with a sale- promotions and tests are farmers markets and social media
Ideas:- water buffalo: great in Tropics and for milk and as draft animals – educational component should be included- farmbots: open source robots for gardens- connect from local Buddhist community that gets Fukuoka- grow to order network of farmers and restaurants for meeting farm to table needs.
Soils of the Big Island
Beginning Farmer and Ranchers Development Program
Kohala Center
with Jonathan Deenik
NOTES from class on December 1, 2018 by Jim Crum
Presentation by Jonathan Deenik (for registered Students only) here
Depo = dirt
Āina = that which feeds
Kahana Mahi Ai -farmer
“Science is useless if not used to help people and the land”
Gurol Uehar – clay and Hawaiian soils pioneer
Diversity
– 45% mineral — sand— silt— clay (type is critical to fertility)- 5% organic matter — more OM is more fertile
– 25% air
– 25% water- iron oxide is red and usually low fertility. Ferrihydrate is more fertile than – darker are more fertile.
Formation
– parent material (rock – lava – basalt, or limestone from cora)
– age (krono sequence makes it a great place to study effect)
– climate (water is the key weathering agent.)
– biota (plants)- topography (drainage)
Kohala Climosequence – uala fields – most fertile fields in Hawaii – 26 sq miles- look at impact of rainfall on fertility – 300,000 year ago lava flows- 10”/year aridisols/desert- 40”/year great for growing- 150”/year – 1500mm is like for leaching or not
Processes
– additions (organic matter, tropospheric dust carried from )- transformations (rock to clay, living tissue to humus)- translocations – losses- taxonomy— low lands, sodium and toxic but pockets of — middle lands, (humus) near neutral — high lands (ferrihydritic hydrudands) acid and infertile and – microbes are the first items to grow in new lava
Soil surveys of the Hawaiian Islands
– USDA soil conservation service 1960s remapped in the 1990s on the Big Island
Organic matter
– high solvable potassium, calcium, magnesium = fertile- fertility stays at a good levels until over 1500mm if rain per year. Quick drop off. Leeches off to the ocean
– the higher the negative charge, the more fertile.
– negative charge is low with no rain or high rain. Sweet spot is >500mm <1500mm/yr
– organic matter can overcome any infertility.
– waimea (leeward side area) is most fertile because all the best elements come together- 12 soils types globally— mollisols: grasslands and biota is the driver— oxisols: tropical rainforest high weathering and acidity— vertisols: dry leeward coasts that shrink and grow with rain— Andisols: form from volcanic ash. Higher rain is acid and leached— histosols: dense forest but just rock and organic matter. Young
– minerals: sand, silt and clay-maintain the organic matter, and maintain fertility- allophone: first to develop on volcanic soils, tubular and high surface area. 1g could have 1000 sq. meters of surface area. have to add phosphorus via manure- 17% carbon in surface soils and 5% lower.
– organisms/microorganisms cause decomposition to humus
– improves soil by: causes aggregate stability (fluffy and lights) aerates to increase water infiltration and retention and protects from erosion
– chemical properties: a sink for nutrients retains and then supplies nitrogen, calcium, potassium, detoxifies aluminum and buffers pH change.
– arsenic is not bio available because t binds with clay, but have to avoid breathing in the dust- aluminum issues can be addressed using manure
– Cornell soil tests don’t work for Hawaii
– microbial diversity is key to nutrient exchange
– mycorrhiza: symbiosis between his fungus getting energy and root systems getting nutrients like (necessary but scarce) phosphate to fed the plant.
– biological nitrogen fixation: rhizobium and legumes – break the bond and create amino acids- decomposition: physical and chemical breakdown to convert from organic to inorganic (needed by plants). Carbon rich materials break down much more slowly. CtoN ratio lower than 25-30 means things will break down quickly- high carbon (wood, coconut, sawdust, dried leaves) will initially take Nitrogen from plants
Acidity/alkalinity
– lower it is more acid higher is more alkaline
– stays at a good level until over 1500mm of rain per year. Quick drop off. Soluble aluminum increases and increases acidity
– Hamakua is infertile ash soils
– tea, blueberries, hydrangea, pineapple are acid tolerant
– solubility is dependent on pH.
– At low pH phosphate will bind with the clay surface and aluminum instead of the plant- high pH, phosphorus will react with calcium and be insoluble. Zinc bonds as well
– ideal pH is 6-7: optimizations solubility for essential nutrients
– too high? Elemental sulphur
– biochar can be used but releases lots of nitrous oxide. Instead, bio digester to make methane and
– liming: crushes corral from Kawaihae but not a great source and use 3-4tines. Has to be tilled in
– stay above pH 5.5 to address aluminum.
– soil sample test month after testing. Test every year.
Management
– high humidity impacts the plants and adds fungus- organic matter is key: concentrated in the surface layer, comes from decaying plants, determines performance – sawdust takes nutrients (nitrogen) away from plant. Use it only as a mulch or in compost – Nitrate: NO3, is the plant available nitrogen and a great source of this is urine when mixed 1/10 water as fertilizer. 4 rights- source- Rate- Time place
BEI office gets it to Peter Bunn, crop solutions.
* microbes always win*
Kukui nuts for oil and ground as fertilizer
fish meal made in Oahu at Campbell industrial park
azola is used as a nitrogen fixer as well-
Hawai’i soil atlas – find out the name of your soil and what it’s means. Interactive. Based on 1960s soil survey tho’
Polycrops
Pidgeon pea?
Sun hemp: green manure. At flowering, that’s when you mow it and cover it and then till it in as manure. Reduces parasitic nematodes (another way is to get clear plastic and cover it for a few months ). Modules on the roots should have plenty and are red inside.
Glyricidia (madre de cacao): nitrogen fixer, grows fast, shade, cut back and it grows back fast.
Perennial peanut: ground cover, nitrogen fixer.