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The Creation & Aftermath. Defining Fresh and Local. Plant to Plate. Cedar Meadow Farm. Lancaster Growers. “ Plant. to. Plate ”. Genuardi’s Family Markets. Production Management. Irrigation and Nutrients Soil Labor Weed Pest. Irrigation
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The Creation & Aftermath Defining Fresh and Local
Plant to Plate Cedar Meadow Farm Lancaster Growers “Plant to Plate” Genuardi’s Family Markets
Production Management • Irrigation and Nutrients • Soil • Labor • Weed • Pest
Irrigation Drip irrigation and fertigation for all tomatoes 28 acres High tunnel more intense Soil No-till cover crop practices Re-builds soil Helps protect tomatoes & cucurbits Minimizes erosion ProductionManagement
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 Production Management Ground cover reduced weeds by over 90%
Production Management Biggest Problem is finding dependable labor • Labor • Hired a field manager to simplify problems • 1st year with international program • Accounts for 50% of expenses Last Year Hired 38 Different People
Market Management • Management • Marketing • Logistics • Finance
Management, Logistics and Marketing Outsourced to Lancaster Growers for the Genuardi’s account. Father deals with the local accounts (Restaurants and Auctions). 3 local auctions Premium for early season Any type, grade, and size sold Early SeasonAvg. ~$30/25lbs Late SeasonAvg. ~$9/25lbs Market Management 33 stores No premiums Only # 1’s and Mediums All Season Set Price $9/25lbs
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
Tomatoes Field Grown v. High Tunnel
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 $5-10,000* Labor Less Labor intensive per acre * Does not account all expenses such as equipment, land, own salary, etc.
Lancaster Growers/Genuardi’s • Relations • Strategic management • Early season pricing higher than Lancaster Price • Sells off full supply (1200 dozen in one morning, trying to expand cucurbits) • Farm Price v. Consumer price • On farm price ~$.30/lb • In store price ~$.99-4.00/lb
Lancaster Growers/Genuardi’s • Supplier • 5 Farms, 5 Trucks • Just In Time (JIT) approach • 7:30 pick up • Reach all stores by 3pm Sweet corn within 12hrs Tomatoes within 24hrs VINE RIPE
Lancaster Growers/Genuardi’s • 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