RECAP: Moses Organic Farming Conference

The Midwest Organic and Sustainable Education Service (MOSES) conference took place in La Crosse, WI this past weekend. Six Barn2Door team members attended the conference for a memorable weekend of information, conversation and laughs. La Crosse proved an idyllic host, with crisp, clear skies and snow on the ground. We enjoyed local drinks and food at the restaurants surrounding the conference, and caught some live music as well! 

MOSES kept its attendees well fed with delicious meals, and entertained with two exhibit halls packed with vendors and nonprofits, among other exhibitors. The bookstore boasted titles on everything from Farm business to Farm practices. Many authors also spoke at sessions or on panels over the course of the conference. 

As with every conference this season, the highlight was meeting Farmers at the booth and hearing about their challenges and successes selling direct. We had the opportunity to attend several excellent sessions, including one presented by our CEO and Founder, Janelle Maiocco. 

The session took place on Saturday morning, drawing current and prospective Farmers intrigued by the title: “Attract Local Customers Online”. She presented some hard truths that do NOT work for Farms (only having a website, relying on word of mouth, complicating purchasing, only taking cash and check). She reviewed the disadvantages of selling to one singular distributor, and introduced today’s customers—the device-toting millenial and health conscious mom. Janelle spoke to the incredible advantages of “brand trust”, explaining that “everyone has a brand”. Finally, she offered some tactics for online efforts to attract local customers: brand presence on all channels, consistent communication (email and social), and convenient delivery options available online.

Bummed that you missed the session? You can download Janelle’s presentation, “Attract Local Customers Online” here.  

Here’s some key takeaways from the other sessions we attended.

Session: Consumer-Producer Alignment 

Speaker: Melissa Weyland 

Takeaways: 

• Millenials are the customers to target!

• They’re health-conscious, on the go, and willing to spend more on the products they believe in. 

• The 2020 buyer is a “Conscious Consumer”. For example, 57% of consumers surveyed (approx 3,000) were willing to change their purchasing habits to reduce negative environmental impact. 

• There are 5 Consumer Drivers to buy from Farms (support the Farmer, help the environment, animal care, health and social justice).

Session: Pricing Strategies 

Speaker: Julia Shanks 

Takeaways: 

• Know your cost of production (not just materials, labor too—pay yourself.)  

• The sweet spot for pricing is above the cost of production plus overhead, but less than the highest priced direct competitor. 

• Competition is both direct (like you), and indirect (replaces you). 

• Focus your attention on the highest selling items. Pricing them right will make a bigger impact to your margins. 

• Conduct a Competitive Analysis. 

  • List your competition 

  • List features/ benefits for each 

  • What do you offer, versus them? 

  • How do different features impact pricing/ perceived value?

  • “All things being equal”, how do you compare?  

Session: Profitable Pastured Pig Enterprises 

Speaker: Rhyne Cureton (“Pork” Rhyne) 

Takeaways: 

• There’s a way to Farm full-time wisely (and retire comfortably!) 

• Know whether or not you’re making money, and where your money is going (labor costs, inputs, and overhead). This means keeping records. 

• Prioritize high-selling products over low public interest (Example: ham steaks versus sausage. Everyone loves sausage.) 

• Never buy inputs without checking with your certifier. You could be wasting money and jeopardizing sellable products. 

• Understanding your business as a whole gives you peace of mind. 

• Do NOT simply base your price off your competition, know what it costs to produce each product.

• Educate people on the product, in order to charge a premium. 

In all, the 2020 MOSES offered incredible insights into the organic farming industry. We were thrilled to meet like-minded producers and professionals interested in making sustainable farming more accessible for consumers and more profitable for Farmers! 

What the team had to say: 

Miranda: “I enjoyed talking with Farmers face to face, learning about their passions, hearing their stories, and sharing with them how B2D can help them achieve their goals"

Brandon: "Speaking with Farmers in-person makes it easy to see the passion and dedication they have for providing quality food to their communities. It made me excited to continue what we do at Barn2Door, to support them in all the ways we can."

Sam: “I enjoyed getting to meet Farmers face-to-face and hear how our product meets their needs first-hand. It was also great to learn more about farming and organic practices from the experts themselves.”

Emma: “The highlight for me was continuing conversations at the booth after the session. Attendees had fantastic questions, about best practices and Barn2Door. It was a privilege to attend, and I hope to be back!”