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Power of the Pivot and Failing Fast

Engineers who develop new products often use a term called “fail fast”. The idea behind failing fast is that you develop a plan, build a prototype, and then test the prototype. Instead of trying to build the perfect product you build a prototype with the knowledge that you have available now. This approach especially works when the cost of building a prototype is fairly low and the cost of waiting to build a prototype is fairly high. Farming is a situation where the cost of a small scale test is fairly low but the cost of waiting is high (because of seasons and when you can plant different crops, trees and bushes).

One of the examples of our “fail fast” mentality on the farm is our approach to planting trees. Depending on the species, it can take 3-10 years to get a harvest from a tree that you plant. It only takes a few minutes to remove a tree if it is the wrong tree in the wrong place, but it takes years for it to grow. The cost of planting a tree is usually fairly low in labor, materials and the cost of the tree itself.

We have some very different situations on the farm when it comes to

  • soil
  • water
  • sun
  • wind
  • size of the area which determines the cost and effort of installing an anti-deer fence

The same trees, bushes and plants will thrive in one area but struggle in another. There is a value in learning your land. Things like how wet the soil consistently stays or how microclimates impact different plants.

4 Main Areas on the Farm

Aerial view of the farm including the Food Forest, Cushaw Patch and Field #2
Aerial view of the back field

We break down the 4 areas on the farm into

  • food forest
  • cushaw patch
  • field number #2
  • back field

The conditions in these fields are very different when it comes to soils, health of the soil, sun, water retention, etc. The back field has been the most challenging area for several reasons.

  • the soil is depleted from decades of growing and cutting hay from the field (approximately 50 years) without much effort to improve the soil
  • the low amount of organic matter (which determines how well the soil retains moisture) in the soil means that the conditions swing wildly back and forth between dry and standing water
  • full sun and it can be windy
  • lack of a thick layer of top soil means roots have to work hard to penetrate the hard soil

This means that some species of trees and bushes will thrive in the harsh conditions and some really struggle. Usually the conditions that different plants need is well known and best heeded when selecting and preparing sites.

The Approach

Adding mulch to fig tress in the back field

Generally we plant comfrey with any new tree plantings. We keep going back and forth on whether or not we want to put an anti deer fence around the entire back field or just part of it. The advantage of fencing in the entire back field is that we can plant companion plants (like comfrey). The downside is that we have to install the fence (time, money and effort) and maintain it (which is the much higher cost over time). Mowing around the fence and weed eating around fence post takes a surprising amount of time and effort.

While we were deciding about the fence, we put anti-deer tree cages around bushes bushes and trees that we planted in the back field. This accomplished several things

  • allowed us to provceed with test plantings of several different types of trees and bushes (native and non-native)
  • allowed us to plant comfrey around those trees and bushes (deer like usually like comfrey)

Considerations

We are working to establish a small grove of black walnut trees in the back field. Black walnut trees are native to NC and release chemcials at their roots that inhibit other plants from growing around them. We don’t know if comfrey will thrive at the base of a black walut tree. Once a black walnut tree gets beyond the seedling size, deer usually don’t browse on them. As the tree gets to sapling size deer may rub their antlers against the tree which can damage or even kill the tree. Older trees have tougher bark and less susceptible to damage by deer

We need to keep grass from growing in close proximity to the young trees (especially seedlings). Curretly we use wood chips around the base of the tree. If I have my act together that day. I put down cardboard first then wood chips. The cardboard is a biodegradeable weed barrier. The wood chips also help maintain a more consistent moisture level at the tree roots and eventually compost and add to the organic matter and nutrient levels in the soild.

Time to Pivot

We probably do not need an anti-deer fence around area with the walnut trees, especially if we can protect the tree from the weedeater and deer antlers (later as the tree reaches sapling size). Converting from tree cages to tree tubes shown below would make it much easier to trim around the trees.

Tree tube with stake and black walnut tree
Tree tube with stake and black walnut tree

So I’ve started converting the tree caged black walnut plantings to using a tree tubes. This will make it easier to mow around them and maintain them. We also plan to add wood chips around the trees as mulch with cardboard under the wood chips as a biodegradeable weed barrier. I’ve seen vidoes from other farms that have taken a similar approach. Since these are native trees, they should do well. Now time will tell.

Lessons from the Farm

Even on a small farm like ours the variety of situations, plants, and labor requirements prevents us from using a one size fits all approach. Our approach to finding solutions follows this path

  • develop preconceptions – example: how we think a plant might to in an area if planted in a certain way
  • build a prototype – plant a bush or tree in test location with a specific method – example: plant a tree and put it in an anti-deer cage or in a tree tube with wood chips around it
  • test the preconceptions by observing how the planting performs over a season
  • evaluate the results

I’ve said many times that “I can’t impose my will on the farm”. Following a design thinking approach where we dream, prototype, test, pivot helps us innovate and have happy, healthy plants that produce lots of fruits, berries and nuts.

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Designing a Gift Basket

Simply Us Farm is a local farm that my wife and I run. One of the projects for this year is to develop gift boxes for Christmas. I wanted to share some of the thinking behind the process of designing the gift boxes. Usually my blog entries focus on the design sides of new product develpment, but this is a journey into product management.

Background

Local businesses often struggle to market and sell products. This is driven by several issues including

  • not having a fully developed sales channel – wholesale, retail and online
  • smaller number of items in their catalog
  • catalog items are often very hyper focused on what the small business is passionate about

This is especially true for small farms. Simply Us Farms is young farm in NC adding new production every year. The farm specializes in uncommon fruits and berries with high nutritional value and high anti-oxident content.

The challenge for this holiday season is to develop a gift basket. Simply Us Farms produces honey from the farm and from Troublesome Gap. One option is to team up with other local producers to create a specialty gift basket filled with local goods and the honey from the Simply Us Farm.

Sources of Inspiration

Dan the Sausage Man is a company that produces a well thought out line of gift baskets. They also have a great origin story that they effectively share. Here is the story from their website.

They provide a variety of gift baskets that vary with the seaon and a different price points.

The internet also provides lots of examples of gift baskets that feature or include honey.

Goal

Provide a great gift that will be appreciated by the person receiving it. We want to create an special experience for the person who puts the contents of the gift basket to use.

Basket Themes

We want to help the basket user create a special culinary experience. This could be categorized several different ways. One way is to associate the experience with snack or meal. Here are some options

  • pre-breakfast (such as morning coffee)
  • breakfast
  • brunch
  • lunch
  • dinner
  • snack

Other opportunities is to associate the gift with an event include

  • picnic
  • thank you (professional or personal)
  • family or personal tradition
  • specific holiday (religious, cultural or social – examples: Christmas, Thanksgiving, Halloween)
  • birthday or other personal milestone (maybe a 50th anniversary, college graduation, or baby shower)
  • wedding present
  • corporate / organizational gift, thank you or award

Packaging

Because these are limited runs, the packaging needs to be something that is easy to decorate and off the shelf. We can print labels to designate the package as a Simply Us Farm gift box. Decoration can also show which version of the gift box is in packaging after it is closed up. The filler material and the box should be easily recyclable. Possibly a crinkle paper. It would be nice to have a single box that held the 3 smallest configurations, just to keep down on the number of boxes to purchase.

What to Put in the Baskets

Simply Us Farm has two types of honey available (farm honey / Bennett, NC & mountain honey / Troublesome Gap, NC). We can pour that honey into different size jars. Currently we have

  • 1/2 lb
  • 1 lb
  • sample size

It would be great if the gift box / basket could be filled with items from local farms and vendors. Here are possible companion products from a brainstorming session

  • honey dipping utensils
  • coffee (maybe with a coffee stirrer)
  • sauces (maybe bbq or some other sauce for a process that can involve honey)
  • sourkraut or other fermented food
  • teas
  • table cloth or other items to set a scene
  • meat product (cured ham, sausage or sliced)
  • crackers
  • cheese
  • jelly or jam (including fig)
  • honey from another farm with a different taste
  • recipes or cookbook
  • food mix
  • juice (maybe grape, elderberry, or other)
  • mug with a relevant graphic
  • medicinals (locally sourced)
  • balloons for a birthday or other party
  • pumpkin something for fall
  • placemats for the table with a seasonal color scheme
  • locally made pottery or mugs
  • locally made candles (maybe with a seasonal scent)

Themes

We also wanted to think about how we could build gift box around a them. The theme helps build an emotional connection with the gift giver and receiver. Turning it from a box with food items into an experience.

  • Morning coffee and honey
  • Christmas coffee and honey – maybe adding a pine or other seasonal smell
  • Fall grilling season (mild)
  • Fall grilling season (hot)
  • Tailgaiting
  • Snowy Day
  • Fall set – maybeadd something pumpkin or wool placemats with a fall color scheme
  • Health theme (maybe with medicinals or a medicinal tea)

Pricing

After doing a survey on the internet, here are our initial cost targets for pricing.

  • Option 1 – $54.95
  • Option 2 – $59.95
  • Option 3 – $64.95
  • Option 4 – $149.95

Once we put sample baskets together then we can take pictures and test market the combinations on the website and with targeted emails. That will help determine if the gift basket is desirable and if they will sell.

Next Steps

We have started working with local farms to identify items that can go in the baskets. Then we’ll need to create specifc basket configurations. We’ll share the results as we go. The best wasy to follow along are to join the email list and check back on the blog.

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Designing a Campsite to Inspire Wonder

Click to play

Connie and I both enjoy camping. Getting away from all the trappings of modern life. Constantly being connected via a cell phone. The ease of watching any of 1000s of movies and tv shows with a click.

There is only limited cell phone service on the farm so you are lucky to get a text message or call through. There is a certain ability to relax when you are disconnected. We put the campsite in the back field in the most important part of the field from a visual perspective and an agricultural perspective. We want this campsite to be a focal point of a wonderful story. The campsite has fruit bearing trees in it that replicate the blackberry, figs, pawpaw and elderberry plants that are bountiful on the farm. There is a fire circle and a bench in the camping circle. There is room for a big tent or several small tents. We want this to be a special place that leads to special memories.

Details are important. You have to walk to the spot, short walk, but still a walk. Even the bench is designed to make the trip special. The seat is just a little too far off the ground. So even if you are tall your feet hang down just a little. The seat is just a little too deep so you feel a little small in the bench. Just enough to where you feel just a little small in the middle of the big field, under the big sky. Just so we remember what is important.

Lee Ann Womack sang

I hope you never lose your sense of wonder
You get your fill to eat, but always keep that hunger
May you never take one single breath for granted
God forbid love ever leave you empty-handed …

I hope you still feel small when you stand beside the ocean
Whenever one door closes, I hope one more opens
Promise me that you’ll give faith a fighting chance
And when you get the choice to sit it out or dance …

I hope you never fear those mountains in the distance
Never settle for the path of least resistance
Livin’ might mean takin’ chances, but they’re worth takin’
Lovin’ might be a mistake, but it’s worth makin’ …

In a lot of ways this song was the inspiration for the campsite. Even as adults we need to play. We need to find adventure. Seek it out. Even if it is a small adventure. We need to wonder.

Simply Us Farm is an adventure. It is us wondering what could be. Trying new things and innovating. Definitely not going the path of least resistance. Check out the song below, maybe it inspires you too. If all our farm ever accomplishes is to help you develop a sense of wonder, a desire to play, and wanting a adventure in front of you, then we have succeeded. Today’s world is just crazy, but the farm is about the simple. Simple is what we need sometimes.

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Farm Tours! – Our Annual Fun Day on the Farm

Thanks to everyone who came. We had 16 attendees from 8 families. What a great day. We shared about permaculture, design thinking, innovation and regenerative farming. Attendes learned about how we go about building good soil so the plants, trees and bushes thrive. We also talked about how we farm without insecticides or pesticides. Attendees also learned how we do function stacking so many plants on the farm have multiple jobs.

We also had a meal for people who have attended our classes. It was nice sharing a meal with familiar faces. Thanks to everyone who attended. Also, thanks to everyone that helps make the farm a success.

One of the new items we showed off on the farm tour is our growing cadre our medicinal plants. We now have

  • comfrey
  • witch hazel
  • white yarrow
  • motherwort
Motherwort is planted and ready to grow

Here are some views from the farm this weekend

My opportunity to share about our farm

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Planting Medicinals and Building a Fire Circle

There are always plenty of projects going on at the farm. One of our initiatives for this year is to build a garden for medicinal herbs. We have elderberry and comfrey in several places on the farm, but there are so many medicinal herbs available. It would be nice to add some of those to the farm. We just planted witch hazel bushes. Witch hazel has medicinal properties and provides pollen in the very early spring to the bees. The very early spring is a time when bees may have difficulty finding enough pollen. Witch hazel also has a unique flower. Combining these three advantages is an example of function stacking. Function stacking is where one item, in this case witch hazel bushes, does multiple jobs on the farm. Function stacking is a term commonly used in permaculture circles. We planted witch hazel in the driveway loop and in the back field between the pecan trees.

Benefits of witch hazel

https://www.healthline.com/nutrition/witch-hazel-benefits-uses

Witch hazel surrounded by partially composed hay

We’ve also been slowly adding yaupon holly. The picture shows a test planting in the back field. The back field tends to be warmer and drier. There is also a soil type that isn’t available anywhere else on the property. Yaupon holly is also used to make tea. As far as I know, it is the only caffeine bearing plant that grows in our climate.

Yaupon holley in the back field

Camp and Forage Experience in the Making


Another project we’ve been wanting to work on is building a fire circle for the camping spot in the back field. We call this site “The Middle of the Field, Literally”. The site is in the field with wide open views and skies. The site is round and encircled by a cultivated ring what currently has a cover crop in it. Right now the cover crop is a mixture of sudan / sorghum hybrid and buckwheat. Right now there are several places with buckwheat growing on the farm. The cover crop helps build better soil. Inside the cultivated ring is another ring. This ring consists of plants found on the farm. Right now those plants are fig, elderberry, pawpaw, elephant ear and blackberries. The goal is to have a variety of fruit that is available inside the campsite. That allows you to get up and pick a blackberry, fig, pawpaw or elderberry right in the campsite. This should be a unique experience – camp and forage for a snack without leaving the campsite. The campsite is a walk in campsite (about a 1/4 mile way) for a nice and remote experience. As the plan moves forward, we plan to add signage and trails directs visitors to other areas in the farm that have other perennials. Maybe one day we can offer a foraging experience for visitors. It would be nice to add pick your own apothecary tour from our medicinal garden.

Campsite rental info: https://www.hipcamp.com/en-US/land/north-carolina-simply-us-farm-and-camping-retreat-zwjhp868/sites/639687

We just added blackberries, fire circle and a bench. We also mulched around the plants. The back field gets constant sun and wind in the summer and can get dry. We applied a heavy mulch around the plants. The thick mulch helps to suppress weeds and regulate the moisture at the plants roots. This helps the plant’s roots from drying out in the summer and going through dry and wet spells between summer rains.

The camp and forage concept for the campsite will take a while to come together. It will probably take 2-3 years before the plants grow enough to have a nice crop of fruit and berries. The pawpaw will be 5-10 years. We are taking a long view of how to develop the property. We have done a good bit of customer research using design thinking principles as a guide. Part of my day job is doing industrial design. At work I use a computer and sketches to develop concepts. The farm is this wonderful confluence of developing voice of the customer, vision development and sketching. The important difference is that on the farm we use a tractor and trees and plants to create a sketch and then a prototype. Thanks for following along with our journey.

Bench and fire circle ready to enjoy
New firecircle ready for use
Pawpaw growing at the campsite
Elephant ears suviving in the middle of a field, defintely falls under go figure
Fig tree coming up at the campsite

Gifted Roses Blooming

Our neighbor gave us 2 roses that she had dug up. We planted them at the farm a few weeks ago and boom, we have flowers.

Roses blooming
Roses with a nice bloom

Bees and Stumps and Flowers for Moms

The bees are super active and a little grumpy. I definitely could hear their buzzing as I was filling up the UTV with mulch from the wood chip pile near the hives.

Bees are so very active

We thought this stump had a cool look so Connie took a picture. Such a unique patter in the base of the stump

Cool picture of a stump

We stopped for a late lunch at a restaurant on the way home. It is good that restaurants in the country are used to smelly and dirty people who have been working outside. They were giving out a flower to every mom that ate a meal. That was a nice pre mothers day treat.

Restaurant on the way home giving away a flower to every mom
Beautiful flowers
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Learning About What Our Farm Can Become and How We Are Innovating

Simply Us Farm has been a giant sketch and prototype from the beginning. I like to think of the farm as a sketch and a prototype where the lines are drawn with a tractor and the trees and bushes are dots on the sketch. We are still learning what our farm can become. Join us as I walk you through the class I just completed on innovation.

First let me share what I learned by taking the IDEO Insights for Innovation class

Join me as we discover together what I learned about the farm from observing potential customers, interviews and pulling those insights together into meaningful statements that can help guide the plan for Simply Us Farm.

First we created a challenge. The challenge guides the project.

How might we create experiences and farm products for potential customers that appeal to their desire for healthy foods from local farms who create nutrient rich goods with sustainable practices?

One really important thought

It is important to note that this class wasn’t about marketing to the customer or confirming a pre-existing solution will sell. Instead we focused on understanding the customer, developing empathy and most important – inspired by the customer.

Here are some of my insights from the project

1) Better food oriented customers want something that can be integrated into their lifestyle, which requires a convenient location for regular and ongoing touch points or purchases. Since the farm is in a remote location, I called this the tyranny of distance

A remote location is ok for less frequent interactions or purchases where the interaction becomes a day trip, especially with family, a common understanding is the concept of the roadside vegetable stand. How the buying and interaction patterns with the farm and customers are really part of a pattern of life for the customer.

2) Better food oriented customers are looking for more healthy options, but may not be able to articulate or even realize all of the options they want or might want

3) The concept of rent-a-tree / rent-a-bush isn’t something most of the people we interviewed have ever heard of. There were several concerns about risks associated with just having the production of one plant and what happens if someone picks off the wrong plant (intentionally or accidentally).

4) Many people seeking out healthier foods also want a deeper connection with the farm where their food is grown. This connection gives them confidence that there food is raised in a smart way that results in healthier food for them. The desire to have these roots is important to many customers. Something as simple as watching smiling customers interact with farmers at the farmers market highlights that desire for a deeper connection that results in a healthier food and lifestyle choices.

What was surprising, challenging, or easy about the process of crafting insights?

Having a consistent and structured approach that keeps digging in to ask why, reveals a lot about how the customer thinks. The process of asking why, why, why, why, why is quicker at revealing results than I thought it would be. The process of asking 5 whys revealed answers that sometimes surprised the wonderful people that I interacted with during the project.