Cultivating Schools as Customers in a Local Market:

The New North Florida Cooperative

A group of local, limited-resource growers in the northern

Florida area, along with the U.S. Department ofAgriculture’s Agricultural Marketing Service (AMS) andNatural Resources Conservation Service (NRCS), the WestFlorida Resource Conservation and Development Council(WFRCDC), and the Small Farmer Outreach Training andTechnical Assistance Project of Florida A&M University,are working together with the goal of bettering thefarmers’ financial situations through innovativemarketing. These farmers joined together to form theNew North Florida Cooperative (Cooperative).The Cooperative overcame many barriers while developinga new market, including dealing with existing preferencesof potential customers. School food service directors, whohave established suppliers that they have dealt with foryears, had to be pursuaded to deal with a newly formedcooperative of small farmers. Issues such as a potentialchange in quality or problems with delivery were ofconcern to the directors. As a new business, the Cooperativehad to demonstrate its ability to provide customers withhigh-quality products, prompt deliveries, a fair price, andcourteous, professional service. By providing these goodsand services, the Cooperative established itself as a viableand trustworthy enterprise and created additional optionsfor the local food service directors.From the beginning, the Cooperative recognized theeconomic opportunity in providing local school districtswith agricultural products. The challenge in tapping thispotential was developing a plan to break into the market.As it set out to cultivate customers in the local market,the management team knew that this point in theCooperative’s short history would mean either successor failure.

The management team developed a plan to approachthe local markets. Just as it had approached lendinginstitutions for business loans, the management teamput itself in the position of the prospective customer--food service directors of local school districts. Withoutreferences and prior experience to prove its reliabilityand capability, the management team decided on thefollowing attributes and business practices that theCooperative would have to convey and follow to besuccessful:1. Professionalism and courtesy;2. Purpose and seriousness;3. Accountability and commitment;4. Sample products; and5. Certification as a Department of Defense (DoD)

vendor and participation in the Direct VendorDelivery (DVD) Program (contact person, LindaStanhope, 1-800-795-5772).

Professionalism and courtesy were deemed very importantin all business dealings. Vendors and suppliers who donot pay attention to this aspect of business risk losingcustomers to their competitors. The Cooperative’smanagement team called to make an appointment withthe Food Service Director of the Gadsden County SchoolDistrict. Calling for an appointment demonstrated thatthe management team respected the potential customer’stime and busy schedule. Because of the courtesy shownby the Cooperative, the Food Service Director was happyto meet with the management team and hear their salespitch. The Cooperative chose its most articulate memberto be its primary spokesperson.

.

te USDA, Director, Office of Civil Rights, Room 326-

dence Avenue, SW, Washington, DC 20250-9410 or

 is an equal opportunity provider and employer.
p

ive’s image as a professional,

accountable business that could

 food service directors.

erested in establishing a long

he Gadsden County schools. The

ed that if it was going to conduct

ce directors on a regular basis,

l DoD vendor was needed. The

acted the Defense Subsistence

L, and a representative of that

 the necessary paperwork. DoD

sure the Cooperative had not

nment supply at any level,

unty, State, and Federal. DoD

ve’s chopping of the leafy greens

quired an inspection of the

ng which the management team

e DVD program, which is part of

m. The goal of the DVD program

es and more varieties of healthful,

s available to school children.

tates the provision of Federal

chool lunches to school districts

duce. This is welcome assistance

 The management team was

ral funds would save local school

 make purchasing fresh produce

very appealing option.

hed a solid reputation by working

ty Food Service Director and

never leafy greens were part of

 the Cooperative did its best to

mounts of high-quality fresh fruit

As the school year progressed

cessfully and professionally

t, the working relationship

e and the Food Service Director

l business relationship, word-of

ade the Cooperative a reputable

egion and has opened additional

y 

p

y 

p

reputation that the Cooperative built has led to additionalfruit and vegetable sales to other local school districts,including Jackson, Leon, and Walton County schools.With future improvements in organization andequipment, the Cooperative is looking to expand to meetthe fresh produce needs of these other local schooldistricts as well as continuing to satisfy the GadsdenCounty School District.Preliminary Vending Experiences During the1997/98 School YearThe mission statement of the New North FloridaCooperative states the importance of facilitating the flowof profit from the value-added business operation to andwithin the local community. All of the details mentionedabove were essential to the successful sales of agriculturalproducts to local schools. The end result of these effortsis an impressive record of sales over the 1997/98 schoolyear.The Cooperative’s main product was cut, leafy greens.Extreme heat and dry conditions destroyed or stuntedseveral plantings of the leafy greens during the summer.These difficulties decreased the amount of leafy greensthat were available in the early fall. As the weather becamemore suitable for leafy green production, the deliveriesand quantities of sales increased. A steady supply of leafygreens allowed the Cooperative to provide deliveries oflarge quantities and develop a regular schedule in thespring.Tables 1-3 illustrate the planting and delivery schedulesfor the products sold to the school during the 1997/98school year.In addition to leafy greens, the Cooperative was intenton expanding the number of produce items available tolocal schools. This strategy was designed to increase theprofit of small farmers and expand future market opportunities. Participants planted watermelons in the summer,and the Cooperative brokered the sales of melons to theGadsden County School District. The melons were usedas part of school breakfasts and as desserts for lunches.

The Cooperative further expanded its produce availabilitywith fresh, ripe strawberries. The timing of the strawberryharvest worked to the advantage of the Cooperativebecause it complemented the end of the availability ofleafy greens.The 1997/98 school year was one of substantial progressin organization, equipment purchases, and marketdevelopment. In addition, the Cooperative establisheda solid sales record. The Cooperative and its participantswere pleased with their progress and are optimistic aboutincreased opportunities in the 1998/99 school year.This bulletin is the second in a series of four targeted toinform small farmers across the country of the potentialof innovative marketing enterprises. The other bulletinsdescribing the experiences of the New North FloridaCooperative are:3 Small Farmer Success Story: Marketing Fresh Produce

to Local Schools

3 Small Farmer Success Story: Acquiring Capital and

Establishing a Credit History

y 

y

Turnip Greens 385 9/01 9/21 9/24Turnip Greens 150 9/01 11/09 11/12Turnip Greens 1,945 9/01 11/14 11/17Turnip Greens 631 9/01 12/05 12/08Table 2. Delivery Schedule for Leafy Greens in Spring 1998Variety Amount (lbs.) Planted Harvest DeliveryCollards 1,527 11/10 1/17 1/21Collards 1,352 11/10 2/28 3/03Collards 1,527 11/10 3/09 3/12Collards 1,256 11/10 3/19 3/21Table 3. Delivery Schedule for Fruit Over 1997-98School YearVariety Amount (flats) Planted Harvest DeliveryWatermelon 100(#) 6/01/97 9/27/97 9/29/97Strawberries 50 10/01/97 4/12/98 4/13/98Strawberries 64 10/01/97 4/26/98 4/27/98Strawberries 15 10/01/97 5/03/98 5/04/98Strawberries 50 10/01/97 5/03/98 5/04/98
p

ive’s image as a professional,

accountable business that could

 food service directors.

erested in establishing a long

he Gadsden County schools. The

ed that if it was going to conduct

ce directors on a regular basis,

l DoD vendor was needed. The

acted the Defense Subsistence

L, and a representative of that

 the necessary paperwork. DoD

sure the Cooperative had not

nment supply at any level,

unty, State, and Federal. DoD

ve’s chopping of the leafy greens

quired an inspection of the

ng which the management team

e DVD program, which is part of

m. The goal of the DVD program

es and more varieties of healthful,

s available to school children.

tates the provision of Federal

chool lunches to school districts

duce. This is welcome assistance

 The management team was

ral funds would save local school

 make purchasing fresh produce

very appealing option.

hed a solid reputation by working

ty Food Service Director and

never leafy greens were part of

 the Cooperative did its best to

mounts of high-quality fresh fruit

As the school year progressed

cessfully and professionally

t, the working relationship

e and the Food Service Director

l business relationship, word-of

ade the Cooperative a reputable

egion and has opened additional

y 

p

y 

p

reputation that the Cooperative built has led to additionalfruit and vegetable sales to other local school districts,including Jackson, Leon, and Walton County schools.With future improvements in organization andequipment, the Cooperative is looking to expand to meetthe fresh produce needs of these other local schooldistricts as well as continuing to satisfy the GadsdenCounty School District.Preliminary Vending Experiences During the1997/98 School YearThe mission statement of the New North FloridaCooperative states the importance of facilitating the flowof profit from the value-added business operation to andwithin the local community. All of the details mentionedabove were essential to the successful sales of agriculturalproducts to local schools. The end result of these effortsis an impressive record of sales over the 1997/98 schoolyear.The Cooperative’s main product was cut, leafy greens.Extreme heat and dry conditions destroyed or stuntedseveral plantings of the leafy greens during the summer.These difficulties decreased the amount of leafy greensthat were available in the early fall. As the weather becamemore suitable for leafy green production, the deliveriesand quantities of sales increased. A steady supply of leafygreens allowed the Cooperative to provide deliveries oflarge quantities and develop a regular schedule in thespring.Tables 1-3 illustrate the planting and delivery schedulesfor the products sold to the school during the 1997/98school year.In addition to leafy greens, the Cooperative was intenton expanding the number of produce items available tolocal schools. This strategy was designed to increase theprofit of small farmers and expand future market opportunities. Participants planted watermelons in the summer,and the Cooperative brokered the sales of melons to theGadsden County School District. The melons were usedas part of school breakfasts and as desserts for lunches.

The Cooperative further expanded its produce availabilitywith fresh, ripe strawberries. The timing of the strawberryharvest worked to the advantage of the Cooperativebecause it complemented the end of the availability ofleafy greens.The 1997/98 school year was one of substantial progressin organization, equipment purchases, and marketdevelopment. In addition, the Cooperative establisheda solid sales record. The Cooperative and its participantswere pleased with their progress and are optimistic aboutincreased opportunities in the 1998/99 school year.This bulletin is the second in a series of four targeted toinform small farmers across the country of the potentialof innovative marketing enterprises. The other bulletinsdescribing the experiences of the New North FloridaCooperative are:3 Small Farmer Success Story: Marketing Fresh Produce

to Local Schools

3 Small Farmer Success Story: Acquiring Capital and

Establishing a Credit History

y 

y

Turnip Greens 385 9/01 9/21 9/24Turnip Greens 150 9/01 11/09 11/12Turnip Greens 1,945 9/01 11/14 11/17Turnip Greens 631 9/01 12/05 12/08Table 2. Delivery Schedule for Leafy Greens in Spring 1998Variety Amount (lbs.) Planted Harvest DeliveryCollards 1,527 11/10 1/17 1/21Collards 1,352 11/10 2/28 3/03Collards 1,527 11/10 3/09 3/12Collards 1,256 11/10 3/19 3/21Table 3. Delivery Schedule for Fruit Over 1997-98School YearVariety Amount (flats) Planted Harvest DeliveryWatermelon 100(#) 6/01/97 9/27/97 9/29/97Strawberries 50 10/01/97 4/12/98 4/13/98Strawberries 64 10/01/97 4/26/98 4/27/98Strawberries 15 10/01/97 5/03/98 5/04/98Strawberries 50 10/01/97 5/03/98 5/04/98
Cultivating Schools as Customers in a Local Market:

The New North Florida Cooperative

A group of local, limited-resource growers in the northern

Florida area, along with the U.S. Department ofAgriculture’s Agricultural Marketing Service (AMS) andNatural Resources Conservation Service (NRCS), the WestFlorida Resource Conservation and Development Council(WFRCDC), and the Small Farmer Outreach Training andTechnical Assistance Project of Florida A&M University,are working together with the goal of bettering thefarmers’ financial situations through innovativemarketing. These farmers joined together to form theNew North Florida Cooperative (Cooperative).The Cooperative overcame many barriers while developinga new market, including dealing with existing preferencesof potential customers. School food service directors, whohave established suppliers that they have dealt with foryears, had to be pursuaded to deal with a newly formedcooperative of small farmers. Issues such as a potentialchange in quality or problems with delivery were ofconcern to the directors. As a new business, the Cooperativehad to demonstrate its ability to provide customers withhigh-quality products, prompt deliveries, a fair price, andcourteous, professional service. By providing these goodsand services, the Cooperative established itself as a viableand trustworthy enterprise and created additional optionsfor the local food service directors.From the beginning, the Cooperative recognized theeconomic opportunity in providing local school districtswith agricultural products. The challenge in tapping thispotential was developing a plan to break into the market.As it set out to cultivate customers in the local market,the management team knew that this point in theCooperative’s short history would mean either successor failure.

The management team developed a plan to approachthe local markets. Just as it had approached lendinginstitutions for business loans, the management teamput itself in the position of the prospective customer--food service directors of local school districts. Withoutreferences and prior experience to prove its reliabilityand capability, the management team decided on thefollowing attributes and business practices that theCooperative would have to convey and follow to besuccessful:1. Professionalism and courtesy;2. Purpose and seriousness;3. Accountability and commitment;4. Sample products; and5. Certification as a Department of Defense (DoD)

vendor and participation in the Direct VendorDelivery (DVD) Program (contact person, LindaStanhope, 1-800-795-5772).

Professionalism and courtesy were deemed very importantin all business dealings. Vendors and suppliers who donot pay attention to this aspect of business risk losingcustomers to their competitors. The Cooperative’smanagement team called to make an appointment withthe Food Service Director of the Gadsden County SchoolDistrict. Calling for an appointment demonstrated thatthe management team respected the potential customer’stime and busy schedule. Because of the courtesy shownby the Cooperative, the Food Service Director was happyto meet with the management team and hear their salespitch. The Cooperative chose its most articulate memberto be its primary spokesperson.

.

te USDA, Director, Office of Civil Rights, Room 326-

dence Avenue, SW, Washington, DC 20250-9410 or

 is an equal opportunity provider and employer.