Beyond Blueberries

Beyond Blueberries

 I have spent my entire life in the blueberry industry. The last 49 years at the Blueberry Ranch. I started at the BBR upon graduation from Western Michigan University with a degree in Business Management. In 1991 we had our first certified organic blueberries which we sold on the commercial market. At that time, we were the first to do so. They were marketed through MBG Marketing a co-op, of which I have been a member since 1983. MBG Marketing is one of the owners of the Naturipe Label, one of the largest sellers of small fruit in the world. I was on the Board of Directors of MBG Marketing for 9 years. I was also on the U.S. Highbush Blueberry Council for 6 years during their formative years. I have significant knowledge of the industry on a worldwide basis.

With the growth of the blueberry industry especially in Chili, Peru and Mexico profitability of blueberries in the USA, even for organics, is exceedingly small. In addition to my commercial experience in blueberries I have managed and owned the Blueberry Ranch LLC which is the largest blueberry U-pick in the Midwest and the largest organic blueberry u-pick in North America. I have witnessed significant changes over my 49 years at the BBR. The customer motivation 49 years ago was to save money. The predominant motivation currently is entertainment and health lifestyle choices.

As with any business, the BBR must recognize the current environment and leverage its advantages. The old saying in business is the three keys to success are location, location and location.

• The BBR has 84,000+ households within a 7-mile radius in the very desirable Penn-Haris-Madison school system

• BBR has 10,300 contacts on Constant Contact 13,000+ followers on Facebook and an ever expanding following on Instagram

• All located just 4 miles off exit 83 of the Indiana Toll Road and 6.8 miles from the University of Notre Dame campus

• The Main Street/Grape Rd shopping district is 4 miles from the BBR

• Using the BBR prime location and loyal customer base, the business could be greatly expanded beyond the current 4-week season to over 9 months

Creating other agri-entertainment offerings such as u-pick day-neutral strawberries, sweet cherries, apples, peaches, black berries, raspberries etc. The key to these additions is the outstanding flavor of vine ripe fruit. Again, it is about the experience and providing healthy lifestyle choices.

The goal would have continuous offerings from spring until late fall. In addition to what is raised on the property sales should be augmented with offerings easily purchased off-farm such as pumpkins and Christmas trees.

My lifetime observations and experiences lead me to believe that the building blocks of this unique Agri-entertainment business would be a Sales Building, Event Center, Commercial Kitchen, High Tunnels and Educational opportunities.

Sales Building

With a heated sales building the BBR can be open 12 months a year. Selling products grown as well as products made on-site such as jams, pies etc.

• Operating the u-pick out of this building creates the opportunity for customer interaction with the offerings

• Creates space to sell hard goods such as hats, t-shirts etc.

• Refrigerated and frozen units allows for more sizes of frozen products and fresh products

• Partnering with like-minded producers of products we do not grow brings in additional revenue. Offerings could include meat, dairy, health products, etc., the list is endless

• Great source of revenue without much risk

Event Center

Meeting and gathering place for the community.

• Revenue from lunch and dinner events

• Activities from wreath building to flower arranging to birthday parties

• Indoor place for people to gather for tours, field trips and summer camps

• Harvest dinners and small weddings would also be an ideal way to increase revenue

 Commercial Kitchen

Certified commercial kitchen to produce products to offer in store.

• Essential for catering events held by the BBR and run by outside caterers

• On-site bakeries are a big revenue driver

High Tunnels

Climate change has made traditional raising of produce very risky. High tunnels, essentially an unheated greenhouse;

• allows for control of the growing environment

• greatly expands the product choices that normally could not be grown in the Midwest, especially organic produce

• offer protection from birds, hail, wind and frost

• a mature industry with multiple suppliers and success stories

• would facilitate organic wine production by allowing varieties that could not normally be grown in the Midwest

• winery and cidery would greatly expand the customer base and revenue

• would facilitate production of exotic foods such as paw paws, goji, figs, tea, bamboo and a wide range of botanicals

  Note; a strong emphasis should be placed on not producing more of anything than can be sold on-site.

 Educational Offerings

Creating experiences such as a worm farm, honeybee observation hives compost tours of the exotic offerings add value to the business. Revenue from admission fees and memberships would supplement sales revenues.

The business plan would be based on creating customer visits with the products being grown, products purchased and sold, partnering with other producers, field trips, bus tours, farm tours, farm dinners both in the event space and in the high tunnels and community events. The opportunities are endless! The key to success would be much more on the business planning, organization, and execution than on the agricultural production side. Key employees and suppliers can fill the agriculture side.

We have built a very loyal “tribe” (see Seth Godin) here at the BBR. They will be most willing and excited to support the changes that are necessary.

The BBR is currently a turnkey operation with a full cultural staff and office staff in place. The property is at two locations:

54743 Buckeye Rd. Mishawaka IN

o   91 total acres

o   2,880 sf Sales Building

o   2,400 sf Packaging Facility

o   800 sf Caretaker’s home

o   3,500 sf Personal Residence

o   1,680 sf 14-person Certified Labor House

 55355 Elder Rd Mishawaka IN

o   15 acres

o   1,700 Caretaker’s house

Note: The Certified Labor House is required for H2A labor.

I’ve enjoyed my life and time at the BBR. Looking back, the best times were when my daughters were growing up and working at the BBR. The work ethic and experiences have greatly contributed to their success in life. I also enjoyed the flexibility, allowing me to be involved during their school years as a very active room-parent. I was very fortunate to have very dedicated employees and customers over the many years I have been here. The transition to organic, especially in the early days of organic with very few “tools in the toolbox”, was very scary, but necessary, and in the end very fulfilling and appreciated by my customers. I would be more than willing to share any of my idees and experiences with the new ownership.

This is a rare opportunity. A chance to build a unique business that could be used as a model for like-minded people. With building from a solid foundation that the current BBR gives you, the new business, your business, would reflect your beliefs and vision.

This opportunity takes a significant amount of capital for the purchase of the assets plus the additional capital necessary for necessary improvements.

Not for you? The BBR is offering a one-time $50,000 reward to the person who identifies the next owner of the BBR.

For additional information email objbbr@gmail.com