February 2024 - 23

GREEN GOODS
100% committed to herb growing. The volume of edible
plants and herbs that is sold at Seed to Table continues to
increase monthly.
As praiseworthy as Henderson is of Oakes Farms and
its operations, Henderson is troubled about the trends
in farming. " Right now, greater than 80% of the produce
consumed in the U.S. is grown outside of the U.S. We see
farming becoming more and more difficult for people to do;
farming, for most people in this country, is not profitable. "
However, his company is a bit of an outlier.
" If we were just a farming company, we could not
survive. The vertical integration, for us, has allowed us
to be a profitable company. Most farms don't have that
luxury, " said Henderson. " In a company like ours, we've
almost virtually eliminated the concept of shrink or
waste. If we get a pepper with a spot on it, we chop it up
and serve it in our restaurants. "
In addition to Seed to Table, which has become
nationally famous in just four years, and the two Food and
Thought organic markets in Naples, both of which also
feature cafes, the newest retail operation is Farmer Joe's
in Cape Coral, Florida. Henderson refers to it as " Seed to
Table without the additional bells and whistles. " Two more
Farmer Joe's locations are in the works.
Although Oakes Farms and Seed to Table is a local
treasure, the businesses' footprint extends into Canada,
with hubs all around the country, including an especially
large presence throughout the Eastern U.S. And because
Oakes Farms operates its own distribution centers and
trucking companies, they are able to ship produce within
24 hours after it is harvested.
Though Oakes Farms did not invent the farm market
concept, it does exceed, in scale, the vast majority of
these types of businesses. Should other farms be thinking
about the retail end of things? Henderson advised that it
must begin with quality.
" You absolutely must give people a reason to enter
your establishment. When you choose to go somewhere,
you're going there for a reason. You have to perform and
do what you say you're going to do. That would be a key
for anybody that wants to succeed in business in this day
and age. Customers have the ability to promote or destroy
your business with the click of a finger, so you have to be
able to live up to it. "
Hilary Daninhirsch is an award-winning freelance writer
whose articles have appeared in numerous trade and lifestyle
publications. She lives in Pittsburgh with her family.
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February 2024

Table of Contents for the Digital Edition of February 2024

Editor's Letter
Table of Contents
Headlines
Headlines/Calendar
Innovative Ideas: The Importance of Community Relationships
Marketing: Should You Start a Winter Vegetable Market?
Green Goods: From Seed to Store
Showcase: Garden Gifts
Eco-Friendly A Natural Selection
Showcase: Holiday
Green Goods: 2024 Year of the African Violet
Showcase: Birding & Wildlife
Pohmer On ... : Ready, Fire, Aim
Marketplace
Ad Index
5 Minutes With ... : Bob Wasson
February 2024 - 1
February 2024 - 2
February 2024 - 3
February 2024 - Editor's Letter
February 2024 - 5
February 2024 - Table of Contents
February 2024 - 7
February 2024 - Headlines
February 2024 - 9
February 2024 - Headlines/Calendar
February 2024 - 11
February 2024 - Innovative Ideas: The Importance of Community Relationships
February 2024 - 13
February 2024 - Marketing: Should You Start a Winter Vegetable Market?
February 2024 - 15
February 2024 - 16
February 2024 - 17
February 2024 - 18
February 2024 - 19
February 2024 - Green Goods: From Seed to Store
February 2024 - 21
February 2024 - 22
February 2024 - 23
February 2024 - Showcase: Garden Gifts
February 2024 - Eco-Friendly A Natural Selection
February 2024 - 26
February 2024 - 27
February 2024 - 28
February 2024 - 29
February 2024 - Showcase: Holiday
February 2024 - 31
February 2024 - Green Goods: 2024 Year of the African Violet
February 2024 - 33
February 2024 - 34
February 2024 - 35
February 2024 - 36
February 2024 - 37
February 2024 - Showcase: Birding & Wildlife
February 2024 - 39
February 2024 - Pohmer On ... : Ready, Fire, Aim
February 2024 - 41
February 2024 - 42
February 2024 - 43
February 2024 - Marketplace
February 2024 - 45
February 2024 - 46
February 2024 - 47
February 2024 - Ad Index
February 2024 - 49
February 2024 - 5 Minutes With ... : Bob Wasson
February 2024 - 51
February 2024 - 52
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