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Farming Business Plan. Pacific Gateway Center Beginning Farmers Program. Hauula Fruit Company Values. Conduct of all employees will be guided by the following values: Integrity: being fully present, honest, and true to self in all actions and relationships.

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farming business plan

Farming Business Plan

Pacific Gateway Center

Beginning Farmers Program

hauula fruit company values
Hauula Fruit Company Values

Conduct of all employees will be guided by the following values:

  • Integrity: being fully present, honest, and true to self in all actions and relationships.
  • Service: giving back to the society with energy, leadership, knowledge, time, and a commitment to healthy growth.
  • Excellence: whatever we do, we do well; we holding our self to a higher standard than others hold us.
  • Learning: actively pursue and apply knowledge from a broad spectrum of disciplines to nurture our abilities to inspire others to learn.
  • Community and Family: community and family needs come before our own; we are sensitive, thoughtful, and “care-full” in our relationships; we contribute effectively to community and family health.
general company description
General Company Description

Company Name: Hauula Fruit Company

Mission: The Hauula Fruit Company grows and distributes tropic fruits to the island of Oahu. It embraces the values and principles of permaculture. See its attached company values.

Basic Business Activities:

  • Developing a farm which grows fruits that are appropriate for its soil and climate.
  • Cultivating and harvesting the fruits.
  • Distributing the fruits to retail outlets, restaurants and food processors.

Overview of products offered: The array of fruits to be grown will be determined by the soil, climate and rain fall in the area. Examples of fruits to be produced include dragon fruit, custard apple, rambutan, jack fruit, star fruit, cacao, guava, specialty bananas, bread fruit, and lychee.

general company description cont
General Company Descriptioncont.

Objectives (See schedule and budget):

  • Fence the property.
  • Map and design the farm.
  • Lay the irrigation mains (if needed.)
  • Plant the trees and seeds.
  • Cultivate.
  • Build food processing shed with secure storage.
  • Harvest.
  • Establish relationships with retailers, restaurant, and food processors.
  • Sell product.

Core Competencies:

  • Understands business models
  • Leadership, negotiation and mediation skills
  • Permaculture design
  • Hard worker
general company description cont1
General Company Descriptioncont.

Strategies:

  • Be a differentiated provider of gourmet fruits
  • Sells on Oahu to retailers and restaurants
  • Cooperate with my fellow farmers.
  • Create a brand of appealing, gourmet, tropical fruits

Type of Ownership: Sole proprietorship

Strategic Business Relationships: Pacific Gateway Center (lessor)

Organization: Initially, it is a simple, one-person operation. As it develops, I may invite a young couple who rent from me at my Hauula home to join me. They are both interested in farming and have good, positive energy.

products offered
Products Offered

Description of products offered, including: goods, services, and mixes:

  • Examples of fruits to be produced include dragon fruit, custard apple, rambutan, jack fruit, star fruit, cacao, guava, specialty bananas, bread fruit, and lychee. Fruit that have high visual appeal will be sold to retailers and restaurants. The fruit with low appeal will be sold to food processors.
  • I will pack in attractive display cartons for easy marketing by retailers. I will target high end retailers like Whole Food, J Fields, Down to Earth, etc.
  • I will deliver to customers. I envision my customer base being on Oahu. I may have to ship off island to food processors.
  • Fruit that does not meet the brand’s standards will be sold to other farmers who sell at farmers markets or to food processors.

Explanation of seasonality or other factors to products: I will determine after product mix is known.

Product pricing, explanation of methodology: Initially, I will let the market determine my pricing. I may lose money initially. Once the brand is established, I may be able to charge a premium.

Key vendor relationships: To be determined

market analysis this is very sketchy more once product mix is known
Market Analysis (This is very sketchy – more once product mix is known)

Industry Description and boundaries:

  • Upstream, the providers of seeds, cuttings and young plants; equipment and tools manufacturers; chemical manufacturers
  • Downstream, retail food stores, restaurants, and food processors.
  • Competitors are other farmers.
  • This industry grows fruits, distributes the fruit to vendors and processors.

Target Market: Organizations that provide the general population with gourmet products.

Distribution to Target Market: Initially, my truck.

Competitive Analysis: To be done after the product mix is determined.

strategies
Strategies

Differentiation: Permaculture grown, maybe organic, attractive, Branded.

financial notes
Financial notes

Financing Plan: Self-financed. Estimate insurance $1k, fuel $1k, expendables, $2k per year. Year three will need to buy branding materials, boxes, stickers, signage. $5k I am not paying myself. Five year cost is $18,500

Contingency Planning: Illness, give to my tenants

Annual Revenue Goals

  • Year 1 $0
  • Year 2 $0
  • Year 3 $2,000
  • Year 4 $10,000
  • Year 5 $20,000

Expense and Net Income Plan:

See schedule and budget