Corinna and Kurt Bench raise a little under ten acres of certified organic vegetables at Shared Legacy Farms in Elmore, Ohio. With 400 CSA shares and a 78% retention rate, Corrinna and Kurt have created a values-based business on family land that is supporting them in their tenth year of business.
We take a deep dive into how Corinna and Kurt create a connection with and market to their CSA members – a system that has resulted in them being 94% sold out seven months before their CSA program starts. We get some great insights into their focus on just five delivery sites, the customer research they’ve done to identify the mindset and practices of their long-term CSA membership, and how they’ve used that information to create a marketing system that attracts dedicated and highly qualified prospects to their CSA program. Then, we learn how they’ve created a system to provide new and renewing members with a roadmap to CSA success.
We also discuss the transition to full-time farming after years of splitting Kurt’s attention with an off-farm job, and how they’ve created – and continue to create – more downtime during the season to rest and rejuvenate.
We take a deep dive into how Corinna and Kurt create a connection with and market to their CSA members – a system that has resulted in them being 94% sold out seven months before their CSA program starts. We get some great insights into their focus on just five delivery sites, the customer research they’ve done to identify the mindset and practices of their long-term CSA membership, and how they’ve used that information to create a marketing system that attracts dedicated and highly qualified prospects to their CSA program. Then, we learn how they’ve created a system to provide new and renewing members with a roadmap to CSA success.
We also discuss the transition to full-time farming after years of splitting Kurt’s attention with an off-farm job, and how they’ve created – and continue to create – more downtime during the season to rest and rejuvenate.
Sponsors
Vermont Compost Company: Founded by organic crop growing professionals committed to meeting the need for high-quality composts and compost-based, living soil mixes for certified organic plant production.
BCS America: BCS two-wheel tractors are versatile, maneuverable in tight spaces, light-weight for less compaction, and easy to maintain and repair on farm. Gear-driven and built to last for decades of dependable service on your farm or market garden.
High Mowing Organic Seeds: The first independently owned, farm-based seed company proudly serving organic growers with a full line of 100% certified organic and Non-GMO Project verified vegetable, herb, flower and cover crop seeds. Professional quality seeds grown by organic farmers, for organic farmers. Purchase your seeds early and receive a 10% discount through our Community Supported Seeds.
BCS America: BCS two-wheel tractors are versatile, maneuverable in tight spaces, light-weight for less compaction, and easy to maintain and repair on farm. Gear-driven and built to last for decades of dependable service on your farm or market garden.
High Mowing Organic Seeds: The first independently owned, farm-based seed company proudly serving organic growers with a full line of 100% certified organic and Non-GMO Project verified vegetable, herb, flower and cover crop seeds. Professional quality seeds grown by organic farmers, for organic farmers. Purchase your seeds early and receive a 10% discount through our Community Supported Seeds.
Quotes from the Show
[Corinna] I needed to figure out why people were leaving, but perhaps more important I needed to figure out why the ones who were staying, were staying.
[Corinna] I was really dialing into what are my superstars saying about my farm because I want to attract more of those kinds of people.
[Corinna] I think we need to stop trying to turn everyone into a CSA convert. And instead, identify the characteristics of our ideal customer, and do whatever we can to attract them.
[Kurt] We're in this for the long haul. And we're trying to get those right kind of people that are in for the long haul with us as well.
[Kurt] I get my batteries charged when I see my customers going crazy over my food.
[Corinna] I was really dialing into what are my superstars saying about my farm because I want to attract more of those kinds of people.
[Corinna] I think we need to stop trying to turn everyone into a CSA convert. And instead, identify the characteristics of our ideal customer, and do whatever we can to attract them.
[Kurt] We're in this for the long haul. And we're trying to get those right kind of people that are in for the long haul with us as well.
[Kurt] I get my batteries charged when I see my customers going crazy over my food.
Show Links
Corinna put together a swipe file of the email campaign she used to get 78% retention from her current members.
Corinna uses CovertKit to manage customer emails. (That’s an affiliate link, so I’ll get a little something if you use it to sign up for ConvertKit yourself.)
Kurt mentioned how important Mike Bollinger was to helping them find their direction for the farm. Check out his episode on the Farmer to Farmer Podcast!
Corinna really likes Amy Porterfield’s Online Marketing Made Easy podcast - I also recommend checking this
out as a way to really get into online marketing.
Corinna also recommends the Social Media Examiner podcast.
Corinna uses CovertKit to manage customer emails. (That’s an affiliate link, so I’ll get a little something if you use it to sign up for ConvertKit yourself.)
Kurt mentioned how important Mike Bollinger was to helping them find their direction for the farm. Check out his episode on the Farmer to Farmer Podcast!
Corinna really likes Amy Porterfield’s Online Marketing Made Easy podcast - I also recommend checking this
out as a way to really get into online marketing.
Corinna also recommends the Social Media Examiner podcast.
Transcript
The transcript for this episode is brought to you byEarth Tools, offering the most complete selection of walk-behind farming equipment and high-quality garden tools in North America. And by Osborne Quality Seeds, a dedicated partner for growers. Visitosborneseed.com for high quality seed, industry-leading customer service, and fast order fulfillment. And byCoolBot, allowing you to build an affordable walk-in cooler powered by a window air-conditioning unit. Save $20 on your CoolBot when you visitfarmertofarmerpodcast.com/coolbot. Additional funding for transcripts provided byNorth Central SARE, providing grants and education to advance innovations in Sustainable Agriculture.
