Ontario Farm Fresh Marketing Association

Fresh Facts
Providing knowledge and leadership to grow the farm fresh experience.

President’s Message: Newsletter #334

Jan./Feb. 2019
Is it really six years ago? Volume 35, Number 1
I remember getting a call wondering if I would be willing to serve on the OFFMA board.
I recall thinking that 6 years seemed like a long commitment. But the time has flown by,
and it has been a rewarding time.
I have learned to know so many wonderful people. Some of you I knew a little bit be-
fore, but I now feel like many of you have become almost family. Inside this issue:
That goes particularly to the many of you that I have served with on the OFFMA Board.
The hours we have spent together discussing board business have been learning expe- Membership News 2
riences for me. We have laughed together, eaten together, and yes, on a few occa-
sions even cried together. The things that families do. In several cases some of us AGM and Gala 3
Notices
have also traveled together.
I want to take this time to thank each of you, both past and present members for your OFFMA Summit 4
service. I especially want to recognize Dana Thatcher and Nicole Judge who joined the Agenda at the
OFVC
board at the same time as I and will be completing their terms along with me in Febru-
ary. I also would like to recognize Leslie Forsythe as she completes her term as Past Upcoming Work- 5
President. Your help and advice have been greatly appreciated. All three of you will be shops
missed.
And because of our tradition of having the president serve in an ex-officio role for a
9 Steps to Make 6
More Sales with
least one year and a maximum of two as past president, I will not be going anywhere for Your Farm’s Store-
a bit yet but my role will certainly change. This will be the last letter of this nature that I front
write. Starting 2019 with 7
I would be remiss not to mention a few other key people here. A special thanks to Jes- Positivity
sica Kelly who serves as our OMAFRA advisor and attends all our meetings. We are
very fortunate to have a fellow farmer serve in this role. Someone who really gets us Upcoming 8
Events & Airbnb
and understands what we do. Experiences
Also I want to thank Gary Johnson for his tireless effort at promoting OFFMA to mem-
bers and prospective members across the province.
And finally I want to thank Cathy Bartolic for her many hours of service that she has put
into the organization again this year. You have done so much to make my job easy.
It has been an honour to serve as your president these past two years. I look forward
to meeting many of you again this year in Niagara. Please feel free to
come and introduce yourself if we have never met.
Best wishes to the new board as they take on the challenges that are
sure to come as OFFMA continues to best try and serve its members.

Steve Martin
OFFMA President
Page 2 Fresh Facts

MEMBERSHIP NEWS Welcome to New Member…..

Classifieds Malcolm Friedland

For Sale
Frozen Strawberries and Frozen
Raspberries-Enjoy Ontario local ber-
ries all year round. Berries have
been frozen on trays and packaged.
Great for smoothies, baking, jam,
jellies, and fruit wines. For more in-
formation call Potters Road Ber-
ries 519-842-2723 or nverbrug-
gen@nor-del.com.
FOR SALE
Fruit Trees from Silver Creek
Nursery—not your ordinary nursery!
Unique fruit varieties for your PYO,
organic orchard and cider blends.
Ask us about retailing our potted
trees at your location. Call 519-804-
6060 or email
steph@silvercreeknursery.ca
Five Haystacks Farm
Campbellville, ON 905-854-2022
www.fivehaystacks.ca
Five Haystacks Farm is composed of
rolling hills, natural wetlands, woods, as
well as being a working farm, with a
number of agripreneurs coming together
to work the land and put a new spin on
what farming and sustainable land use
are all about. There is a meditation gar-
den, a bee yard, and there are hay fields,
flower beds, and a natural habitat for a
whole host of animals. The guiding prin-
ciples at Haystacks is that work and
play can go together, that nature can be
enjoyed without being abused or used
up; that farms can be beautiful.

Frootogo Orchards Closes their Gates for the Final Time

After 39 years of farming together, growing, sell-
ing, and marketing, quality fruit, and vegetables,
Bert and Willy Hekman have made the very, very
difficult decision to close “Frootogo Orchards”. A
business they created along with their daughter,
and truly loved.
Bert Hekman came to Canada from Holland in
1972 with a dream of buying a piece of land spe-
cifically to grow apples. Things did not happen overnight. Bert worked for
the Ford Motor Company, and pruned for other fruit farms in the London
area. All the while saving, and along the way, he met Willy. They married,
had a daughter, and then made a bold move to P.E.I. where they bought a
strawberry chicken farm. It was full steam ahead and a lot to learn, but life
was good. Fifteen years later, Ontario called them back, and so they
bought a run down horse farm on Parkside Drive in Waterdown. This was
more work again, but eventually after planting the trees, and nursery, as
well as other crops, “Frootogo” was home.
Willy always loved cooking and baking, and so over the years a bakery
was added and Willy could serve up her award winning soups along with
the cheddar bay biscuits. Frootogo continued to grow, opening their doors
to the multitudes, providing the best of their labors, whether it was the
soups or the apples, or the joy of an afternoon at “playpark”.
The time has come to close the doors for good. It was a hard decision but
one that had to be made. Bert, Willy and Jacqueline want to thank all their
friends at Ontario Farm Fresh for their friendship, support and hospitality
over the years.
 Newsletter #334 Page 3

“It only takes one networking experi-

You are cordially invited to OFFMA’s ence with another OFFMA member to
encourage, support, change, enhance
Awards of Excellence your business. The OFFMA Awards
Gala is the perfect experience to net-
Gala work with like minded farm marketers.
Don’t miss out.”
- Dana Thatcher, Thatcher Farms
Tuesday, February 19, 2019
Marriott—Gateway to the Falls
Appetizers 6:15 pm
Dinner 6:45 pm
Cost: $48 + HST per person

Call the OFFMA Office for tickets,

905-841-9278 or order from
pre-convention workshop reg form,
enclosed with this newsletter

Silent Auction Fundraiser OFFMA’s

Part of our Awards Gala on Tuesday, Feb- Annual General Meeting
ruary 19th, will be a silent auction of
unique products and experiences donated will take place on
by OFFMA members.
If you have something you would like to Wed. February 20, 2019
donate, please contact the OFFMA office. 11:30am —12:00 noon
Some of the interesting items we have
had in the past include a Baking After-
noon at AppleLand Station, a butchery Held during the
demonstration at Thatcher Farms and a OFFMA Summit
blueberry sampler basket from Hugli’s in conjunction with the
Blueberry Ranch. The proceeds from the
auction are contributed to the OFFMA
Ont. Fruit & Veg. Convention.
Family Fund. Join us to get an update on
Get involved any way you can! OFFMA’s activities.

OFFMA Board Vacancies

The OFFMA Board of Directors is looking to fill three vacant positions.
The Board generally has 5-6 meetings a year. The dates for all the meetings are set at the beginning
of the year so everyone can keep them open in their calendar. Meetings are generally full day, 9:30 to
3:30. Most meetings are held in Guelph at 1 Stone Road but we do occasionally move around a little
bit if we know of a place that may be interesting to visit in addition to having a meeting.
Board members are expected to take some time to connect with other members in their area so that
they have a handle on the pulse of what is happening locally for them. They would then bring any con-
cerns or ideas to the Board.
Board members are also expected to help out whenever possible at meetings and at the annual con-
vention. OFFMA has a voluntary Board and as such there is no per diem. We do pay mileage to meet-
ings at a rate of $.40 per kilometer.
Please contact the OFFMA office if you are interested in this opportunity.
Page 4 Fresh Facts

OFFMA Summit AGENDA

Wednesday, February 20, 2019

Chair: Steve Martin, Martin’s Family Fruit Farm

9:30 - 10:30 Create a Farm Website that Sells, Charlotte Smith, 3 Cow
Marketing, USA
10:30 – 11:30 Managing Staff with Time Clocks Panel, Al Kinsella- Barrie Hill
Farms, Shannon Miller-Miller’s Bay Farm

11:30 – 12:00 OFFMA’s AGM

LUNCH

2:00 – 3:00 The Causey Story – On-Farm Events, Angela Murtagh, Causey
Farm, Ireland
3:00 – 3:30 Making Branding Work for You, Jenna Champagne, Murphy’s
Farm Market and Bakery
4:00 – 4:30 Round Table Talks – Coordinated by Leslie Forsythe, Forsythe
Family Farms

Thursday, February 21, 2019

Chair: Kristin Ego, Ego’s Garden Centre and Farm Market

9:30 – 10:00 Presentation from the Outstanding Farm Market winners

10:00 – 10:30 Why Your Farm Needs an AED, Carly Jackson, Action First Aid
10:30 – 11:30 The Top 7 Practices Successful Farm managers do (and how
they do it). Ashley Honsberger, AMI
11:30 – 12:30 How to Channel Your Stress to Help Your Succeed, Heidi
Hanna, American Institute of Stress (webinar)

LUNCH

2:00 – 2:30 Have Irish On-Farm Markets found the Elusive Pot of Gold, Erin
McLean, McLean’s Berry Farm
2:30 – 3:30 When Social Media becomes Your Foe, Bruce Kelly, Food and
Farm Care

New this year is the “Outstanding in HER Field Breakfast” on

Thursday morning, everyone welcome, free to attend
but need to pre-register with your convention registration.

For a complete listing of what to expect from the

Ontario Fruit & Vegetable Convention, go to www.ofca.ca
 Newsletter #334 Page 5

Plan for your 2019 educational development

Two incredible speakers are back by popular demand.

Pre-convention Workshop
Build your Profitable Farm with Charlotte Smith
Tuesday, February 19, 2019
Marriott on the Falls, Niagara Falls, ON

Charlotte Smith owns Champoeg Creamery & Pastured Meats in Or-

egon. A 75 acre diversified farm selling raw milk, pork, chicken and
beef direct to consumers. She founded 3 Cow Marketing, an online
marketing /training company when she realized the struggle farm-
ers face when trying to build a farm business that supports them
instead of breaks them.
Building Your Profitable Farm is a one day workshop where Charlotte shares
hands-on strategies and tactics she has used to start and grow into a profitable
farm. She’ll show you what is working and what is not in today’s modern market-
ing world.
Some of the things participants will learn during the workshop:
 How to identify ideal customers willing to pay your prices and value what
you sell
 How to communicate a solution to your customers’ problems
 How to avoid burnout and stay motivated year after year
You’ll walk away with a 12 month marketing plan that provides the foundation
you need to start and grow a profitable farm. If you are a smaller market or new
at direct marketing, this workshop will be very beneficial for you.
This project is funded in part by the Ontario Ministry of Agriculture, Food and Rural Af-
fairs.

Game Changer Workshop with John Stanley

Wednesday, March 6 and Thursday March 7, 2019
Kingsbridge Conference Centre, King City, ON

John Stanley is a Certified Speaking Professional (CSP) with experience

in On-farm Marketing and Garden Centre Management.
John has an uncanny ability to identify and capitalize on opportunities
that change presents thereby bringing increased profits to his clients
through his winning strategies that have made him the leading horticul-
tural and agri-tainment consultant in the world today.
The Game Changer is a two day workshop presented in a small group
setting (maximum 12 farm businesses) to be able to get maximum
feedback and attention to your business plans.
Workshop Objectives:
 share trends, ideas and practical solutions
 leverage the mind power of the best on-farm marketers
 build a farm business based on consumer trends rather than retails trends
 to empower and enable individuals to develop their business and the indus-
try
If you have a larger operation, this workshop is ideal for your business.
This project is funded in part by Central Counties Tourism.
Registration forms are included in this newsletter.
Page 6 Fresh Facts
9 Steps to Make More Sales with Your Farm’s Storefront
By Charlotte Smith (This is an abbreviated version go to www.3cowmarketing.com to
download the full version)
Create an Experience
STEP 1: INVITING PRODUCT DIS-
PLAY WITH GLASS FRONT FRIDGES/
FREEZERS OR
DISPLAY PERISHABLE PRODUCTS
ON ICE
Once we upgraded to glass front refrig-
erators and freezers, sales immediately
increased, many times by double. When
customers can stand outside and see
the product, they’re much more likely to
purchase. A solid front door is intimidat-
ing - psychologically they feel like
they’re intruding.
STEP 2: ACCEPT CREDIT CARD PAY-
MENTS
There's no excuse for not taking credit
cards. The technology available today
makes it SO easy (my fave is a system
called Square) and our modern custom-
ers expect to be able to pay with a card.
Most sales are 50% or more higher
when they find out we take cards. They’ll
go grab 5 more items as soon as they
realize they don’t have to pay cash or
cheques.
STEP 3: CREATE AN ATTRACTIVE
STOREFRONT
Simple and inexpensive decorations
show you care! Sure, you're a farm, but
you're also a business and that doesn't
mean your customers should have to
slog through mud on their way to the
farm store or visit your market booth that
has grubby tables. Unfortunately, I get a
lot of new customers because other
farms in my area didn't pay attention to
cleanliness or create an inviting experi-
ence. Nobody wants to go somewhere
they don't feel welcome!
Increase Engagement
STEP 4: TALK TO PEOPLE PERSON-
ALLY - THE SOONER YOU GET THEM
TALKING ABOUT THEMSELVES, THE
MORE TRUST YOU'LL BUILD
If you jump into trying to sell your prod-
ucts, going on and on explaining your
products or your farming practices, it
rarely leads to trust. It makes customers
close up and try to move on so they
don't feel pressured to buy. Instead,
ask them what brings them out and
turn that into a conversation about
their day. Comment on their well-
mannered kids, or their cool looking
bag (or shoes or hair) – make them
feel amazing about themselves and
they will buy from you. Try to sell
them something and you’ll chase
them off.
STEP 5: OFFER LIMITED 'OPEN
HOURS'
Think you’re helping sales by being
open multiple days a week several
hours a day to try to be convenient
for everyone? No, you’re hurting
sales. People purchase way more
when there are other people around -
it’s the social proof effect.
STEP 6: AVOID SELF-SERVE
STOREFRONTS
People feel uncomfortable helping
themselves so many will not stop and
shop. If you’re having a little success
with self-serve, you’ll have tons more
if you have limited hours and you are
there selling (or another person host-
ing) when possible.
Build a Connection
STEP 7: ASK EVERY PERSON
WHO COMES IN YOUR STORE-
FRONT TO SIGN UP YOUR
EMAIL LIST
How do you stay top of mind so cus-
tomers buy from you from season to
season, not the competition? By stay-
ing in touch with them via email! Set
up a free email list and send regular
helpful information to your subscrib-
ers.
STEP 8: SHIFT YOUR MINDSET
FROM SELLING TO BUILDING A
CONNECTION
Your goal is not to sell all your prod-
ucts. Your goal is to make every sin-
gle person who walks in your store-
front feel amazing. Your first few
minutes of conversation should be
about the customer, NOT about you
and your farm!

STEP 9: EXPLAIN HOW YOUR
PRODUCTS HELP PEOPLE IN YOUR
CUSTOMER'S WORDS
We farmers often think our products
help our customers because our prod-
ucts are ‘grass fed, organic, pastured,
gmo-free, heritage, local’ and so on.
But you need to be sharing what your
customers say your products do for
them, not what YOU think they do for
Starting 2019 with Positivity
By: Jessica Kelly, Direct Farm Marketing Specialist, OMAFRA
I’ve never been a fan of New
Year’s resolutions. Pinpointing the
reason for my aversion is tough –
perhaps it’s that they rarely result
in lasting change or I simply don’t
want to admit that the season of
eating endless Christmas cookies
is over! That said, at the beginning
of anything new – a year, a sea-
son, a school year – I often find
myself reflecting on what I could do
to improve myself (or
our farm) in some
small way.
I attended university
with a very energetic
and accomplished
couple, who I admire
and respect a great
deal. They juggle
multiple jobs and en-
trepreneurial ventures
along with raising a young family,
much like some OFFMA members.
I recently asked them if they have
any routines or habits that they at-
tributed their success to. One of
the answers – The Five Minute
Journal.
If you’re not familiar, the concept is
pretty simple. The journal includes
one page for each day, on which
you fill in a few lines each morning
and a few lines each night before
you go to bed:
Newsletter #334 Page 7
them. These are 2 very different
things. When people hear you ex-
plain in their words how your prod-
ucts help them, they’ll trust you and
want to buy from you.
Charlotte Smith farms in Oregon and will
be doing a pre-convention workshop on
February 19 in Niagara Falls. Details in-
cluded in this newsletter.
Morning:
 I am grateful for…
 What would make today
great…
 Daily affirmations. I am…
Evening:
 Three amazing things that
happened today…
 How could I have made today
better…
Five minutes, five ques-
tions and an opportunity
to train your brain to see
more of the positive and
focus your intentions.
With a little research, I
discovered a wide range
of daily journals availa-
ble. Some focus more
on gratitude, others on
tasks, prioritization and productivity.
With hectic schedules and the
stress of farming, it can be easy to
see past the good and lose track of
what you really wanted from the
day because other “urgent” items
came up. Of course these types of
journals won’t be for everyone and
I’m sure even dedicated users
found the practice a bit strange at
first. But if a five-minute habit can
bring more positivity to our lives, it
might be worth a try!
 Page 8 Fresh Facts

Upcoming Events
Jan. 19 FarmSmart, University of Guelph, Guelph, for more info visit
www.farmsmartconference.com

Jan. 24-27 Guelph Organic Conference & Trade Show, Guelph University Centre,
www.gulephorganicconf.ca
Ontario Farm Fresh
Cathy Bartolic, Executive Director Jan. 27-31 Toronto Gift Fair, The International Centre & Toronto Congress Centre,
PO Box 250 Gormley Post Office Toronto, for more info visit www.cangift.org
Gormley, ON L0H 1G0
Phone: 905-506-0371 Feb. 19 Taking your On-farm Market from Overworked to Profitable with
Fax: 647-556-7254
E-mail: info@ontariofarmfresh.com Charlotte Smith, OFVC pre-convention workshop, Niagara Falls, reg form
www.ontariofarmfresh.com included in this newsletter
2018-19 OFFMA Board of Directors Feb 20 & 21 Ontario Fruit & Vegetable Convention, Niagara Falls, go to www.ofvc.ca
Steve Martin, President
Martin’s Family Fruit Farm for additional info
Kristin Ego MacPhail, Vice President
Ego Nurseries Ltd. March 5 & 6 Game Changer Workshop with John Stanley, Kingsbridge Conference
Leslie Forsythe, Past President Centre, King City, reg form included in this newsletter
Forsythe Family Farms
Paul Baxter, Associate Member
Baxter’s Kitchen
Nicole Judge, Spirit Tree Estate Cidery
Erin McLean, McLean Berry Farm Congratulations to Jordan and Alex McKay
Colleen McKay, Your Farm Market
Jordan McKay, Willowtree Farm from Willowtree Farm for winning the
Dana Thatcher, Thatcher Farms
Karen Whitty, Whitty Farms
2018 Canadian Outstanding Young Farmer
Jessica Kelly, OMAFRA Advisor Competition in Winnipeg.
Great job!

Did You Know? Airbnb is now offering experiences.

What are Airbnb Experiences?
Airbnb Experiences are activities designed and led by inspiring locals. They go beyond typical tours or
classes by immersing guests in each host’s unique world. It’s an opportunity for anyone to share their hob-
bies, skills, or expertise without needing an extra room.
Sounds like a great opportunity for OFFMA members. Here is a little information from the Airbnb website
to get you thinking about how you can offer Airbnb Experiences on your farm.

Some frequently asked questions:

1. Do I have to host an Airbnb home to host an experience?
No. You don’t have to host guests overnight in your home or space to be an experience host.
2. What’s the time commitment?
You can host as often as you like — feel free to adjust your dates and times until you find what works best
for you.
3. Do I need a business license?
Depending on activities involved, certain experiences may require a business license. Make sure to check
local laws in your area to determine which licenses may be required for your experience, especially if there
is food, alcohol, or transportation involved.
4. Can I set a minimum number of guests per experience?
The minimum number of guests you can host during each instance of your experience is 1.
5. Do I need insurance?
Experience Protection Insurance covers most activities during an experience, but some things like flying or
driving are not covered. You may need to obtain your own insurance if your experience includes these ac-
tivities.
Go to https://www.airbnb.ca/host/experiences?from_footer=1 for more info or search for ‘Host an Experi-
ence on Airbnb’.