Enterprise Development and Marketing Plan

and
Subject Matter Synthesis

In partial fulfillment of the course requirements in AgEntrep 221 (Agricultural

Entrepreneurship and Marketing) presented to Prof. Casimero L. Icalina,
faculty of the College of Agriculture, University of Science and
Technology of Southern Philippines (USTP)-Claveria,
Poblacion, Claveria, Misamis Oriental

Presented by:

Pasayon, Ivy Jo
BSA-2D

June 2023
EXECUTIVE SUMMARY:

The business, “Verdant Valley Lettuce” is a sustainable agriculture startup that aims

to provide fresh, high-quality lettuce to local markets and restaurants. Our focus is on using

sustainable farming practices to grow lettuce that is free from harmful chemicals and

pesticides, while also minimizing waste and reducing the carbon footprint of the farming

process. Our business model involves leasing land from local farmers and using hydroponic

technology to grow lettuce in a controlled environment. This approach allows us to grow

lettuce year-round, regardless of weather conditions, and to produce a consistent and reliable

supply of fresh lettuce. We plan to market our products to local restaurants and markets, as

well as directly to consumers through a subscription service and online marketplace. Our

products will be priced competitively with other high-quality lettuce brands, while also

offering the added benefits of sustainability and freshness. To ensure the success of our

business, we will invest in marketing and advertising to build brand awareness and attract

customers. We will also develop strong relationships with local farmers and suppliers to

ensure a reliable supply chain for our lettuce. Our unique selling proposition is our

commitment to sustainability and quality. We use sustainable farming practices to grow our

lettuce, which not only benefits the environment but also produces a healthier and more

flavorful product. We also prioritize freshness and consistency in our lettuce, ensuring that

our customers receive a high-quality product every time. Overall, Lettuce Farm has the

potential to be a successful and sustainable business, offering a high-quality product that

meets the growing demand for fresh, healthy, and environmentally conscious food. With the

right strategy and execution, we believe that our business can make a significant impact in the

local food industry.

 CHAPTER 1

BUSINESS DESCRIPTION

COMPANY DESCRIPTION

Verdant Valley Lettuce is a lettuce business that specializes in producing and

distributing high-quality, fresh lettuce to customers in the local and regional markets. Our

mission is to provide customers with healthy, safe, and delicious products while prioritizing

sustainability and eco-friendliness. We offer a variety of lettuce types, including romaine,

butterhead, and leaf lettuce, which are grown using sustainable and eco-friendly farming

practices. Our farming operations prioritize soil health and use natural fertilizers and pest

control methods to ensure that our lettuce is healthy, safe, and free of harmful chemicals. Our

products are packaged in environmentally friendly containers and delivered to customers

within hours of harvest to ensure maximum freshness. We also offer delivery services to our

customers to ensure convenience and timely delivery of our products. At Verdant Valley

Lettuce, we are committed to customer satisfaction and prioritize quality, sustainability, and

health in everything we do. We believe that by focusing on these values, we can establish a

strong reputation and build a loyal customer base in the lettuce market. We are dedicated to

creating a business that not only benefits our customers but also contributes to a healthier,

more sustainable environment. We aim to be a leader in the lettuce industry by providing

innovative, sustainable, and eco-friendly solutions to meet the evolving needs of our

customers.

COMPANY HISTORY

Verdant Valley Lettuce , is inspired by the grandfather of Ivy Pasayon who had also a

passion for healthy and sustainable agriculture. A man who grew up on a farm and witnessed

firsthand the impact that farming practices can have on the environment. He was motivated to start
a business that would prioritize sustainability and eco-friendliness in the lettuce industry. In the early

years, he started small with a small plot of land and a handful of lettuce seeds. He experimented

with different farming techniques and focused on producing high-quality, fresh lettuce using

sustainable and eco-friendly farming practices. As the business grew, he began selling lettuce at

local farmers' markets and soon established a loyal customer base. He also began distributing lettuce

to local restaurants and grocery stores, building strong relationships with these customers. Over

time, Verdant Valley Lettuce will continued to expand its operations, acquiring more land, hiring

skilled farmers, and investing in state-of-the-art farming equipment. Despite its growth, the

company has remained committed to its founding values of sustainability, quality, and customer

satisfaction. Today, Verdant Valley Lettuce is a leading lettuce business, known for its high-quality,

fresh lettuce and sustainable farming practices. The company continues to innovate and invest in

new technologies to improve its operations and meet the evolving needs of its customers. We are

proud of our history and remain committed to our mission of providing healthy, safe, and delicious

lettuce while prioritizing sustainability and eco-friendliness.

MISSION AND VISION STATEMENT

MISSION

Verdant Valley Lettuce focus to produce and distribute high-quality, fresh lettuce to

customers in the local and regional markets while prioritizing sustainability and eco-

friendliness. We are committed to providing healthy, safe, and delicious products while

minimizing our environmental impact and promoting sustainable agriculture.

VISION

Verdant Valley Lettuce, aims to be a leader in the lettuce industry by providing

innovative and sustainable solutions to meet the evolving needs of our customers. We aim to

establish a strong reputation for quality, sustainability, and customer satisfaction, and to build
a loyal customer base that values healthy, fresh, and eco-friendly products. We believe that

by prioritizing sustainability and eco-friendliness, we can contribute to a healthier and more

sustainable future for all.

PRODUCT AND SERVICES

Verdant Valley Lettuce , we specialize in producing and distributing high-quality,

fresh lettuce to customers in the local and regional markets. Our lettuce is grown using

sustainable and eco-friendly farming practices, and we offer a variety of lettuce types,

including romaine, butterhead, and leaf lettuce. Our products are packaged in

environmentally friendly containers and delivered to customers within hours of harvest to

ensure maximum freshness. We also offer delivery services to our customers to ensure

convenience and timely delivery of our products. In addition to our high-quality lettuce, we

offer exceptional customer service and are committed to providing our customers with a

personalized and satisfying experience. We also offer wholesale pricing and delivery options

for restaurants and grocery stores that prioritize locally sourced and organic products. At

Verdant Valley Lettuce , we are dedicated to providing healthy, safe, and delicious products

while minimizing our environmental impact and promoting sustainable agriculture. We

believe that by prioritizing sustainability and eco-friendliness, we can contribute to a

healthier and more sustainable future for all.

This is some of the Lettuce that we will be produce to our target market :

BUTTER LETTUCE

ROMAINE

LETTUCE

CURRENT

STATUS

Verdant Valley Lettuce business is still processing and finding alternative ideas to

develop and innovate to be able to adapt changes that we will be facing against our
competitors. We are still looking for the right location to build our stall. Our company also

consider the environment in which we are going to put up our business because as a business

men we should know the possible obstacles that our company may face for us to be a

competitive one.
 CHAPTER 2

MARKET STRATEGY