Mixed Greens Salad Gardens, (MGSG), is a brand new company that caters to the unsatiated demand for high quality salad greens. It is close to Eugene which allows for a steady supply of customers. MGSG is a start up grower and distributor of exotic greens for restaurants as well as individual consumers. MGSG, which is located in Blue River Oregon, serves the southern Willamette Valley. MGSG’s goals are to create a product-based business that exceeds customer expectations, increases production efficiency by 10% per year, and finally, to develop a sustainable farm operation, able to sustain themselves off their cash flow.
Products
MGSG plans to sell a spring blend of salad field leaves. These greens include, but are not limited, red leaf, radicchio and radicchio as well as mustard greens, endive and chicory. These greens are grown for use in salad mixtures, purchased by the end consumer as well as by restaurants who then serve it to their patrons.
The Market
MGSG decided to target two distinct segments of the market, individual customers as well as restaurants. Individual customers will purchase greens directly from MGSG at the Saturday and Tuesday Farmer’s markets. This market is currently growing at 12%, with over 12,000 potential clients. The second segment are local restaurants. This market has 28 potential customers but is larger and more reliable throughout the year.
Competitive Edge
MGSG is competitive in two areas that will allow them to grow at high growth rates and increase their market penetration. The first is quality. MGSG is proud of the high quality of their exotic salad greens. Greens that are not up to MGSG’s standards of quality will be rejected as they are not good enough and given to a not for profit food bank. Their flexibility is MGSG’s second competitive edge. They can change or scale up existing crops to meet customer demand. The farm was designed to do this. This is unusual because most farms cannot change their crops during the year.
Management
Heidi Ponic runs MGSG. Heidi began her career as a grower in a greenhouse. After college, Heidi went to work for a large grass seed company. Heidi was able to learn from this experience and decided that she wanted to stay in the agricultural industry. After her experience at Willamette Seed Company, Heidi decided to enroll in Oregon State University’’s Master in Horticulture Program. Heidi’#8217 was able to complete her Master of Horticulture Program and gain the necessary details and skills to start her own farm.
1.1 Objectives
The objectives for the first three years of operation include:
- To create a product-based company whose goal is to exceed customers’ expectations.
- The utilization of Mixed Greens’ lettuce products in at least 20% of the top restaurants in Eugene as listed in local paper’s restaurant reviews.
- To increase production efficiency by 10% per year.
- To grow a farm that will survive on its own income.
1.2 Mission
Mixed Greens Salad Gardens’#8217 mission is to produce the best quality salad greens. Our mission is to retain and attract customers. When we adhere to this maxim, everything else will fall in to place. Our services will surpass the expectations of customers.