Mixed Greens Salad Gardens, (MGSG), is a brand new company that caters to the unsatiated demand for high quality salad greens. A steady flow of customers is possible due to Eugene’s proximity. MGSG is a startup grower and distributor for exotic salad greens. MGSG is located near Blue River, Oregon. It serves the southern Willamette Valley. MGSG is a product-based firm whose goals are to exceed customer’s expectations, improve production efficiency by 10 percent per year, and, last but not least, develop a sustainable farming business that can sustain itself on cash flow.
Products
MGSG will sell a spring mix of salad field greens. These greens will include red leaf, radicchio mustard greens 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 will target two distinct markets: individual customers and restaurants. Individual customers will purchase greens directly from MGSG at the Saturday and Tuesday Farmer’s markets. This segment is growing at 12% and has 12,000 potential customers. The second segment is local restaurants. This market, which has only 28 customers, is less popular but more in demand all year.
Competitive Edge
MGSG has two competitive edges that will help them maintain strong growth rates, increasing their market penetration. The first edge 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. MGSG’s second competitive edge is their flexibility. The entire farm has been set up to allow them to change crops or scale existing crops to meet demand. This is rare as most farms are unable change crops mid-year.
Management
Heidi Ponic is the MGSG’s leader. Heidi started her career in gardening while she worked at a greenhouse. Heidi began her career after college at a large grass seed firm. Heidi’s experience at the Willamette Seed Company was what made her determined to work in agriculture. Soon after her experience at Willamette Seed Company was over, she decided that Oregon State University’s Master Degree in Horticulture Program would be the best choice for her. Heidi received her Masters from Oregon State University, which gave her the skills and detail she needed to build her farm business.
1.1 Objectives
The following are the goals for the first 3 years of operation:
- To create a product-based company whose goal is to exceed customers’ expectations.
- Mixed Greens lettuce products must be used at least 20% in Eugene’s top restaurants as per local newspaper restaurant reviews.
- To increase efficiency by 10% per annum.
- To create a sustainable farm that is able to survive off its own cash flow.
1.2 Mission
Mixed Greens Salad Gardens’ mission is to supply the highest quality salad greens. Our mission is to retain and attract customers. Everything else will follow this principle. Our services will surpass the expectations of customers.
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