Meat Success Podcast - Communicating With Authenticity: Anna's Journey at Over the Moon Farm and Flowers

 In the latest episode of the Chop Local podcast, Katie Olthoff sits down with Anna Hankins from Over the Moon Farm and Flowers, diving into the dynamic journey of running a unique farm business. Anna, alongside her partner Shae Pesek, has created a thriving direct-to-consumer enterprise that uniquely blends horticulture with meat production.

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A Blossoming Beginning

Anna and Shae started Over the Moon in 2019. Initially, the venture included selling sweet corn and raising dairy bull calves for the commodity market. The turning point came in 2020 when they shifted focus to horticulture, specifically cut flowers. With minimal upfront investment, they turned a modest garden into a lucrative operation. The business thrived amid high demand for home-delivered flowers during the pandemic, leading to a successful flower CSA.

Shifting Focus to Meat

Despite their success with flowers, Anna and Shae's true passion lay in livestock. Over time, the focus transitioned to raising hogs, chickens, turkeys, and eventually ducks. By 2022, they introduced Thanksgiving turkeys, thanks to a mentorship with a North Carolina farmer. Their commitment to ethical and quality meat production bolstered their reputation and customer base.

The Challenges and Successes

The dual focus on flowers and meat presented unique challenges, notably the differing customer bases. While they initially tackled both markets, it became clear the focus needed to shift more towards their passion for livestock. Target markets differed significantly, and while some flower customers didn’t resonate with the meat products, Anna remained dedicated to maintaining their core values and quality.

Understanding the Ideal Customer

Anna's primary market includes families who value quality local products. They love supporting their community and cooking delicious meals at home. The farm's proximity to urban areas like Cedar Rapids and Iowa City provides a solid customer base, with their e-commerce and wholesale taking roughly two-thirds of their sales.

Overcoming Market Challenges

Marketing their products required careful positioning, especially with pork. Emphasizing the distinct qualities of their purebred Berkshire hogs without discrediting conventional pork was key. As Anna states, their pork is a different product, offering unique flavors and textures. Once customers tried it, loyalty followed.

The Importance of Diverse Outlets

Success meant finding various sales channels beyond farmers markets, which included online and wholesale. While farmers markets were beneficial, Anna chose to step away, ensuring weekends were family-oriented. Their wholesale strategy includes working with food hubs, adapting pricing and product offerings to different institutional needs.

Raising Chickens: A Unique Approach

Choosing to process their poultry via USDA inspection and offering them in cuts set Over the Moon apart. This approach minimizes the need for on-farm pick-up and supports a professional processing industry, which Anna respects greatly. Their strategy capitalizes on offering convenience to busy customers, providing cuts like boneless chicken breasts and thighs.

Navigating Social Media and Customer Engagement

Anna's strong social media presence aids customer engagement, offering behind-the-scenes insights into farm life, and fostering a genuine connection with their audience. Similarly, email marketing remains pivotal in updating customers about new products and logistics, which is crucial as they move away from traditional markets.

Looking Towards the Future

Anna envisions success as sustainability in farming and community contribution. As they continue expanding their diverse operations, collaboration and mission-driven work remain at the forefront of Over the Moon's business ethos. Through continued innovation and connection, Anna and Shay plan to nourish both their community and their business sustainably.

Catch more insights and stay connected with Anna and Shae through Over the Moon Farm and Flowers' social media channels and their website. Their journey exemplifies the essence of farming with passion and purpose.