Considering a U-Pick Operation

Adrienne HeldHolly Berry FarmSanta Claus, INanheld@psci.net812-489-0604

Why did we venture into u-pick strawberries? Family Opportunity to provide local option for

fresh berries to community Unique opportunity for our location ◦ Holiday World – 1 mile◦ Candy Castle – 0.25 mile◦ Many, many tourists, campers during picking

season.

Our Operation Planted first berries in 2009 – half acre. Expanded to 1 acre space in 2012. 2017◦ 1.5 acres of matted row strawberries◦ 4 varieties – early, two mid-season, one late-season.◦ Season lasts 3 to 4 weeks depending on weather.◦ Asparagus and fall brambles available.

Why Consider U-Pick

Upick offers great opportunity for:◦ Reduced labor costs (in theory)◦ Less equipment needed/diversify offerings◦ Direct to consumer sales directly from farm Customers enjoy picking own fruit for the farm experience. Quality/freshness

•Cons•Liability/farm safety•Good location/advertising needed•Customer supervison/larger crop losses from damage/lack of experience.

Why Consider U-Pick Be willing to:◦ Welcome public to the farm.◦ Start small and grow with experience and

sales◦ Manage farm safety/liability◦ Provide excellent customer service◦ Promote operation effectively◦ Build relationships and loyalty with customers◦ Be willing to accept higher levels of crop

damage

Plant It and They Will Come? Yes…but some things to consider Location ◦ Adequate parking (first patch - no, second patch –

sort of)◦ Restrooms – trust me- just get the port-a-potty◦ You will draw from further locations than you

think◦ Signage◦ You may be able to combine PYO with local

tourism, recreation, other activities. Become a “destination”

Plant It and They Will Come?

Time to establish◦ May be a multi-year process depending on crop Strawberries – plasticulture – 1 year. Matted row – 2 years. Blueberries – 3 years. Asparagus – 3 years. Christmas trees/orchards – 5+ years.

Plant It and They Will Come?

Liability◦ Will need to inform insurance and add to

policy. Expense can vary depending on provider/what you want to do.◦ Know your coverage and anticipate issues. Insect stings/first aid – have a kit on hand Uneven areas in the field.

Plant It and They Will Come? Labor ◦ Still need some even if you

have u-pick◦ “Face of the Farm”◦ Good people skills◦ Ability to

communicate/resolve issues/answer questions◦ Picking crew to “clean-up”

what u-pickers passed over / provide prepick berries.◦ Employee manual or training

so expectations/policies are clear.

Start-up Costs Potential start-up costs to consider (again start

small and add to operation each year)◦ Layout/design/parking and traffic flow◦ Equipment to establish the crop (planter, irrigation, etc)◦ Packaging/containers (containers, bags, wagons, etc)

◦ Tent/tables/shed/coolers ◦ Gravel for parking area◦ Scales (if selling per lb)◦ Port-a-potty◦ Phone◦ Advertising/marketing◦ Cash register/payment

options

Customer Flow Considerations Directional arrows for entrance/exit into

parking area. More signage to direct customers where to

park (and how). Distance of lot to check-in and farthest

picking area. Placement of rest area facilities Mark off areas that you don’t want

customers to access Row markers/customer signage

Other Items to Consider Customer Care Items◦ Where are customers going to use the restroom?

Emergencies happen!◦ Hand washing station◦ Ice water/disposable cups/beverages for sale◦ Chairs for a break if needed/tent

Hours of Operation◦ Consider what’s convenient for customers.◦ Be open at regular, posted hours◦ Communicate weather-related closings and

product availability promptly through multiple channels.

Other Items to Consider Payment Options◦ Check/cash◦ Square reader/tablet◦ Be sure to clearly communicate options

Promotion ◦ Word of Mouth!!!◦ Website – be sure to keep up to date◦ Social Media◦ Voicemail/phone messages – in instance of weather

related/product shortage type closings Encourage customers to check FB page/website before

venturing to farm.◦ Business cards/ brochures◦ Email/mailing list◦ Road signs

Other Items to Consider Supervising Customers◦ Parking signs◦ Pricing (upick vs prepick, qt vs lb, etc)◦ Be ready to instruct first time pickers how to choose ripe

fruit◦ Kid picking areas?◦ Row signs and/or flags◦ Varieties available

Pricing◦ Cost of production◦ Customer Demographics◦ Competition ◦ University of Kentucky – Center for Crop Diversification http://www.uky.edu/ccd/newsletter

Other Items to Consider

Food Safety◦ Hand washing area for before/after picking.◦ Limiting domestic/wild animal access to patch Flagging areas where animal droppings and pick

around.

◦ Food Safety Begins on the Farm publication https://gaps.cornell.edu/sites/gaps.cornell.edu/files/s

hared/documents/FSBFEngLOW.pdf