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Modern Farmer fosters the crucial conversation among a highly influential audience about the future of food: how it’s grown, produced, sold, and consumed for this generation and all that follow. Through modernfarmer.com and our quarterly magazine, Modern Farmer gives voice to the people and issues driving the modern food movement.
Cultivate the Modern Food Movement
M I S S I O N
M A R K E T
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E V E N T S
C I R C U L AT I O N
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P R O D U C T I O N S P E C S
C O N TAC T S
TIM MOUNTZHappy Cat Farm
Kennett Square, Pennsylvania
“A good tomato isn’t cheap, and a
cheap tomato isn’t good.” So reads
the sign at Happy Cat’s farmers
market stalls, where Tim Mountz
charges up to $5 for a single fruit.
“Once people try our tomatoes,”
he says, “they don’t talk about
the price.”
The 45-year-old grows nearly 400
different heirloom varieties on 10
acres, some of them owned by the
Winterthur Museum, where his wife,
the aptly named Amy Bloom, serves
as a staff horticulturist. “We started
with a little garden under a gen-
tleman’s agreement, and soon the
director approached us about using
more land,” explains Mountz, who
didn’t merely marry into the plant
business. “My grandparents all grew
up on Pennsylvania-German farms,
and they remembered hard times,
so they saved their own seeds.”
In addition to tomatoes, he and
"LOOM�RAISE�HARD TO lND�RADISHES��
onions, and greens, selling the pro-
duce to Philadelphia restaurants as
well as at the farmers markets. More
recently, the couple began offering
seeds and homemade sauces at
happycatorganics.com. “When we
started farming a decade ago, there
were a lot of straw hats,” Mountz
says. “It took a while for the Warby
Parker crowd to catch on, but they
support us big now.” —Sara Morrow
PHOTOGRAPH BY VALERY RIZZO
ROBIN EMMONSSow Much Good
Charlotte, North Carolina
A family crisis turned Robin
Emmons into a farmer. In 2008, her
brother, who had been homeless,
landed in a transitional housing
facility where meals often came
from a can. Emmons began bringing
him vegetables from her garden,
and within months, she’d ripped
apart her entire yard to grow
enough for nearly 30 of his fellow
residents. “Seeing how they ate
triggered a realization,” she recalls.
“Charlotte’s in the midst of this
thriving food movement, but there
are people who are not at the table,
LITERALLY�AND�lGURATIVELY�v
Five years ago, Emmons
persuaded an area farmer, Danny
0HILLIPS��TO�DONATE�lVE�ACRES�AND�
teach her how to operate a tractor,
rotate crops, and do everything
else necessary to scale up. A
local company soon followed
SUIT��LEASING�%MMONS�ANOTHER�lVE�
acres for a buck a year. Today, her
NONPROlT�HARVESTS�AN�ESTIMATED�
35,000 pounds of produce annually,
delivering affordable CSA boxes to,
and opening pop-up farm stands in,
neighborhoods that were once food
deserts. Sow Much Good also hosts
gardening classes to empower
members of underserved com-
munities. “We give the attendees
beautiful soil and seedlings for their
yards,” Emmons says. “To me, grow-
ing your own food is like printing
your own money.” —Miranda Silva
Happy Cat Farm’s
nearly 400
heirloom-tomato
varieties include
the rare Cuban
yellow grape.
WIRED
The Digital Vanguard
Raising new possibilities for the cyber future
Aspirational, tech-enabled lifestyle
Launched in a print ad downturn
Created by visionary entrepreneurs
Hip vibe with substantive content
National Magazine Award winner
MODERN FARMER
The Food Vanguard
Raising new possibilities for the future of food
Aspirational, sustainability-driven lifestyle
Launched in a print ad downturn
Created by a visionary entrepreneur
Cool vibe with substantive content
National Magazine Award winner
The WIRED for Our TimesMuch as Wired caught a tremendous wave in the technology culture, Modern Farmer is at the epicenter of the transformative food movement engaging some of the world’s most innovative and influential doers and thinkers.
M I S S I O N
M A R K E T
A U D I E N C E
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“The protein-centric dinner plate, which America
created and now exports to the rest of the world, is a
culinary anomaly. By 2050, it will be obsolete”
DAN BARBER CHEF & CO-OWNER, BLUE HILL
AT STONE BARNS
“The happiest farmers that I talk to are the ones
who are farming real food. So they’re growing carrots or they’re managing their animals in really healthful ways….I think the farmers are going to do very, very
well, in the real food future”
KIMBAL MUSK FOUNDER, THE KITCHEN
“Twenty years from now companies like Beyond Meat
will be making foods that taste just like meat but eliminate
the need for cattle and other animals to be eaten”
RICHARD BRANSON FOUNDER, THE VIRGIN GROUP
“Supporting fair trade, and asking where your daily cup of coffee comes from, makes a difference. You’re helping
out the grower, you’re helping out the communities
they live in, and you’re actually contributing”
HUGH JACKMAN ACTOR AND FOUNDER,
LAUGHING MAN FOUNDATION
“When we vote, food may not be top-of-mind like the economy or health care. But
you can draw a line from food production or poor diets to
every hot-button issue. Once you connect those dots, both Democrats and Republicans have an ‘aha’ moment. It’s
part of the reason I co-founded Food Policy Action.”
TOM COLICCHIO TOP CHEF JUDGE, CHEF-OWNER OF FOWLER &
WELLS, FOUNDER OF FOOD POLICY ACTION
“We need a farm policy inextricably linked to health and environmental policy. We can achieve that, but
only with serious advocacy and political engagement”
MARION NESTLE PROFESSOR OF NUTRITION, FOOD STUDIES
AND PUBLIC HEALTH, NYU
Who’s Active in the Modern Food Movement?There’s a vibrant dialogue in the marketplace about the future of food: how it will be grown, what we'll eat, and why it's vital to the health of the planet. That conversation is attracting a broad spectrum of influencers and thought-leaders with the power to be true agents of change.
THE USDA’S GENE
BANK SYSTEM
PROVIDED MORTON
WITH PARSLEY
GERMPLASM FROM
AROUND
THE WORLD.
THE GEORGIAN
PARSLEY FLAVORED
A PALATE-CLEANSING
GRANITA, PREPARED
BY MATTHEW ACCARRINO,
THE CHEF AT SAN
FRANCISCO’S SPQR.
MORTON SENT THIS
FLAT-LEAF PARSLEY
FROM THE REPUBLIC OF
GEORGIA, AND OTHERS
HE’S EXPERIMENTING
WITH, TO CHEF-FRIENDS
FOR TASTE TESTING.
FOR RECIPES, SEE PAGE 95.
KIT CRAWFORD
(LEFT) AND GARY
ERICKSON FOUNDED
THE CLIF BAR
FAMILY FOUNDATION
TO SUPPORT
GROUPS WORKING
ON FOOD AND
ENVIRONMENTAL
ISSUES.
KIT CRAWFORD AND GARY ERICKSON, Founders of Clif Bar and the Clif Bar Family Foundation
M I S S I O N
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The Modern Farmer Audience is Highly Desirable and Deeply EngagedModern Farmer attracts a community that cares passionately about the food on our tables: farmers, entrepreneurs, and responsible consumers who are conscientious about what they eat and who want a more sustainable planet for themselves and their children.
• MALE/FEMALE: 40%/60%
• YOUNG: PRIMARILY BETWEEN 25-54 YEARS OLD, WITH A MEDIAN AGE OF 49
• EDUCATED: 74% HAVE GRADUATED COLLEGE+, AND 34% HAVE A POST-GRADUATE EDUCATION
• AFFLUENT: MEDIAN HHI IS $88,700
• FAMILY ORIENTED: 74% ARE MARRIED, AND 36% HAVE CHILDREN IN THE HOUSEHOLD
• DISCERNING: 96% PURCHASE ORGANIC GROCERIES, AND 64% BELIEVE BUYING ORGANIC IS HEALTHIER AND OFFERS
MORE NUTRITIONAL VALUE
• SOCIALLY RESPONSIBLE: 91% ARE WILLING TO SPEND MORE WITH SOCIALLY RESPONSIBLE COMPANIES
ACTIVE: 50% FARM AS THEIR PRIMARY BUSINESS, AND 37% FARM AS A SIDE BUSINESS
Source: Modern Farmer Media Survey, September 2015
M I S S I O N
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C O N TAC T S
THEY WORK AND OWN THE LAND Modern Farmers invest their time and money
in the future of food.
• 50% farm as their primary business
• 37% farm as a side business
• 72% own 10+ acres of farmland
• 32% own 100+ acres of farmland
THEY DIG DIRT Modern Farmers are hands-on experts
who invest in their passions.
• 96% are gardeners
• 91% grow vegetables/herbs
• 82% grow flowers
• 73% plant container gardens
THEY PURSUE A SUSTAINABLE LIFESTYLE In every respect, Modern Farmers walk the talk.
• 97% have used eco-friendly products to clean their homes
• 96% have bought organic groceries
• 80% are willing to spend more on natural/organic beauty and skin care products
• 59% look for pet foods that have natural/organic ingredients
• 42% try to buy organic vitamins/supplements as often as possible
• 27% always eat organic foods
THEY’RE LEADERS AND INFLUENCERS Modern Farmers create a powerful
ripple effect in their social networks.
• Take action: 95%
• Early adopters: 71% are often one of the first among friends/family to try new products
• Influential: 82% share their thoughts on new products with others
Source: Modern Farmer Media Survey, September 2015
An Active, Influential CommunityModern Farmer speaks to sustainable farmers as well as the entrepreneurs who want to get into the business of responsible farming.
M I S S I O N
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Conscientious Consumers Who Live and Shop Their Values
MINDFUL AT THE MARKET Half of Modern Farmers purchase organic food
and products, and more than 1 in 4 always purchase organic. Why?
• 70% want to support local/small businesses
• 65% feel it is better for the environment
• 65% agree that it is safer for themselves and their families
• 59% think it is healthier overall
• 57% care that it comes from ethically-treated animals
• 41% feel it has a higher nutritional value
ANIMAL LOVERS Nothing but the best for Modern Farmer pets.
• 75% of Modern Farmers are passionate pet parents: 55% own dogs, and 42% own cats
• 68% agree it’s important to buy the best quality products for their pets
• 59% look for pet foods that have natural/ organic ingredients
• 38% say cost is not a concern when shopping for pet foods and supplies
• 37% use magazine articles and advertisements to learn about pet-related products and services
LIVING WELL For Modern Farmers, health and wellness
are top lifestyle priorities.
• 95% lead active, healthy lives
• 95% are confident in the health decisions they make for themselves and their families
• 65% take vitamins to boost/maintain their general health
• 43% take vitamins/supplements 7 days a week
• 54% say friends come to them for advice on healthcare and medications
NATURAL BEAUTIES Modern Farmers have a clear preference for
conscientious beauty and skincare products and are open to new products and brands.
• 61% are interested in products from natural/green/responsible companies
• 80% are willing to spend more on natural/organic beauty and skin care products
• 22% buy based on a familiar brand name
• 46% are open to buying again based on previous experience
Source: Modern Farmer Media Survey, September 2015
SPR.14 / FOOD+TRAVEL / 125SPR.14 / FOOD+TRAVEL / 124
cindy danieL iS perched at the “fer-mentation bar” of SHED, in Healdsburg, California, when a woman brings over two grinning men laden with paper bags full of bread.
“So, look at this guy. He just flew up from Hollister to buy your bread in his own airplane!” Hollister, in California’s Central Valley, is a three-hour drive away.
It’s true, he says, he’s become addicted to the loaves produced by baker Nathan Yanko (formerly of San Francisco’s beloved Tartine Bakery), and he hitched a ride with his pilot friend to stock up on the stuff.
This is the sort of devotion SHED, which opened in April 2013, has inspired. You could call it a farm store or an artisanal grocery, but neither description really fits. SHED sells pro-duce, but also kitchenware (think beau-tiful fermentation pots and handmade tortilla presses) and dry goods, such as beans and nuts, garden tools and hand-dyed wool. There’s a coffee bar and a
restaurant serving breakfast and lunch. Large windows allow shoppers to watch local flour being ground in the milling room. The fermentation bar serves wine, kombucha, kefir water and shrubs — a traditional carbonated drink made with fruit juices and vinegar, once popular with thirsty farmers. You can sign up to eat a group meal built around an heirloom potato being nursed back from extinction, or take a class on seed saving.
SHED is the brainchild of Daniel and her partner, Doug Lipton. Daniel pre-viously worked in the nonprofit sector and founded a successful retail shop in San Francisco; Lipton is an environmen-tal scientist. Eighteen years ago the two started a farm near Healdsburg, a small wine-country town about 80 minutes north of San Francisco. Their farm has an olive orchard, fruit trees, grapes, flowers, chickens, bees, jujubes and pomegranates. Daniel says she always knew she wanted to do a project around food, and when she began planning
left: SHED’s farm and garden section includes hand tools, seeds, books and beekeeping equipment, as well as tools and supplies for canning and preserving food.
above: Outside SHED; Japanese enamel trow-els sitting pretty in a bay laurel garden basket.
shop
SHED, Healds-burg, California
M I S S I O N
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C I R C U L AT I O N
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P R O D U C T I O N S P E C S
C O N TAC T S
BEER AFICIONADOS In the past 12 months, our audience has
consumed or served:
• Any beer: 80%
• Craft beer: 63%
• Domestic beer: 54%
• Import beer: 53%
• Organic beer: 23%
WINE LOVERS In the past 12 months, our audience has
consumed or served:
• Any wine: 81%
• Wine: 78%
• Organic wine: 28%
SPIRITED DRINKERS In the past 12 months, our audience has
consumed or served:
• Any spirits: 56%
• Brown goods: 45%
• White goods: 45%
• Organic spirits: 13%
Source: Modern Farmer Media Survey, September 2015
• 97% SAY THAT THEY OR THEIR SPOUSE DOES THE MAJORITY OF COOKING IN
THE HOUSEHOLD
• 94% ENTERTAIN FRIENDS/FAMILY AT HOME
• 85% STATE HOSTING A HOLIDAY GATHERING IS IMPORTANT TO THEM
• 71% HOST CASUAL GATHERINGS
• 55% HOST HOLIDAY PARTIES
• 54% ENTERTAIN FRIENDS/FAMILY AT HOME 1+ TIMES EVERY MONTH
• 67% AGREE IT’S IMPORTANT TO PAIR BEVERAGES WITH THE FOOD THEY SERVE WHEN THEY HOST
A PARTY AT THEIR HOME
Foodies and EntertainersWith food as the centerpiece of their lives, Modern Farmers relish bringing friends and family to their tables.
M I S S I O N
M A R K E T
A U D I E N C E
E D I TO R I A L
E V E N T S
C I R C U L AT I O N
R AT E S
P R O D U C T I O N S P E C S
C O N TAC T S
Content that Drives the Conversation In digital, social, and print media, Modern Farmer brings whip-smart reporting, hands-in-the-dirt service, and soulful inspiration to a blueprint for the future of food.
Modernfarmer.com is a real-time resource that provides fresh information and insights into the challenges, opportunities, and joys of working towards a sustainable lifestyle grounded in healthy, delicious food. Social media channels Facebook, Twitter, and Instagram are both drivers and complements to the site’s robust, user-friendly content.
Every season, Modern Farmer amplifies the content with a quarterly magazine that’s coffee-table worthy. Perfect bound and printed on lush paper stock, each issue showcases intelligent writing, vivid photography, and pragmatic instruction that bring the Modern Farmer ethos to life.
M I S S I O N
M A R K E T
A U D I E N C E
E D I T O R I A L
E V E N T S
C I R C U L AT I O N
R AT E S
P R O D U C T I O N S P E C S
C O N TAC T S
Online Roadmap
FOODThe business and culture of what’s on our tables
HOW TOSolid, hands-on advice for farmers, would-be farmers, and conscientious consumers
PLANTSHigh-tech and low, how we grow every variety of crops large and small
ANIMALSThe myriad roles animals play in the lifecycle of food and its effect on our planet
TECHNOLOGYHow innovation and new tech-driven methods are driving sustainable farming
LIFESTYLEFood as a cultural centerpiece, including Meet The Modern Farmer—profiles of people who live to grow
M I S S I O N
M A R K E T
A U D I E N C E
E D I T O R I A L
E V E N T S
C I R C U L AT I O N
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P R O D U C T I O N S P E C S
C O N TAC T S
food
90 / MODERN FARMER
Butternut Squash and Spicy Sausage Ravioli in Brown Butter–Sage Sauce
)F�FROM SCRATCH�PASTA�SEEMS�TOO�DAUNTING�TO�PULL�OFF�IN�A�SINGLE�AFTERNOON��COOK�THE�lLLING�AND�MAKE�
the dough ahead, so you can focus on forming the ravioli the day of the meal. This classic brown
butter sauce comes together in mere minutes.
MAKES 4 SERVINGS
Filling
½ medium butternut squash
(about 1¼ pounds), cut in half
and seeded
2 tablespoons extra-virgin
olive oil
1 teaspoon kosher salt
1 teaspoon freshly ground
black pepper
½ medium yellow onion, diced
2 cloves garlic, minced
¾ pound spicy Italian sausage,
removed from casing
Pasta Dough
2 cups all-purpose flour, plus
more as needed and for work
surface
2 eggs, plus 4 egg yolks
1 teaspoon kosher salt
1–3 teaspoons water
Sauce
8 tablespoons (1 stick)
unsalted butter
3 tablespoons chopped fresh
sage leaves
Shaved Parmesan,
for serving
RA
VIO
LI
RE
CIP
E A
DA
PT
ED
BY
KH
AL
IL H
YM
OR
E
To make the filling:
1. Preheat oven to 400°F. On a rimmed baking sheet,
place squash cut side up and brush with 1 table-
spoon olive oil. Sprinkle each piece with a half
teaspoon of salt and pepper. Bake until squash is
very tender, about 1 hour 15 minutes. Allow squash
to rest on pan until cool enough to handle.
2. In a large skillet over medium heat, heat remaining
tablespoon olive oil. Add onion and cook until soft
and translucent, about 5 minutes. Add garlic and
cook 30 seconds more. Add sausage and cook,
breaking up any large chunks with a spoon, until
browned and crumbled, about 6 minutes. Remove
FROM�HEAT��3CRAPE�THE�SQUASH�mESH�INTO�SAUSAGE�
mixture, stirring well to combine. Set aside or
refrigerate up to 2 days.
To make the pasta dough:
1. /N�A�CLEAN�WORK�SURFACE��PLACE�mOUR�IN�A�MOUND��
7ITH�YOUR�lNGERS��MAKE�A�WELL�IN�CENTER�OF�mOUR��
add eggs, yolks, salt, and 1 teaspoon water. Using a
FORK��BEAT�EGGS�THOROUGHLY��'RADUALLY�PULL�mOUR�INTO�
beaten eggs until a wet, sticky dough forms. Add
A�LITTLE�MORE�mOUR�OR�WATER��A�TEASPOON�AT�A�TIME��IF�
necessary. Knead dough until it becomes smooth,
then form into a ball and cover tightly with plastic
wrap. Chill for at least 30 minutes or up to 2 days.
2. Divide dough into 4 pieces and, using a pasta
machine, roll each portion through machine accord-
ing to manufacturer’s directions until dough is
thin, about 1/16 inch thick. Alternatively, on a lightly
mOURED�SURFACE�WITH�A�ROLLING�PIN��ROLL�DOUGH�UNTIL�
about 1/16 inch thick.
To make the ravioli:
1. Place one sheet of dough onto a ravioli mold
and press down to create individual depressions in
DOUGH��0LACE���TABLESPOON�OF�SQUASH SAUSAGE�lLLING�IN�
each ravioli depression, being careful to keep edges
of dough clean. Gently tap bottom of mold on table
to remove any air pockets. Top with another layer
of dough and, using a rolling pin, gently roll over
mold until ridges become visible and ravioli squares
are distinct. Use a pastry wheel to score edges of
individual squares and gently pull them apart by
hand. Cover ravioli with a clean, damp dish towel, so
they don’t dry out, then repeat with remaining dough.
2. Over high heat, bring a large pot of salted water to
a rolling boil. Drop ravioli into water and allow to boil
UNTIL�RAVIOLI�ARE�COOKED�THROUGH�AND�mOAT�TO�TOP����
to 12 minutes. Using a slotted spoon, remove ravioli
and transfer to a serving plate.
To make the sauce and serve:
In a small saucepan with a light-colored bottom over
medium-low heat, melt butter and cook until it starts
to brown and develop a rich, nutty aroma, about
10 minutes. Remove butter from heat and stir in
sage leaves. Top ravioli with butter-sage sauce and
fresh shaved Parmesan to taste. Serve immediately.
Matt McAlister,
SPACE’s office
manager, tucks
into ravioli made
with roasted
butternut squash
grown on-site.
Print Roadmap
LETTER FROM THE EDITORWhat’s on her mind…and based on your letters, what might very well be on yours
FIELD NOTESA lively, 8-page roundup of the latest in sustainable food, spirits, travel, and culture
MEET THE MODERN FARMERSArtful profiles of people whose dream job is spending their (often long) days in the dirt
COLUMNS & COMMENTARIESThought-provoking, hardcore news and business stories on major global farming issues
THE MODERN FARMER HANDBOOKPrinted on matte paper stock, a “how-to” guide that reports on the nuts and bolts of sustainable farming including how to get started in the business
LAST WORDWisdom from famous people actively engaged in the modern food movement
FEATURE WELLFascinating reporting, profiles, and photographic portfolios. Plus The Recipes—a highly visual feast of the finest in sustainable food and drink, with all the prep instructions to bring it home
Whether they’re growing zinnias
in New Orleans, har vesting
kale in coastal Maine, or raising
crickets in Oakland, these
e n t r e p r e n e u r s e m b ra c e a
challenge.
MEET THE MODERN FARMERS
KELSEY HERRINGTON AND
DOMINIC PASCARELLITwo Farmers Farm
Scarborough, Maine
In 2009, Kelsey Herrington (left) and
Dominic Pascarelli were studying
environmental science at Clark University
in Massachusetts when they decided to
spend the summer interning at a Vermont
meat and poultry farm. “We thought it
would be a good break from grad school,
a nice résumé-builder,” says Pascarelli, 30.
The gig proved grueling—and eye-opening.
“Feeding people is pretty fundamental,
and doing something meaningful really
spoke to us,” explains Herrington, 29.
After earning their master’s degrees—
and completing a second internship, at a
vegetable farm in Argyle, New York—the
couple felt ready to launch their own
operation in 2012. Located on 15 acres near
Portland, Maine, Two Farmers specializes
in organic vegetables. And despite the
numerous hurdles the Zone 5 climate
presents, Herrington and Pascarelli manage
to supply farmers markets year-round,
thanks to hoop houses and protective
blankets that keep crops warm come
winter. “I don’t think of this as a real job,”
admits Pascarelli. “It’s like we found a way
around the system.” —Miranda Crowell
/ 17 PHOTOGRAPH BY GRETA RYBUS
/ 31
columns and commentary
The dirty truth about cold-pressed juice? Food waste. Tons of it.
BY ELIZABETH ROYTE PHOTOGRAPHS BY MONICA BUCK
PULP (NON)FICTION
I WAS A COLD-PRESS VIRGIN until
the moment a pretty girl in an apron
handed me a tall glass of green liquid.
4HE�INTENSITY�OF�THE�mAVORS�KALE��
CUCUMBER��AND�GINGER�WAS�A�
REVELATION��"UT�THEN�)�CAUGHT�SIGHT�
OF�THE�STUFF�SHE�CAVALIERLY�TIPPED�
from her juicing machine into a
garbage bag: roughly three pounds
OF�EDIBLE�FOOD��)�HAVEN�T�TOUCHED�A�
COLD PRESSED�BEVERAGE�SINCE�
,INKED�WITH�FASTING��hCLEANSES�v�
AND�THE�RAW FOOD�MOVEMENT��THESE�
FRUIT�AND�VEGETABLE�DRINKS�CONTINUE�
TO�SKYROCKET�IN�POPULARITY��WHETHER�
MADE TO ORDER�LIKE�MINE�OR�BOTTLED��
PRESSURE�TREATED��AND�REFRIGERATED�
FOR�PURCHASE�WITHIN�A�FEW�WEEKS��
Such a short shelf life contributes
TO�SKY HIGH�PRICES��WHICH�A�CERTAIN�
DEMOGRAPHIC�IS�MORE�THAN�WILLING�
to pay. Projected 2015 sales of
bottled cold-pressed juices exceed
�����MILLION��4HAT�S�NEARLY����TIMES�FO
OD
ST
YL
ING
BY
LO
RI
PO
WE
LL
WHEN YOU DISCOVER that I didn’t just pen a plug
for Beekman 1802’s sublime bug spray, on page 12,
but also devoted our “Last Word” column to the
company’s founders, you might think I’m biased.
You’d be right.
)�lRST�MET�"RENT�2IDGE�AND�*OSH�+ILMER 0URCELL�
while producing a Country Living feature about the
couple’s upstate New York farm seven years ago—
right before The Fabulous Beekman Boys, A�SORT OF�
unscripted Green Acres, TURNED�THEM�INTO�REALITY 46�
stars. We’ve since collaborated on multiple media
PROJECTS�AND�TRAVELED�TO�THE�SAME�INDUSTRY�BOON
DOGGLES���)�REALIZED�*OSH�WAS�MY�SOUL�MATE�AT�A�BAR�
in Ohio, after he admitted to the production of an
AMATEUR�6(3�MASH UP�THAT�HIS�TEENAGE�SELF�DUBBED�
h$ALLASTYv�AND�ACTUALLY�SENT�TO�!ARON�3PELLING��
.O�MATTER�HOW�SUCCESSFUL�*OSH�AND�"RENT�BECOME��
THE�REFORMED�CITY�SLICKERS�REMAIN�REFRESHINGLY�DOWN
TO EARTH��$ID�THEY�WIN�The Amazing Race and land a
ZILLION�LICENSING�DEALS��5H HUH��$ID�THEY�REJECT�FANCY�
caterers for their 2013 wedding in favor of a folksy
POTLUCK�PICNIC��9OU�BET��-ARTHA�3TEWART�BROUGHT�A�
dish, but so did yours truly and damn near every
ONE�OF�THE�GROOMS��NEIGHBORS�IN�TINY�3HARON�3PRINGS��
!S�A�GIRL�FROM�MUCH RIDICULED�-ISSISSIPPI��)�
appreciate the Beekman Boys’ vociferous defense
of rural intelligence in the face of urban pretension.
As Modern Farmer’s editor, )�M�mOORED�BY�THE�FACT�
THAT�THEY�DONATE����PERCENT�OF�THE�PROlTS�FROM�THEIR�
NEW�4ARGET�FOOD�LINE�TO�SMALL�FAMILY�FARMS��3O��YEAH��
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repellent really does rock.
letter from the editor
I got my goat on last
summer at Beekman
1802 farm in Sharon
Springs, NY.
MIC
HA
EL
PA
TR
ICK
MO
RO
NE
Y
WINTER 2016–17 / 11
f o o d . s p i r i t s . t r a v e l . c u l t u r eFIELD NOTES /
The latest art-world buzzImperiled bees provide the subject matter—and the cause—for a North Carolina painter.
“If the bees go, we do, too. The situation’s that dire,” says Matthew Willey, who’s on a quest to bring
attention to the plight of the honeybee by painting 50,000 of them—an ideal number for a healthy hive—
on buildings across the country. Since 2015, when the Asheville, North Carolina, artist launched his
campaign, called The Good of the Hive, he has completed eight murals containing more than 1,100
bees. But Willey won’t accept commissions from just anyone. Clients must convince him that they’re truly
committed to the cause. So far, the select group includes Raleigh’s North Carolina Museum of Natural
Sciences; the Durham, North Carolina, headquarters of Burt’s Bees; and the Harold P. Curtis Honey
Company, a 62-year-old family business in LaBelle, Florida.
Willey first became interested in the pollinators eight years ago, after watching a bee die slowly in his
studio. Sick bees, he learned, instinctively (and altruistically) leave their hives in an effort to ensure the
survival of the larger colony. Encouraged by the selfless act, the 47-year-old decided to devote himself
full time to The Good of the Hive. In addition to fees paid by clients, the initiative is financed by donations
and the online sales of T-shirts, prints, and skateboard decks. “I want to take these small, misunderstood
creatures and paint them really big, so people will learn about their startling decline as well as their
incredible importance,” explains Willey. “Everyone on the planet should know what’s going on with our
bees.” (thegoodofthehive.com) —Joe Phillips
Matthew Willey
painted this mural
at the North
Carolina Museum of
Natural Sciences,
in Raleigh, as part
of his campaign
to raise awareness
about honeybees.
CO
UR
TE
SY
OF
TH
E G
OO
D O
F T
HE
HIV
E
S U M M E R 2 0 1 6
CROPPED:
MICROGREENS
HOW TO:
MARK PERFECT ROWS
AGRONOMICS:
SO CIAL MEDIA 101
FIVE-MINUTE MENTOR:
JIMMY WILLIAMS
TO OLS:
FARMER FAVORITES
ILLUSTRATIONS BY
LUISA RIVERA
JIM
EC
KE
NR
OD
E96 / MODERN FARMER
last word
Lukas NelsonThe son of a certain Red Headed Stranger
and Neil Young’s go-to backing guitarist,
this activist-outlaw didn’t fall far from
the Farm Aid family tree. On September 17,
Lukas Nelson & Promise of the Real will
play the nonprofit’s annual benefit concert.
Meanwhile, he’s got plenty to say about
Monsanto and marijuana.
Family farms matter—
for reasons you might
not think. Buy food from a
nearby producer, and you’re
supporting localized econo-
mies, which are harder to
corrupt with corporate and
political interests.
If corporations control our
food, they control our lives.
It’s important to prevent an
agricultural monopoly. After
working with Neil on his album
The Monsanto Years, it scares
ME�TO�THINK�OF�A�PROlT DRIVEN�
chemical giant owning such a
large percentage of our global
food supply.
Music is the most magical way
to effect change. The more I
focus on my bliss, the more
I can encourage other people
to follow their own. At least
a few will become inspired to
make a difference.
My music’s more rock ’n’
roll than my dad’s. But I’m a
product of my environment.
I’ve written a lot of songs
that sound like him. My band,
Promise of the Real, plays
cowboy-hippie-surf rock, and
ultimately, being a hippie in
2016 means the same thing it
did back in the day. We’ve just
learned the value of a shower.
Marijuana should be fully
legalized. I’ve never done
cocaine or heroin, never got
into pills. I don’t consider
marijuana a drug, really.
It’s medicine. I’m one of the
master testers for Willie’s
Reserve cannabis line.
For more on Lukas Nelson &
Promise of the Real, visit
promiseofthereal.com.
To learn about Farm Aid and
the organization’s 2016
concert in Bristow, Virginia,
go to farmaid.org.
56 / MODERN FARMER
HOW TO RAISE CHICKENS
BY LUCIE B. AMUNDSEN
PHOTOGRAPHS BY
ALIZA ELIAZAROV
FROM
CHOOSING
BREEDS AND
CARING FOR
CHICKS TO
TRICKING OUT A
COOP—HERE’S
WHAT YOU
NEED TO GET
CRACKIN’.
FOR FARM- FRESH EGGS
THIS PAGE Chicken enthusiasts favor the American breed Wyandotte for its har-diness and dependable laying—more than 200 eggs a year. OPPOSITE Available only in bantam (small) size, Sebrights make up for lousy laying with striking good looks.
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The Modern Farmer Advisory BoardA microcosm of our influential audience, our board reflects the diversity of players in the modern food movement, with strong representation by its most high-profile advocates: America’s premier chefs.
LEE JONESCo-Owner, The Chef’s Garden and Co-Founder, The Culinary
Vegetable Institute
MICHEL NISCHANCEO/Founder,
Wholesome Wave
MATT AND TED LEEAuthors, The Lee Bros.
Southern Cookbook
RUTH REICHLWriter and former Editor-in-Chief,
Gourmet
DOROTHY KALINSFounding Editor-in-Chief,
Saveur
KEN MEYERExecutive VP of Operations,
Whole Foods Market
PETER SEVERINOPresident,
Severino Pasta
ANNA LAPPÉDirector,
Real Food Media Project
PINO POSTERAROChef/Owner, Cioppino’s
Mediterranean Grill
MICHAEL ANTHONY Executive Chef/Partner,
Gramercy Tavern
FRANK CASTRONOVO Chef/Owner,
Frankies Spuntino
MATTHEW DILLON Director of Agricultural Policy and Programs, Clif Bar & Co
FRANK FALCINELLIChef/Owner,
Frankies Spuntino
ROB FEENIEExecutive Chef,
Cactus Club Cafe
DANIELLE NIERENBERGPresident, Food Tank
KURT TIMMERMEISTER Owner, Kurt Farm Shop and
Kurtwood Farms
DONNA WILLIAMS Founder and President,
Field Goods
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Modern Farmer's A Starry Night at the Farm Event SeriesModern Farmer offers partners the opportunity to engage with affluent, responsible consumers by participating in a series of culinary experiences designed to excite the palate and support those who put sustainable food on our tables.
Held at different locations and in various states, Modern Farmer's Starry Night on the Farm events offer 150+ guests an evening of delicious, locally sourced food prepared by celebrity chefs; indie music; and an opportunity to learn about the farmers, producers, and breeders behind the evening’s meal. Proceeds from the event go to a nonprofit organization that promotes and enriches the lives of farmers and the future of farming itself.
For information on upcoming events and sponsorship opportunities, contact your local Modern Farmer account representative.
Modern Farmer By the Numbers
DIGITAL (AS OF 7/16)
Uniques 1,166,775 (+112% YOY)
Page Views 1,479,655 (+100% YOY)
Mobile Uniques 646,311
E-Newsletter (2x/wk) 52,226 (opt-in subscribers)
Frequency Quarterly
Circulation /ratebase: 125,000
Total Audience 300,000
Readers Per Copy 2.4
Primary Retailers Whole Foods Market, Wal-Mart, Costco, Kroger, Barnes & Noble, Hudson News, Sprouts Farmers Markets
SOCIAL (AS OF 7/16)
Facebook 158,052
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2017 Digital Rates
MODERNFARMER.COM
The online destination for Modern Farmer with its own
dedicated editorial team, daily features, video content,
social media, shopping, and much more.
Unique Visitors: 1,166,775
Monthly Page Views: 1,479,655
Social Audience: 265,636
E-OPPORTUNITIES
E-newsletter: Modern Farmer reaches over 50,000
subscribers with 27.9% open rate (compared to a
17.5% industry average) and 7.6% click rate (compared
to industry average of 3.7%)
E-mail Blast: Modern Farmer also reaches over 18,000
subscribers that have opted-in to receive information
from trusted partners.
Geographic and content targeting
available for an additional fee.
Note: All CPMs and flat rates are listed as net.Source: Google Analytics, Social counts as of July 2016 and includes Facebook, Twitter, Instagram and Pinterest.
ADVERTISING OPTIONS UNIT CPM
970×90 Super Leaderboard $40
300×250 Rectangle $35
300×600 Half Page $35
320×50 Mobile $20
ADVERTISING OPTIONS UNIT FLAT RATE
560×200 Newsletter Premium Ad $2,000
Dedicated Partner E-mail $3,000
For rates and special packages, please contact
your Modern Farmer account representative.
2017 Video Opportunities and Print Rates
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Print Production Specifications
FULL PAGE
Trim Size 7.75" × 10.5"
Bleed Size 8" × 10.75"
Safety Area 6.67" × 9.125"
CLOSING CALENDAR
SPRING 2017 Ad close: 1/27/17Material close: 2/3/17 On sale: 3/14/17
SUMMER 2017 Ad close: 4/28/17Material close: 5/5/17 On sale: 6/13/17
FALL 2017 Ad close: 7/28/17Material close: 8/4/17 On sale: 9/12/17
WINTER 2017 Ad close: 9/29/17Material close: 10/6/17 On sale: 11/14/17
HALF PAGE
Trim Size 6.75" × 4.475"
No Bleed
QUARTER PAGE
Trim Size 3.29" × 4.475"
No Bleed
SPREAD
Trim Size 15.5" × 10.5"
Bleed Size 15.75" × 10.75"
Safety Area 15" × 10"
File Type Required:
PDF X 1A
Images:
CMYK, 250dpi–400dpi (Please
convert spot colors to CMYK)
Upload all ad files to:
modernfarmer.sendmyad.com
Text that runs through gutter should provide
1/2" safety between live matter. For spreads
running on C2 & Page1 or C3 & last page, please
also provide 1/2" safety left/right sides due to
hinge score and having to pull out the pages.
NOTE: All materials and on-sale dates are subject to change.
For production and uploadquestions, please contact:
Kady Francesconi
646.807.4114
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Digital Production Specifications
WEBSITE 300×250: Medium Rectangle
Maximum File Size: 40K
Animation: 15-sec
300×600: Half page
Maximum File Size: 40K
Animation: 15-sec
970×90: Super Leaderboard
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Animation: 15-sec
320×50: Mobile Banner
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No flash
NEWSLETTER 560×200 Custom size
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JPEG, PNG, GIF
EXPANDABLE RICH MEDIA UNITS
728 × 90 >> 728 x 315
970 × 90 >> 970 x 418
40k (Maxium initial file load)
Animation: 15-sec
DEDICATED E-MAIL GUIDELINES
A zipped HTML template, text for plain text version and
subject line. All creative — HTML template, text and URLs
— need to be submitted one week prior to deployment.
E-mail templates should be no more than 600 pixels wide to
optimize for mobile viewing. An email test will be sent before
deployment for approval. Do Not Contact lists require an
additional processing fee beginning at $200 net.
FLASH
300 × 250 970 × 90
Maximum File Size: Initial load not to exceed targeted ad size.
Animation: 15-sec
Must include .SWF File with clicktags, GIF/JPG provided as
back-up, Flash Movies kept below 18 FPS, target=”_blank”
is required in “basic actions” to ensure clickthru opens in a
new window, clickTag code must be embedded in.SWF file:
{getURL (_root.clickTag, “_blank”); }*
*All Flash creative must be properly coded to track clicktags.
ACCEPTED THIRD-PARTY FORMATS
24/7 Real Media
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VIDEO 300×250 Video*
Maximum File Size: 40K
Animation: 15-sec
User-initiated audio with visible controls is required
*Only third party tags are accepted for video creative.
Digital Ad [email protected]
EyeBlasterEyeWonderMediamindMediaplexMixpoPointrollQoof
Height/width vary. User-Initiated audio on click. Must
include prominent on/off buttons. “Close” button
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Contacts
CORPORATE OFFICE/NEW YORK
Modern Farmer
403 Warren St., 2nd Floor
Hudson, NY 12534
518–828–7447
Jim Schiekofer
Publisher/Chief Revenue Officer
917-885-3274
Jackie O'Connor
New York Manager
917-716-3536
LOS ANGELES
Jim Schiekofer
Publisher/Chief Revenue Officer
917-885-3274
CHICAGO
Todd Westover
Midwest Advertising Sales Director
269-274-3851
SOUTHEAST
Bryan Sullivan
Southeast Advertising & Custom Content Director
828-424-5709
SUBSCRIPTION INQUIRIES
888-797-9925
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