On this episode of the Farm Credit AgVocates Podcast, we interview Angel Evans, Founder and CEO at AgLife Marketing, to define what customer experience is and how we can shift our focus of our own operations to better serve our customers. 

In this episode you'll learn what customer experience is, what Horizon Farm Credit is doing to enhance the customer experience and how you can position your operation to be a solution provider to your customers. 

Jenny Kreisher:

Welcome back to the Farm Credit AgVocates podcast. I'm your host, Jenny Kreisher, Director of Communications at Horizon Farm Credit. My guest today is not only a very good friend of mine, but someone who has made a huge impact on my career, a mentor, you could say. Angel Evans, Founder and CEO of AgLife Marketing hired me over seven years ago. Her career started in the Farm Credit system where she helped associations across the East coast up their marketing and communications game. Today she's taken her passion for helping others in a new direction with customer experience. Angel works with agricultural organizations and leaders across the country to help them learn more about their customers and employees in order to grow their business. She's also no stranger to a podcast as the host of Voice of the Farmer Podcast. You will have to check it out if you haven't already and we'll link to that in the show notes. So without further ado, welcome to the pod Angel, I've really been looking forward to having you on here since we launched.

Angel Evans:

Thank you. I was excited that you asked me I've been waiting for the invitation.

Jenny Kreisher:

Before we get into all the juicy details about customer experience, I'm hoping you can give our audience a little background on you. You grew up on the Eastern Shore of Maryland.

WAS AG ALWAYS A PART OF YOUR LIFE GROWING UP?

Angel Evans:

It's kind of difficult to grow up on the Eastern shore of Maryland and not have agriculture be part of your life because wherever you look, wherever you go, you're going to see either, cornfields, soybean fields or poultry houses. But yes, so my family actually lived as tenants on a farm in Caroline County. So that's where I first learned all about hard work from feeding cows to bailing hay, making scrapple, driving tractors. I think I was actually eight or so my mom says, when I had my first paid job working as a tomato picker at a neighbor's farm. And so I'm sure for those of you who know me, I'm like I say five foot, but 4’ 11.5’, so they actually had to make a special box thing for me to stand on, to be able to reach the conveyor belt that the tomato picker went on one. So Ag has always been a part of my life. It's also where I learned to make sure that a wire fence was off before grabbing hold of it. Yeah. I think everyone should just grab a hold of a wire fence at some point, you know, so you learn never to do that again. So now my, my dad and brother actually now own that farm that we were tenants on. They rent out some of the land and farm some of it themselves, but they have a millwright business. So working on large green facilities, green tanks elevators. And then my mom has a small five acre farmette with some beef, cattle, horses, and chickens. So, yes, to answer your question, it's, it's always been a part of my life.

Jenny Kreisher:

WHEN DID YOU BEGIN YOUR CAREER AT FARM CREDIT? YOU WERE WITH THE SYSTEM FOR OVER 20 YEARS.

HOW DID THAT START? HOW DID YOU ENTER INTO THAT WORLD?

Angel Evans:

Well, I was actually 19 when I started at Farm Credit. There is a job opening at the Denton office for Loan Assistant. So I decided to go for that.  I still remember when I was wearing on that interview, it was a red suit and I had one of the Loan Assistants come out and say, well, you don't wear heels around here. So I love the culture of Farm Credit, that it is not that buttoned up. But anyway, I started when I was 19 and I worked as a Loan Assistant. I love that I had that foundation because I learned all of the ins and outs of finance, the five C's of credit, what, what makes someone eligible for a loan and the process. But my passion has always been in marketing from, since I can remember and the things I participated at school. So it was really, a natural progression and it actually progressed kind of quickly from starting when I was 19. It was just a few years that I transitioned into marketing full time.

Jenny Kreisher:

WHAT IS IT ABOUT MARKETING THAT YOU FOUND TO BE SO ENJOYABLE?

Angel Evans:

Well, I love that marketing helps people, it helps customers. Marketing has always traditionally had a bad rap reputation for, you hear the things like “oh, it's just marketing for you.”  I've never viewed it that way and that's why I love customer experience so much in that marketing and particularly using customer experience isn’t  about just trying to sell a product or service it's about helping people reach their goals and accomplish their goals. And so that's what I love about marketing. I wouldn't never, and have never felt comfortable trying to pitch an idea, a product, and a service to someone that I know didn't need it. And I know that traditionally, and that there are other companies out there that do that. But particularly with Farm Credit, I know we've never done that. And so it just is fueled my passion for marketing and that know we're just helping people understand what's available to them and how it can help them. So that's what I love about marketing. Just being able at the end of the day, to help people realize their dreams and accomplish their goals.

Jenny Kreisher:

I have to agree as a fellow marketer and you're right, marketing and customer experience really are aligned before we get any further into talking about customer experience or CX as our audience might hear us refer to it going forward,

DO YOU MIND DEFINING WHAT CUSTOMER EXPERIENCE IS AND KIND OF WHAT, WHAT THAT MEANS?

Angel Evans:

Sure, so when we talk about customer experience, we're saying it's the sum, total of all the interactions that customer has with a brand. So Farm Credit, when we say customer experience, we mean from the time someone that's not even a customer or prospect, a future customer sees a Farm Credit sign or an office, or has someone recommend them or calls into the office all the way through to applying for a loan, speaking with a loan officer, closing the loan, getting their patronage check, all of that. So when we talk about experience, it's not one thing, it’s the whole experience. And oftentimes people get them confused and they say, well, we already provide great customer service. Well, you only provide customer service. If someone calls in, you've had a great time service experience or, they’re a few touch marks. The experience is when they're on your way site, are you giving them a good experience? So that's not a good customer service. You can't do that on a website. I can give a good experience. So when we say CX or customer experience, that's what it's about. It's about all of those interactions and defining those and pulling them apart and making sure that every interaction with the customer is a good experience.

Jenny Kreisher:

One big piece of customer experience is customer journey. You talk a lot about journey mapping.

DO YOU MIND DEFINING WHAT A CUSTOMER JOURNEY IS AND HOW THAT PLAYS INTO THE WHOLE OVERALL CUSTOMER EXPERIENCE EFFORT?

Angel Evans:

Sure. So when we talk about the interactions a customer has, we're really talking about that journey. So, when we say customer journey, it's actually like a map or you think about if you're going on a trip. If you're going on a journey and you're going to Jamaica, for instance, you know, what, what was your journey? When did you first realize you want it to go on a vacation? And where did you look and what were you thinking and feeling as you were looking for options. And then once you decided on a place to stay, what was that like?

So for Farm Credit, when we talk about customer journey, we're talking about putting that whole experience together and drilling down into each of those interactions so that we know, okay, I need a loan for land, for farm land to expand my operation. So that first part of the journey, what am I doing? What am I thinking, how my feeling, and are there any pain points as you interact? So you split apart the entire journey, and then you look at it as a whole. You'll see, there might be some areas of that journey that your organization may be a little weaker, or not even just week, but maybe we can really elevate that part of the journey and make it easier for them, because again, it all goes back to your goal. My goal, when I think of marketing and customer experience is making sure they understand how we can help them. So we're doing a disservice, if at the beginning of their search, they don't find Farm Credit or there’s a weak part there because we're not providing to them what we know that they can use to help in their business. So it's that entire process and, and splitting it apart and looking at those individual touch points and how well the customer is.

Jenny Kreisher:

You did a really good job explaining that. That's something that I've obviously spent a few years now doing this with you. So it comes kind of second nature and I'll have to make sure to include a journey map example in the show notes for people to see it because I think when you visually see it, it definitely helps. So I'll definitely make a note for everyone to check that out in there.

You kicked off our CX initiative here at Horizon and you continue to work with a team of staff here on that project. I know you meet routinely, you had a meeting earlier today, actually.

SO CAN YOU GIVE OUR LISTENERS A LITTLE BACKGROUND ON THE CX INITIATIVE AND HOW YOU GOT THAT KICKED OFF AND WHAT Y'ALL ARE WORKING ON TODAY?

Angel Evans:

For our listeners, that whenever you're talking about a CX initiative or any initiative, it always starts at the top. I commend Horizon and the other organizations I work with the first just recognize that customer experience is what will give you a competitive advantage today because there's so many options out there for people. So really the only thing that's going to differentiate you is that experience. So at Horizon, Tom, the CEO started out with we want to do this, this is often the questions of other Ag leaders that come to me. They want to do it. They're not real sure exactly what it means or what it looks like or what the strategy should be. So that's what I do and what we did at Horizon. So we start by what do you envision and we work through what's your vision of customer experience. What's that look like at your organization? So we did that for Horizon, and then we went on our own journey of making sure that the staff was engaged, that we had some processes in place that support that customer experience mindset, and trying to transition Horizon from a, what we say is just a customer focus, which is great, but to more customer centric. So thinking like a customer, so what we've done just high level, is tried to know everything we can about Horizon customers, what they're thinking, feeling, doing what their journeys are.

We have that committee that I've met with this morning, that changes every once in a while, to help us make sure that our journey is addressing what each of those customer groups really want and need. So this process is just very smooth and that it's learning about your customers and then what their journey is, identifying their pain points and opportunities. And then coming up with some solutions, some great customer centric solutions that either solve their pain points or elevate their entire journey or pieces of their journey. So that's where we are and we continue to do that. Our focus right now is on the future. So what's the future customer of Horizon Farm Credit? Who is that? What do they look like? What are their thoughts, feelings, and actions, and how do they behave? What are their demographics look like? What are their psychographics? So that's what we're working on now. It's very exciting. We've learned some really eye opening things that I think will really help prepare Horizon for the future and, and allow Horizon to help a lot more farmers reach their goals.

Jenny Kreisher:

It is exciting. It's definitely one of my favorite parts of my job right now - doing the customer experience work and working with the committee that we have created to find those solutions, like you mentioned, to alleviate pain points.

SO WHEN YOU DECIDED TO TAKE THE LEAP FROM FARM CREDIT, YOU KNOW, WITH 20 PLUS YEARS OF FARM CREDIT INTO ENTREPRENEURSHIP AND SPECIFICALLY CUSTOMER EXPERIENCE ENTREPRENEURSHIP, WHAT WAS IT THAT HELPED YOU MAKE THAT DECISION? WHAT WAS THE SPARK THAT KIND OF POPPED UP FOR YOU THAT HELPED YOU DEVELOP AGLIFE?

Angel Evans:

I'll start by saying the culture at Farm Credit is that we are a family. So, you know, being that I started at 19, Horizon provided the financial support to get my degree. And then, my close friends like you and other people, we’re family there. So just mentally, I mean, even though the spark was there, it was really hard to make that decision because I felt like I was telling my family, I was moving to a different country or something. The spark was that I have been with Horizon, of course, I worked at the bank for a few years, I've helped other associations within the AgFirst district, but I just wanted to help more people. I just wanted more. I know the methodology works, I've seen it and it just brings me joy to be able to help others. So the spark that helped that was like, look, I know I can do more and help more people if I branched out, went out on my own and was available to help other ag organizations. Thankfully I'm still working with my Farm Credit family and also just branching out and meeting new people and, and helping additional organizations. It's very rewarding.

Jenny Kreisher:

WORKING AWAY FROM FARM CREDIT, HOW DO YOU WORK WITH OTHER AG LEADERS TODAY? WHEN THEY CALL YOU, WHAT IS THE PAIN POINT THAT THEY'RE LOOKING FOR YOU TO HELP THEM FIX, TYPICALLY?

Angel Evans:

They normally don’t know. The thing about CX is, is the most organizations they aren't broken, there’s not anything broken. I mean, Horizon has great relationship with our customers. Like everything, you know, there, there's not a lot of pain points, loyal customers and, and a lot of Ag organizations are like that. But it's just that the knowledge is really starting to be more prevalent that you know that you are going to have to compete on customer experience. Because just products and services, there’s just so many things out there now. I mean, I needed a loan for my property.  My husband and I were, we're buying and I did it online and had the money in less than two days, and I was approved the same day. So as more opportunities and competitors and things that are out there, I think organizations are realizing my existing model, it works for now and it's worked in the past, but it might not work in the future. So when they call me, they don't really know what they need. They’re pain-point is more of the unknown. What do I need to do now to make sure that my customers are having a great experience and that I'm prepared for the future and I'm agile enough to pivot or make changes, which of course, you know, COVID has, has taught us that we need to do that. So that's what they're calling and wanting help with. And, and of course, that's my wheelhouse. So that's, that's what I love to help with.

Jenny Kreisher:

Well, you kind of answered my next question was going to be, why does CX matter, which you kind of answered already. So I'm going to ask it a little bit differently.

WHAT IS YOUR RESPONSE TO PEOPLE THAT THINK CUSTOMER EXPERIENCE IS A BUZZWORD?

You know, we all in marketing go through different trends, in phases and CX to a lot of people might just be another trend or another fad. So what do you say to people when they might argue that point with you?

Angel Evans:

Well, I would, I would hate to see where they are in a few years because we have seen with COVID, especially that those organizations that are customer centric and have customer experience mindset and things in place, or the ones that are winning and surviving because they can change and adapt quickly because customer experience is about knowing your customers and meeting them where they are. Right? So COVID, for example, you think about the food deliveries and the stores that were in person and had to make available online and just the creative ways that people are engaging with their customers now, because they're making it about their customers. So you can't, and I know Horizon was awesome with this, but you can't just keep selling people who are emotionally not in that state of mind. So the customer experience mindset, it's not, I can see where it's a buzzword and sometimes I wish I could call it something different because I don't want it to be such a water down thing. When people say that I'm like, well, let's take a look at the facts of who are the people out there outperforming and why are they outperforming and let's look at these things. So like for Farm Credit, for example, I love that now more and more Farm Credits are on board with looking at this because there's nothing broken right now. But imagine you think about, imagine a competitor coming in, just like this loan experience I had, and I could be a farmer and get an operating line of $400,000 with just a few details. You know, what's going to differentiate. So with customer experience, you can have a longer process and not be as quick as one of those competitors, but the experience your customer has with you is so much better that they wouldn't even think about going somewhere else. So, that’s the advantage is really just showing, showing folks that, okay, you might think it's a buzzword, but let's look at some of these companies that did not survive COVID because they weren't using those methodologies. COVID is just a relevant example, but you can use any example of when new competitors come on the market, you need to, you need to have that that's, that is the competitive advantage of today and their foreseeable future.

Jenny Kreisher:

I remember when, you know, the whole, when CX kind of first came on the scene, at least in the Farm Credit system, everyone used the examples of Kodak, Blockbusters and  Sears. It was overdone, but it's not, they're not wrong. I mean, they're still very relevant. To your point about COVID, what do you feel like the future of CX will look like post COVID? It's hard to think about a post- COVID, but it's got to be there.

SO, WHAT DO YOU THINK CX IS GOING TO LOOK LIKE AFTER COVID?

Angel Evans:

Well, as I said that the, this pandemic has made it painfully aware that you need to have a CX customer experience method in place to whether crisis’ is like this or any other. Environmental, competitive, so those companies who already have a customer centric organization they've survived. And why, because customer experience is all about focusing on the emotions of customers on their care and their concerns and meeting customers where they're, where they are. So, the COVID crisis will end at some point, hopefully the changes in the behavior of customers will not. So I think that the pandemic has really shifted and made it more aware that organizations need to be customer centric, because they need to be empathetic about what folks are going through and have things in place to help them be successful in weather, any storms like that. So, I think consumers are still going to be having changing expectations, but they've kind of like tasted the fruit of, wow, these companies really do care. So I think that's just going to be a higher expectation from them going forward.

Jenny Kreisher:

I agree. And I think that, like you touched on before, you know, one of the big pieces that makes CX successful is the agility that organizations have. And I think COVID has just made that even more apparent that companies can no longer be resting on their laurels. I think all organizations need to be aware that they need to make decisions quicker and move quicker because that's just kind of what we've all become accustomed to in today's world.

Angel Evans:

Well, yeah. And listen, so you know me well and you know that I struggle with perfectionism. So I in the past, I think I've gotten past most of it, but it has prevented me, even my team in the past from moving forward quickly because you want things to be perfect.  So one thing with CX that, you know, I love to talk about, and it's actually a freeing it's like permission. You know, when we think about these things, it doesn't have to be perfect. It's better to get things out and communicate with your customers, then do it in just the right way. If your intentions are there and you're empathetic and you're focusing on them and their feelings, like don't wait for a committee to review everything. And you know, every “t” to be crossed and every “I” is dotted. It’s more important that you respond quickly and you make sure you have your empathetic hat on than it is to wait and do something perfect because you've kind of missed the boat.

Jenny Kreisher:

I completely agree. And to quote my fellow host of this podcast, Meag, she says a lot and we use this line a lot in our communications to our members is, “it's about progress, not perfection.”

Well, a little birdie told me you're writing a book. Is that true? And if it is, I know, actually I know it is because I'm on the pre- purchase list.

CAN YOU TELL US A LITTLE BIT ABOUT YOUR BOOK, WHAT THAT LOOKS LIKE AND WHAT THAT BOOK'S ABOUT?

Angel Evans:

I'm so excited. You know, I wanted to write a book for years, although I didn't know what I was going to write about. And I have so many stories. I'm going to make a fiction book one day. This book is called “Know, Go, Grow” and it's available as you said on preorder on Amazon, but the book is about customer experience, but it's about the three step process of knowing-go-grown.  So knowing your customers in a way you never have before; taking action, that's the go part. So taking action on that information, because as Napoleon Hill says, I love him. Like, you know, everyone says knowledge is power, but that's only a half truth, knowledge, isn't power until action is attached with it. So anyway, know your customers go, take action on that information to solve those pain points, create new solutions and then grow your business using this repetitive process.

I'm excited about that. I hope it's out by the end of the year. Again, I already told you about my perfectionism. So I'm trying to let some things go just to get it out there. It'll organize the information that we've kind of talked about today in a simpler way, in a three step process that will help those organizations who want to get started. Don't really know how to get started, what the benefit is or the things that they could take action on right away, just to start moving to that.

Jenny Kreisher:

I love it. I'm super excited to read it.

WHERE CAN PEOPLE GO TO PREORDER YOUR BOOK?

Angel Evans:

On Amazon. I guess you can put it in the show notes, but if they just type in an Amazon “Know, Go, Grow and Angel Evans, it should come right up.

Jenny Kreisher:

Well, aside from going ahead, and pre-ordering your book for those out there who want to get started in CX - they recognize that it's that it's important. They have to get it started. They've got to do it. Now's a great time to do so.

WHAT ARE THE FIRST THREE STEPS THAT A BUSINESS OWNER OR LEADER NEEDS TO DO TO BEGIN AN INITIATIVE LIKE THIS?

Angel Evans:

Well, they need to start thinking like a customer and that's easier said than done, but I like to say it. So I'll give you two steps - stop trying to make customers want the products and services you offer. So stop trying to convince the customers that they want, what you have. Start making products and services your customers will want. So again, marketing has always had a bad rep of “just trying to sell you something.” That might be old school marketing or another industry because it's certainly not in the Farm Credit system that I've seen. Stop trying to make customers want the things you offer and start making products and services your customers will want. So in other words, start thinking like a customer.

Jenny Kreisher:

So for those business owners out there who are bought into CX, like they are now starting to recognize the importance of this kind of work, and they understand that they need to get started on some sort of initiative in this way. What kind of advice do you have for them to make sure that their employees and their other colleagues embrace this mindset as well? You mentioned before that it really does come from the top, but it has to be embraced by all levels of an organization in order to be effective.

SO WHAT ADVICE DO YOU HAVE FOR PEOPLE TO HELP THEM DO THAT?

Angel Evans:

Like any other huge organizational change, you need to have those things in place that help your employees know what it means to be customer centric and be rewarded for those types of behaviors. , and just some constant redirecting of decisions that may be made from a business perspective instead of a customer perspective. For instance, I have an idea as an employee, let's have all of our customers come drive by our office on Thursday and pick up a goodie bag, which to me that's customer focus, right? Oh, that's a great idea. And you don't want to discourage employees from doing it, but it's not customer centric because you're not really thinking like the customer would, the customers want to do this. You need to meet them where they are when you have that initiative in your organization. It's making sure that there are our leaders and decision makers that understand what it means. So when an employees have these great ideas and they have them all the time, but just to make sure that it's not just an idea, more thinking like a business, but it's something that the customer would want. So that may involve reaching out to some customers and seeing what their preferences are, but just thinking like a customer.

So getting started just like any other organizational change you need that mindset of is this what the customer wants or am I trying to make the customer want this? So just having that mindset integrated is a great start, but there's a ton of supporting information out there on the web. Of course my book will help if folks want to get that. But, it's really that mindset and making sure that it's supported in the organization.

Jenny Kreisher:

That's great advice. Well, Angel, I really appreciate your time today. Like I mentioned earlier, I was really looking forward to this. I always love chatting with you, but before I sign off, I do have one more question for you. It's a question we ask everyone on the pod and that is:

WHAT IS IT THAT YOU ADVOCATE FOR IN AGRICULTURE?

Angel Evans:

Well, that's an easy one for me to answer. I advocate for the voice of the farmer. So I want to make sure that their voice is heard to ag organizations that provide products and services to them, so that they get what they need to be successful. That's why, you know, we have the podcast voice center farmer and I just love, uh, representing them and making sure that they have what they need to be

Jenny Kreisher:

Well, you're doing a fantastic job Angel really, and I so enjoy working with you and I can't wait to see how you grow AgLife. I'm very excited for your book.

Angel, where can our listeners find you? I know AgLife has an Instagram handle and your website, so would you mind sharing that with everyone?

Angel Evans:

My website is AgLife.Marketing, and email is info@aglife.marketing, and we're on Instagram and Facebook, if you just look up AgLife Marketing, you'll find us.

Jenny Kreisher:

Awesome. Well, I really appreciate your time, Angel. Thank you so much. Thank you everyone for joining us today. Please rate, review, subscribe, and share this podcast with a friend. To get the podcast notes and to subscribe for email alerts for all of our future episodes, head on over to mafc.com/podcast. And if you have any guest suggestions, please email podcast@mafc.com. Thanks so much. Keep on advocating and we'll see you next time.

The thought of building a home can seem overwhelming – finding the right neighborhood, the perfect floorplan, and a builder you can trust takes time. But in the end, once the paint dries and the keys are handed over, you have the home of your dreams, built to suite you and your family’s needs – a place where you can gather, grow, and make memories.

There’s really nothing better than that.

The last thing you should have to worry about once you decide to take that leap into home-building is your lender. We get it – you have cabinets and flooring to pick out. Let us take the stress out of the money part! Our newly revamped Construction-to-Perm Program does just that. Here’s how:

• Financing up to 95%
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To top it off, if interest rates drop during construction, you have the option to float down at modification, potentially helping you save even more money. Not a bad deal, right?

So, now you’re probably thinking, “What does Farm Credit know about building a home?” Surprisingly, more than you think! Our team of mortgage professionals has years of experience working with construction projects – we know the process from start to finish, and have seen it all when it comes to unexpected twists and turns. We’ll be there with you every step of the way!

Whether you’re ready to dive right in or need to talk it through a little more before you commit, give us a call at 888.339.3334. We’re happy to answer all of your questions. If construction isn’t the right move for you, we have many other financing options to help you get into the home that’s right for you.

Let’s make that dream of yours a reality.

Horizon Farm Credit recently announced the promotion of Kurt Fuchs to Senior Vice President, Government Affairs. Fuchs is based out of the association’s Denton, Maryland office.

“Kurt has been an integral part of not only our association, but the Farm Credit System, for five years,” says Tom Truitt, CEO of Horizon Farm Credit. “His work with legislators at the local, state, and federal levels is of the highest importance as we continue to live out our mission and help farmers and rural community members across our nation. We’re thrilled to have him join our senior management team, and provide additional leadership for our association.”

Fuchs joined Horizon Farm Credit in 2012 as the association’s government affairs officer. In his role, Fuchs works closely with legislators and their staff members, advocating on behalf of Farm Credit’s members and the agriculture industry.

“While growing up, I spent a lot of time working on my grandparent’s dairy farm, and developed a tremendous respect for everyone involved in agriculture. My passion for the industry has been the driving force of my career,” says Fuchs. “I’m honored to be able to shine a light on the importance of agriculture to legislators around our territory, and play a role in sharing our members’ stories.”

Fuchs, a native of the Eastern Shore of Maryland, graduated from Western Maryland College (now McDaniel College) with a degree in political science. Prior to joining Horizon Farm Credit, Fuchs worked with Maryland Farm Bureau and the United States Department of Agriculture (USDA) – Maryland State Farm Service Agency (FSA).

Horizon Farm Credit hosted an open house and ribbon cutting ceremony at their new office in Mount Joy, Pennsylvania on November 2. More than 350 customers and community members attended for tours of the office space, light refreshments and fellowship.

“We were happy to see so many of our member-borrowers and industry leaders come together to help us celebrate our new building,” says Darin Miller, regional lending manager for Horizon Farm Credit.

“Our team is excited about the numerous opportunities this new building will provide our customers and the community, as it is easily accessible to major roadways and provides adequate meeting space.”

Farm Credit presented a check for $5,000 to Feeding Pennsylvania to go toward the Fill a Glass with Hope campaign. An additional $300 was raised during the open house for the campaign through donations from attendees as they enjoyed Pennsylvania Dairyman’s Association milkshakes.

“On behalf of Feeding Pennsylvania’s member food banks, we are so grateful for this generous donation to our Fill a Glass with Hope program, the nation’s first statewide charitable fresh milk program,” says Jane Clements-Smith, Executive Director, Feeding Pennsylvania.

“With the help of our great dairy farmers and generous donors like Horizon Farm Credit, Fill a Glass With Hope has distributed nearly 10 million servings of fresh milk to families in need since its inception in 2015.”

The Lancaster County Chamber of Commerce participated in the ribbon cutting ceremony with Horizon Farm Credit board members and senior management.

“It’s an honor for the Lancaster Chamber to be a part of this great celebration,” says Josh Enders, Chamber Business Relations Director.

“We cannot thank Horizon Farm Credit enough for over 35 years of membership. With this new location, it shows Farm Credit’s commitment and dedication to Lancaster County and the agriculture industry.”

The office was purchased in November of 2017, and has since undergone tremendous renovations.

The building is a total of 25,000 square feet and is equipped with a community room, which is available for local organizations to use for off-site meetings. The office was officially open to the public on October 1.

When you apply for a loan or some form of financing, your credit score will be used to help determine your interest rate and likely be a large factor in approval. This score is reflective of your overall financial health and tells the lender how likely you are to make payments on time.

HOW ARE CREDIT SCORES CALCULATED?

There are three consumer bureaus that collect and analyze credit information on consumers: TransUnion, Experian, and Equifax. These three agencies compile information on your open, closed and cancelled accounts. They also use public records to figure your credit score, including judgments, liens, and other public record items. The two most popular scoring agencies and reports are FICO® and VantageScore. Both scores vary from a range of 300-850 and consider the same five factors into the scoring model: payment history, debt owed, average age of accounts, types of credit in use, and new credit. Typically, the higher the score, the more likely you are to get the loan or financing request approved. Each lending institution has different cutoff scores.

If your credit score isn’t where you’d like it to be, you’re not alone and there are a few changes you can make today to set you up for success in the future.

5 TIPS TO IMPROVE YOUR CREDIT SCORE:

PAY YOUR BILLS ON TIME.

35% of your credit score is calculated with your payment history and even being just a few days behind can have a major negative effect on your score. Take a look at your accounts and determine what you need to do to get current on all of your accounts.

*Pro-tip: Set up payment alerts through your bank or even just monthly reminders on your phone to make sure you don’t miss another due date.

PAY OFF DEBT.

30% of your credit score is calculated with your amount owed on accounts. Reducing the amount of debt you have will help you avoid letting this debt grow exponentially. If you’re up to your elbows in credit card debt, stop using them. Take a look at all of your account balances and make an aggressive payment plan towards the credit card bills that carry the highest interest rate – these grow the fastest!

*Pro-tip: Don’t forget to make payments towards the smaller interest rate accounts as well. Ignoring the minimum payment on these will be a hit against payment history.

Be aware that paying off a collection account, or closing an account on which you previously missed a payment, will not remove it from your credit report and will stay there for seven years. If you are having trouble making ends meet, contact your creditors or see a legitimate credit counselor.

DON’T OPEN A LOT OF NEW ACCOUNTS RAPIDLY.

New accounts will bring down your average account age and have a larger effect if you don’t have a lot of other credit information built up. This can also look particularly risky to a lender.

BE DELIBERATE ABOUT RATE SHOPPING AND INQUIRING ABOUT CREDIT LINES.

If you’re looking for rates on a particular loan, try to keep this search in a focused period of time. FICO distinguishes between a search for a single loan and a search for a bunch of new credit lines partly by the length of time over which the inquiries are occurring.

BE DELIBERATE ON HOW YOU HANDLE CURRENT AND NEW CREDIT.

Closing unused credit cards as a short-term strategy to raise your score will not work. Similarly, opening a number of new credit cards that you don’t need, just to increase your available credit, won’t work either. Apply for new credit only as needed. This, combined with managing payments responsibly and paying off your debt, will help you re-build your credit score in the long term.

A few other important things to know:

• Avoid credit repair agencies that charge a fee to improve your score.
• It’s OK to request and check your own credit report. If you are ordering your credit report directly from the reporting agency or an authorized organization, it won’t affect your score.

WHAT GOES INTO MY FICO CREDIT SCORE?

Payment History – This comprises approximately 35% of your FICO Score.  It includes your payment history on numerous types of accounts such as credit cards, retail accounts, installment loans, and finance company accounts. It also looks at public records and collection items such as bankruptcies, foreclosures, wage attachments, and liens; gives the details on late or missed payments, and the number of accounts that show no late payments. 

The Amounts You Owe – Approximately 30% of your score is based on this. Credit utilization evaluates how much you owe compared to how much credit you have available. This takes into account the amount owed on all accounts, the amounts owed on different types of accounts, the number of accounts you have, the total credit line being used, and how much is owed on installment loans.

Length of Credit History – Approximately 15% of your FICO score comes from this. This includes how long your credit accounts have been established considering the age of your oldest, newest, and average age of accounts.  Also, how long specific credit accounts have been established and how long it has been since you’ve used certain accounts.

New Credit – This category comprises approximately 10% of your credit score. FICO research shows that opening several credit accounts in a short period of time represents greater risk–especially for people who do not have a long credit history. Some things FICO considers is how many new accounts you have opened, how long it has been since you opened a new account, how many recent requests for credit you have made, length of time since credit report inquiries were made by lenders, and whether you have a good recent credit history which would follow any past payment problems.

Types of Credit in Use – Approximately 10% of your credit score comes from this.  This is your mix of credit cards, retail accounts, installment loans, finance company accounts and mortgage loans. It is not necessary to have one of each, and you should not open a credit account you do not plan to use. Instead, it takes into account what kinds of credit accounts you have and how many accounts of each type you have.

WHAT A FICO SCORE IGNORES

A FICO score considers a wide range of information, but does NOT consider:

• Race, religion, color, national origin, or marital status
• Age
• Salary, occupation, title, employer, date employed or employment history
• Where you live
• Any interest rates charged on credit cards or other accounts, or
• Any items reported as child/family support obligations

WHAT INFORMATION IS ON A CREDIT REPORT?

Earlier, we discussed a little about how credit scores are developed based off of credit reports that are developed by the three main consumer bureaus, TransUnion, Experian, and Equifax. All though they are all separate entities, the credit reports they produce will have some common categories of information:

• Identifying personal information like name, date of birth, social security number and employment information. This isn’t used to determine your credit score.
• Trade lines, or credit accounts that you have established. These are bank cards, car loans, mortgages, etc. They will show the type of loan, when you opened the account, your credit limit, account balance, and payment history.
• Credit inquiries from loan applications or other involuntary means, like the pre-approved credit offers you receive from a bank in the mail.
• Public records, like bankruptcies and lawsuits, and information on overdue debt from collection agencies.

Now that you know what goes into a credit score and how to improve yours, go check out your current accounts and see what you can do to set yourself up for financial success in the future.

The Farm Credit Foundation for Agricultural Advancement recently announced that Karl Binns has been appointed to their board of directors. He will assume his new role in January 2018.

“I have worked with Karl for the past two years through the Minorities in Agriculture Natural Resources and Related Sciences (MANRRS) program at the University of Maryland Eastern Shore, and can attest to his impeccable character,” says Cheryl Steinbacher, Horizon Farm Credit’s Senior Vice President of Human Resources. “Karl is respected by his peers and students, and has devoted his career and outside interests to education and improving the lives of young adults. We’re thrilled to have him join the Foundation’s board of directors.”

Binns is currently the lead development officer at the University of Maryland Eastern Shore’s School of Agriculture and Natural Resources, and serves as the school’s MANRRS advisor. This past year, he was awarded the Maryland State Department of Education’s Outstanding Change Agent for Postsecondary Education honor. Binns is also a member of the Baltimore City Extension advisory board, and is involved with the Maryland Council for Agriculture Education.

“It has truly been a pleasure working with the dynamic team at Horizon Farm Credit, as well as the entire Farm Credit System, through my leadership programs at University of Maryland Eastern Shore and with MANRRS,” says Binns. “Farm Credit has been integral in helping to attract a new generation of young people to the food and agricultural industry. I look forward to being a part of inspiring the next generation of agricultural leaders throughout the region.”

For more information about the Farm Credit Foundation for Agricultural Advancement, please visit FCFoundationforAg.org.

Buying land and building a house of your own can be a very rewarding process, but one that involves a lot of attention to detail. Whether you are currently in the process of buying land and building a home, or are planning to do so in the future, this article provides an overview of things to consider when buying your land and tips for building your dream home.

How to Find a Property to Build On

The first step to building a new house on existing land is vetting potential properties. There are many ways to find property to purchase including:

• Online
• Through a real estate agent or builder 
• Word of mouth in your community

When looking online, you can simply search for property for sale in your area. If you are working with a real estate agent, it is important to connect with them early, so they know your criteria and can flag properties that match what you are looking for as soon as they become available. If you already have a builder, it would be beneficial to consult with them as well, as they typically have many contacts to help you network. They’ll understand how to find land that can support building a new home and may be able to point you in the direction of lots for sale.

Another way to find property for sale is to ask around in your community. Some people may have land that is for sale that they have not listed yet or would rather sell their land to someone they know privately. Building your network and community will help you learn about this untapped sale method.

As you search for land, this is also a great time to start working with a lender. A pre-qualification will help you determine how much you may be approved for before you find the land you want to buy. Then you can create a budget and prepare for the loan amount. Learn more about how to buy land here.

What to Consider When Buying Land for Building

One of the most important things to consider when buying land to build a house is the location. You should determine where you would like to live and what factors are important to you before starting your search. Would you prefer to live somewhere more rural or right outside of a city or town? Will this make your commute longer or shorter? How close are you to amenities like grocery stores, hospitals and schools?

You will also need to pay attention to the zoning of the property. Is it agricultural or residential? These will both typically be acceptable to build on, but may differ in the amount of acreage that is attached. If you need more acreage to grow crops or raise cattle, an agricultural zoning will be a better fit for you. Each comes with their benefits and limitations, so make sure to do your homework.

Another question to ask is whether or not the land is Perc’d (had a percolation test done) and does it have a well located on the property? If the land has not been Perc’d, you will not be able to build because you will not be able to have a septic system. If it has been Perc’d, the listing will tell you how many bedrooms can be supported on that piece of property. The listing will also inform you if it has a well. If it does, you will see GPM, which stand for Gallons per Minute, and is measured in a ratio.

You will also want to look into what utilities and road options the property offers. Has the driveway been established and will you have to share it with your neighbors? Are there utilities already on the property or will they need to be added? Easements are also important to evaluate before picking a property. Easements are the limitations of what you can do with the property. For example, if the property is located in Forest Conversation, you will not be able to remove any wooded area from the property.

In addition, surveys may be required for title work for the property. A house survey will determine where the house location will be on the land. This is typically completed quickly and is not expensive. A metes and bounds survey assesses property lines and land markings, is typically more expensive, and can take a longer time to complete. Surveys are not always required when purchasing land, but this is dependent on the specific property.

Pros and Cons of Building a House vs Buying an Existing One

Choosing to build a house vs buy an existing home is a very personal decision and there are many pros and cons. 

The benefits of building a house include: 

• being able to personally customize the features and design 
• less short term maintenance  
• higher levels of energy efficiency

Some drawbacks include: 

• a longer wait time to move into the house
• how stressful the building process can be
• the potential for hidden costs you are not prepared for

It is very important to understand the time investment and overall cost it will take to build a home.

Is it Cheaper to Buy a House or Build a House?

This could vary depending on where you live, but it will likely not be cheaper to build a home versus buying a home that is already built. The overall cost is dependent on the current market conditions. Recently, land is selling for a premium and raw materials, like lumber, have seen all-time highs. Properties are in high demand and are selling for above the original asking price.  

There can also be additional fees when you build a home that you didn’t expect initially. Impact fees or township fees, depending on what state you are located in, are dependent on your county and are paid directly to your county depending on your household. This fee goes toward schools, roads and any county facility. Also, building permits, architectural fees and excavating fees will need to be paid up front. These fees will differ depending on the type of home you build. However, you can buy land now and build later.

How to Choose a Home Builder

Once you have bought the land, you’ll want to get to know potential home builders to determine who you’re most comfortable with. Do your research about the company and what houses they have built previously. Start with a quick internet search and request referrals so you can speak with a client they have serviced in the past. If you have the opportunity, you may want to walk through properties they are currently building.

You’ll also want to make sure you understand the contract, the builder’s plans and the timeline before you sign on the dotted line. To end up with your dream house, you need to understand what the builder is doing and why they are doing it in that way. This will also help ensure that the builder sticks to the timeline you agreed upon.

Additionally, prepare to have saved cash reserves for unexpected costs that could occur with building a home. Having a cash buffer will help you pay for those costs quickly to stay on track with your timeline. There will also be upfront fees that are required in your county and state that you’ll want to prepare for.

What Types of Loans Do You Need to Build Land and Buy a House?

When building your own home, there are typically two types of loans you'll need:

Lot Loan Options

Before needing a construction loan, you may need to start with a lot loan to purchase the land you want to build on. Farm Credit offers lot financing with a 20% down-payment with five, ten and 15 year fixed terms. It must be established as a buildable lot, which means it has already been Perc’d. 

But, you do not need to have a timeline for when you are planning to build. This means that you can wait for as long as you need to start building your home.

Construction Loan Options

Farm Credit offers 15 and 30 year construction-to-perm loans. During the building phase, you will only pay interest. This means once you have finished the 12 month construction period, the loan will revert back to a 15 or 30 year term. 

You must have a registered builder - no self- building is allowed. You can clarify if your builder is registered by checking your state’s attorney generals website by searching your builder’s name. Farm Credit will finance up to 95% of loan to value, which is determined by the appraisal. Mortgage insurance and escrows may be required depending on your appraisal. There will also be a 10% cash reserve requirement before receiving the loan. This will ensure that you have some funds in case of an unexpected cost.

How to Get a Loan to Build Your House

Before you can get approved for a loan, you’ll want to make sure you have a good credit score - this means 700+. Before you are approved, you will also be evaluated based on the cash you have on hand. If you have more cash on hand but a lower credit score, this may help you get approved. 

You will also be evaluated on repayment ratios. You do not want your debt ratio to be over 40%. The debt ratio is determined by taking your housing cost plus any other loans and credit cards you have and dividing that by your gross monthly income. Your lender will also ask for supporting financials like tax returns, W-2’s, bank statements, paystubs, and profit and loss statements, if you’re self-employed.

Things to Avoid when Buying Land to Build a Home

When buying property, building a home, or applying for a loan, you should avoid making expensive purchases. Big expenses could affect your ability to get approved for a loan, so be sure to check with your lender before doing so. It is not recommended to get a new job, switch banks or move money around within your bank accounts. All of these actions could cause a delay in getting a loan or not receiving one at all because of how it affects your credit score. A lender will be notified with any change in your credit during this process.  

Things to Do when Buying Land for a Home

To increase your likelihood of being approved for a loan, make sure to make your current payments on time, especially your rent or mortgage. It is also important to keep all paystubs and bank statements in case your lender needs them for evaluation. Also, returning all paperwork on time will help keep the processing moving. These actions cannot guarantee a loan, but can certainly help you and your lender. 

Sample Draw Schedule for Construction Loans

A 12 month construction loan comes with a sample draw schedule to prepare you for your building process. Each percent listed below is a typical example of how much of your loan would go towards that part of the building process:

20% will go toward the foundation draw, which is site preparation, excavation, footings, foundation walls, and waterproofing.

20% will go toward the framing draw, which includes outside and inside wall framing, roof framing, roof sheathing/felt, and roof shingles.

The windows and door draws receive 10% of the loan, which includes installation of the windows, exterior doors and skylights.

25% will go toward the drywall draw, which is the basement and slab concrete, rough-in plumbing, rough-in electric and wiring, rough-in HVAC, exterior siding being completed, outside wall insulation, drywall hug, drywall finished and ceiling textured, and well work and septic.

15% will be for the trim draw, which is the interior doors, interior trim, cabinet installation, and counter tops being installed.

10% will be the final draw, which will be the completion of the home according to the construction contract, including the seeding, grading, driveway, carpeting, resilient flooring, and final approval from all inspecting authorities in the county where the house is built.

At the completion of the house, it must also have a certificate of occupancy, which will be provided by the County or Township Authority. Everything must be compliant with their codes before you will be approved to move into your home.

Buying land to build a home can seem overwhelming but with careful preparation it can be a fulfilling process. To learn more, contact a construction loan officer at Horizon Farm Credit today.

David W. Cavey is the owner and President of North Central Insurance Agency, an independent insurance agency offering farm insurance and many other insurance products throughout Maryland and Pennsylvania.

For the purposes of today’s discussion I will concentrate on Greenhouse Insurance as it applies to a farm insurance policy. If you have a commercial nursery operation then you most likely, or should have a commercial insurance policy and that deserves its own discussion.

With the farm to table movement many small sustainable farms are popping up and that’s a great thing. Both new and seasoned farmers are getting into this market. To ensure the natural process and get a jump on Mother Nature many farmers have constructed Greenhouses. Here are a few things that can keep insuring your Greenhouse from growing into an issue:

• A Greenhouse is considered a Farm Structure. Although some farm policies allow a grace period to add a new structure, farm structures are not automatically covered. You have to contact you agent or company representative to add the structure.
• Insurance companies want to make sure that your Greenhouse is of sound construction. A plywood structure with thin ply plastic covering may not cut it. Older glass panel Greenhouses can also be an issue. Hoop Houses, that are popular now, are usually acceptable. The insurance company wants to make sure that it is secured properly. If the structure is permanently secured on a masonry foundation they may offer discount pricing and broader coverage. Some insurance companies may not offer “broad” form coverage on Greenhouses. This would eliminate collapse from weight of ice and snow. So be sure you ask about the coverage that is being offered.
• Make sure that you are insuring your Greenhouse to the proper value. Most insurance companies require that farm structures are covered for at least 80% of the Replacement Value under Actual Cash Value coverage. Insuring it for a lessor value could cause settlement issues if a claim arises. If you’re not sure what value to insure your Greenhouse or any farm structure your agent or company representative should have construction value software available. Depending on the age and construction of the structure, replacement cost coverage may be available.
• Contents of a farm structure are not typically included in the structure value. They have to be added to the Farm Personal Property section of your farm policy. If items such as your heating and lighting system or racks are permanently installed then they are typically included in the structure value.

We have just touched a few items about insuring Greenhouses. Clear and honest discussion with a knowledgeable farm insurance agent is key in making sure you have the insurance you need.

Happy Growing!

The Farm Credit Foundation for Agricultural Advancement will be awarding at least $100,000 in scholarships to students who are planning to attend or are currently enrolled as students at a college, university, or technical school, pursuing a career in agriculture. The application will open online on September 24, 2021 and the deadline for all applications and supporting materials is January 7, 2022.

“The future of agriculture lies with our youth,” says Charles Wright IV, Chairman of the Farm Credit Foundation for Agricultural Advancement. “We encourage any student who plans to work in the agriculture industry to apply for this scholarship opportunity. You don’t need to be a farmer – this applies to what we like to call the ‘other side of ag’ as well, like being a teacher, veterinarian, loan officer, or engineer.”

The Farm Credit Foundation for Agricultural Advancement’s scholarship program will award at least ten scholarships in 2022, each valued at $10,000. This program is open to high school seniors and students currently enrolled in a two or four year educational program. All applicants must be planning to pursue a career in agriculture, and must reside within Horizon Farm Credit’s five-state territory or Washington D.C.

Applications are being accepted online now through January 7, 2022. For more information, please visit FCFoundationforAg.org or email info@FCFoundationforAg.org. Be sure to follow us on social media with the hashtag #OtherSideOfAg.

Raising and producing high-quality agricultural products can be extremely satisfying, but that’s only part of the equation to be a successful farmer. If you want to generate sales and revenue, you also must adopt a marketer’s mindset. While this may be unfamiliar territory for some beginning farmers, it’s easy to learn and apply the basics. Start thinking about the questions below to help you get started creating your own farm marketing plan.

What product are you marketing?

What you’re producing should determine how – and if you need to – advertise. For example, if you’re raising a commodity like grain for the local elevator, or raising poultry for an integrator, marketing from a storytelling aspect may not be that critical (in this situation, you’ll need to focus on your breakeven). But if you’re growing a niche product, marketing becomes far more critical to generating revenue. When defining and describing what you’re selling, it’s smart to consider:

YOUR PRODUCTS.

Your marketing efforts should help you build demand and distinguish your products from your competitors’. The most important thing to do is to let your customers know what’s unique about your products. Are they an unusual variety, or organic or heirloom? Many consumers are drawn to certain qualities, such as locally grown, sustainably raised or artisanal.

THE CUSTOMER EXPERIENCE.

If you’re selling in-person, you’re offering friendly, informed service and convenient hours. But if you’re selling to wholesalers, you’re offering flexibility and reliability in delivering your product.

YOURSELF AND YOUR OPERATION.

If you’re a new operator, you’ll need to do more marketing to let people know about you. Your story, including your history, farming practices, community involvement and social responsibility efforts, can be incorporated into your marketing messages so your customers can feel good about supporting you.

Who’s buying your product?

Identifying your target market is another important consideration before you can start marketing. You’ll want to determine who is interested in what you’re selling and then learn as much as you can about those consumers. Where do they live and work? What are their interests? And what are their distinguishing demographics, such as average age and income? You’ll soon realize that you likely have several target groups to which you can and should market to. One group enjoys visiting the farmers market, while another drives by your roadside stand. Or, suburbanites and college students. Or, direct consumers and wholesalers. You’ll want to craft unique marketing messages for each of these target groups.

What’s the state of the local and online market?

Understanding the current supply and demand for your products can help you determine how much money and effort to invest into marketing. If there’s high demand and low supply, simply letting customers know you have what they’re looking for may be sufficient. If there’s an abundant supply or low demand, you’ll need to put more effort into your marketing. Keep in mind that the laws of supply and demand change; it’s a lot easier to sell ice cream in the summer than during the winter!

The competitive landscape also impacts your marketing efforts and messages. You may be competing against other local producers, but you could also be competing with wholesalers, grocery stores, a community-supported agricultural group or even web-based companies. The way you market your products and the marketing messages you use will likely be influenced by your competition, so take note!

What are the best marketing tactics for a farm business?

Your product and the target market will determine the right marketing tactics to use. For example, if you have a farm stand and drive-by traffic is your target market, you’ll want great signage that is easy to read from the road quickly. Other great channels include:

SOCIAL MEDIA

When determining which social media platforms to use, do your research on what the typical user is on that platform and don’t overcommit yourself. For example, you’re more likely to reach a younger audience on Instagram, but consistency in engaging and posting is highly valued. If you can’t commit to being active on the platforms you choose, you won’t reap as many benefits as you could.

WEBSITES

A good website needs to educate your consumer on the product itself and how to purchase your product. At bare minimum, you’ll want to include contact information, hours of operation, and anything else that will help them purchase your goods.

SIGNAGE

Opt for large, easy to read signage, especially if your target market is driving. Think about positioning of the sign as well – angles matter.

FLYERS

Consider posting flyers in high traffic areas to spread the word. Make sure they are also easy to ready and not too cluttered with text or imagery.

PAID ADVERTISING (RADIO, BILLBOARDS, TELEVISION)

You’ll likely be solicited by a number of advertising representatives to buy into paid advertising, which can be a great marketing avenue when done correctly. Whichever you decide to pursue, make sure to ask your rep about the best practices to run campaigns and measure success. They should be able to give you marketing advice to help you see results and if they can’t, you need to look for a more knowledgeable rep.

“Marketing can be as simple as a Facebook post about what vegetables are available that day at the farm stand or a photo or video of an animal being born on the farm,” says Pennsylvania loan officer, Andrew Stutzman. “With a little research and planning, any farmer can develop and execute a basic marketing plan.”

Getting started

Developing a basic marketing plan is actually very simple. Here are some steps to get you moving in the right direction:

• Consider how best to reach your target market to determine your tactics.
• Write messages that differentiate your products, and encourage customers to buy from you.
• Plan when you’ll deliver your messages, keeping in mind that regular communication, especially on social media, is essential to building your brand.
• Execute your plan.
• Track your results so you can fine-tune your marketing efforts moving forward.

The great news is that marketing doesn’t have to cost much. Social media is free, and websites can be inexpensive to create. Costs rise with paid advertising like radio, of course, so you should carefully consider their expected return on investment before making an advertising outlay.

By creating your farm marketing plan, you develop a path to follow and more importantly, something to return to each year as your business grows and develops. Already have a marketing plan? Great! It should fit seamlessly into your farm business plan as well.