TFWF#50: The one were we pivot and make a sad decision.

TFWF#50: The one were we pivot and make a sad decision.

Its now almost 6 years later and two years since my last Tales From Woodys Farm entry. If you have been following us on facebook, instagram, pinterest, twitter or via our newsletters you will know that at the end of 2017 we made a massive change to our business.
Free Range is not just a marketing term! Reading TFWF#50: The one were we pivot and make a sad decision. 6 minutes Next TFWFR#51 - TIME TO GROW UP

If you are new to Tales From Woodys Farm then you should know that this was a blog that I started back in October 2013. Back then I dreamed of this sustainable free range pig farm that was a collaborative effort between like minded businesses and myself. We moved onto the farm on the 1st November 2013, me, a pregnant wife Claire and a neurotic dog called Woody. If you read the back catalogue of blogs you will see that we made a bold and crazy step to buy the farm with little idea of what we needed to do to actually farm livestock. The one thing that we knew (and we still know now) is that pigs do not deserve to be breed in concrete bunkers and we wanted to promote Free Range.

Its now almost 6 years later and two years since my last Tales From Woodys Farm entry. If you have been following us on facebook, instagram, pinterest, twitter or via our newsletters you will know that at the end of 2017 we made a massive change to our business. After fours years of personally funding the growth of the farm, making an annual loss and living on savings the time had come to either close the farm or invest. We couldn't grow enough pigs to make money, we had an inflexible third party butcher who was incapable (or unwilling) to look at new ideas but on the upside we were growing and we could sell everything we could make. Never wanting to take the easy route, and probably very scared about getting a proper job again, we decided to invest in the production and sales side of the business (I say we but I suspect it was mainly me and Claire just sat there thinking OMG).

As we were making this decision some friends of ours from Longbush in the Wairarapa (who feature in some of the old blog posts) had secured funding to grow their Free range Pig farm and needed an outlet for the meat. In August 2017 we signed an agreement with Longbush and bought a building in Levin, just ten minutes up the road to be turned into a bespoke butchery. Knowing nothing about butchery I employed a Master Butcher, Joseph, and together we set about selling more pigs than I had ever dreamed possible. 

Its now April 2019 and we have just completed our first full year in the butchery, we have three full time members of staff (I am still not taking a wage), two of which are trained butchers and we are processing 20 pigs per week (on the farm I used to process just 12 per month). Each week we take in over a ton of carcass meat and produce more than 50 different products, including sausages, charcuterie, bacons, hams and many other products. We don't hold stock and we are constantly having to slow sales down so as not to let our existing customers down. 

But this is where I need to stop you from looking at us with rose tinted glasses. We have alway had people contact us to say what an amazing job we are doing, how they wish they could do it and we are so lucky. So firstly lets do some maths. In 2015 our turnover was $35,000, by 2016 it grew to $70,000 and further grew to $99,000 in 2017. After that we opened the butcher and the turnover grew to $280,000 for the year ending March 31 2018. This financial year (ending just last month) was our first full year at the butchery and we managed a massive $691,000. I know what you are thinking (I do too), you are thinking WOW what great business growth this is a real success story. HOWEVER we have consistently made a loss since 2014, in total the losses come to about $220,000 dollars and to make matters worse I have not had an income since 2013. You see ethics and business are not great bedfellows, we grow and buy in true Free Range pigs, we only buy whole pigs and we only buy from people we trust. I have always promised them a fair price and I stick by that promise but it means that our costs are way too high (on average twice the price of a factory farmed pig).

So then, what is next for us. Well despite all that I am feeling positive that the sales growth of last year shows that you, the customer, wants to support us and wants to know where your meat is coming from, so we have some plans:

  • We need more customers especially online where we make full margin, we need your support here to make sure all your friend know of us.
  • We will introduce regular Highland beef from our neighbours farm.
  • We plan to lobby the commerce commision to stop non free range pork brands (like Kiwi Bacon and Freedom Farms) from using misleading marketing jargon and images that confuse the consumer and make us look expensive in comparison.
  • We have just invested almost $40,000 dollars in specialist machinery and facilities to increase our Salami production. We now have a range of dry cured charcuterie and Salami and much more to come.

Now, the sad news. Our mission was always to grow and promote the sales of ethical Free Range pigs in New Zealand and it seems that we can't do both so this year we will be scaling down the farm, getting rid of most of our stock (including the 100 odd goats we now have) and selling part of the farm for some much needed cash. We have already moved most of our stock to Longbush and the few remaining will be the last to be born at Woodys Farm. At the moment the farm is costing us close to $40,000 per year and the return is probably about $10,000 so its a difficult decision but necessary. I for one will miss it but at the end of the day we will still be fulfilling our mission to promote true Free Range ethical farm in NZ (we just won't be one of them). 

It's been an incredible journey but now it's time to, as tech companies like to call it, PIVOT. We hope that you understand our decision and we promise to continue to be open and transparent about our business and our partners. 

 

15 comments

Jenny Bebbington

Jenny Bebbington

You make eating meat OK, thank you x

You make eating meat OK, thank you x

Judy Sainsbury

Judy Sainsbury

Hey Daniel. So sorry that it hasn’t worked out the way you wanted. David and I love both your pork and your principles. Many years ago (70s and 80s) I used to have the advertising account for a company selling stock food additives and visited many pig and poultry farms. I was so shocked by their animal cruelty that I resigned the account and never ate bacon or pork again until I discovered Woody’s and your humane farming methods. (Eggs were easier. We started keeping our own chooks.) We’ve been extremely impressed by the quality of your product. We’re in our 80s now and its a great pleasure to be able to buy pork products similar to those my painstaking grandfather used to make in the smokehouse at the family farm…… and to know that they come from decently treated pigs.

Hey Daniel. So sorry that it hasn’t worked out the way you wanted. David and I love both your pork and your principles. Many years ago (70s and 80s) I used to have the advertising account for a company selling stock food additives and visited many pig and poultry farms. I was so shocked by their animal cruelty that I resigned the account and never ate bacon or pork again until I discovered Woody’s and your humane farming methods. (Eggs were easier. We started keeping our own chooks.) We’ve been extremely impressed by the quality of your product. We’re in our 80s now and its a great pleasure to be able to buy pork products similar to those my painstaking grandfather used to make in the smokehouse at the family farm…… and to know that they come from decently treated pigs.

Gwynneth Jansen

Gwynneth Jansen

I’ve been away from Woody’s for a bit but when I read the news I HAD to come back in support.

I’ve been away from Woody’s for a bit but when I read the news I HAD to come back in support.

tracey

tracey

Thanks for trying to do the right thing, we all understand that of course you and your family must also be able to have a stress free life while moving forward. I always wish I was a bigger customer but I truly don’t eat much meat. I will continue to buy from you and recommend you to one and all
cheers

Thanks for trying to do the right thing, we all understand that of course you and your family must also be able to have a stress free life while moving forward. I always wish I was a bigger customer but I truly don’t eat much meat. I will continue to buy from you and recommend you to one and all
cheers

Frank Bennett

Frank Bennett

Ethical practices and business don’t often meld for success, an unfortunate state of affairs but true. I can’t say that I have purchased that much from you but that which I have has been of superb quality, the best I have ever eaten. I no longer purchase pork from a supermarket. Woody’s is the only place to buy from.

Ethical practices and business don’t often meld for success, an unfortunate state of affairs but true. I can’t say that I have purchased that much from you but that which I have has been of superb quality, the best I have ever eaten. I no longer purchase pork from a supermarket. Woody’s is the only place to buy from.

Linda Archer

Linda Archer

Hi Daniel – whilst you have, understandably, had to close down your own farming operation, the fact that you are continuing the ethical practice of supporting those that are in operation means you are able to focus on supplying to clients who also believe in free ranging for animals. I refuse to buy any meat or eggs from creatures that have led a cruel lifestyle – I would rather do without. Woodys is the only place I can buy from where I know they have led a natural life, without chemicals to boost or preserve them – thank you for caring enough to support and encourage a natural lifestyle for them, and also for providing the public with products free from preservative chemicals.

Hi Daniel – whilst you have, understandably, had to close down your own farming operation, the fact that you are continuing the ethical practice of supporting those that are in operation means you are able to focus on supplying to clients who also believe in free ranging for animals. I refuse to buy any meat or eggs from creatures that have led a cruel lifestyle – I would rather do without. Woodys is the only place I can buy from where I know they have led a natural life, without chemicals to boost or preserve them – thank you for caring enough to support and encourage a natural lifestyle for them, and also for providing the public with products free from preservative chemicals.

Chrissy Thompson

Chrissy Thompson

Always happy to share!!
Let us know how…….facebook share?

Always happy to share!!
Let us know how…….facebook share?

Leone brown

Leone brown

What a shame that you have been unable to make a living from ethically farming the pigs and I so agree they deserve to be able to run free. If only other farmers would do the same. I buy your pork and it is always very tasty and moist. Having bought supermarket pork which is dry and tasteless hence I wouldnt on principle ever buy it again. I tell other people about your place all the time as I am passionate about these issues of animal welfare. THE BEST OF LUCK TO YOU.

What a shame that you have been unable to make a living from ethically farming the pigs and I so agree they deserve to be able to run free. If only other farmers would do the same. I buy your pork and it is always very tasty and moist. Having bought supermarket pork which is dry and tasteless hence I wouldnt on principle ever buy it again. I tell other people about your place all the time as I am passionate about these issues of animal welfare. THE BEST OF LUCK TO YOU.

Kath

Kath

Hi Daniel, I love your work, I’m grateful for the bold decisions you make for all the right reasons, and I’m onboard to support you for this next phase😊

Hi Daniel, I love your work, I’m grateful for the bold decisions you make for all the right reasons, and I’m onboard to support you for this next phase😊

Audrey Reddington

Audrey Reddington

Hello Woodys.
Can appreciate how difficult it must be to run a successful business and maintain your ethical standards. You have done, and are doing, a fantastic job. I will continue to support you through buying online, and I wish you a long and happy future.
All the best,
Audrey

Hello Woodys.
Can appreciate how difficult it must be to run a successful business and maintain your ethical standards. You have done, and are doing, a fantastic job. I will continue to support you through buying online, and I wish you a long and happy future.
All the best,
Audrey

Susan Keam

Susan Keam

Thanks for the update. Sad to see your farm changing, but good to know that your fine products are still going to be available. Will you still carry goat meat? It makes a fabulous curry 😊

Thanks for the update. Sad to see your farm changing, but good to know that your fine products are still going to be available. Will you still carry goat meat? It makes a fabulous curry 😊

Julie Perks

Julie Perks

Hi Daniel
I am so sorry to hear you have made the decision to sell your stock. I know that it is not an easy path, at all, to farm in an ethically sound manner, and the fact that you have made a great effort to do so is inspiring. At the end of the day, you do need to live too, and if you can continue to supply an amazing product, and live a little easier, its the only decision you can make.
Wishing you everything of the best.
Julie

Hi Daniel
I am so sorry to hear you have made the decision to sell your stock. I know that it is not an easy path, at all, to farm in an ethically sound manner, and the fact that you have made a great effort to do so is inspiring. At the end of the day, you do need to live too, and if you can continue to supply an amazing product, and live a little easier, its the only decision you can make.
Wishing you everything of the best.
Julie

Edwina Francis

Edwina Francis

Sorry to hear about the farm. It must have been a really difficult decision for you. I will encourage my friends to buy from you and endeavour to be a more regular customer. Thank you for your updates.

Sorry to hear about the farm. It must have been a really difficult decision for you. I will encourage my friends to buy from you and endeavour to be a more regular customer. Thank you for your updates.

BMcL

BMcL

From an almost-vegetarian—that is sad news indeed, even for me. I admire what you’ve achieved, and am sorry to hear that a genuine freerange ethical meat producer just up the road (from Otaki) is closing down. Whenever my German, ex-chef son-in-law is coming to stay I buy a Woody’s pack for him to feast on and to put me in his good books for life. I’ll still do that, but no longer be able to boast that those pigs are practically our neighbours.

From an almost-vegetarian—that is sad news indeed, even for me. I admire what you’ve achieved, and am sorry to hear that a genuine freerange ethical meat producer just up the road (from Otaki) is closing down. Whenever my German, ex-chef son-in-law is coming to stay I buy a Woody’s pack for him to feast on and to put me in his good books for life. I’ll still do that, but no longer be able to boast that those pigs are practically our neighbours.

Pat Colgate

Pat Colgate

I am so so sorry to hear your news but so so glad to know you are not compromising your principles. You are pig heroes. We have just eaten the last piece of our much loved pigs from the freezer and I completely understand how loving them costs more than they can earn. But we couldn’t eat any other kind of meat and will remain true fans with bigger orders now. Kia kaha, Pat

I am so so sorry to hear your news but so so glad to know you are not compromising your principles. You are pig heroes. We have just eaten the last piece of our much loved pigs from the freezer and I completely understand how loving them costs more than they can earn. But we couldn’t eat any other kind of meat and will remain true fans with bigger orders now. Kia kaha, Pat

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