Microgreens Equal Mega Success

Microgreens Equal Mega Success

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Bella Verdi Farms founder Darrell Joseph may not have had a wealth of information about microgreens when he made the decision to get involved in the industry, but he was already well versed in a crucial component of establishing a successful business: find a niche. That is what Joseph did, by building his operation in Dripping Springs, TX, rather than the comparatively saturated market in California.

The close proximity of Bella Verdi Farms to its markets allows the company to deliver its products in a timely fashion after the greens are hand cut and packaged on-site. It takes the crops produced by other microgreen operations, most of which are located in California or outside of the U.S., longer to arrive at their destination. Consequently, their shelflife is drastically reduced.

In fact, Joseph’s awareness of the rapidly growing role of locally grown produce in the vegetable industry served Bella Verdi Farms well during the E. coli outbreak in 2006. Business for the company actually increased because most grocery stores and restaurants were using local leafy greens rather than shipping them into their area. Joseph’s emphasis on food safety, which has been high on his priority list since the greenhouse operation started its first growing season in 2004, kept Bella Verdi Farms in good standing with its clients.

“We have always taken sanitation and health very seriously here. So during that period of time, I felt confident carrying out the practices that were already in place, because from the beginning we have watched our crops very closely,” he says.

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Food For Thought

Joseph started Bella Verdi Farms because of his lifetime love of food. “Food has always been a big part of my life. I enjoy cooking it, eating it, and traveling with my family for the sole purpose of trying out different restaurants. I spent 20 years in the technology industry, and eventually I came to the conclusion that doing something I loved was more important than just making a lot of money,” he says. After doing a great deal of research on growing microgreens, Joseph built the 14,000 square-foot, state-of-the-art greenhouse for Bella Verdi Farms’ operations in 2003, and dove into the company’s first growing season in the spring of 2004.

Bella Verdi Farms’ primary market is currently upscale restaurants and grocery stores in Texas, but the company does do business in select markets outside of the state. The farm is able to service a larger market than most microgreen growing operations because they focus on the growing end of the business and let their distributors deal with the sales end.

In the future, Joseph hopes to take full advantage of the local market in Texas, and possibly expand Bella Verdi Farms’ operations to a few markets in additional states. Several companies have already proposed that the microgreens producer use their facilities for local access in other states. “I do not want to expand too much, though. I want to stick to those markets that offer an environment that is conducive to the special nature of our product,” Joseph says.

Bella Verdi Farms currently grow a variety of greens that includes mustard, tatsoi, kohlrabi, arugula, broccoli, beet, and purple cabbage. The farm also grows herbs and basil. Joseph recognizes the need to diversify the company’s operations, as it recently added lettuce to its lineup. Joseph chose lettuce specifically because of the number of food companies that use lettuce, and because of its financial accessibility in a shaky U.S. economy.

“We have been affected by the economy like everyone else, and especially because microgreens are typically used in upscale establishments. Obviously, the average consumer cannot afford to eat in those types of restaurants or shop in those types of grocery stores at the moment. But most restaurants can always use, and afford, lettuce,” he says.

A Healthy Medium

It all begins with a healthy plant, and Bella Verdi Farms is able to do just that without using any crop protectants. “The best defense against pests is strong, healthy plants, which are more equipped to ward off pests. We try to provide the optimal environment here for plants to become strong and healthy,” Joseph says.

While he admits that realistically, pests are a very real threat to any growing operation, Joseph says at Bella Verdi Farms, they rarely have issues with them. When a problem does arise, the staff introduces beneficial insects, like ladybugs, to consume the pests. The company takes its “green” attitude a step further by using captured rainwater that’s filtered and recycled many times, with-out using chemical additives, and by using non-genetically altered seeds.

Advances in technology, like the introduction of the Sure To Grow growing medium (www.suretogrow.com) to Bella Verdi Farms’ operations in December 2006, has also contributed to the success of the company. Joseph found out about the product via an online forum when Sure To Grow was still in the trial stages, and recognized its potential. Following his keen business sense and rapidly expanding repertory of knowledge about microgreens, Joseph decided to take the risk.

Since it began using Sure To Grow, yields at the farm have increased significantly. The growing medium, made from food contact-grade polyethylene terephthalate and polyethylene, has brought about numerous other benefits for the company as well, Joseph says. The growing medium is easy to work with and master, which reduces labor cost and time. In fact, labor has been decreased by 75%.

Sure To Grow also maximizes the efficiency of the postharvest process, which is essential to microgreens because of their short life span. The crops are harvested just eight to 10 days after being planted. The growing medium promotes better plant health, resulting in fewer issues with fungi. According to Joseph, the crops grown at Bella Verdi Farms thrive on, are easier to dispose of, and are more earth friendly on the Sure To Grow system.

The one drawback of Sure To Grow that Joseph has come across is the difference between its system and most other growing mediums. It does require users to make adjustments to their old practices, and as Joseph points out, not everyone likes change. However, he adds that the product is simple to use upon a brief run-through of the directions, and that its users will see better results from the get-go. “Everything that we can grow using Sure To Grow, we do, and as Sure To Grow develops more uses, we will use it for those as well,” he says.

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Avatar for Anonymous Anonymous says:

We have tried STG with limited success. We continue to have bacteria buildup and a “sour” smell from plants or tray before harvest time. Have tried rotating water, ebb/flow method, and mister. Can you offer suggestions to overcome these issues? thank you

Avatar for Anonymous Anonymous says:

We have tried STG with limited success. We continue to have bacteria buildup and a “sour” smell from plants or tray before harvest time. Have tried rotating water, ebb/flow method, and mister. Can you offer suggestions to overcome these issues? thank you

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