Know Your Market Before You Plant: J. Calvert Farms
Baskets of fresh strawberries, blackberries, and peaches. Image credit: J. Calvert Farms
J. Calvert Farms represents one of North Alabama's best examples of planning and generational wisdom when it comes to growing and selling.
Located in Cullman County, which is often recognized as Alabama's top agricultural county, Jeremy Calvert is the owner and sixth-generation farmer who has moved from an almost exclusive red potato harvest to diverse products and retail sales, ranging from a restored barn on his property to selling at three other markets in the immediate region.
His growth as a farmer is based on practical business knowledge. Know your product, and definitely understand your market before you plant.
For example, Calvert is known locally for his strawberry crop at the Cullman Strawberry Festival, which draws about 30,000 attendees in two days each May. But his family's efforts in the fields are multi-dimensional through a series of strategic moves.
“There was a time when growing mostly red potatoes was a good market, but things change and you have to look at what you can do with your land to be sustainable,” Calvert says. “We switched heavily to retail farming and use the land to grow a variety of products that are in demand.”
Strawberries became an important crop, which requires close care and timely harvesting. Moving from four acres of the succulent fruit to seven acres, Calvert and his family sell at the festival, to area schools and some wholesale. Among his fruit sales, which includes peaches and many other offerings, he contracts with a tea company in Huntsville, which ships flavors nationwide. This leaves him enough to sell at his retail store and other nearby markets, as well.
“There's as much effort that goes into growing strawberries as a lot of row crops,” Calvert notes. “You have to be aware of weather conditions, and at a certain point, when to protect the plants and when to harvest. If you can do that, the yield can be really good. It takes a lot of care, but we have moved from four acres to about seven acres in the last few years.”
Calvert, along with participating family, including his wife, Julie, maintains about 22 or more employees to ensure proper care over the farm.
“I'm the sixth generation of farming in my family, which came from England in 1852,” Calvert says. “We dedicate about 100 acres to fruits and vegetables, and around 200 to corn and soybeans.”
The family's retail product store is open six days per week, while also selling in markets in three other locations at times. For the Calverts, it's all about knowing or understanding markets in advance.
“We have students and others come out to see what we do,” Calvert says. “Anyone can think about growing something and see it grow, which is satisfying. But you have to know to whom you are going to sell. Otherwise, it's going to waste in the field. You have to plan, you have to know your markets. You can succeed as a small farm if you plan and know your markets. Depending on what you are doing, you need good employees and know who is going to buy your products. Otherwise, you are running a charity.”
The Calvert family farm can be found online at jcalvertfarms.com, or on Facebook.
Check out the family's main retail store at 30 County Road 260, Cullman, AL, to explore the wide range of seasonal fruits and vegetables. You may also call 256-636-2752. The store is open Monday through Saturday.
