PROJECT ON-FARM

TITLE OF THE CASE STUDY

Demeter organic farm and gardening

MAIN DATA OF THE COMPANY

Name of the Company

DeckersBiohof

Country

Type of the Company

Farming Activity

Direct selling way

SELF – INTRODUCTION OF THE FARMER

Christoph Decker, 38 years old, is a master gardener and manager of the organic farm. The farm is located in Bühl (Baden-Württemberg), which is part of the Black Forest National Park Region. The land has been cultivated according to Demeter principles since the early 1970s.Since 2004, the farm has been managed by von Deckers Biohof, also according to Demeter principles and values. Number of employees: approx. 100, including 4 family members. The farm participates and is involved in the organic model region "Mittelbaden+"; an action of the ministry of nutrition agriculture and consumer protection Baden-Württemberg. The 20 hectares of arable land is divided as follows: ten hectares of open land, two hectares of orchards, and half a hectare of greenhouse facility. The remaining area is used for shrubs, hedges and habitat for insects, birds, etc. The farm grows the following products itself: e.g. potatoes, various types of cabbage, onion plants, beets and cut lettuces.It buys other products from other regional organic partners and farms. The products are marketed in different ways: through the farm store directly on the farm, which has existed since 2007. Also Deckers Biohof owns and runs its own managed organic markets in the region (Baden-Baden and Sinzheim) with homegrown and manufactured produce and additional products. Likewise, he sells his products through market stalls. Also exists an online shop with delivery service and very large focus on the organic boxes. On the homepage exists a free offer of a large recipe selection.

CHANGES / INNOVATIVE SOLUTIONS ADOPTED

Expansion of direct marketing in the form of our delivery service. Expansion of e-mobility in our fleet. Expansion of the customer service and communications department.

WHY AND HOW YOU DECIDED TO INTRODUCE  STRATEGY CHANGES / INNOVATIONS

The reasons are/were:

● Strengthening of sales

● Closer contact with the end consumer

● More flexible adaptation to the sales market

● Faster response to new trends

Topic: E-mobility:

● Rising energy costs for combustion engines

● Independence from external influences in the energy sector (produce electricity yourself)

WHAT OBSTACLES DID YOU MEET

● E-mobility: higher acquisition costs, shorter delivery range.

● Delivery service (direct marketing): extremely high personnel costs (finding employees)

EVALUATION OF THE RESULTS

● Delivery service: very satisfied, higher sales of own agricultural products.

● E-mobility: expandable

WHAT WOULD YOU DO DIFFERENT AND WHAT ARE THE PERSPECTIVES IN YOUR MIND

No changes need to be made in the delivery service; satisfied. E-mobility: start focusing on e-mobility earlier, start expanding self-produced electricity earlier

FINAL SENTENCES

General Evaluation

The company has existed for about 30 years and has experience in the areas of store, weekly market, nursery, delivery service and administration. The combination of office management, customer service in the farm stores as well as customer service in the online store and directly at the source in the nursery, creates a holistic added value of know-how in our family business.

Suggestions for other farmers

● Create marketing concept and search/find reliable buyers

● Adjust annually

● Seek advice in cultivation and areas that cannot be covered by oneself

● Choose the most sustainable form of cultivation (organic cultivation)