PROJECT ON-FARM

TITLE OF THE CASE STUDY

Lavender massages in the field and franchise

MAIN DATA OF THE COMPANY

Name of the Company

Levandulový statek Bezděkov

Country

Type of the Company

Farming Activity

Direct selling way

SELF – INTRODUCTION OF THE FARMER

Lukáš Drlík, 40 years old, is a former manager of a hotel complex, now for 8 years a farmer on the family Lavender Farm in Bezděkov. His main success is a well-running farm with 10 hectares of farmland, a network of own shops, online sales and sales at events. He manages to sell all his production in the retail network. His wife, brother and his wife work with Lukáš in the family business and their retired parents are helping out with the business. The farm also employs external staff, mainly at the farm shop or as summer temporary workers.

CHANGES / INNOVATIVE SOLUTIONS ADOPTED

Three examples from their practice: 1. Field - interseeded with grass - sheep grazing in lavender. An unused area of brownfield has been turned to use with a grass system. 2. Product - massages directly in the lavender with our own essential oil. 3. Marketing - development of own sales network - franchise.

WHY AND HOW YOU DECIDED TO INTRODUCE  STRATEGY CHANGES / INNOVATIONS

1. Field - Before the innovation, the field area was unusable due to the fact that topsoil was washed off the surface and the soil was generally rotavated which was uncomfortable for agrotourism. Now the area has great added value due to the grass system in place. The former brownfield can be now used for weddings, festivals, and other events. Another use of the area is grazing for our sheep, which brings with it other business opportunities such as the sale of lamb meat etc.

2. Product – As the biggest added value is seen in the possibility to use oil massage directly on the farm. Lukáš Drlík describes the process: “We grow the lavender at the farm, distill it and mix it with a carrier oil. The resulting lavender oil is used just for massages on the farm. This is where we see the biggest advantage and a certain exclusivity, because the vast majority of oil producers sell their product to smaller companies that further process the oil, for example combining it with other oils. Then the oil from these places goes to massage companies that sell the resulting massage. ” At Levandulový statek Bezděkov is possible to buy a massage using pure and unprocessed lavender oil directly from the farm.

3. Marketing – Lavender farm is focusin on franchising their stores for sales, which has undeniable benefits.

WHAT OBSTACLES DID YOU MEET

The biggest obstacle is for Lukáš Drlík the bureaucracy. “In my recent experience, excessive bureaucracy was present during the negotiations with the Building Authority, and consequently with the Planning Authority. I see the fact that the concept of agrotourism does not exist as a major problem and a disadvantage.”

EVALUATION OF THE RESULTS

In the family business, personal satisfaction is crucial, and Lukáš Drlík tries to achieve it together with all members. “We enjoy the fact that our activity has a positive impact on the market through our café or e-shop, and thanks to our franchise concept we create both jobs and business opportunities for other entrepreneurs.”

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

When asked whether Mr. Drlík would do anything differently today, he answers positively: “In retrospect, there were countless changes that could have been made. But with a bit of perspective, the fact comes to mind that every mistake we have made has made us stronger and more experienced in the future, and we know what to avoid and what to watch out for.”

FINAL SENTENCES

General Evaluation

The life experience is truly priceless.

Suggestions for other farmers

Each advice for each farmer will be individual and different. But for those who are starting with farming: “Make the most of your initial enthusiasm, excitement, and a certain naivety!”