Mixed Greens Salad Gardens (MGSG), a dynamic new company, is able to satisfy a need for high quality salad leaves. There is a constant flow of customers due to Eugene’s close proximity. MGSG, a start-up producer and distributor of exotic lettuce greens for restaurants and individuals, is located in Blue River, Oregon. MGSG is a start-up grower and distributor of exotic salad greens for restaurants and individuals in the southern Willamette Valley. MGSG’s objectives are to develop a product-based company whose goal is to exceed customer’s expectations, increase production efficiency by 10% a year, and lastly, and develop a sustainable farm business, able to survive off their cash flow.

Products

MGSG plans to sell a spring blend of salad field leaves. These greens include but aren’t limited to red leaf and arugula as well as radicchio, mustard, greens, endive, chicory, and radicchio. These greens are harvested for salads. They can be bought by both the end consumer and restaurants, who then serve them to their clients.

The Market

MGSG will target two distinct markets: individual customers and restaurants. The individual customers will purchase greens from MGSG at the Tuesday and Saturday Farmer’s Market. This segment has 12,000 potential customers and is growing at 12%. The second segment is local restaurants. This market is smaller at only 28 potential customers, but is more consistent in demand throughout the year.

Competitive Edge

MGSG has two competitive advantages that will enable them to maintain strong growth rates and increase market penetration. The first edge is quality. MGSG is proud of the high quality of their exotic salad greens. Greens that fail to meet MGSG’s high quality standards will be rejected and donated to a food bank. Flexibility is MGSG’s second competitive advantage. The farm is set up so that they can scale up existing crops and change them as needed. This is unusual because most farms cannot change their crops during the year.

Management

Heidi Ponic runs MGSG. Heidi initially got her start in growing while working at a greenhouse. Heidi worked for a large grass seed business after graduating from college. Heidi was able to learn from this experience and decided that she wanted to stay in the agricultural industry. After her experiences at Willamette Seed Company, she decided to enroll in Oregon State University’s Master of Horticulture program. Heidi’8217’s Masters gave her the knowledge and skills necessary to run her own farm.

1.1 Objectives

The following objectives are set for the initial three years of operation

1. To build a product-based business that exceeds customers’ expectations.
2. Mixed Greens lettuce products should be used in at most 20% of Eugene’s top restaurants, according to local newspaper reviews.

3. To increase production efficiency by 10% per year.
4. To establish a sustainable farm and survive off its own money flow.

1.2 Mission

Mixed Greens Salad Gardens’#8217 mission is to produce the best quality salad greens. Our mission is to retain and attract customers. All else will fall into place if we follow this maxim. We will exceed your expectations with our services.