Gianaclis Caldwell – Pholia Farm

Gianaclis Caldwell
Gianaclis Caldwell
Holistic Goat Care
Holistic Goat Care

Some people are just experts in the subjects they excel in.

Others are experts with a joy for helping others and learning from those they interact with.

Tune into this podcast and checkout some of the links below, and it won’t take long to get an impression that Gianaclis is the latter.

Now, I could spend time talking about her love for Nigerian Dwarf Goats here.

Or perhaps her extensive knowledge in Cheesemaking.

Possibly even her 6 nonfiction books or her ventures into fiction writing.

Maybe you’d even like me to spill the beans on her thoughts on speaking and teaching classes?

Well I’m not going to do that, no, not at all.

But if you want to know more about the subjects we cover in this episode, please checkout the links below, because Gianaclis is someone you’ll want to follow and learn from!

Checkout Gianaclis’s books, future classes, consults and more at her website and Facebook page –

https://gianacliscaldwell.com/

https://www.facebook.com/gianaclis/

For more about Pholia Farm – https://pholiafarm.com/

Transcription

Brian: Oregon native Gianaclis Caldwell grew up milking cows, but was lowered to the goat side where she remains a committed devotee. She was a commercial cheesemaker at the Caldwell Off Grid Dairy Pholia Farm for over 10 years.

She now milks her Nigerian dwarf goats just for pleasure. In between writing books in which he has six, speaking, and judging cheese, which she considers the most fun.

Gianaclis Caldwell, welcome to The Off The Grid Biz Podcast.

Gianaclis: Well, thank you, Brian. Thanks for having me.

Brian: Yeah, so why don’t you tell us a little bit about what it is that you do on a regular basis?

Gianaclis: Oh, gosh, it sure varies from day to day. And I was just talking to my mother about people who are drawn to this kind of life really have to be nonlinear, because you just can’t really schedule your day or your week sometimes with animals and farm life and that sort of thing.

So still milking the goats, you were very correct and I do it for pleasure, love having them can just working with the animals. We’ve been breeding the Nigerians now since 2003, and have developed a good name for the breed or as a breeder, I should say, of Nigerian dwarfs. Particularly for strong, long milking animals and with good milk production for that breed.

And that’s, that’s something that’s hard to imagine. And we’re getting older now, of course, as we all do. But it’s difficult to imagine giving up but that process of working on a breed and all those those genetics and all those improvements, and of course, there’s this addiction that every goat person will confess to.

I think about waiting for those babies to come every year. And goat babies are there’s a good reason that they’re all over YouTube and such.

They’re they’re so appealing, and they pretty much stay that way as adults.

So we work our local farm is mostly a pleasure farm now, we do Airbnb with a couple of farms days we have, and that keeps us busy also, but it’s a great income stream for the farm supplement a lot of the feed bills and that sort of thing.

And then working on books, which you said correctly, six nonfiction books and now I’m switching to what was originally my first passion which is trying to and I say that because I want to be humble about this, I write fiction.

And then we also are caring for elderly parents and current with all of that and that’s a wonderful thing to be a part of that certainly is a ongoing team team. Source of activity for us.

Brian: Absolutely.

What drew you to go after work in on a dairy?

Gianaclis: Well, it was a family dairy here growing up so wasn’t a commercial dairy.

But I had been dairy cattle for each leader and just always loved cows and had that typical kind of superior complex that dairy cow people have over goats. And that our youngest daughter was six or seven at the time and she wanted to get be a part of the livestock project.

I was just ready to get a cow again, got to a point in were my husband’s Marine Corps career and our property where we could have a milk animal. Our daughter was too small to handle a cow and I thought, well, maybe I should consider goats.

And so we got a couple of these Nigerian dwarfs because they’re so small that it’s easy for a child to handle and I just assumed it would be, you know, nice thing but fell in love with them.

They’re so much more interactive than a cow is and a little bit more trouble in some ways because they’re such thinkers that they’re so easy on the land and the biggest thing I like about working with them when no milking is they don’t have that long tail to smack you in the face with.

Brian: Yeah, yeah, absolutely. Yeah.

Gianaclis: Oh and the fact that the manure isn’t floppy wet all over the place.

Brian: I grew up around cattle also so yeah, I get it. lol

Gianaclis: Dairy cattle or beef?

Brian: Mostly beef.

Gianaclis: Beef. Yeah, yeah. I still love cows that they are definitely a different, different mindset for them and they can afford to be that way when they’re so big, smaller the animal typically the more they have to think their way out of situations and bullying.

Brian: Yeah, absolutely, that’s great.

What led you to jump into kind of the public arena and becoming a public figure and doing writing and everything else?

Gianaclis: When we moved when Vern, my husband was getting ready to retire from the military. We were down in Southern California and we knew we could come back to this piece of the family land that my was left on.

My parents started by 220 acres when they were in high school here in Southern Oregon, back in the 40s. And this piece of it was going to be going to me eventually.

And it didn’t have any power on it yet and just was, it had a large cleared area and it was the early 2000s then and right about when you were starting to hear a lot about goat cheese and small farms and Creameries and I’d already been making cheese at that point and really, really loved the process.

I love processes where it’s a merger of science and art.

We were some things are under your control, some things aren’t and it’s ever changing.

So I very much enjoyed the cheesemaking and we thought about the farmstead creamery and fell into that that little romantic crevice that many people still do. Which isn’t a bad thing, but it being a such a romantic thing to do, and a way to come back to this land and be closer to our parents.

And all that was true. It was great, really loved the whole process.

It was all consuming, though.

At that point, when we decided to move back here, I’d been doing fine art for many years. And that was my focus of what I did. I did have solo shows and just loved thinking art. And I had this idea that I would still be able to do that.

It rapidly became evident that I took the time to make art, I would be taking away from work that needs to be done here at the farm. And somebody else would have to do that. I couldn’t feel comfortable with that.

Writing, nonfiction. When it became obvious that after we got started, there were many people out there that wanted that knowledge how to get started in a small scale creamery, and how could they do it and you start getting calls and emails and people wanting your time.

I thought all maybe this would be a good opportunity to try to write a book, write a book, take the time to do that it would be a resource for people, then I would learn a lot.

And it would just be something that meshed in with what we were doing. I wrote a proposal and it was picked up by Chelsea Green, which has been one of my main publishers, and I love them and what they do.

And that just became an addictive process because as with cheesemaking, it’s a process by the research, there’s a lot of growing as far as having people read and criticize and taking those criticisms to heart as like thank you for telling me that these pants make my rear end look big.

You know, you really have to want to be open.

And I gained as much as anybody from writing and every time I try to write it’s that same thing again. So it just kind of fell into that. And then we were members from the beginning of the American cheese society, co-founders of the Oregon Cheese Guild in 2005, or six when it got started. Then became more involved in, I won’t say the politics of cheese, but the bigger world of cheese.

Vern, my husband, is currently finishing up his last year as a board member of the American Cheese Society and once I stopped being a commercial cheesemaker, and I was able to be a chief judge or judge at competitions, without there being any conflict of interest.

And that’s been a wonderful, challenging, exciting and delicious thing to do.

You know, so it just kind of happened organically over that period of time. And I love that about life. Sometimes you follow one thing and if you just try to do it well, it usually leads to something else that you never would have never anticipated and got to go with it.

Brian: No, that’s a great philosophy.

How did you fall into doing speaking? Was that after writing your book? Or how did that come about?

Gianaclis: Well, I’ve always liked to teach. And I think that I was aware of that. Once I wanted to become a 4-H leader even, you don’t have to know much. And this may sound like, I don’t believe you should know should know much. But there’s always something you can share or teach to somebody just beneath you in their knowledge.

During and by sharing, you learn.

People ask you questions, and if you’re humble, you say, I don’t know, but I’m going to find out and you learn and you learn and you learn.

So I think teaching, speaking is a way to make your brain keep working. And to see the enthusiasm of others is very, few will view your own work. You know, seeing what you’re doing through others. That passion that you once felt about something, it rekindled it so it I kind of feed off of that.

I’m not a social person at all. But I do love teaching, speaking. Parties, I’m not that good unless it’s a cheese party and I’m teaching.

Brian: So did someone ask you to speak the first time or did you seek it out? How did that happen?

Gianaclis: Well, if you mean speaking at larger events that definitely coincided in my memory anyway, to the when you write a book. That’s something you really are signing on for when you write a an instructional nonfiction.

And even if you wrote fiction, you’d be expected to speak, although it’s usually in a smaller venue.

So I think if you’re not ready to sign on for that, it’s unlikely that no matter how good your idea for a book is, a publisher is going to feel like you’re not being part of a team.

So being part of the team for promoting your book involves that.

Brian: Absolutely, absolutely.

So that came along with your deal with Chelsea Green?

Gianaclis: Yes, I believe so I honestly haven’t thought about it and I don’t tend to remember or pay attention to try and remember all the things that have happened along the way.

But yeah, I was teaching before then and, you know, working as artists in residence at a school and in talking to the kids and things, but not speaking, as far as larger venues go.

Brian: Describe the type of person that was interested in the same topics that you were interested in the ones that would get involved and purchase your books and maybe you became friends with along the way, what type of person would that be?

Gianaclis: Well, there’s quite a spectrum from people now that I have six different topics or six topics that cover different areas.

You know, from people who just want to learn more about making cheese to people who are tastemakers that want to try to perfect their craft And then of course, on the business side, people who are thinking about doing this as a business. There’s definitely a lack of information that’s easy to find.

I knew that from trying to find it myself.

One of the more recent books on goat care and know how to approach a whole herd management from a holistic standpoint, which includes everything from herbal to traditional, but there I used to be a nurse.

I was a nurse first and that the LPN LVN. But when you’re a nurse, you learn to assess systems and you look at what you can interpret from the health and health symptoms present in a patient.

So you do that as a herd manager to you should be anyway, observing for changes in that homeostasis that indicates animals taking care of itself. So helping people to learn to look at their herd, that way is what that book is focused on.

And then what to do when it’s not going well, which every go owner stacks up a lot of information about that. And I definitely, always count on tapping into other people’s knowledge.

For any subject I try to write about or speak out and there’s for as much as you learn a lot goes out the other side of your brain to or isn’t accessible anyway in the moment.

That’s right thinking we got to always try to stay humble or otherwise you’re gonna get smacked upside the head by karma and the universe.

Brian: Absolutely.

What do you like best about your industry in your career as a whole?

Gianaclis: The cheese and food in general in the industry, but the small scale cheese and even some of the mid to large scale producers, it’s such a small worlds that it was, it was so embracing and still is for the most part. new people coming into it that you felt immediately part of this community.

And this is on the cheesemaking side of it.

Not that I’m mentioning right now. It was just so welcoming and so supportive and Oregon here where we are in particular, the guild is just, you know, no one is worried about competition.

There are a few that are, but for the most part, people are like, Yeah, get on board.

The more the merrier.

It’s a win win for everybody, and supportive and that’s, that’s wonderful. And then you bring in the fact that you’re talking about making something that other people love.

That’s one thing I found really gratifying compared to doing artwork, artwork you’re doing usually from yourself, it’s sharing some inner part of yourself. And that’s a very vulnerable thing to do, and isn’t always very gratifying and there’s nothing wrong with that.

But when I switch making cheese or when cheesemaking took over my life. It was so gratifying.

You know that have people try this thing and find out, you know, have their eyes light up and that they never knew goat cheese could taste like that and just super gratifying.

So that’s been been a really wonderful part of it too.

Brian: And why do you think that is, that distinction between those two worlds?

Gianaclis: Which the cheesemaking and art?

Brian: Yeah, between cheesemaking and art? Why is one more gratifying, do you think?

Gianaclis: Well, we all got to eat right and there’s really no, you know, that old saying now that quickly to someone we to be man part through their mouth and or through their stomach, that the quickest way to I think it really is true.

If people like to eat and there are very few people who don’t.

It’s a way to make a connection pretty faster than art is.

And the same way when it now that I’m going to suspect the fictions that will be more like art. As far as no matter how good of a book you write, there will be people that hate it. And they will.

But I guess that was true with the cheese a bit too you know you people who think they don’t want goats and have it stuck in their head that much less so food is an instant connection.

And this is why families gather for meals is why people are missing going to restaurants right now during the pandemic and just having that social thing centering around food.

Brian: It’s a great point is it since you bring it up, but how has COVID affected your life and in this this lifestyle that you’ve kind of chosen?

Gianaclis: Well, gosh, it’s interesting because if we had still been commercial tastemakers, it would have affected it much more greatly.

But the fact that we had already stopped it really hit us the most through the loss of Airbnb or pharmacy income. Oh yeah, yeah, cuz we shut that completely down until the first of July. And that was, it was definitely a tough period in that regard.

But, you know, another thing to the universe that also coincided I bought, all by speaking events were stopped also, classes are canceled. So that whole income stream went away also and gratifications stream if you will, was dried up.

But it coincided with our my husband’s parents, and my mother needing extreme amounts of our time is actually a wonderful time to have all that extra time if you will, to focus on something else. So it all worked out fine.

And we’ve opened up the Airbnb now with a lot of stipulations on masks and distancing and rules for contact, as well as how we take care of the space.

In between guests and now that most people are accustomed to doing those things, and it’s not new news to them, it’s going along very well.

Brian: Oh, good. Well, I met so much of that’s necessary right now.

How many guests can you accommodate at one time?

Gianaclis: We have two farmstays, but we’ve only opened one up for the season, because we felt that that was the best approach to keep the interaction between guests down.

So if we had one step that you know, wanted to be in a shared space, because there are certain parts of the barn that are shared spaces, that it wouldn’t overlap and make it anybody so awkward.

But we had an old Airstream trailer that we fixed up and three to four people can stay in that and that’s the one that’s open right now. And then the other ones a little little tiny building that we call the bunk callus that is has a justice two people capacity.

So it’s not like an inn by any means.

Brian: Oh, absolutely. Well, that’s really cool. I mean, and you have a variety that you’ve gone through just the past few years your life, it’s just..

Gianaclis: Yeah.

Brian: It’s such a great mix that’s cool.

Gianaclis: Yeah, you know, I’ve always felt even when I was young, or maybe in my late teens, I started feeling like life is really short.

And you got to get going, you know, if you’ve got something you want to do you better get started. And not wait.

You know, not dive in recklessly. But don’t keep waiting until you think you’re ready. Because if you do, you’ll be waiting forever, pretty much.

And Vern, my husband. He’s also very malleable that way. We always felt like if something’s not working well, in regard to…I’ll give you the example, being the cheese production, I still love making cheese and I miss making cheese commercially and selling it and then seeing people eat it, but it was not the right time to continue it.

We’d lost, or not lost, but our our children, adult children and moved away. And so that element of help went away.

And I was doing more and more traveling for the books and I really enjoyed that.

Then physically just getting older faster than you thought, were that sort of physical work of keeping up with everything help the number of goats I needed to manage.

Then I was the main cheese maker, also. The main goat care and the main cheese maker. It just becomes too much.

So I know let’s sit down and we’ve talked about what in our life couldn’t give what doing are we not ready to give up?

But what could we do without and probably be okay and then move forward from there. I miss making art, you know, I miss riding horses. I’m of that age where I don’t want to get broken.

So as much as I missed them, it would be really silly to start that up again. That’s how it is.

I think we’re kind of meant to enjoy things and parts of life, whether it’s when our children are really little, and then remember it and realize that you can’t have and do everything at once. That’s the way it goes.

Brian: No, that’s a great point.

So if we want to talk in like a year, let’s get you back on the show or something like that.

We look back over the last 12 months, oh boy, and just looked at where you’ve been what you’ve done.

What would you say would have had to have happen for you to feel happy about what you’ve accomplished?

Gianaclis: Well see now if I had an answer for that, I would be breaking my own philosophy, wouldn’t I?

Because I think, you know, if I’m really gonna follow what I said, it’s that I don’t know. I’m just trying to make good decisions now.

And I could fantasize you want my fantasy version?

Brian: Sure, let’s hear it.

Gianaclis: Okay, my fantasy version is that an agent decided my manuscript for this novel is just fantastic. And she’s going to shop it around and let’s see, our parents are all stable, and we’ve bought an RV. And we’re traveling to places and beautiful parks in the US that I’ve never seen. There you go.

Brian: Oh, that’s good.

Gianaclis: Oh and somebody moved into the farm to care for the goats because I don’t want to give them up either.

Brian: So how many goats do you have?

Gianaclis: We’re down, I’m down to milking only about seven. And then there are a number of goats and retired goats. So I think it’s only around 20 or so now, like at the peak, I milked 40, because you need to need a decent amount of milk to to make cheese and make it fairly efficiently.

So that, you know, you’re probably trying to get in the picture and because we live off the power grid, managing that system means that leaving this place if we leave for a few days.

Somebody’s got to be here to understand how to read all that and how to make sure that it seems cared for properly. We really have tied ourselves down.

And thank goodness, we really love this piece of land and love our place. But it does make that little fantasy I just shared a little bit implausible.

Brian: Sure, sure.

So what advice would you have for other people that are adventure seekers like you or I don’t know. how would you define yourself? First off, what would you call yourself?

Gianaclis: I don’t know. Farm girl, I guess. Yeah.

Brian: I think that’s a common thing that we see with both guests we’ve had on the show and yeah, listen, that they don’t really they do so many different things and go in so many different directions. They couldn’t just label themselves with one thing.

Gianaclis: Yeah, and if you are running a farm or a small piece of property, you do have to be a jack of all trades and to be able to fix things and he grew up like I did without money as a resource. You learn to make your brain your resource and you learn.

When we were first starting to do our own construction and plumbing and electrical. I thought I had to hire somebody. And then I realized, well, I can’t afford that. Hmm.

Do you think maybe I could learn it. And that was even in the days before YouTube that you go buy a couple books. And you read and you pay attention and you realize, well, that’s how everybody gets to be a master of something, they just study and practice.

So why not do that on your own stuff, and it’s definitely been, and that’s something we also love to do. We love to remodel houses, and it’s just so many things to do.

I feel very blessed and lucky that there are those things to do and that you know, despite how crazy the world is right now and has been off and on since we moved out of the trees and into the rest of the continent.

You know, there’s also lots of things to always be grateful for, and to try to focus on as positive.

Brian: That’s great. Yeah, absolutely.

Are there any other questions by then that that you’d like to answer?

Gianaclis: Oh, I don’t think so. I slipped up things about being off the power grid in there. And, and that’s something to people. Yeah, I guess I’ll speak a little bit about that for a second that for people who aren’t off the grid, that also sounds very romantic.

And I think it’s something we try to with our guests and anybody that comes to look at our system, ground people in the fact that first if you’re trying to be green for the planet sake, getting renewable energy and being grid tie is better for the planet.

So don’t think that we’re these wonderful examples of how everybody should be in that regard. But it also is a it’s another job.

Living like this, and it’s one we’ve adapted to and really appreciate as far as you don’t have a credit card for power, you only have a bank account and that bank account is filled by the sun and micro hydro we had and then in the worst cases a generator.

You can’t stand it just by plugging in. You know, you’ve got to think and I like that way of living for the most part.

But then again, I’d love to have a hot tub so that’s another fantasy is to live somewhere where we can, we can just plug in. So be conscientious that it’s easy to spend your life as a role model for how everybody should do it. But that’s not true.

And that’s not honest.

And I want people to understand that too, that they shouldn’t avoid doing something because it sounds hard, but they also should boot camps approach it from either side, the romantic side or that’s going to be too hard. somewhere in the middle is is the truth.

Brian: Absolutely. That’s great.

What can a listener do that wants to be able to follow your exploits online or be able to find some of your books or anything else?

Gianaclis: Yes, well we fully a farm has a website, pholiafarm.com. I have a website slash blog, which is my name GianaclisCaldwell.com.

Then we have the Facebook pages for both myself and the farm.

And I do my best to keep up on Instagram. But it’s for myself and for the farm so they’re all those three people can find email links from that and and message as the books of course are on all the usual online sites.

And through the publishers and I’m sure in a few stores to immigration one is a yogurt and keeper making book published by Storey which is probably will be the most visually appealing of the six.

So thanks to Storey’s, great work. It’s called, Homemade Yogurt and Keefer.

So, if you’re looking for some probiotics, including those in your life, hopefully that book will help.

Brian: That’s fabulous.

And what if someone would like to would like to come and stay on your farm at Airbnb?

How would they look that up?

Gianaclis: Yes, they can certainly look on Airbnb. And we’ve been doing this for long enough now I think about nine years that our listing comes up pretty, pretty high on the rankings.

So it should show up but it’s are also links on our on the Phila Farm website (philafarm.com).

So you can you can take a look at them there and if you can’t find it on Airbnb, we love having guests here. It’s been another one of those things where, as I said earlier, you start seeing what you’re doing to other people’s eyes.

So you can share a bit of that spark with somebody else and have them fall in love with goats or the fresh air and the beautiful stars, learn a little bit about the power consumption.

So when they leave, maybe they think more about it.

It’s nice for us, makes us feel good about what we’re doing.

And the income is helpful as well.

Brian: That’s awesome. Thanks so much for being on the show. Gianaclis.

Gianaclis: Yeah Brian, thank you.

Brian: Thank you for being on The Off The Grid Biz Podcast.

Brian’s Closing Thoughts: Was a really cool conversation with Giannaclis. I really had a good time. She reminds me of a quote that a friend of mine always uses a line from Helen Keller, which says, “Life is either a daring adventure or nothing at all.”

And it seems that’s Gianaclis’s life, it’s just a constant adventure. She’s just going from one concept to the other. And, the way she talks about, it seems like no big deal. But if you actually think about all these different steps, and all these things that she’s done, she’s done so many things that people go their whole life without ever doing.

But those things that people are always interested in doing. Like she said, there’s romance behind so many of these ideas, when you get down into them, they tend to get a little bit dirty and a little bit messy.

But at least she went out and did them. It’s really cool.

There’s a couple things that she said that I want to point out.

One is that food is an entryway. That it’s quicker to get to a person’s basically to get to a person’s desires than through art, getting through via the stomach, you know, and reaching them that way. That was very interesting.

I’ve never quite heard it put that way, though. I’ve known a lot of artists that we’re also into the culinary arts. That was interesting.

I like her perspective of being a creative person in kind of an entrepreneurial role. And doing these projects over and over.

Each one is like a little art project for her. And it’s very cool to think about it in those in those ways.

I also like that she hasn’t held herself to labels, you know, she’s not just a cheesemaker, or a dairy person, or a, an Airbnb person. You know, she’s, she’s done it all, and continues to do it all. And just, you never know where the circumstances are going to lead you.

She’s very much of a free spirit and a very cool person to talk to and I think a really great addition to our conversations here on Off the Grid Biz Podcast.

Jason Smith – Adventures In Homebrewing

Jason Smith – Adventures In Homebrewing & Austin Homebrew Supply

From experiments in brewing while serving in the Army to now over 20 years in the Homebrew industry, Jason Smith joins us to talk about the joy of Homebrewing and fermentation.

Checkout Jason’s fine websites to help you in your homebrewing adventures today!

Adventures In Homebrewing – https://www.homebrewing.org/

Austin Homebrew Supply – https://www.austinhomebrew.com/

Transcription

Intro: Jason Smith is the owner of Adventures In Homebrewing.

It all started when he was brewing beer in 1992. While serving in the army in 97, he left the army and moved back to Detroit to pursue pharmacy school. While preparing for school, he realized the lack of competition in the homebrew market in Detroit and opened up his own shop in 1999.

Over the last 20 years, his business has evolved into both retail and online sales as well as producing their own warehouse management system. So the gap year that he took off from pharmacy school has actually been over 20 years now, but it’s been quite a rollercoaster ride.

Jason Smith, welcome to The Off The Grid Biz Podcast.

Jason: Thanks for having me.

Brian: So why don’t you let everyone know a little bit about what it is that you do?

Jason: My name is Jason Smith. I own Adventures In Homebrewing and Austin Homebrew Supply. We do homemade beer making, wine making, cheese making, distilling of products.

We have guests that do soap making, soda making to kind of anything that you would make at home. As far as beverage supply goes for sure.

Brian: How did you end up of all things in the home brewing industry?

Jason: It’s kind of crazy. I started out in the Army. And when I started, I wanted to make wine with the guys in the Army. And they’re like wine, How about beer?

Well, I suppose we could do that.

So we got involved with some beer making.

I worked in a pharmacy. We had lab equipment available to us, of course. So we started culturing a lot of our own yeast doing different things in the beer making side of it. We really didn’t have what’s available today.

Internet access, we couldn’t just order something.

It was a lot of finding where can we get grains, where can we get hops? And then of course with the yeast we started culturing a lot of it within the labs at the hospital at the time, I did that for some time, started a small homebrew club at Fort Bragg, North Carolina, did some fun stuff with that.

And then as I left the military, I got home, I was gonna go back to school for pharmacy.

When I got home, there was a couple small shops, but nothing really, that had bar equipment and you know, the kegging equipment and just the bigger items that were available.

I just had a larger vision of what home brewing could be versus what the local shops had had. Says talking to a friend one night over beer, of course, and kind of determined that we could do a better job than what was currently available in Michigan.

So the first thing we did was kind of that ESPN mentality.

Well, we can open this in Michigan, but there’s a whole world out there. Let’s jump on the internet and make sure that we are getting out to everybody. We started collecting email addresses, phone numbers, names, building an email list and slowly developed a small website.

That was 20 years ago, the website is done well, from day one, we’ve kind of evolved.

And now I’m sure we’re the largest store in Michigan, one of the larger ones in the Midwest, and there’s two or three stores in the country that I think evolved to our size but it’s just been a an enjoyable trip.

I love home brewing. I love you know, gourmet foods, gourmet drinks, of course, type in hand in hand. And they’ve been very fortunate to get in as the craft beer scene really exploded back in 99.

Most people were like, what is this craft beer?

Today, it’s hard to go anywhere without recognizing either an event or something going on with craft beer, kind of pick the right time replace and unfortunately, pharmacy school is put on the back burner and the homebrew shops evolved into what they are today.

Brian: Wow, that’s great. Was this your first business?

Jason: It was I was very young at the time. Gosh, I joined the army at 18. I was in for six years. So by the time I was 24, I was getting out. And that was when we opened the business. So yeah, it was kind of just a BAM take off learn business on your own. I hadn’t taken any real business classes or anything. I of course was a fairly responsible kid paid my bills, everything else.

So when it came time to business, making sure that you were paying all of your bills on time and stuff just came naturally. It was something I had already done as a person.

So that side of the business was fairly easy. Started with QuickBooks just plugged in my own information. Oh, it sounds like it would go there. first few years, I think we even filed on tax returns just with Quicken.

Boom, Well, looks like this would go there.

And of course, things become more complicated over time. But starting out everything I learned about business was kind of through Quickbooks and self taught.

Brian: That’s great.

So, you say you start an email list. How else did you find those first customers?

Jason: You know, it was really email to start with.

People come to the store and ask for their email list. And I only asked because it was in QuickBooks. And hey, it asked here phone number address, and I can remember guys asking What the hell are you ever gonna do with all this?

I don’t know, maybe open a credit card in your name.

But, you know, initially, I don’t know what we would do with it was just kind of, we’re gonna collect it and we’ll start, it was weird.

People would start to move to Ohio or Texas or Florida or California, whether they retire or move with a company, and they call us and hey, Jason, I really loved your store.

I can’t get that type of service here.

Will you help me out here?

It was weird how it just spread kind of like Coronavirus. Just suppose it was weird how it spread out and people would get to their new location their new home and they reached back out to us, Hey, can you do this?

And that was kind of the evolution of the website but more so it was word of mouth.

People locally did great jobs, building homebrew clubs being involved with homebrew clubs I, I’d like to think that we did a great job of just sticking around with guests at night having beers with them become more friends family than just a customer relationship.

And for that reason, so often people tended to brew more or green instead of extract which is more advanced instead of extract when they went somewhere.

They seem to be that advanced Brewer so people would ask them question, how do you do this? How do you that?

And then they refer back to us.

So it was a evolution I think or it grew because of our involvement or my involvement. And, you know, getting people involved with the all grain with the kegging equipment with a just kind of nerding out on the whole craft beer.

But we had guys open breweries we had guys open, small brew club pubs, brew clubs opened up all over. And it was weird how it just kind of spiderweb back to us.

Brian: Wow, that is interesting.

If you go from there and jump forward to today, where are you finding your newest customers at today? People are just coming across you, how are they most likely finding you?

Jason: Our email list is significant for obvious reasons.

We’ve got God half million people available to list we section that out. When we do small email groups. We’ll do a group of 70 or 80,000 to hit winemaking because this is our winemaking group or things of that nature.

We do collect emails on the website, we collect them through our live chat, we collect them via PayPal, so however you’re paying PayPal, Amazon, anything of that nature.

We have a Facebook page with about 150,000 likes on it. So we utilize that outside That not a whole lot more obviously, we’re using our SEO and Google to pull people in.

But very proud of the list that we have. We’ve earned that list.

It’s not something we bought.

It’s not something we did marketing on newspapers or gave you something free to sign up on our list. When you’re on our list, it’s because you want it to be on our list.

And for that reason, I believe our list is extremely strong with people. Yes, I want to buy from Adventures In Homebrewing. And Austin Homebrew is slowly building into that same feeling, but they want to buy it to us because they’re comfortable with us.

And because we didn’t go out and get their name from somebody else. We didn’t build it by, hey, we’ll give you 10% off for this email. We we built it by you being at the site and by you buying things from us.

Brian: No, that’s great.

That’s a really, really good lesson for others out there who are looking at building up an email list. I mean, the fact that you’ve been able to build that up and then somewhat because come depended on it as your own form of marketing.

That’s really fabulous. So do you do any other sort of traditional marketing, any type of paid advertising, anything like that to bring people in?

Jason: Right now? No, funny you’re asking during a pandemic. Um, oddly enough, it seems our government is forcing people to stay at home and not travel and what the hell do you do you cook? You brew beer, you make wine? Yeah.

So right now we’ve shut down all marketing, all advertising, BC, before COVID.

We did a lot of Google marketing. I would say Google is by far number one. And I’m sure everybody else kind of tell you the same thing. But our Google marketing, AdWords things of that nature, we try and maintain about a 10% purchasing on that versus return on investment.

But we’ve tried Facebook, people aren’t Facebook to chat with family. We’ve tried a few other digital marketing, we just don’t get the return on investment in those places.

We’ve done magazines. Unfortunately, most people are reading magazines online and such now, and you’re just not getting the tracking that you have available to you through Google. So we’ve looked at other resources.

And the truth is we just haven’t done as well with paid advertising on them. On we still do classes, we own a company in Austin, Texas as well.

And in Austin, we have a huge sign and I 35 it’s a digital sign.

So we’ve had a sauerkraut class, we’ll throw it up there and it certainly brings people in or a kimchi class or fermented foods are something that seems to be are really a good source of marketing right now.

We do have, you know, sign up for email, see what we have going on.

So Austin, Texas has been a good resource for us to continue to add. But outside of that, um, you know, the yellow pages or anything like that is gone.

Now.

We just haven’t, it’s hard to justify the investment in it any longer.

Brian: Sure, sure.

And things have really changed with with the COVID-19 situation. So let’s stick with that before COVID. You mentioned doing these live classes, right, that you’re doing with people?

Jason: Correct.

Brian: And to go to live events or shows or anything like that?

Jason: Yeah, obviously, we hit the homebrew conferences every year, um, we would do mostly local in Michigan or in Texas, we would hit local events. Those seem to be our best bang for our buck that guests or customers would recognize us there.

And they, it was a great way to, again, build that family type relationship that we’ve had most was on premise classes, or going to events and just meeting people there.

Brian: That’s great.

What would you say is your ideal customer, if you could describe them?

Obviously, it’s someone that has interest in home brewing, but is there anything more than that, that really the type of person that finds you the most interesting becomes a great customer?

Jason: 20 years ago, you know what it was white males 40 years old. That was all we saw. It was almost like they came out of a mold in the beer belly, with a beer. 40 years old. It was pretty funny at that time.

Today, it is evolved.

We have women coming in. It doesn’t matter if African American or Asian, it’s just everybody is into the fermented foods especially so we’re getting a lot of we saw a lot of the cracks and things for kimchi or sauerkraut or any of those types of things we’re getting people in for that.

The beer brewing has just evolved and developed into a much larger crowd than what we would see years ago.

But no, I would say beer brewing still remains to be a little bit younger. It seems to be that 40 to 50 year old crowd. Well, I would say 50 all the way down to 20 now.

And above 50 tends to lean more towards the winemaking side.

We’ve really seen a huge increase in distilling.

And so people doing their own hard liquors and such of course sanitizers right now, I tried to sanitizers but online later on the jello shots or something. I have a hard time rubbing on my hands when I can drink it.

But, uh, overall, it’s really developed a much broader customer base than I’ve ever seen. Ever thought we would see. It’s been a pleasant surprise.

Brian: No, that’s great. After COVID I imagine the demands pretty high because of the situation or at least it hasn’t changed drastically what what other type of changes have you seen that have hit your business?

Jason: It’s just increased really, we’re up about 10% or so on sales.

So more people are certainly brewing we’ve funny the homebrew industry does really well, when there’s a bad economy. As the economy has started to tank we’ve started to increase. For the last five years the economy has been so strong that our business was kind of tanking on its own.

It’s like, Oh gosh, this is bad. We need something to happen.

I don’t wish for this. It hasn’t hurt business, of course. So prior to this, the good economy was certainly hurting business with this. Fortunately, fortunately, it is helped her business significantly.

The hardest part now has just been hiring qualified people.

With people getting what they’re getting on employment. We’re not seeing a whole lot of applicants, of course.

So we’re having a difficult time hiring right now and keeping people comfortable. The back of our warehouses. It’s hot, summertime, it’s especially down in Texas.

The guys and gals don’t want to wear masks during the day and trying to enforce that. And people have told me I’ll quit if I have to do this. I got one side they’re saying it’s just too damn hot. I can’t wear masks in the warehouse.

With our retail locations. We do wear masks and we protect all our guests. But then some people when they put in their application, they come in, they don’t see masks, oh, gosh, I don’t want to work here because you guys aren’t wearing masks in the back of warehouse.

So we’re really in a tight fix right now.

Those that have been here are very comfortable and look for six months, we haven’t wore masks back here and we’re fine. You’re gonna bring in a new guy that’s going to tell us all we have to.

So it’s been difficult to maintain that balance and keep everybody happy.

Brian: So that’s an interesting perspective.

I hadn’t heard about the hiring issue before that no one’s brought that up right off the bat. But that makes a lot of sense, especially if everything else is stable. How about the supply chains, anything like that any of your back end, logistics, have you had any issues there?

Jason: Fortunately, we wrote our own warehouse management system.

As I said, as in the military, I worked in the hospital. I worked in pharmacy directly. So logistics was a strong point coming into business. And we wrote our own warehouse management system.

So as soon as we do saw the increase in sales, the increase in we ramped up all of our stock levels. And I really think we have stayed ahead of it.

There’s some off the wall things coming from like Australia that we’re having a little bit of a difficult time maintaining.

But overall, we were out ahead of this guys, we’re gonna get busy. And we did we were able to prepare for it better than most I talked to, you know, of course, I have friends in the industry that own businesses and they’re a week or two behind on stock levels or whatever else and we were out ahead of it just pure it on lock system working well for us.

And just enough foresight to see, hey, we’re gonna get busy.

We need to get ahead of this. Unfortunately, over 20 years have seen down economies we have busy economies we get slow. It was to be expected. I just totally was ready for what came, as far as the sales go.

Brian: Yeah, absolutely.

I know a lot of companies that are on the grow that would love to have an opportunity to have a logistics system like that.

Have you ever thought of franchising out your warehouse management system or selling that process?

Jason: Yes, we did a good job developing it, and it works for us very well.

The downside that I’ve found with it is unless you have the people in place that understand excel and offer, that we’re going to be supporting it too often, that I don’t think we can support that and continue to support the company.

But it’s certainly something that my wife and I have talked about that. Brandon who helped me develop the system and I have talked about, it’s probably as valuable as what our company is because of what it does.

We had NetSuite and we got rid of NetSuite. And we moved in develop this and I would say We are every bit as powerful as what a NetSuite type platform would be. So no, we we have talked about it, it would just you take the beers out of my hand and put a suit and tie on. I don’t know I’d want that. Lol!

Brian: That’s a good point.

So what’s your top selling product right now?

Jason: Believe it or not nothing, and it was really cool. I hired a warehouse manager about five or six years ago. And one of his first questions was Jason, how many line items do you have?

I go, Well, we’ve got about 7,000 line items. And he goes, well, what’s your top seller?

Like his thought processes exactly what yours is, and I go, Well, we don’t have a top seller. That’s the cool part about this.

He worked for me for about a month and after about a month, he pulled me aside he goes you know, Jason is going to tell you you’re full of shit. You’re going to have a top selling item. You’re not, you sell all 7,000 items, and he was just shocked at how diverse our guests were. In what they were buying that it wasn’t just one thing keeping us afloat.

And the banks have told us that before you know, they come in and they look at you get what if you lose this one customer, you’re gonna be in trouble.

We don’t have that one customer our average sale is 75 bucks ahead and we sell all 7,000 items pretty much evenly.

We’re fortunate in a good blend of business to keep us very safe.

Brian: That’s fabulous. That’s really cool.

What do you like best about your business and or your industry as a whole?

Jason: I think it’s the customers.

I love having our guests come in and I’ve seen what they build and what they do. It’s enlightening. It’s motivational, it’s to see the things that they’ve built in their homes.

And you just look at it, you’re blown away about how interested somebody could be in this hobby. And then you get the other side of the spectrum.

I’ve had guys bring beer in, in those tide dispensers. And I’m like, You gotta be kidding me enough. I rinsed it out, put beer in there, you push a little button and serve beer like, Alright, and my response is pretty much the same as yours. You’ve got to be out of your mind and but just the broad difference of what we see in our customers is so much fun.

And you know, they come in and I’ve had guys that had fermented milk and really fermented milk? Oh yeah, I’m gonna try goat milk next.

I’ve had guys that have taken artesian well water and made their beers with it.

And I picked the hops outside of a brewery and I go to Michigan and I got the lake water out of us go to Michigan and we’re, you know, got natural yeast. That’s awesome that guys and gals are that involved with what they’re doing.

So I think that’s by far the most fun today.

We’re working out front and two different guests came in throughout the day, hey, we brought you beers. You’re just sitting there and you get enjoy, whether it’s beer, cheese, or wine or some type of distillate. It’s neat to have people bring those things in but I think when it’s all said and done that’s what I’ll miss the most.

Brian: If there’s one thing on the opposite end of it, if there’s one thing you could change about your business, what would it be?

Jason: I don’t know that there’s a whole lot of change a thing, sometimes there can be a lot of people get into homebrewing because it’s gonna be cheaper. So, I think sometimes there’s that side of it, where everybody’s trying to save a buck.

And it makes it a difficult industry to, you know, keep your staff paid or make decent money in. But, you know, sometimes I think that might be a little funny, but I assume you probably see that with a lot of the prepper mentality is, how cheap can I do this?

And the other one maybe is Amazon. I think for years, I thought that we were bulletproof. We could never go out of business we can never go under. And over the last two or three years, a lot of homebrew shops have gone under. It was where are you gonna go buy yeast?

Where are you gonna go buy hats other than a homebrew shop?

Where are you gonna go buy grains other than a homebrew shop and Amazon is really change that they’ve made those things available to anybody, and you can buy anything on Amazon.

But I think that removing the Amazon area from the industry would be really nice again to force everybody to come in and buy. Now, I hate to use the term force, but have everybody come in and buy everything from the homebrew shops.

It is a struggle to maintain a small mom and pop shops like that. And Amazon has certainly put a hurting on an industry that I just never ever thought was possible that the homebrew industry can be hurt by the big box stores.

I think that’s probably one and again, the mentality that hey, you can do this cheaper. Sometimes that makes it a little rough too.

Brian: Yeah, that makes sense.

If you and I were to get back together and say like a year from now and talk again, and we were to look back over the last 12 months and everything that you had done, what would have had to have happened for you to feel happy with your progress in your business and your life?

Jason: Next time, you should send me a six pack first, that’s all. Lol!

You know, Brian overall as long as my family stays healthy staff stays healthy. I say it’s been a good year. We’re happy with the company, we have a have a family setting with the staff and we’ve got 60 staff members and about 58 of them get along together.

So we’ve been really lucky with what we do, um, sales wise, over 20 years, I can say every year that I’ve been satisfied with where I’m at, I’m not the type of person that he’s driving around in a Corvette or Ferrari.

I’m happy in my 2000 Toyota For Honda enough, it’s so pretty laid back individual a lot of what I do because I do love the customers that we have.

And as long as we can continue to pay the bills, I don’t think there’s anything more than I would ever ask for to call it a successful year. I call it successful 21, and I hope next year I was able to say, hey, it’s been successful 22.

Brian: That’s great. So what advice would you have for the business owner out there just blanket advice?

Jason: Oh, gosh, read a business plan and know what you’re getting into.

I think so often people think they’re gonna jump in, open up. And these things are gonna happen without looking at profit loss statements without truly getting a good understanding of what you’re getting into a solid business plan.

Again, QuickBooks of all weird things has just a basic template that you go in and follow. And I throw that in there get an idea. I mean, if you want to make 100,000 a year and you’re getting into the whole machine, shop industry and it news for you to make 40 a year or 50 a year, make sure that the end goal is something that you’re able to accomplish in the business you’re getting into.

Embrace technology, make sure that you’re jumping on to the website sales and things of that nature, or make yourself available, whether it’s through like a zoom meeting or something Make sure that you are available the technology I think so often people get into it and they think they’re just going to get it from the local business.

And unfortunately, nowadays, first place you are I will look for something is online, open up the computer and where is it. So local is difficult to be, you’ve got to get out there and be available online, at start with the business plan, and you make sure that what you’re planning to do, you can be successful or happy.

Again, success isn’t measured by money, but successful, happy doing what you’re going to do financially, it’s going to be stable enough to put you where you want to be.

Business plan and making sure that you’re getting yourself out there to a broad enough audience that you’re able to be successful in that area. But I think those are probably the biggest things that I would say.

Brian: Those are great points. Really good.

What can a listener do if they want to find out more about adventures in homebrewing?

Jason: Fastest thing right now, visit the website, HomeBrewing.org and we have AustinHomebrew.com as well.

But websites are a great resources.

There’s a learn how to section we have YouTube videos and such directly from the website. So I take a little time there if they’re more interested in checking it out, um, anything else feel free to shoot me an email I still respond to every email I get if they’re looking for something or have a question, Jason@homebrewing.org. I still, believe it or not, 20 years later, I still respond to all of them. And I enjoy speaking with our guests.

Brian: All right, Jason Smith, owner of Adventures In Homebrewing. Thanks so much for being on The Off The Grid Biz Podcast.

Jason: Thanks for having me Brian I appreciate it.

Brian’s Closing Thoughts: Jason was a real kick to talk to if you couldn’t notice.

He just has such a great positive attitude, confident about what he’s doing. But open to new ideas. If you listen to very many of our episodes, you’ll notice that the people that are the most successful are the ones with a similar attitude.

They don’t necessarily have the same personality, but they have the same attitude. There’s a light easygoingness but at the same time, a determination and just a future focused attitude about things that’s very refreshing.

I found it interesting that the biggest issue that they’re dealing with right now, with the COVID-19, is that they’re dealing with employment issues, finding the right people to be able to do the job.

That’s very interesting, but it also shows that they’re on the grow, because they wouldn’t be hiring if they weren’t informed on the growth. If they didn’t need the help, they wouldn’t be doing it.

And like we talked about, he is on the grow, demand is high. A lot of people are getting into this industry right now and into this hobby, or these hobbies that he has equipment to help you out with whether it be wine making, cheese making what have you.

He’s got the equipment available for all these different things.

And they’re all growing right now, which is really cool.

But running into that employment issue. It’s sad to see and you can see how so many of the events that are going on right now have people in a very uneasy state, people are scared to get sick, and they’re scared to give up their unemployment checks.

There’s so many issues going on all at once.

It’ll be nice to see what happens when things calm down a little bit and we move on to whatever the next new normal or what have you is around the corner with all that it’s really neat to see that he’s been prepared though, that he has this warehouse management system that allowed him even when the times were not running as well for them to be prepared for when times did start going good.

And they did. It’s just a matter of time before things turned after the economy soured a little bit, everything started going well for him.

It’s another example of a type of business that can go well in what would be perceived as a quote unquote bad economy. And do you have the elements in your business to be able to do that?

Or do you have the ability to be able to prepare for bad times as well, for when the economy twists on you or when your business ends up falling behind?

Do you have the ability to make up for that good times bad times, having the control over those logistics will make a big difference to you in the long run.