Bevin Cohen: Small House Farm | The Artisan Herbalist

Bevin Cohen of Small House Farm
Bevin Cohen of Small House Farm

 

The Artisan Herbalist, by Bevin Cohen
The Artisan Herbalist, by Bevin Cohen

Bevin Cohen is an author, herbalist, seed saver and owner of Small House Farm in Michigan.

Join us as we discuss topics like –

* why homesteading is a life long obsession

* The joy Bevin gets from sharing his knowledge with others

*Bevin’s latest book The Artisan Herbalist

Grab a copy of his latest book & other fine products today – SmallHouseFarm.com

 

  • 1:53 Small House Farm: We Believe in a Simple, Small, Intentional Life
  • 2:48 What Brought Me Into Homesteading: A Life Long Obsession
  • 4:03 From Music Festivals to the Beginning of Small House Farm
  • 5:49 Educational Products to Help You Grow
  • 7:09 Bevin’s Latest Book: The Artisan Herbalist
  • 8:11 From Our Seeds & Their Keepers
  • 9:11 Story Telling & Becoming an Author
  • 12:28 How Book Writing & Speaking Opens Doors for You & Help Others at the Same Time
  • 15:18 Teaching at Events like Mother Earth News Fair
  • 17:43 Gardening & The Power of Curiosity
  • 19:26 Small House Farms Top Sellers
        • Herbal Wellness – Witch Hazel
        • Seeds – Pineapple Ground Cherry’s
        • Books – The Artisan Herbalist
        • Workshop Classes – Seed Saving
  • 21:29 The Joy of Meeting New People at Classes and Workshop Events
  • 23:34 New Book Coming Out in February 2021 with New Society Publishers
            • The Complete Guide to Seed & Nut Oils
  • 25:45 The Secret to Success: Have Fun!
  • 27:15 Where to Contact Bevin and pickup his latest book, The Artisan Herbalist

Transcription

Bevin: I think that with everything in life as business owners or wherever we’re at when we put ourselves out there, challenge ourselves to try something new.

And it’s just that little bit of success can boost that confidence enough to be like, Okay, let’s try that again. Let’s push forward on this, let’s see where we can take this thing. Even if it doesn’t turn out we’ve tried something new, right and we’ve grown as a person because of that.

But nine times out of 10 it is gonna work out and that’s the beauty of pushing your limits, is we can find that we’re capable of so much more than we give ourselves credit.

Podcast Intro: If you’re someone who refuses to go along to get along, if you question whether the status quo was good enough for you and your family.

If you want to leave this world better off than you found it and you consider independence a sacred thing.

You may be a prepper, a gardener, a homesteader, a survivalist, or a farmer or rancher, an environmentalist or a rugged outdoorsman.

We are here to celebrate you whether you’re looking to improve your maverick business or to find out more about the latest products and services available to the weekend rebel.

From selling chicken eggs online, to building up your food storage or collecting handmade soap.This show is for those who choose the road less traveled the road to self-reliance for those that are living a daring adventure, life off the grid.

Brian: Bevan Cohen is an author, herbalist, seed saver, and owner of Small House Farm in Michigan. He offers workshops and lectures nationwide on the benefits of living closer to the land through seeds, herbs, and locally grown food.

Bevin is a freelance writer and videographer whose work has appeared in numerous publications including Mother Earth News, Hobby Farms, Grit magazine, and the Baker Creek Heirloom Seed Company catalog.

He’s the author of, Saving Our Seeds, and The Artisan Herbalist.

You can learn more about Bevin’s work at www.SmallHouseFarm.com

Bevin Cohen, welcome to The Off-the-Grid Biz Podcast.

Bevin: Thanks so much for having me.

Brian: Great having you here.

Can you give us a little bit more about what it is that you do and how you got to this point in your life?

Bevin: Sure.

So my wife and I own a small homestead business we call Small House Farm, which is more based on the philosophy of living as opposed to the size of our building really, you know, a small house, we believe in simple, small, intentional life.

We grow a majority of our own food here we grow seed crops that we offer commercially. We’ve grown forage a number of herbs that we then craft into a full line of beauty, wellness, and cosmetic products that we also offer via our website.

In my spare time, I guess, I split wood to keep the house warm in the winter, and I do a lot of writing. We’ve published four books in the past four years, and we’ve got another one coming down the pipe and a little bit as well.

So I just like to stay busy. I don’t do well, just sitting around. We’ve always got something exciting going on here at Small House Farm.

Brian: What brought you into this lifestyle of homesteading and then beyond that, actually building a business out of it and teaching people and everything else?

Bevin: Well, you know, how does anybody get anywhere really, I found that the best thing I could do with my life is just getting out of my own way. I’ve been fascinated with plants ever since I was a little boy. I lived with my grandmother in an apartment on the edge of town and we were lucky enough to be right up against what was at the time, hundreds of acres of woods.

Now it’s been developed into housing and that sort of thing. But back then it was endless woods where young guys, we could just run out there and just play all day long.

So I started with this early age, spending so much time out in the woods, learning about the plants around me. And it became a lifelong obsession, that’s really kind of snowballed out of control, very organically, small houses came to me, what we offer commercially is just simply the way that we live.

We decided to share that with the people around us and people really responded well to it. We started offering some educational programs, the co-op in town, health and wellness store not far from here.

People really took to what we were offering and it just kind of took on a life of its own.

Somehow, here we are and the rest is history, I suppose.

Brian: Yeah.

Had you ever owned any other type of business before or is this something that you jumped into naturally?

Bevin: Well, that’s kind of funny. What I could consider a lifetime ago, I used to organize a small Music Festival, very different than what I do now. But there were a lot of overlapping similarities.

We did what we could to give back to the community. All the funds that we would generate through this event, we always donated to a different charity, big brothers and big sisters was one of our big charities that we donated to.

We got to work with artists, creative types, we got to see people that live a slightly different lifestyle than that nine to five job, you know, artists and musicians and those types of folks, we’re kind of coming at the world from a different angle.

That was always inspirational to see that there’s so much more than this world has to offer that we may not realize if we’re just focused on that daily grind, whatever.

The world has everything that we need right at our fingertips, but we’re usually moving so fast that we don’t even have the opportunity to notice it.

Working at the festival with these artists, I came to realize that if I did slow down and look around me, everything I had was already waiting for me there. And that was in a way the impetus for Small House Farm, where we decided, we’d move out to the country, we bought this property. And we thought, let’s try to do something a little more intentional, a little more focused on ourselves and our family.

We have two children now, but at the time, you know, Elijah, my oldest, was just a little baby. And we thought, wouldn’t this just be nice to think about life in a much smaller scale than we had before?

And well, small house, I guess, here we are.

Brian: It’s fabulous.

How long has that journey been, when did you first move out there?

Bevin: I want to say that we’ve been on this property for we’re going on our eighth year.

Brian: Awesome. Wow, that’s great.

You started out as almost like an educational service you had started putting out there. How did that grow into the other pieces to where you have your product?

You have books or everything else, how did that come along?

Bevin: Well, the books were a natural step from the educational process.

The books that we offer, help people learn to do some of the things that we’re doing here out at the fire, you know, the artists an herbalist is going to teach folks how to grow and forage all these different herbs, and then craft them into this full line of love his products very similar to what you can buy from us, certainly.

But at the end of the day, I like to put myself out of business, I would like other folks to be learning how to do all these things on their own. That’s very important to me.

My other book, Saving Our Seeds is a guide to teach you how to grow and gather and collect seeds from 43 different species of crops.

While I do sell seeds from my farm, I think the world would be in a better place if folks just learn how to do these things on their own. So the writing was a natural segue from the teaching, offering the products, it’s just kind of a thing that we just do.

Because people love the things that we offer, we didn’t really mean to get into the business of selling herbal wellness products, that was never really my goal. It just became a thing where so many folks kept asking for it.

So we started going to the farmers market to offer it and there was such a demand for what we offered, we thought well until I can get everybody making their own, I suppose we could provide them with some quality products in the meantime.

Brian: It’s such a cool dichotomy there and how that all fits together.

I was looking through your latest book, Artisan Herbalist and how you lay it all out there you show exactly how a person couldn’t go about doing this themselves. And it’s really great that you can have the final product, or here’s a way for you to do it yourself, which is what you’re all about. It’s what you’re promoting with the homesteading lifestyle. So that’s fabulous.

Bevin: It is all about doing it yourself. There are so many challenges that we face when we decide to start taking these steps in this different lifestyle. And one of them that I find with people, it’s a very common challenge that people seem to have is a lack of time where everybody’s very, very busy.

So as we find the time to maybe alter our lifestyles, even just small baby steps here, they’re where we work to free up that time to learn to do these things on our own.

In the meantime, we still want to have these high-quality, natural products. And you know, Small House Farm kind of fills in that gap.

Brian: Fabulous.

Saving Our Seeds. That was your first book.

Bevin: No, that was my second book.

Brian: Okay, what was your first book?

Bevin: My first book is called, From Our Seeds and Their Keepers: A Collection of Stories. It was out of all the books, it’s actually my favorite just because it was so much fun to write.

It’s as the title says, it’s a collection of stories.

As I’ve traveled about the country, I’ve met gardeners and seed savers, homesteaders, and preppers all these amazing different people. And they all have these fascinating stories to share and these wonderful seeds that they’ve also shared with me.

All of these seeds have a story in them as well.

So I realized along the way, that while it’s fun to sit around and tell these stories, right snapping beans or having a beverage and sharing stories with each other is wonderful stuff. But there’s going to come a time where maybe these stories are forgotten.

Maybe we’re not going to be there to tell the story anymore and too heavy responsibility.

But I kind of picked that up and I said I need to start writing these things down. These stories need to be documented in some way. So we collected these seed stories, as well as the stories of the people that keep the seeds.

They tried to get them all into one place and that is what ended up becoming my first book.

Brian: Now was that on your own impetus that you stepped out to write a book or did someone push you into it or how’d that occur?

Bevin: Well, the story starts with a lady by the name of Sylvia, an older lady that I met down in Kentucky.

Sylvia had this corn story that she was telling me about how her family had grown this corn. The grandfather had grown this corn had been passed down through the generations and we’re trying to trace this history back and fires because I sitting there and talking on the phone and one of the conversations Sylvie says to me, Bevin, I’m so thankful that you’re interested in hearing the stories that I have to tell because my children have already heard them.

They don’t want to hear about it, other people aren’t as interested in corn as you are. I don’t have other people to tell this story to.

These stories that Sylvia was telling me, it was more than just the corn. She would talk about how her father would come home at night and work in the gardens or how they would take their harvest to the mill to have it turned into cornmeal. She started telling me stories about when she was a young girl, when she would get sick, how her mother would go out into the woods, to gather plants to make the medicine from this little corn seed.

So many things came out of this story.

And I realized that if I didn’t write down everything that Sylvia was saying, there was going to be a day that Sophia wasn’t going to be there to tell the story anymore.

That’s all I needed, I realized the significance of the moment that I was in and we started writing the book. It just really, like everything else kind of took on a life of its own. And it manifested itself into, I think it’s just a wonderful collection of tales, is still probably to this day my most popular book.

I just had a gentleman call me yesterday, a guy in San Diego, who had bought the book was fascinated with the stories and wanted to call me and talked about some squash, you know, so the story continues to move, we tell the story.

But then the story has continued to have more chapters added to it.

Brian: That’s beautiful because there are so many people that have those stories that they’re wanting to tell, they have something that they want to get out there.

We’ve got business owners that are listening that want to get down write their first book. Where did you go from there, did you self-publish it, did you find a publisher, how did that happen?

Bevin: The first book was self-published, we did that ourselves, we independently published it here at Small House Farm. And it was really, boy what a learning curve.

That was a whole other thing.

It’s one thing to write a book, it’s another thing to publish and market a book. Right?

That’s a whole different skill set. But you know, it was fun.

At the same time that it was challenging. It was really a process that I enjoyed participating in, I would recommend it to anybody, if you’ve got a story that you think is worth telling, write it down, because you believe in that story. Other people are gonna believe in it, too.

We self-published it, and we put it out there. And just because of the nature of what I do for work, I do a lot of traveling to teach about gardening all over the place, I was able to bring the book with me.

It worked out very well having that book by my side, as I travel, people were very interested.

But publishers kind of picked up that idea to so now the books that we’re putting together, like The Artisan Herbalist, New Society Publishers contacted us, and they wanted us to write this book.

You got to start small and everything grows, just like with any small business. That’s how it is, as long as you believe in what you’re doing and you continue to do that, good things will come from it.

Brian: How would you describe the benefits that you’ve gotten?

You’ve put out three books, obviously, there are benefits tied to it, how would you quantify that?

Bevin: Oh, in so many ways, it is just it opens the doors to new conversations with people. I’ve gotten to meet so many interesting folks that when I go somewhere to teach, I inevitably always learn every time I’m on the road, you know, so it’s really enriched every aspect of what I do.

Being able to take my ideas and find a way to put them into words that other people can appreciate, it’s helped me fine-tune my own thought processes.

What we do here at the farm, it’s really helped me to tweak our operation by understanding it a little bit more, knowing that I’m doing something that is helping other people improve what they’ve already got going on in their life.

That’s awesome. It’s empowering to know that I’m having an impact on other people, just like I mentioned, the gentleman that just called, he was so excited to talk to me, he was so inspired by the book, even just reading a couple of chapters of it, he got a hold of me says you’ve changed the way that I’m looking at things, you’ve changed my perspective on what we’re doing.

And that’s powerful stuff to know, the impact that we can have every time we interact with a customer or client, or anybody in the public. We’re planting seeds, if you will. And those seeds are going to grow into beautiful things.

Brian: That’s really great.

Commercial Break: Okay, let’s take a break from that conversation.

I wanted to bring up a question for you, during these crazy times, do you feel like your business is indestructible? Most people don’t?

And if not, the real question is why? And what can you do to make it as indestructible as possible?

Well, that’s the basis of my new book, nine ways to Amazon proof your business. Let me talk about what we discuss in the first chapter, determine focus. So one of the main ways that you can Amazon proof your business is by determining the focus of your business. And the real problem isn’t that you’re not doing enough, the real problem is, is that you may be doing too many things in too many places.

So one of the things I suggest is decide whether your focus is going to be acquisition, ascension, or monetization. And I go into the details of what that means in this chapter. It’s really the only three ways that you can grow your business. And if you just do that one step of determining focus, you can have a huge change in your entire business. But I also have eight other ways to Amazon proof your business, basically the idea of making it competition proof to even someone as big as amazon.com.

So if you’d like to get your hands on a free copy of my book, go to AmazonProofBook.com sign up and you will get a free copy and get the chance to purchase a physical copy of it for a special price. And now let’s get back to our show.

Brian: And you’ve connected with all these great organizations and magazines, publishers out there, Mother Earth News and so forth.

I saw that you’ve put classes on for them, and courses. That’s kind of how you were explaining how you started out doing that?

Was that a natural fit for you, have you always kind of consider yourself a teacher? Or was it just being in the music festival industry that you’re kind of outgoing and used to kind of showing people the way?

Bevin: Well, I think that’s what it is, at the music festival, I would go out and I’d like to introduce the bands and stuff. And you know, you go out on a stage and there are 5,000 people out there, you can’t have any stage fright, you get used to public speaking very quickly when you’re in that type of a situation.

I think it made me very comfortable getting in front of groups of people to talk right, I was able to overcome that very quickly. As far as the teaching goes, it just kind of fell into my lap, the first couple of opportunities that I had to go and teach something.

There’s a local community college not far from here. They had a small-scale urban farm program that they were offering. And they were hiring local farmers to come and teach small classes, they’d asked me to come and talk.

So I went to this thing, and I prepped for it, you know, I really prepared for this thing, I felt like I was a little in over my head on what I was doing going to this college to talk to these folks. So I really put a lot of effort into preparing this, you know, get this presentation ready.

I went there, and it was a smashing success. Everybody seemed to really respond well to and I had a lady come up to me. And she asked, Did you go to school to learn about teaching? Or you know, do you have a teaching background?

No, absolutely not. I’m a gardener, and I’m farming over here.

She says, well, the way that you presented the information, it was very well-spoken, very impressive, you’re a natural, you may have found your color.

And I thought oh, you know, that’s laying it out heavy lady, but I appreciate it.

But I thought, you know, it kind of gave me that boost of confidence that I needed to try it again. Let’s go out there and do this one more time. And I think that with everything in life, as business owners, or wherever we’re at when we put ourselves out there challenge ourselves to try something new. And it’s just that little bit of success can boost that confidence enough to be like, Okay, let’s try that, again. Let’s push forward on this, let’s see where we can take this thing.

Even if it doesn’t turn out, we’ve tried something new, right?

And we’ve grown as a person because of that.

But nine times out of 10 it is gonna work out. And that’s the beauty of pushing your limits is we can find that we’re capable of so much more than we give ourselves credit for.

Brian: Awesome.

Yeah, that’s really great.

Have you noticed characteristics or a certain mindset of people that get the most out of your books and courses and then people that become customers?

Are they newbies to the homesteading lifestyle, or have they people that have been around for a while?

Is there anything common within the people that you’ve met?

Bevin: I think you know, the commonality would be curiosity, people that are interested in trying something new. Some folks that I meet, certainly a great number of the people that I’ve met have been new gardeners, new seed savers, new to working with herbs, whatever it may be, and they’re excited about trying something new.

But I’ve worked with a lot of like, very experienced homesteaders very experienced folks in the industry that have come back and said, You’re coming at this with a different perspective, you’re approaching this subject from a different angle than what I’m used to. And I appreciate that because it helps us.

It’s so easy to fall into a bubble in our thinking. If we stay in the same group of people, and we keep doing the same things, it’s very easy to fall into a set pattern of doing stuff.

But when somebody can interject with this different perspective, this different point of view, helps us see what we’ve been doing in a different way.

So I’ve certainly had some old-school homesteaders that appreciate the angle that we approach them from. I would say that, since the pandemic has happened, that has blown the doors, on trying to choose the demographic for the folks that are in the home setting.

I mean, it seems to be anybody and everybody from all walks of life in some way or another even if their apartment, wants to grow something on their balcony. If they live in a city and they want to forage at the park, whatever it might be.

People from all walks of life are suddenly realizing that there’s a potential to this simpler lifestyle to come back to mother nature, that there’s something special in this moment that we’re in. It’s challenging is that maybe, certainly, it’s full of opportunities.

Brian: What would you say is the most popular service or course or product that you guys provide at Small House Farm, is there one that sticks out that people go bananas over the most?

Bevin: What we do is so diverse, we offer so many different things that it’s kind of hard to pick one so we’re going to break this answer down into subcategories and give us the best sellers in each category, right?

As far as say, the herbal wellness products that we offer via our website number one, hands down is the Witch Hazel that we make. We make a witch hazel, topical astringent from which has like a native shrub that grows out in the woods here that we gather and process from the bark.

And it is hands down the most popular product that we make. It’s unbelievable how people respond to that.

If we’re going to talk about the seeds that we sell this year, the number one selling seeds, for some reason are pineapple brown cherries.

And I can’t put my finger on why that is. It’s pretty common.

You can buy pineapple brown cherry’s from a number of seed sources. It’s not really unique that we offer it, but for some reason, and I mean, by a long shot, it’s the most popular scene that we’ve been selling this year.

It’s easy to grow. It’s very delicious.

I guess we have a nice photo of it on our website. I’m not sure what the appeal is, but boy, it’s really taken off. That one’s been really popular.

As far as books go, of course, The Artisan Herbalist is the number one seller it’s been moving like hotcakes. We’ve just been thrilled with how well-received is been.

We were Amazon’s number one bestseller for a while. But that’s selling new release when it came out. People have really been enjoying the book for sure.

As far as workshops that we offer. Seed saving has been a big one, you know, we do a number of seed saving workshops, people have really been coming back to if they’ve gardened in the past, they want to learn how to save seeds.

But even if they’re new to gardening, they realize the significance of learning how to save their own garden seeds. And that’s a class that I teach almost year-round, it seems like.

Brian: Overall, what would you say you like most about your business and your industry as a whole?

Bevin: I like meeting people, I like spending time with folks. I like to sit down and chat and everybody comes to conversation with them such a different place, different backgrounds, different histories, different religions, different politics, all these different things.

But when we come together, we’re not thinking about any of that we’re thinking about what we have in common, you know, and that’s pretty powerful stuff and I really do enjoy that.

And of everything that we do, that’s always the highlight is just all these wonderful people that I get to meet.

But also sometimes I’ll be out in the woods gathering plants. And I realized that, man, that’s my day at work right here is sitting out in the woods with my kids. And that’s pretty groovy too.

Brian: That’s awesome. On the other hand, if you can change one thing about your business or industry, what would it be?

Bevin: Yeah, that’s such a good question. And I don’t know if I have a good answer for you really, you know, I’ve tried to think about that.

One thing that I have the challenges us here at Small House Farm, is the seasons.

In the wintertime, it’s very difficult for us to do much of anything, because we’re not growing without harvesting. Sometimes travel can even be limited. But now, there’s something positive to be said about the natural cycle of the seasons. Even from a gardening standpoint, that cold, cold winter is really going to help keep the bug populations down the insect populations.

There are pluses to that as well, so I couldn’t choose that.

So I thought, well, what about the wacky weather that we have? That can be very challenging out here on the farm, when I’ve got all my ducks in a row here counting on the seed harvest to get me through and the gardens flooded?

That’s certainly a challenge too.

But at the same time, that’s kind of part of the fun of it all, are these unexpected challenges that we have to learn to overcome.

So if I could change one thing about my business, there’s nothing I would change. I have no answer for you Brian, I love it all.

Brian: That’s a great answer.

If we were to talk again, a year from now if we had you back on the show, what would you say would have had to have happened over the last 12 months for you to feel happy with your progress both professionally and personally?

Bevin: Well, I’ve got a new book coming out next year. This is, you’re gonna hear it here first folks, this is the worldwide announcement, I suppose.

I’ve got a new book coming out from New Society Publishers, February of 22.

The Complete Guide to Seed & Nut Oils.

It’s all about growing and forging seeds and nuts specifically for oil extraction. That’s another thing that we do at Small House Farm, we extract seed into oil, we use it as ingredients and our wellness products, as well as offer, you know, just the oil for culinary purposes as well.

And so for me to be super satisfied, 12 months from now, I want that book to come out as a smashing success. I want people to get their hands on it and really, really enjoy and make use of it. That’s the thing. It’s fun to read a book and enjoy it. But I want people to use these books to take this knowledge and make the world a better place.

Brian: What would you say are the obstacles standing in your way of getting there?

Bevin: Right now the greatest obstacle that I have is that most places have had to close down. And we don’t know if they’re going to be able to stay open. That’s kind of where I’m at, right?

So this is kind of a tricky place to even have an opinion in this world right now, what we want to say about how that works, but regardless, we all have different approaches to what we think the solution may be and we may not agree with each others solutions.

But we all have the same end goal. We all want the world to get back to where it once was, so we can all spend time together in person again, right?

But you asked me what my favorite thing about the business was, and my favorite thing is spending time with people. And for all of 2020, I wasn’t even allowed to, you know, we did a lot of virtual stuff and I guess that’s very nice.

We should be blessed that we have this opportunity to meet this virtual wonderland, certainly. But is that the stage during a meal with somebody and shake hands with people.

So for me, the greatest challenge that I have is the challenge that the whole world is facing, it’s possibly the greatest challenge that we’re all facing, as people, as business owners over we want to look at things. That is our greatest challenge, isn’t it?

Brian: Yeah, absolutely.

You’ve been on this journey for eight years on this particular half of it, this Small House Farm journey.

What advice would you have blanket advice out there for other business owners that want to take their passion and turn it into something that can make a difference, but it’s also sustainable?

Bevin: Yeah, to make sure you’re having fun, you know, and that might seem cliche, I suppose. But that’s what it is.

Obviously, you got to think about the bottom line and you got to think about marketing and you got to think about all these different things. And that certainly comes into play.

But none of that matters if you aren’t enjoying what you’re doing.

It’s all about pleasure, right?

We’re lucky if we get to hang out on this planet, 60, 70 years, that’s all you get, right? And then you’re done.

You want to enjoy it. You want to enjoy what you’re doing, if you believe in what you’re doing as a small business owner if you truly enjoy that, and maybe it’s not even considered work, even it is more challenging times.

That passion, that pleasure that you have, your customers will pick up on that. They’ll feed from that.

You’ll be able to bring that pleasure and translate into something that they’re going to want to exchange for Federal Reserve Notes, I suppose.

But at the end of the day, all that matters is that you enjoy what you’re doing and everyone else enjoys what they’re doing. We can find a way to kind of overlap that pleasure.

Brian: Fabulous. Yeah, that’s, that’s great. Thanks, Bevin.

I think you have a positive perspective but you also keep things nice and light. I really appreciate that. Is there anything I didn’t ask you that you’d like to answer?

Bevin: Where can people get a copy of my new book The Artisan Herbalist? h

Brian: There we go.

Bevin: And if anybody’s interested in that they can get copies via my website, SmallHouseFarm.com. It’s also available on Bookshop, Amazon and wherever books are sold.

Brian: Awesome. Also, where could listeners who are interested in everything else that you talked about, where can they find out more about you and Small House Farm?

Bevin: So the website definitely the central hub for all things Small House Farm, which is again, SmallHouseFarm.com.

But folks can also connect with us via our Instagram, or Facebook page, which is also Small House Farm on our YouTube channel. For folks that are visual learners, we have a YouTube channel, you can find also under Small House Farm, where you can spend time with us out in the gardens or foraging making maple syrup.

Any of the adventures that happen here at the homestead are going to find their way to YouTube. And that’s a great community for us to connect to that as well.

Brian: This has been a great talk I can’t wait to see more from you. I can’t wait to see this new book coming out and be able to look over your other stuff coming out.

Thanks so much for being on The Off-the-Grid Biz Podcast.

Bevin: Thank you so much for having me, what fun.

Brian’s Closing Thoughts: Bevin was a lot of fun to chat with. He has a lot of great ideas, and just his whole energy about him was just fun to be around and inspiring.

I think I’d say that the most about this conversation was very inspiring in terms of if you know you’re doing things right, if you can’t come up with a single thing that you’d like to change about your business, and the industry that you’re working in, it’s a good thing.

It just seems like he’s in a really great place and moving in a really great direction.

I want to point out something that you might be able to use in your business, two major things.

First thing, the teaching factor that Bevin has built into his business from the very beginning. It started out as a process of teaching and most of us don’t start businesses that way.

Most of us start businesses from a different direction and then we grow into a teaching factor. We eventually may write a book or we eventually may put on a course or speak at an event regarding what it is that we do and train other people how to do it.

But he went the other way around where he began teaching. And then that grew into a product source and a website and all these other things.

I think it’s a huge factor in how happy he’s been in building his business.

That comes to the second point.

What he mentioned at the very end about having a good time is so imperative to your business, because if you aren’t having a good time, nothing else seems to matter.

It’s not that it’s the most important thing, it is a factor that is necessary for doing the most important things in your business. If you want to get a message out there, if you want to get a product out, there is a service out there.

You have to be having fun in order to sustain that business growth had to handle the ups and the downs, the goods and the bads that come along with running a business.

Those factors, I think really make a big difference and it’s something we can all learn from.

Also looking at how he structured his books, and how he structures his courses and workshops that you could find online.

Be sure and check that out because I think everybody can learn a lot from Bevin Cohen.

I really appreciate having him on the show.

Outro: Join us again on the next Off The Grid Biz Podcast brought to you by the team at BrianJPombo.com, helping successful but overworked entrepreneurs, transform their companies into dream assets.

That’s BrianJPombo.com.

If you or someone you know would like to be a guest on The Off The Grid Biz Podcast, offthegridbiz.com/contact.

Those who appear on the show do not necessarily endorse my beliefs, suggestions, or advice or any of the services provided by our sponsor.

Our theme music is Cold Sun by Dell. Our executive producer and head researcher is Sean E Douglas.

I’m Brian Pombo and until next time, I wish you peace, freedom, and success.

Shannie McCabe – Baker Creek Heirloom Seeds | Rareseeds.com

Shannie McCabe – Rareseeds.com

 

Baker Creek Heirloom Seeds – Rareseeds.com

 

Shannie McCabe joins us to talk about what it’s like to be garden educator and catalog writer for Baker Creek Heirloom Seeds.

See what Baker Creek has to offer today and be sure to pickup a catalog! – https://www.rareseeds.com

Also, checkout Shannie’s terrific videos on YouTube – https://www.youtube.com/channel/UCToFIe32MeC-P8Z4Uptax_w

Transcription

Shannie: I was introduced to Baker Creek, and I thought wow, I love this catalog. This is the most beautiful, fascinating catalog. The stories behind these heirlooms are phenomenal.

As a market farmer I made sure to grow Baker Creek varieties because I wanted something that was like colorful and interesting to engage passers by at the farmers market.

I wanted something more interesting to stand out.

I had subscribed to the email newsletter for Baker Creek, and that’s where I saw a email saying they were hiring. So I responded and I moved to the Missouri Ozarks when I was in my early 20s, to a co-garden manager.

And then I started reading the catalog and the rest is history.

Podcast Intro: If you’re someone who refuses to go along to get along, if you question whether the status quo was good enough for you and your family.

If you want to leave this world better off than you found it and you consider independence a sacred thing.

You may be a prepper, a gardener, a homesteader, a survivalist, or a farmer or rancher, an environmentalist or a rugged outdoorsman.

We are here to celebrate you whether you’re looking to improve your maverick business or to find out more about the latest products and services available to the weekend rebel.

From selling chicken eggs online, to building up your food storage or collecting handmade soap.This show is for those who choose the road less traveled the road to self-reliance for those that are living a daring adventure, life off the grid.

Brian: Shannie McCabe studied environmental horticulture and sustainable agriculture at University of Rhode Island and has worked on farms growing organic veggies and flowers for a decade.

She has been the farm manager for Baker Creek Heirloom Seed Company, and is currently a garden educator and catalog writer for the company.

She has traveled internationally for Baker Creek, searching for rare and unusual heirloom seeds to offer in the award winning Baker Creek catalog.

Shannie McCabe, welcome to the Off The Grid Biz Podcast.

Shannie: Thank you for having me.

Brian: Yeah, why don’t you let everyone know a little bit more about what it is that you do.

Shannie: Sure, yeah.

So basically, I teach gardening skills. I’m really really obsessed with heirloom seeds, and with gardening and market farming, and in all manner of small farming, gardening, permaculture, growing and homesteading, and then how we use those heirlooms in the kitchen and for crafts and such.

So I’m just really obsessed with heirlooms and all the different forms. I was formerly a co garden manager with a couple other people, I helped to write the seed catalog, we’ve got a few different writers on the catalog these days.

But I read the catalog, I helped to write content for our YouTube page.

Our YouTube channel is called, Rareseeds.

Then making Facebook videos and Instagram videos, and basically just getting out into the garden and into the kitchen with various heirloom varieties and educating about them.

Brian: That’s fabulous. So can you tell people who may be new to the gardening scene, especially what what heirloom seeds are and how they’re different from from the typical seeds?

Shannie: Sure, yeah. heirloom seeds are open pollinated varieties.

That means that they have been saved and passed down from generation to generation. They’re not hybrids, they’re not f1 hybrid, they have open pollination, which means their seeds can be reliably saved, year after year.

Typically, heirloom seeds have a history or a story, there’s some significance to how they came about whether they were passed along through generations within a family or they’re notably grown in a specific region, or they were bred for some specific use.

But typically, heirlooms have a story.

Some people define heirlooms as being 50 years or older. Although that definition isn’t consistent across the board at Baker Creek, we don’t really follow the 50 years rule, because there are some really fantastic open pollinated varieties that have been created in the last few years.

And we would really like to highlight and give reverence to that breeding work because it’s really something fantastic.

For all intents and purposes of a seed saver, and it is an heirloom seed, I mean, we can reliably save the seeds year after year, we’re going to get approximately the same crop as long as we prevent cross pollination if there’s a threat of that.

To go on to the biology side just a little bit. Basically, when you have a hybrid variety, that means it was cross bred more recently, and the genes haven’t been stabilized.

So basically, if you have a hybrid tomato and you try to save the seeds of that tomato, what you plant the next season, the fruits may not actually look anything like the fruit that you’ve saved the seed from because the genetics have not been stabilized and it’s a new cross.

Hybrids typically do have something called hybrid vigor, where, because it is a new genetic cross, sometimes the plants will yield higher or they will have more disease resistance and a bit more vigor and strength.

But heirlooms have really incredible depth of flavor.

Because most of the time, what is most often the trait that is selected for an heirloom breeding is flavor. So heirlooms are typically more flavorful.

They’re densely nutritious, they don’t yield as pie. Typically, that’s not always the case. But typically they don’t have as high of yield. And the thing about heirlooms is they’re typically a little more regionally adapted.

So you may find this the most perfect tomato that grows so beautifully, and a certain part of Oregon, but if you try to grow it in Florida might not do so well.

A lot of times heirlooms can also be regionally adapted, then there are also heirlooms out there that are more broadly adapted to growing in a wider range, but typically more regionally adapted.

Brian: Oh, that’s great. That’s great.

What can you tell us about yourself about how you ended up here?

How did you end up working with Baker Creek?

Shannie: I grew up on a three by seven mile island off the coast of Rhode Island called, Block Island and grew up on a farm and I didn’t have the opportunity to travel very much.

When I was young, I was really, really fascinated by the people that came to the island that I lived on for tourism. And to work in the tourism industry out there.

I met a lot of people from all over the world.

I was always really fascinated by cultural exchange, mostly through food, I was just really fascinated by the different kinds of foods that people ate, because I did have a pretty narrow, like small worldview because I was from a small town. I was always as a kid fascinated by other cultures and just thought it was really interesting to like, learn about other people’s languages and their history. And just to take a deep dive into what it’s like to live somewhere, you know, that’s not a three by seven mile island.

That was kind of the first interest in heirloom type stories.

Then I worked on a local historic farm that’s located on Block Island. I used to help pick basil flowers and harvest pumpkins and pick cherry tomatoes when I was a kid.

That was kind of like when I was bit by the farming bug and I was really, really loved that.

I went off to college and I studied environmental horticulture and sustainable agriculture.

Through college, I had some work study jobs, working at the greenhouses, and was really actually still standing is really beautiful, old glass greenhouse that I got to work in.

That was really fun.

And I also had a job at the Agricultural Experiment Station.

So I got to work on the small farm there. After college, I just was doing market farming and working on farms. And I was introduced to Baker Creek.

I thought, wow, I love this catalog. This is the most beautiful, fascinating catalog. The stories behind these heirlooms are phenomenal.

So as a market farmer, I made sure to grow Baker Creek varieties because I wanted something that was like colorful, and interesting to engage passers by at the farmers market.

I wanted something more interesting to stand out.

I had subscribed to the email newsletter for Baker Creek. And that’s where I saw a email saying they were hiring.

So I responded and I moved to the Missouri Ozarks when I was in my early 20s to the co-garden manager. And then I started writing the catalog and the rest is history.

Brian: Wow. That’s fabulous.

That’s really great.

So talk a little more about the catalog. Because I’m not sure if those in the audience if you’ve come across the Baker Creek catalog yet or not, but it really is an amazing thing.

Most catalogs you have out there just whole home but the Baker Creek catalog really is something amazing.

Let’s talk a little bit about that and how you got in a position of writing for it.

Shannie: Right, so the the basic free catalog is, it’s the Rareseed catalog.

And then we have the Whole Seed catalog, we actually offer two catalogs, one is free.

One is more like a coffee table book. It’s like 400 plus pages of articles and recipes and stories.

And it’s really something that doesn’t actually have an expiration date.

You could keep it around for years and years. It’s more like a collector’s item.

So we have a book that you can purchase.

And then of course we always will have the free catalog. You can order those on our website rareseeds.com by the way if you’re interested in getting yourself a catalog this winter.

I’m going to take you back a little bit to explain the catalog because there’s a story behind it. It’s really cool.

The owner and founder of Baker Creek Heirloom Seeds, his name is Jere Gettle. And Jere grew up, his parents were kind of homesteaders they did farming and homesteading, few different states and they lived in Oregon and Montana and also the Missouri Ozarks where the company is located today.

Throughout his childhood, Jere was always fascinated by his family’s seed catalog collection. They had this really comprehensive collection of old antique seed catalogs.

And Jere was really fascinated by this.

He also was kind of catching the tail end of the hay day of the seed catalogs. So he was still getting them old Burpee seed catalog and Gambler’s and there’s a few others that may be Livingston.

He would order all these seed catalogs and he would just revel in the beauty of these heirloom seeds. He thought they were really fascinating.

And he also happened to notice that there was quite a decline in the number of seeds available, the number of varieties available and the the number of seed companies, small seed companies that were out there.

This was no coincidence, Jere was growing up in the 80s. And that was around the time that the seed industry in America was really consolidating to be just a few mega seed corporations and big seed houses.

A lot of the regionally specific small family owned seed companies have fallen by the wayside because they had just kind of lost the battle to the giant companies.

So he had a lot of this selja and love for the 1800s, 1900s seed catalogs, where there was a lot of showmanship, there were really beautiful lithograph plate illustrations, there were really amazing photos, lots of customer testimonials, and just just really fascinating kind of eye catching catalogs, he had noticed that they had become a little bit more bland, and not as exciting.

So he understood that some of the best times that a gardener has in the garden are actually in the winter, when you’re planning your garden for the next season.

That’s a really nice time for us gardeners, it’s cold outside, you can’t quite get out there just yet. But you’re just dreaming up your garden for the next season, you’re circling items and you’re just full of hope and wonderment about what you’re going to grow in this subsequent season.

So Jere really understood how important that part of gardening is, he made a catalog that reflected his love of going through the seed catalog and enjoying that process itself.

He put a lot of time into his seed descriptions and he really made sure to have colorful, engaging photos. And to really just embrace the experience of sitting down with your seat catalog, just kind of having a renaissance of that experience.

People really responded, people were really fascinated by somebody who brought kind of an old timey approach to the seed catalog.

It wasn’t all, you know, cut and dried business, it was more about something that’s beautiful to look at, and enjoyable to read and has a lot more back history and rich information than some of the seed companies have been doing.

So that’s kind of how he started designing his seed catalog. And each year it’s become bigger, and more colorful and more exuberant.

And I’m really grateful to get to contribute to that catalog.

I do help to write stories and to mostly I write descriptions. We have an amazing writer named Michelle Johnson, who’s writing a lot of the stories.

Also, Bevan Cohen has been helping to write the stories and write description.

So we’ve been all working together to make this really beautiful catalog, of course, our amazing photographer, Laura Stilson. She’s been taking fantastic photos for years now and really bringing excitement to the to the photos.

And Jere Gettle takes a lot of the photos and writes a lot of the content as well.

Brian: That’s really cool to hear kind of the background there. Because you could tell there’s, there’s quite a bit of a story he just went leafing through that you have such a broad job description.

Can you give us an idea of what a typical day would be or what the type of things that you would do on a daily basis?

Shannie: I will start my day going out into the garden and getting ideas for what I could teach viewers about in regards to how to garden better or how to use heirloom seeds.

So for instance, I will go out and notice that I have a bunch of beautiful blue butterfly pea flowers in bloom, and I will film myself harvesting them and then I’ll film myself dehydrating them and making them into powder.

And then I’ll say, oh, why don’t I make a recipe that people might want to try out.

And so I’ll maybe think of a recipe and film myself making it and take some photos throughout. Send that along to our editor and she will put it out on our social media pages on our YouTube.

You kinda have to fill in the gaps when you’re working with crops that people are generally not familiar with.

You have to do a lot of educating on the back end to get people to understand how are used. Otherwise, you know, you just don’t know what to do with these things.

So it’s good to put them into practice and to show people how they’re used in a practical sense.

So lots of video creation.

During catalog season, I will be writing descriptions like mad. I also always attend the National Heirloom Expo, which is an annual event that we put on at Baker Creek.

I usually go as a speaker and I helped to set the event up as well.

That is in Santa Rosa, California at the Sonoma County Fairgrounds.

And it’s usually the first week in September.

Brian: Great. Oh, fabulous.

For the average consumer out there that’s interested in heirloom seeds.

What makes Baker Creek different?

Why would they come to Baker creeks website or get a hold of one of their catalogs?

Shannie: There are a lot of reasons.

But I would say the educational side of it, we offer over 1,200 varieties in our catalog.

And you can find a lot of really rare stuff really arcane varieties that you may not find elsewhere, we always try to educate as much as possible as to the the uses of these varieties.

If you want to make homemade paprika, you can find the exact, you know, paprika, pepper, and then we’re probably going to even show you how to make paprika from those peppers.

So I think that we have a lot of comprehensive information on the history of these heirlooms and also how they’re used, it’s super special to get to find a seed company that is going to give you that much information.

And it’s not going to be a one liner description, it’s going to be in depth, and you’re probably going to come away with a lot of inspiration for creative work.

Brian: Awesome.

Commercial: Okay, let’s take a break from that conversation.

I wanted to bring up a question for you, during these crazy times, do you feel like your business is indestructible? Most people don’t?

And if not, the real question is why? And what can you do to make it as indestructible as possible?

Well, that’s the basis of my new book, nine ways to Amazon proof your business. Let me talk about what we discuss in the first chapter, determine focus. So one of the main ways that you can Amazon proof your business is by determining the focus of your business. And the real problem isn’t that you’re not doing enough, the real problem is, is that you may be doing too many things in too many places.

So one of the things I suggest is decide whether your focus is going to be acquisition, ascension, or monetization. And I go into the details of what that means in this chapter. It’s really the only three ways that you can grow your business. And if you just do that one step of determining focus, you can have a huge change in your entire business. But I also have eight other ways to Amazon proof your business, basically the idea of making it competition proof to even someone as big as amazon.com.

So if you’d like to get your hands on a free copy of my book, go to AmazonProofBook.com sign up and you will get a free copy and get the chance to purchase a physical copy of it for a special price. And now let’s get back to our show.

Brian: So what do you like best from your perspective about your business and or your industry as a whole?

Shannie: Oh, good question.

This is from a personal sense, going back to how I grew up on a small farm on a small island, I really liked the idea that we can learn so much about other cultures that we may not get to see in person through exchanging heirloom seeds.

I really do think that heirloom seeds are a great connector and an equalizer. It’s like it’s an excellent way to realize that we may be from different parts of the globe.

But we have similar uses similar gardening practices, similar uses for crops. And I think it’s just an incredible way to educate yourself about a different culture and to share.

It’s also an incredible way to open up your worldview.

So yeah, I just I like the exchange of information and knowledge. I like the opening of one’s worldview. I like the cultural representation, getting a real tangible experience of how someone else grows and cooks and eats.

Brian: Yeah, awesome.

On the flip side of that, if you could change one thing about your business or industry, what would it be?

Shannie: Now let me say this, there are a growing number of really amazing regionally adapted seed companies and we often work with not always but we do like to work with those seed companies to offer varieties if they, you know, come up with a variety and they want to sell it through Baker Creek.

I think one thing that I really love about the industry and I just would love to see more of is basically just working together to promote each other.

Brian: That’s great. That’s something you don’t always see in a lot of industry. So that’s cool.

Shannie: Yeah, we do really well in it, the whole industry…I think the industry as a whole does a good job of working together in a harmonious way. And like a really, like, just boost each other up. But if we could do it even more, that would be even better.

Brian: Great.

If you and I were to talk like, say, a year from now, and we had you back on the show, something like that. And we were to look back over the last 12 months, what would have had to have happen for you to feel happy with your progress in your life in your business?

Shannie: Huh, I’m going to try to really do a lot of work during this time of pandemic. So I really do in 12 months, if I were to check back in, I would hope that I would have gotten just an incredible amount of content created in the next year, connecting more with our customers and really finding out what are people up to in their gardens and what do they want to learn more about.

I would love to just get a good idea of what people want to learn about and make sure I really tailor it to people.

COVID seen so many people, so many brand spanking new gardeners, people that are just getting their fingernails dirty for the first time because they’ve been cooped up at home.

And I love to know that there’s a silver lining to the lockdown thing that people are getting out and starting to garden for the first time.

So in the next 12 months, if Baker Creek and I can help Baker Creek create a bunch more content to help brand spankin new gardeners and veteran gardeners alike to really get out and do more growing and to get to really hone those skills. I think that would be really fantastic.

Brian: All right. What are the obstacles Do you see that are staying in your way of getting there?

Shannie: The biggest obstacle I see for people getting out and gardening is that there’s there can be depending on where you live, a scarcity of available farm and gardening space.

I myself don’t garden, I can’t garden, my house, I don’t have a big enough yard.

So I garden at a community garden, and I think that people are going to have to maybe look outside the box for opportunities to grow their own food.

Because I think that one of the biggest challenges we face is not having enough space for gardening and farming. So community gardens are definitely going to be important for that.

Brian: You had mentioned that you had moved in the past year, and then we’ve gone through this situation.

For those listening, we’re recording this in November of 20.

So we’ve gone through this covid-19 pandemic, and we’ve have all these other things happening at the same time elections and everything else.

A lot of craziness happening this year. How has that affected you and and Baker Creek as a whole?

Shannie: Well, it may be a very politically divisive time. But people have definitely, we’ve seen a massive uptick in interest in gardening. Our pre-orders of our catalogs are the highest, you know they’ve ever been our sales are really, really improving.

And that’s just because more and more people are gardening for the first time. So overall, the pandemic has mostly encouraged more people to garden.

So that’s been good.

But one thing that’s been tricky is that I know that when the pandemic first hit there were shortages of seed just because people hadn’t anticipated how quickly people would buy up seeds.

When you make a seed order for the season, you anticipate a certain percentage of growth. But then COVID was unprecedented.

And a lot of people’s reaction to COVID was to just buy up a ton of heirloom seeds. This happened during y2k as well. It did cause a temporary shortage and seeds.

But I think a lot of farmers just upped the ante and planted more for their seed crops this year. So hopefully we will not be looking at as many shortages this year.

Brian: Well, that’s good. And so but other than that everything has been relatively stable. On your end, you guys have been able to handle the crisis and not to have…I mean, obviously with the uptick in sales. That’s great.

Shannie: Yeah, it’s been it’s tricky, because safety is a number one priority. I don’t work at the flagship where they pick the seeds, but I do know that they’ve been super careful about social distancing and following guidelines and keeping people safe and not sick.

That’s been a top priority.

And I don’t believe they’ve had any outbreaks or anything. Knock on wood.

We’ve had to ask our customers to be patient with us because we have been operating especially when the pandemic first really ramped up and people were in a lot of places we’re really closed down.

We weren’t able to go at full speed ahead, but now things are pretty low. Hold out, we kind of have a system figured out for social distancing. So we don’t expect to be having any issues.

Brian: It’s really good to hear from your perspective from being in this position for a while and understanding it. What advice would you have for someone that be interested in getting into the same field?

Shannie: You have to be obsessed with the topic.

You have to be really, really, really obsessed that I’m obsessed.

I annoy people with how much I want to talk about plants gardening, farming and heirloom seeds. And so if you’re not like annoyingly obsessed, you got to be passionate you really do so that’s my advice is to just like dive in headfirst love it, come at it with all your heart.

That translates, I’ve noticed people are really really receptive to anything that’s just genuine and if you know your stuff, if you know your stuff, you’re giving people good information.

And I guess I’m this is I’m speaking to being an educator, as an educator, doing online, you know, education for gardening, doing informative videos, you’re real, you’re genuine and you’re coming up with really good information that you do know firsthand.

It’s not second and you didn’t Google it, but you know, firsthand, that translates really well. That’s what people really want to see like you can be the goofiest person, you can be totally deadpan and dry, you can actually have any delivery that you want it just as long as you are yourself.

It actually doesn’t…I’ve totally noticed it really doesn’t matter.

There’s someone out there who wants to watch somebody deadpan explain something when be really concise, and curt, there’s other people that want to watch somebody completely go off the walls and ramble.

There are some people like that some people like a rambler, like I can be a rambler, but really, the determining factor is if you’re passionate, and if you’re knowledgeable, and just being real.

Brian: That’s awesome. That’s really good advice.

So what did I not ask you, what question did I not ask you that you’d like to answer?

Shannie: My making a plug for studying horticulture professionally.

I think that being self taught and learning yourself is a fantastic and an a fantastic way to go about becoming a horticulturist or farmer or gardener fine gardener educator.

Personally, I did choose the route of going to college for it and getting a degree. And I really don’t regret it because I learned a lot from a lot of really knowledgeable professionals and I got a really in depth education that did span a lot of different topics.

And so if you whether you choose formal education, or you choose to do it hands on, I really recommend that people make sure to be really comprehensive with the way they educate themselves.

If you’re going to be interested in farming, deep diving deep into the biology, the soil health, the environmental impact, but also the social impact the supply chain, understanding every facet is really important.

If you’re not going to pursue higher education in the field, then make sure to meet people in all different parts of the industry.

People that are doing sales, people that are growing themselves, people that work in with the environment in the after effects of agricultural runoff having first hand perspective or second hand I guess you’d be getting the firsthand perspective on from professionals and all those different fields is going to be tremendously helpful.

So whether you do it go into classes and getting you know sitting through lectures and guest speakers from all those industries, or just pounding the pavement and being outgoing and meeting those people.

But definitely giving yourself a well rounded perspective of what it’s like to work the land and be a farmer or gardener.

Brian: I think is really helpful. Really good.

I think that’s a common question that people would have about that.

What could listeners do if they’re interested in finding out more about Baker Creek Heirloom Seeds?

Shannie: Yeah, check us out on our website, Rareseeds.com.

You can find us on YouTube, our channel name is, Rareseeds.

You can find us on Facebook where we’re Baker Creek Heirloom Seeds.

You can find us on Instagram where we’re Baker Creek Heirloom Seeds.

Yep try the site, try Facebook, try Instagram, try YouTube, we have a Twitter even which I’m sure is probably Baker Creek Heirloom Seeds. I don’t do Twitter but I think that’s what it is.

So yeah, check us out online that’s the best way and our website is, Rareseeds.com.

And you can find our catalog we can get our catalog mailed to you if you check out our site, Rareseeds.com and just click the free catalog tab or go all the way and order the whole seed catalog and you’re going to get them.

The most incredible seed catalog experience of your life.

Brian: That’s great. And thanks so much for spending time with Shannie McCabe, from Baker Creek Heirloom Seeds. Thanks so much for being on the Off The Grid Biz Podcast.

Shannie: Thanks so much for your time, take care.

Brian’s Closing Thoughts: You know I really appreciate the time that Shannie spent with us talking about Baker Creek Heirloom Seeds. It’s an amazing company.

And it’s one of those that you can see how you can stand out in really a crowded marketplace and one of these areas that everybody is talking about heirloom seeds, and is selling this kind of that kind, but they’re able to do it in such a different way that allows them to stand out.

Shannie herself is one of those standout pieces to the puzzle, to have people on your team that have a passion that have a background that want to learn more, that even at a distance, they could be such an asset to your organization.

It’s really good to listen to this interview with that in mind, because I kept going back to in my mind is what an amazing person she is how it’s really great to keep your eyes open for those type of people, the type of people that you know can go on a podcast and represent your company like Shannie has here.

So that’s the big takeaway. I think with this interview and there’s a whole lot of other nuggets in there that she passed along to us really appreciate the time she spent with us on the Off The Grid Biz Podcast.

Outro: Join us again on the next Off The Grid Biz Podcast brought to you by the team at BrianJPombo.com, helping successful but overworked entrepreneurs, transform their companies into dream assets.

That’s BrianJPombo.com.

If you or someone you know would like to be a guest on The Off The Grid Biz Podcast, offthegridbiz.com/contact. Those who appear on the show do not necessarily endorse my beliefs, suggestions, or advice or any of the services provided by our sponsor.

Our theme music is Cold Sun by Dell. Our executive producer and head researcher is Sean E Douglas. I’m Brian Pombo and until next time, I wish you peace, freedom, and success.

Greg Key – Hoss Tools: Gardening!

Greg Key with Hoss Tools
HOSS: We Help You Grow Your Own Food

Episode 002. Have you taken full advantage of “content marketing” to both educate your crowd and prepare them to buy?

Greg Key discusses how Hoss Tools (http://hosstools.com) uses a combination of superior customer service and content marketing to bring people to gardening tool website.

Amazon-Proof Your Website! http://brianjpombo.com/amazon/

Full Transcript

Intro: Welcome to The Off The Grid Biz Podcast, a place for conversations about out of the box businesses with heavy e-commerce elements. I’m Brian Pombo.

When thinking about your business or project, what do you think about when I say phrases like customer service, ideal customer profile and content marketing?

I know these are kind of dry and they’re overused so often cliches in the industry, but today’s conversation is going to uncover how to bring these concepts into actual real life for your business and how you can profit from them.

Here’s our very first conversation for this podcast and if you stay until the very end, I’m going to go over some of my takeaways from it. Listen to this….

If you’re someone who refuses to go along to get along, if you question whether the status quo was good enough for you and your family, if you want to leave this world better off than you found it and you consider independence a sacred thing, you may be a prepper, a gardener, a homesteader, a survivalist, or a farmer or rancher, an environmentalist or a rugged outdoorsman.

We are here to celebrate you whether you’re looking to improve your Maverick business or to find out more about the latest products and services available to the weekend rebel.

From selling chicken eggs online to building up your food storage or collecting handmade soap.

This show is for those who choose the road less traveled the road to self-reliance for those that are living a daring adventure life off the grid.

Brian: Greg Key is the owner of Hoss Tools.

Born and raised in South Georgia. Greg has been involved with agriculture and horticulture for over 30 years. He’s witnessed how food was grown years ago on a small family farm all the way to the huge corporations that dominate agriculture today.

Being a big believer in clean, healthy food, Greg started Hoss Tools to help people grow their own food with quality tools and supplies. He enjoys growing food sustainably on a 10 acre homestead with his wife of 34 years.

Two dogs, eight chickens, two horses and one jackass.

Preserving the harvest, making wine and enjoying his four children keeps them busy.

Greg: Grandchildren.

Brian: Sorry, four grandchildren.

Appreciate you coming on the show. Greg, welcome.

Greg: Well, thank you. Glad to be here, Brian.

Brian: Yeah, this is really great. Why don’t you give everyone an idea of what it is that you do?

Greg: About nine years ago, we started a company called Hoss Tools. And our goal is to give people the tools and information for them to be successful and grow their own food.

Brain: That’s great. How’d you get started in all of this?

Greg: Back in the early two thousands we’ve kind of seen the trend were a lot of products being imported in here.

They were being sold, but they were not being supported. So if you went about a product and it tore up, you simply threw it away and went and bought another product. And the quality of the garden tools we seen was on the demise.

I thought, you know, there’s gotta be a better way.

What we decided to do was start a company, manufacture as much product as we could in USA and make a jam-up quality product and support it. There’s nothing I hate more than to call a company and get a recording.

So when you call Hoss Tools, you get somebody that answers the phone and we’re going to be here to help you. We’re going to support you, we’re going to do whatever it takes for you to be successful using our tools and our supplies. Quality tools, quality customer service.

Brian: That sounds great.

You guys have so many things on your site right now. You’ve got your wheel hoe. One of the signature things you guys have cedar shovels, spades, forks, man tools of every kind of machetes, knives, axes, raised garden bed kits, irrigation equipment, pest control, fertilizers, food preservation tools, whether you’re fermenting or pickling.

I mean a lot of great stuff on there.

Out of all that stuff, what would you say is your top selling product?

Greg: Well, the first product that we ever started with was the wheel hoe and that continues to be a number one seller.

However, every product that you see on our site, which is around 300 and we’re in the process now adding several more. We have tested and we have looked at and we’ve made sure it’s good quality product. So we’re familiar with everything we say, we can tell you everything about it and we support it.

However, the wheel hose continues to be our number one seller.

Brian: Is it the single wheel that sells the most or the double wheel or a little bit of both of them?

Greg: About half and half.

We sell about equal amounts of each one.

Brian: One of the main ways that I found you guys, I was searching for these types of markets, but the thing that stood out to me about Hoss Tools was the amount of information that you all have out there, especially if you just go through your YouTube channel and look at all the videos you have.

And these are videos folks that are just commercials selling their products. They’re going deep into the personal knowledge that they have in gardening with these tools. They go into specifics on different vegetables.

I just have to ask you, there’s a lot of our audience are going to be preppers and so forth.

The homesteaders and what would you say are the foods that can grow with the least amount of refrigeration or no refrigeration afterwards.

What are the foods that are going to last?

Greg: You get the foods that we all love, that sweet corn and things like that that we love them. The fact is that didn’t have much of a shelf life and I’m a big believer in growing your own foods and you get to have the staples that will last.

Some of the things that we have tested, that we’ve grown, that we’d get pretty good at is those vegetables that last.

To give you an example, the winter squash, the pumpkins, which could easily fall into winter squash category, sweet potatoes and onions, leeks, guards, all those really store well and they store well without refrigeration.

So those are a lot of the things we love to grow that we can put up and we can store it and we could eat them all winter long.

I feel like a lot of people out there, we’re missing the boat on these great crops that can give you a food source without refrigeration.

You know, I live in South Georgia and we had a major hurricane Michael, that knocked us out of power for seven days.

We could go out there to the garden shed, where we had our vegetables stored up and we could get onions, we cold get garlic, we could get sweet potatos, we can get winter squash. And we can go fire the gas grill up and we can have a meal.

Not only that, but I mean it’s just a good way to prepare yourself to have that skill set to grow those vegetables that will last for a long time.

And also prepared. I mean we do a lot of canning, we do a lot of things like that around here. Having that skill set to do that. So these foods store, so you can have a food source during the winter time or heaven forbid something happened.

You could have this food source when you don’t have electricity.

Brian: Yeah, that’s great info. we’ll get more into what you guys do on your YouTube channel and so forth through your videos later.

Who would you say is your ideal customer? What’s their mindset? Where are they coming from?

Greg: Well, let me put it this way. Let me tell you who our customer is because ideally who our ideal customer is, they are 85% male and they seem to be anywhere from the 25 to, you know, 70, 80 year old.

We have some 80 something year olds who call in every night. However, we have to treat that older group a little different than we do the millennials, the younger group.

What we find is the younger customers we have are starving for information.

They don’t know how to do this and how to do that.

So we’re tried to put the content out there to give them the information they need to be able to use our tools and supplies.

However, that older group recognizes a good tool or supply and they simply just want to call and buy.

So we don’t have to do as much is education with the older group as we do with the young group.

What I have found about the millennials out there is they’re starving for information. They’re starving to learn things that they can’t find anywhere. And that’s where our YouTube channel comes in.

We’ve been so effective there and it’s just an amazing thing to me to see these young people out there want to learn and have these skillsets that have been lost through generations.

Brian: Absolutely. That makes a whole lot of sense. Because I mean, just when I was going to high school 20 years back and I took ag classes and everything and we learned a little bit, but they don’t really teach you the down and dirty of how to grow, just what you guys are teaching on your channel.

I learned so much just by sitting there and watching it or listening to your podcasts.

That’s really good info.

So you’re saying by going out there and teaching this, you’re also bringing in customers that way without you even doing a hard sell, they’re coming back your direction and buying the product.

Greg: Yeah. We don’t believe in the hard sale and we do some, I guess you could classify it as the soft sale, but we rather refer to it as content marketing. Putting content out there, show people what they can do with our products and if it fits what they need and they can come buy. That’s exactly what we try to do.

That’s been our strategy from day one is to do content marketing and do a great job at it.

Brian: Oh, that’s a great point. What do you like most about this business in this industry?

Greg: What I like most about it is my customers are exactly like I am.

I’ve been in a few businesses before in my life where I had to deal with the very wealthy people being in agriculture and horticulture from early days and it was very profitable. But people that are consumed with the way they are, they’re very rich and they are very consumable people, and that’s not who I am and I don’t like hanging out with those kind of people.

The customers that I have today, at Hoss Tools, is exactly who I am.

What I say is, they’re my kind of people and that’s what I love about this business here is I’m doing people that have the same interests that I do and have the same passions and that makes it all worthwhile.

Brian: Absolutely.

What would be your biggest gripes with your business or your industry?

Greg: Well, you know, we’re going through a lot of consolidations now.

Back 15, 20 years ago, you’d see a lot of mom and pop stores on the internet, they were selling things that they had. Those days are gone by the wayside.

Amazon has took a lot of the mom and pops and pushed him out of the way, and it’s the way of life and it’s something that we’re going to have to adjust to, and I understand it’s a natural progression.

However, it does bother me a little bit, that Amazon has taken so much of the marketplace out there and snuffed the mom and pop out a little bit and it’s changed the way that we do business.

However, like I said earlier, that’s just a natural progression of things, we just have to learn to deal with.

Brian: Absolutely.

Commercial Break – Okay. I’m going to jump in and interrupt the conversation I had with Greg, he was just talking about Amazon.com and if you’re running an eCommerce platform, chances are you have some opinions about Amazon.com and Jeff Bezos.

Now you may see him as the devil and Amazon.com as an absolute apocalypse on the e-commerce community. You may see Amazon as being helpful.

Either way, no one can deny that Amazon.com has had an impact on the industry as a whole when talking to owners and executives of eCommerce companies.

One of the most common issues I see over and over again is them asking how do we handle Amazon?

Do we work with them?

Do we work against them?

Do we try to get around them?

They certainly can’t be ignored, at least in most industries, so I actually developed a technique that I can walk you through in a little thing I call a strategy session. We can do it over the phone or we do it over video chat and I would be able to take your specific company and customize a solution to help Amazon-Proof your website.

If you’re interested in Amazon proofing your website, go to BrianJPombo.com/Amazon and that will take you to the Amazon proof my website strategy session.

Now, normally I charge $600 for this one hour session.

There’s no doubt that $600 is a great deal for what you’re getting back from this, but since I’m trying to test out podcasting and see what our reach is, if you add in the coupon code podzeroone, P O D zero one you will be discounted all the way down to $60 I’m going to take a zero right off the end.

You will only pay $60 for an hour long strategy session.

This is not a sales call. I’m not trying to rope you into anything else. If there’s something I can help you with beyond that, we can discuss that later.

Within that hour though, we’re going to talk about actual solutions, actual strategies that your company can take to make your website Amazon-Poof, to make it to where Amazon is no longer a major competitive force against you, that you can actually work around Amazon.

It will no longer be a detriment to your company.

So like I said, BrianJPombo.com/Amazon. And now back to the conversation with Greg.

Brian: Where are you finding new customers at besides this media that you’re putting out there? Where else are you finding customers?

Greg: Well, Facebook, I mean we do a little bit on Facebook. YouTube is our biggest driver.

Facebook is entirely different than YouTube is and you’ve got to treat them differently.

We do some lead generation through Facebook. However, you got to be real careful with your content, because our content doesn’t do as well on Facebook as it does on YouTube.

But it is a good start place to plant that seed and then move them over to YouTube.

If you noticed your friends and everything is big in the Facebook, they have these real social personalities. It’s a social platform. It’s where you can go and relax, look at your cousins pictures, look at their babies, you know, catch up on things.

But you don’t go to Facebook to learn anything. You go to YouTube to learn something.

You go to YouTube to learn instructional stuff.

If you’ve got a question about a product where you will review your product or a way of life, you go to YouTube to search so that you don’t do it on Facebook.

So you have to create, you know, you have to treat those two mediums completely different. But we have been successful in doing some lead generation on Facebook.

Brian: Any other places or is that your main places where you’re getting customers right now?

Greg: Yeah, it is. I mean, Instagram’s up growing.

A lot of people I talked to are doing extremely well on Instagram. I do not know much about Instagram, but I would look in Instagram very hard.

The top three I think right now is Facebook, Instagram and YouTube. YouTube probably being at the top of that list, it drives probably around 30 to 40% of our business, YouTube does.

Brian: I can see videos going back to 2012 on there. You have over 19,000 subscribers on there.

Your Row by Row Garden Show, with you and Travis hosting. For those of you who don’t know, go and check them out on YouTube Hoss Tools and you can see Greg and Travis there and they’ll sit there and they’ll talk and they go through all these different items talking about growing specific vegetables and so forth and what they’re doing and what they’re dealing with during that season.

It’s really interesting because they can take a show that’s so simple with just the camera sitting there and then at the same time you guys also have the podcast, which is just the audio of you talking available over on iTunes and other places so you can check them out there too.

Do you find that the customers that are coming to you are more educated in general by the time they get to you if they’ve been watching your YouTube videos and so forth, are they coming with more educated questions and so forth?

Greg: Absolutely. And another thing too we get there are Row by Row Garden Shows, we also have a Row by Row Facebook group. If they’re really a Facebook person, they can watch it on Facebook. We have the two different channels or they can watch on Facebook or they can watch it over on YouTube.

However, YouTube seems to be the best driver with a medium there.

So let me explain to you what we try to do with our YouTube channel with our products. Now we encourage other business to do the same thing. Go to your customer service. The person answers the phone at your business every day and talks to front person the phone that talks to the customer. Let them wright down the top five questions that they get, whether it be product, whether it be store hours, whatever it be, the top five main concerns that she or he answers on an everyday basis.

That’s the first thing you do is you make a video that’s addressing those pain points.

So you take those five and this gives you a start and you take those five and you make a video address needs. What you have done is you mentioned that question for that customer and you’ve made it easy for that customer to get an answer and you’ve took that burden off your customer service.

That’s the first one you do.

Then after you do that, then you can move it into more of the soft sale content marketing.

Brian: That’s great advice.

If we were to talk again like a year from now, what would have had to have happened over the last 12 months for you to feel happy with the progress concerning your business?

Greg: Well, we’re in the garden industry and what we found in garden industries, when the stock market is doing well and when the economy’s doing good, we have less people gardening.

We’re kind of in the mood right now, we’re satisfied with a decent percent amount of growth. We’ve grown every year and we continue to see that.

We don’t want to grow a lot because we can’t handle that. We won’t have steady growth every year. And we thought we’re going to experience that. Even with good of commerce.

We are adding a seed line for this coming year and it’s a pretty big ever for us and we’re adding 120 to a 230 different varieties come spring time.

It’s going to be interesting to see how that happens. We’re going to back these varieties up with the support that we’ve grown.

We’ve looked at them and we know these are good varieties, see business as competitive business. So we got to be on our game to be here and be upsale seeds and we’ve got to give people a compelling reason to buy from us.

And so a year from now when we talk, I hope you asked me, was the seed business a good decision to make a fabulous going into a whole new line.

Brian: What are the main obstacles do you see standing in your way from getting to where you want to get with seeds within a year?

Greg: Oh, just let getting the word out there. You’re like, I’m not going to sit around and give people a compelling reason, because you know, everybody’s selling seeds. But giving people a compelling reason to know why they should come to us.

Thousands of dollars to put in a cloud control warehouse so we can control the temperature of the humidity so that our seeds germination will hold up better.

We’re going to do pack to order. So if somebody wants a pound they can call in and we’ll pack that up and send it to them.

We’re real proud of the fact we get most of the orders up the sameday.

What we have to do is convey all those points, that I just mentioned, all the way to the customer and make them understand, wow, they should buy from us. And if we can do that, then I think we will be successful.

Brian: Awesome. Greg, this has been a great talk, a great look into your industry and where you’ve come from on this.

It’s really, really interesting.

Let’s say someone’s brand new to Hoss Tools. What could a listener do?

What would you recommend them do if they’re interested in finding out more about your products?

Greg: Oh, absolutely. Go to our YouTube channel Hoss Tools. Join our Facebook group Row by Row.

What we have found, our Facebook group is we’re pretty knowledgeable about what we do. There’s a lot of people that we have that we’ve sold to that we’ve interacted with it are part of our Facebook group.

They can answer a lot of garden questions, so if you have a problem with any type of garden or you’ve got a question posted there on the Facebook group, if we don’t answer it, some the rest of them chime in there and maybe give a look different opinions.

That’s the great part of the group is the interaction.

If Simply got a question about products, or about our company, you can go to YouTube and we’ve got close to 200 different video. So you could find the answer there somewhere.

Brian: Greg Key from Hoss Tools. Appreciate you coming on the show, thank you.

Greg: Thank you.

Brian’s Commentary: Wow, that was a really good conversation.

In a short period of time, Greg went over a lot of ideas that I’d like to go back and put a little final point on.

First off when he’s discussing his concept of an ideal customer target market. The one of the first things he points out is it’s people that are looking to grow their own food.

Well, that’s a very clear idea and when he gets into the demographics of 85% ages 25 to 80 and talking about the difference between the younger customer and the older customer, the younger customer being starved for information, which is where their content marketing comes into play.

And if you look at what he’s doing for content marketing and why having a huge focus on their YouTube, and this isn’t necessarily something that you would want to do to focus primarily on video, you have to look at your market, look at what you have the ability to do and what you think you’d work out best at, but focus on it once you find your form of content marketing.

Nothing works greater than having content marketing that educates, entertains and drives traffic back to your website.

Look at what he’s doing with YouTube.

They have regular shows, they have personalities on there. They’re actually discussing the thing that the person wants to do, which is grow their own food and discussing everything around that. They’re not just promoting a product, they’re not just promoting their tools or their upcoming seed line.

They’re discussing everything around it, making it entertaining, informational that helps relate with people and actually starts driving people back to your website.

Eventually they become customers, but in the meantime, in the very beginning, they’re getting to know, like and trust you. This is a term that comes from old times sales people that know you, like you and trust your ones that are going to do business with you.

Not just once, but ongoing.

Also the fact that he defined his customer as my customers are exactly like I am. My type of people, my kind of people, and I’d like to point out if you hate your customers or your clientele, you’re going to be in big trouble.

If you’ll look at the fact that he relates so much with his customers that he believes he knows what they’re looking for and he talks with his customers both via social media and via customer service line and the people that are running customer service.

His focus on ideal customer service on actually having a live person who could answer the phone, someone they’re local that they can discuss with. Relating that back to the content marketing, so creating content based on the most common questions that you get back.

That is such a huge service that you could provide and that step will make you more relatable back to your customer base. It becomes a virtuous loop where you get to know your customers better, you serve them better, you answer their questions before they actually post them and it makes your whole process work 10 times more effective.

Also, Greg has a very clear understanding of the flow of the customers, so he knows that if he’s meeting them on Facebook, he wants to bring them over to YouTube and educate them a little more and from there eventually get them to the website.

The speed of getting someone to purchase does not necessarily mean that they’re going to purchase ongoing, but that relationship, building the relationship via your content is what’s going to grow things long-term.

Finally, the question that he put out asking, what do my customers need?

What does my market need?

And going back to them and finding out what they’re looking for, more of, led them to developing a new seed line and actually start producing seeds or delivering seeds to the market.

This is the Disney model. If you watch what the Disney corporation has done, they go back and they look at, okay, what do they need next?

Disney starts off with babies. You see Minnie mouse on the diapers, you see all these characters being introduced as early as possible, and then they take them the next step.

Okay, what is the next thing?

The next age group, what are they looking for?

They have an entire channel playing to preschoolers with all the characters. They have toys associated with them every step of the way throughout your entire life.

There’s a place for Disney that they’re producing content directly to you regardless of what age or gender you are.

If you could step back and look at your business and try to find a way to be able to speak directly to people ongoing in the same way and ask them really what do they need next? Okay.

Once they have the seeds, what do they need next?

What is the information that my market is asking for?

What are the visitors to my website looking for more of?

If you’re talking to them directly, like via live, over the phone, that makes a big difference.

If you’re talking via social media to your customer base, that’s going to help you out a whole lot. The whole idea is to really get inside your customer’s head and answer the questions they have before they even pose them.

I think this has been a great start for our podcast and where we’re going in the future. I think we’re going to be going more in depth into these concepts over time, so be sure and stay tuned.

Go and visit BrianJPombo.com to find out more about me and what I offer and come back for episode two.

We’ve got another great conversation coming right up.

Outro: Join us again on the next off the grid is podcast brought to you by the team at BrianJPombo.com, helping successful but overworked entrepreneurs, transform their companies into dream assets.

That’s BrianJPombo.com.

If you or someone you know would like to be a guest on The Off The Grid Biz Podcast, offthegridbiz.com/contact. Those who appear on the show do not necessarily endorse my beliefs, suggestions, or advice or any of the services provided by our sponsor. Our theme music is Cold Sun by Dell. Our executive producer and head researcher is Sean E Douglas. I’m Brian Pombo and until next time, I wish you peace, freedom, and success.