(Note: The Direct Marketing Minority is a post related to this one.)
As regular readers of this blog know, my goal is to be a full-time farmer, and my target date for becoming so is 2013, the year of my fortieth birthday. Because my wife Jen works full time and is not particularly interested in becoming a full-time farmer herself, I can cheat a bit in terms of what sort of income it is necessary to derive from the farm. I will not have to purchase health insurance with the income from the farm, for example. Nevertheless, since Jen is an accountant and CFO, numbers really matter to her. I can’t quit my day job to farm full time if the farm is only providing $5,000 in net income. Jen and I have never actually sat down and hammered out a minimum income that the farm needs to generate before I can quit my off farm job. My own feeling, and I expect Jen would be satisfied by this number as well, is that the farm needs to generate $40,000 in net income. That is a tall order, but doable.
The question that has driven my farm planning over the past six months or so is, “How do I get there?” The answer serves as the impetus for this post.
Regular readers of the blog should also know that when I got into farming I was ideologically driven by the idea that local-regional farm and food systems marketing should be made up entirely of direct, face-to-face sales, and that local-regional production should be super small scale so that farming could be a chosen profession of millions of people rather than a million or two. However, I was then and continue to be equally ideologically driven to see a local-regional farm and food system that produces, processes, and distributes food that is equitably priced; I wanted no part in a farm and food system that was socio-economically exclusive. It turns out that these two ideological drives are in opposition.
I am a numbers runner. I set up spreadsheets and start plugging in numbers to see how various scenarios play out. What I found is that a small-scale, direct only market that supports a full-time income requires prices so high that only high income people can afford to participate in it, and that even in the high price high profit margin small scale direct market sales volume tops out well below that necessary to provide a $40,000 net income. I also found that any effort to keep meat, especially, prices low either forces even a pasture-based farmer to more or less industrialize, especially in terms of pushing the carrying capacity of the land to its limit, or fall far short of achieving the $40,000 net income cut off.
I was in a quandary. I could satisfy one or the other ideological drive, but not both. Not wanting to choose between my ideologies, I have decided to moderate my commitment to ideology, generally speaking, abandoning a black and white perspective for a more nuanced grey one.
I started running numbers again. I also started thinking more seriously about the narrative of farm marketing history. According to the numbers and the narrative, there is an interesting opportunity here for farmers to make a full-time income while providing affordable food — one thing that must be unflinchingly admitted is that local-regionalism cannot match industrial food prices, especially meat; people, especially people of modest means, are going to have to spend a higher percentage of their income on food than they have in the past few decades.
What I found is that a combination of high profit margin direct marketing and lower profit non-commodity wholesale can get the farmer to the $40,000 net income cut-off while providing relatively inexpensive food. (Note that a related concern is our low-wage, high-cost consumer culture. By paying people higher wages and mitigating our consumer culture, people would be better able to afford non-industrial food). In order to take advantage of this hybrid market, however, there is one thing that proponents of local-regional farm and food systems must acknowledge: the need to scale up. The vision of local-regionalism baesd on small farms with a couple dozen pigs, a few hundred chickens, a flock of twenty ewes, and a half a dozen beef cows is a pipe dream, unless the idea is that local-regional farmers will all subsidize their farm income with off-farm jobs.
Local-regional farmers that want to farm full time are going to have to get serious about farming. On a diversified farm, the couple dozen pigs will have to become a few hundred. The twenty ewes will have to become 100 or 200. The half a dozen beef cows will have to become two dozen. The few hundred chickens will have to become 1,000 or 2,000. To get the highest net income possible from such stock numbers, a percentage of the stock will be marketed directly at farmers markets, on the farm, and/or through CSAs, and a percentage will be marketed via non-commodity wholesale to purveyors or to premium wholesalers who are selling into the Buy Local market. In the model I am currently working out the lower margin non-commodity wholesale pays the bills while direct marketing provides the profit. (Farmers who don’t want to do any direct marketing will have a tougher time of it, but they can make the income cut- off by raising more animals, which they can do without overtaxing themselves or their land, with a careful mix of livestock species, or with carefully chosen non-commodity wholesale buyers)
Scaling up to these sorts of numbers and using this marketing model provides a high enough gross income for farmers at a reasonable enough profit margin to place full-time farming well within the reach of local-regional farmers and it makes food widely available at more or less affordable prices. The target profit margin is 30%, which, for a farm, is historically high, but by including a significant percentage of high margin direct marketing, it is possible to attain.
I received an e-mail from another farmer yesterday about my pig prices. He thought $2.40 per pound hanging weight for a whole pig was very low. He rightly pointed out that the going rate is about $3.50 and runs all the way up to $4.50 or even $5.00 per pound. In response I pointed out that at $3.50 I would be making about $250 in profit per pig and would be being paid more than $80 per hour to raise them, which is totally unreasonable, relative to the income of other (even well-paid) manual laborers, and totally unethical in terms of making food available at affordable prices — at $3.50 per pound handing weight, a whole pig would cost about $700 total, including processing, or about $7.00 per pound of meat in the freezer. At $2.40 per pound, the whole pig would cost about $540 or about $5.40 per pound in the freezer (note that this is still a lot for a person of modest means to pay), and even at that price, I would still be making close to $100 per pig and $35.00 per hour to raise it.
So, you can see that even at $2.40 per pound there is quite the return. The issue in terms of full-time farming is sales volume. You can’t sell enough pigs at that price to have pigs make a large enough contribution to a diversified farm’s income to make it full time. If you include direct sales of indivdual cuts, direct sales of pigs by the whole and half, and non-commodity wholesale sales, the average price per pound hanging weight drops down to about $2.00 per pound, but the inclusion of the non-commodity wholesale sales makes it possible to market enough pigs to get the gross income up high enough, and still at a high enough profit margin to make a full-time income while selling at a price that is more broadly affordable ($2.00 for me at my current cost of production is a 25% profit margin, so I need to get my costs down a bit to get up to my 30% target profit margin) .
(Note also that because there is so much labor in marketing pigs directly by the individual cut [farmers markets, mostly], the hourly wage in this model, based on a 40-hour work week, drops down to about $18.00 per hour from $35.00. A more accurate hourly wage calculation is as follows: 8 hours per day, 7 days per week, 52 weeks per year, and at a net income of $40,000 = $13.75 per hour. The hourly wage calculation is useful, but really the question is not how much do I make per hour, but is $40,000 for all of this work worth it? To me the answer is definitely yes.)