Ontario Farm Fresh Marketing Association

Providing knowledge and leadership to grow the farm fresh experience.

Fresh Facts
Newsletter #295
March 2014
Volume 30, Number 3

Presidents Message
Another workshop, Awards Banquet and Summit has just concluded. Congratulations to all the award winners and thanks to all who participated. This years event was truly amazing and magical. It was a testimony to how comfortable our OFFMA family feels with each other and their willingness to open up and share to benefit all. It is hard to describe this feeling but those who attended will know and those who did not, missed something very special. As we wake up from the dream of the conference, it is time to sift through all the information and develop a plan and our action steps for 2014. Dr. Norman Vincent Peale wrote an article in 1988 before there was the Nike swoosh and slogan. Here are the first two paragraphs from his article. Im convinced this upcoming year will be a great one for you if youll make one simple New Years resolution and stick to it in every one of the 365 days this year has to offer. That resolution consists of just two short words. Each has only two letters. But theyre packed with power. They can generate enormous energy. They can sweep away discouragement and failure. They can make it possible for a person to accomplish just about any worthwhile goal. And what are those two dynamic words?

Inside this issue:

Membership News OMAF Updates Getting Noticed in 2014 2014 Awards Banquet Making Hey in the Heartland and Getting Inspired at NAFDMA Kids, Customers and Employees: How to make time for all of them Needle in a Haystack Contest Upcoming Events

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Do it!
Have you got a promising idea? Do it! Do you have a cherished dream? Do it! Do you have a hidden ambition? Do it! Have you some great impulse, some burning desire? Do it! For our businesses to grow, someone in our organization needs to have vision and dreams. A plan without action is only a dream. Dream big dreams! Make a plan with dates. And then commit to Do it!

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Brian Hugli OFFMA President

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MEMBERSHIP NEWS
New Members OFFMA is very excited to welcome the following new members. Make a point to come out to a workshop and get to know some of the OFFMA family. Thompsons Orchards Donald Thompson Blenheim, ON 519-358-6347 Thompsons Orchards grows and features apples, peaches, and pears which they sell in their market along with plums, pumpkins and squash. Front Step Farms Michael Watson & Suky Finn Maple, ON 647-501-8999 Farming in the urban shadow, Front Step Farms offers a farm market, group functions, activities, and a pumpkin and raspberry pick your own, with an eye on adding more features to the enterprise. Mountainoak Cheese Adam Van Bergeijk New Hamburg, ON 519-662-4967 Say cheese. Mountainoak Cheese offers an interesting variety of cheeses from their Signature Gouda to their Black Truffle. A Food Service is also available. Burrow/Kosir Farm Elisabeth Burrow Fergus, ON 519-362-1585 A mixed fruit and nut orchard provides the market specialties of roasted maple nuts, pecans, heartnuts, walnuts, hazelnuts, along with apples, pears, cherries and raspberries. Silver Creek Nursery Ken Roth Wellesley, ON 519-804-6060 Silver Creek grows fruit trees and sells them from their market. They also offer pruning and grafting workshops. Comolea Farms Kim Mournahan Grand Valley, ON 519-928-2218 Comolea Farms raises Premium Highland Beef for breeding stock, filler stock, pets & Beef sales on the farm and at some local farmers markets. Associate Member Miller Thomson Lawyers Patricia Rintjema Waterloo, ON 519-593-3295 The Miller Thomson firm has lawyers from various disciplines across Ontario offering an in-depth understanding of legal issues and challenges in agriculture and food production.

Last year, OFFMA had over 100,000 visitors to its website. We want to offer them accurate, up-to-date information but we can only do that if you let us know what is happening at your farm. Take a minute to log onto OntarioFarmFresh.com and check that the current information is listed for your farm. In 2014, we want 100,000 pairs of eyes to see the right info.

Clean bathrooms
The facilities at Disney World are clean. It's not a profit center, of course. They don't make them clean because they're going to charge you to use them. They make them clean because if they didn't, you'd have a reason not to come. It turns out that just about everything we do involves cleaning the bathrooms. Creating an environment where care and trust are expressed. If you take a lot of time to ask, "how will this pay off," you're probably asking the wrong question. When you are trusted because you care, it's quite likely the revenue will take care of itself. -Seth Godin

Luck is a dividend of sweat. The more you sweat, the luckier you get.

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Classifieds
WANTED: BAKING PANS, Contact Anna Boekestyn, 905-401-5249 or aboekestyn@gmail.com FOR SALE: MAPLE SYRUP CONTAINERS, plastic, contact Wellington Wood Products at 1-800-265-2397 or 519-3232904, Email wwp@wightman.ca or website www.wwp.on.ca FOR SALE: BEE EQUIPMENT Call Walter Pingle at Pingles Farm Market for more info, 905-725-6089 FOR SALE: NEW EGG CARTONS in a sleeve of 125; contact Wellington Wood Products at 1-800-265-2397 or 519-3232904, Email wwp@wightman.ca or website www.wwp.on.ca FOR SALE: 10 x 16 modular walk-in freezersingle phase, call Tom Hughes at Springridge Farm, 905-691-8423 APPLES FOR SALE Honeycrisp Apples. Medium to large size but tending toward large, not much oversize. Great shape, lots of calcium sprays during growing season, not greasy 10 bins available - $800.00 ea. ($1.00 per lb). Can package in cardboard if required. Fresh sweet Apple Cider, nice blend Mac/Cortland/Empire and Russett - 2 or 4 litre jugs, with or without a label. $2.75/$5.00 ea. Call for volume pricing, Chris Hall 613-342-6320 or ckhall@ripnet.com FOR SALE: PEOPLE WAGON People Wagon - Horst 8 ton, 8'x18' wood deck, side rails & foot steps, 6 ply tires, 7.5-14,good bearings, fresh paint, $1500.00 firm. Lindley's Farm & Market Joe - jalindley@ispnet.ca AUCTION AT FORSYTHE FARM Watch for our auction sale of surplus items, coming this spring. Classifieds are free for members. Simply send your information to the OFFMA office and it will be included in the next newsletter.

Announcing Aria Ilse Anne Declerc

On Monday, January 20, 2014, our little family grew to include one more. Aria Ilse Anne Declerc came into this world at 7lbs. 8oz. and it's been a whirlwind ever since. We spend a whole lot of our time just looking at her. We're looking forward to bringing her out to markets so you can all meet her (and as soon as she can reach the table we'll have her selling mushrooms too). Shannon & Sean Declerc Fresh & Tasty Mushrooms

OFFMA Members are winners!! On March 1, Bennetts Apples & Cider was presented with the Farm Family of the Award at the Hamilton Wentworth Federation of Agriculture Banquet. Congratulations on this recognition of the Bennett Familys farming efforts for over 100 years. Congratulation as well to Saunders Farm. They won the Goulbourn Tourism Business of the Year award at the West Ottawa Board of Trade Awards Banquet in February.

Farm ecommerce website site FOR SALE www.whisperingmeadows.ca For more information contact Trish Scott 519-822-3435 or trish@whisperingmeadows.ca

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Fresh Facts

OMAF Updates
Carl Fletcher Retires Carl Fletchers career spans over 33 years with OMAF and OMAFRA. It also spans several regions in the province from Peterborough to Orangeville to Thunder Bay to Chatham, St. Thomas and Guelph. Carl was raised on a dairy farm and worked closely with 4-H but ultimately was the Business Planning Lead in Guelph for 14 years. Through these years and varied locations, there were several things that remained constant in Carls life. Namely his sweet tooth, his interest in travel, and his enjoyment of choral singing which was after all where he met his wife; Kathryn. After spending time in many parts of the province Carl put down roots in St. Thomas and raised his four children in that town. Carl was the OMAF Advisor to the OFFMA Board for the better part of the past three years. During that time he helped the OFFMA Board navigate OMAF funding opportunities as well as bring an outside perspective of what OFFMA was doing and how it may impact our membership. He has always been an advocate for farm families and encouraged us to think about what our members really need and want in order to build better businesses. Carl was a thoughtful, pragmatic and dedicated civil servant. His shoes will be hard to fill. He is looking forward to retirement so that he wont have to commute from St. Thomas to Guelph and can start working on that long Honey Do List. OFFMA wishes Carl all the best in this new chapter of his life.

New Direct Farm Marketing Program Lead Jessica Kelly will be joining the Ontario Ministry of Agriculture and Food (OMAF) and Ministry of Rural Affairs (MRA) as the Direct Farm Marketing Program Lead effective March 3, 2014. Jessica is a graduate of the Richard Ivey School of Business, Western University. While at Ivey, Jessica was a case writer and teaching assistant. She also did a business internship in Tanzania. After graduation, Jessica was a business lecturer at Ivey until 2012. Jessica is currently completing her Master of Science degree in the Department of Food, Agricultural and Resource Economics at the University of Guelph. Jessicas experience in Direct Farm Marketing includes direct marketing activities on her familys farm, volunteer activities with Perth Community Futures Development and experience with educating consumers about the Canadian agricultural industry while working with Farm and Food Care Ontario. Jessica will be based in the Elora Resource Centre and can be reached at Jessica.M.Kelly@ontario.ca or by phone at 519-846-3404.

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Geng Noced in 2014

By Leslie Groves, Creave Retail Soluons Itsthestartofanewyear,anewseason and metothinkofyourloyalcustomerscomingbacktocelebrateanother yearwithyou.Theyllbedrivinginto thesameparkinglot,walkingthrough thesamefrontdoorsandlikelybuying thesameproductsfromsimilardisplays thatworkedwellforyoulastyear.Sure itsworkedforyouinthepastbutis playingitsafethebestwaytogo. Letsbehonestandaskyourselvesthis: Have meschangedoverthelast10 years?Havebuyingexperiences changedoverthepast5years?Doyour customershavemoreshoppingop ons thisyearoveranyotheryear?Yestoall oftheaboveisthehonestanswer.Soif everythingelsearoundyouischanging whyarentyou? Ifyouwantyourcustomerstocome backandcelebratethenewseason, youllneedtogivethemareasontocelebrate.Considersomeoftheseinexpensivechangestostartyourseasono ontherightfoot. *Fresheningupyourstorefrontwith planters,exteriordisplaysandperhapsa freshcoatofpaint. *Highlightyourbusinessdayandnight bybringingextraa en ontoyourlocaonwithaddi onalligh ngonsignsand storefrontsfora erhourexposure. *Changeupyourstorestracpa ern byreloca ngproductlines.Dontbe scaredtoshi productfromonesideto theotherorfromthefrontofthestore totheback.Yourcustomerswills ll ndwhatthey arelookingfor, allwhileno cing theotherareas thatyouhave openedupto them. *Considerswappingoutshelving fortabletopdisplaysandthink aboutupda ng yourseasonal propsthathave beeninstorage forthelastfew Lesliesfavouritesayingis,Ihaventmetany years. thingthatIcouldntxwithacanofspray paint.Heresheiswithanoldchairshehad Rememberthat pickedupforastealandpaintedwhite.The ifyoure redof seatisremoveableandshewillchangethecol ourofthefabricseatdependingontheseason; seeingthesame purpleforspring,orangeforthefall,etc. propsanddisAchairisoneofthebestpropsyoucanhave.It can beplacedontheoor,onatableorhung plays,yourcusfrom awallandthenyoucanshowcaseyour tomersaretoo. productsforsaleonit. Changeiswhat Staytuned,OFFMAisworkingonaprogramto getsyouno ced. helpbringLeslietoyourfarmformerchandis Itbringsa eningassistance. ontodierent areasofthestoreanddierentproductlines.Givingyourcustomers somethingtotalkaboutisthebest formofadver sing.Ialwayssaythat thebestcomplimentyoucangetisa customerthatcomesinandsays Wow,youvechangedthingsaround again.Thisshowsthatyouaredoingyourjobasaretailerandthat theyaretakingno ce.Sotheonly ques onnowis;Whatareyougoing tochangerst?

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Fresh Facts

2014 OFFMA Award Winners recognized at Awards Banquet

Its awards season. The movies recognize their stars and so the members of the Ontario Farm Fresh Marketing Association (OFFMA) gather to take some time to recognize the excellence that shines in their industry. This year, the winners truly are stars in four distinct categories; Leadership, Food Innovation, the Ambassador Award and Outstanding Farm Marketer. The gathering took place on Tuesday evening before the Ontario Fruit and Vegetable Convention. Congratulations to each and every winner. You have worked hard to reach this pinnacle.

Harvest Goodies is the winner of this years Food Innovation Award. Heather and Brad Frasers winning combination of products came about because a local vegetable grower had increased his garlic crop and in mid-June had approximately 20 bushels of garlic scapes that he was going to throw away. Harvest Goodies was challenged to create some products from the part of the garlic plant that is most often eaten fresh or sometimes simply discarded. Thus, a wonderful collection was born; Garlic Scape Vinaigrette, Garlic Scape Mustard, Pickled Garlic Scapes and Maple Mustard Beans. Each one is a terrific taste sensation on its own but together they are a delicious eScape. More information about the Frasers farm and business can be found at Wheelbarroworchards.com

Amy and Channing Strom were recognized with the Leadership Award. The Stroms have built their sweet corn seasonal roadside stand to a destination that is visited by many Guelph families every year to experience harvest fun. Throughout this period, they have provided leadership and shared their knowledge freely with other farmers. Amy served on the OFFMA Board and was also president for 2 years. She continues to be an advocate for the benefits of networking and encourages farmers to do so as it helps everyone and advances the industry as a whole. To see what Stroms Farm offers simply go to Strom.ca

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Anne Just from Kurtz Orchards graciously accepted the Outstanding Farm Marketer Award for her tireless effort to offer amazing products to her customers in many different settings and different countries. Annes grandparents emigrated from Poland and ended up buying a farm in the Niagara region. Her father decided to try his hand at preserving some of their lovely peaches when they had a bumper crop one year, but it is Anne who has taken the business to new heights. She has opened several satelitte locations, one being in Carmel by the Sea, California. She has a sense of style and great taste that is reflected in everything she does. Anne is an entrepreneur, an innovator and a leader as well as an Outstanding Farm Marketer. Further information about the farm business can be found at kurtzorchards.com.

The 2014 Ontario Farm Fresh Ambassador Award was presented to Elizabeth Baird for her remarkable contributions to the promotion and celebration of Ontario foods and Ontario farmers. Since Elizabeths first book in 1974, Classic Canadian Cooking, her career in food has included more than 30 cookbooks, countless television appearances, serial columns in Canadas most widely read newspapers, a highly successful Food Network program and her famous tenure as Food Editor at Canadian Living Magazine. Through it all, Elizabeth has never missed an opportunity to promote buying directly from a farmer. She has always promised her audience that local food in season- will produce better results; the perfect testament to all the delicious food grown in Ontario.

Thank you to our amazing sponsors. We couldnt have done it without you!

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Fresh Facts

Making HEY in the Heartland and Getting Inspired at NAFDMA

By Angela Grant, Saunders Farm
Kansas City, MO was the destination for this years North American Farmers Direct Marketing Association (NAFDMA) Convention which took place January 31 to February 5 in the beautiful Plaza district. 350 attendees, including some OFFMA members, came together for an exciting five days of networking, inspiration and innovation. For two of the days, six buses took to the heartland, interspersed with 2 days of dynamic speakers and workshops. One of the highlights of the Convention was keynote speaker Joe Calhoon who provided incredible insight on business planning. Joe, author of The 1 Hour Plan for Growth, helped us create a clearly defined plan that our employees could buy into, resulting in financial success. from Shatto Dairy, beautiful gift shop displays from Walters Pumpkin Patch, unique wedding possibilities from Weston Red Barn Farm, and incredible education opportunities at Carolyns Country Cousins. While the Convention is the most well-known benefit from NAFDMA, the association offers so much more to its members. NAFDMAs Premium Members have access to the Convention; the Advance Learning Retreat (ALR), a 3-day in-depth event to be held this August at Anderson Farm in Colorado; 25% discount on Constant Contact; a members-only Facebook page; subscription to Farmers Inspired magazine; and an evergrowing online library of video and audio presentations. NAFDMAs mission is to grow the prosperity of its members. Judging from the excitement generated at this years Convention, 2014 will see some very prosperous farms!

Dr. Ron Hanson of the University of Nebraska shared a The back of the Strawberry Ice Cream Package humourous and at Shatto Dairy #BrilliantBranding poignant keynote presentation on the importance of If anyone is interested in learning both family and employee relationships. more about NAFDMA and how it can help your business, please visit Incredible farms in both Kansas and Missouri shared their best practices. My www.FarmersInspired.com or send me notebook and iPhone were bursting with an email at angela@saundersfarm.com. the best branding ideas Ive EVER seen

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Kids, Customers and Employees: How to Make Time for All of Them

Some highlights from an amazing panel presentations by Sarah Jollay-Jollay Orchards, Shawn Murphy-Murphys Farmstead and Michelle Herrle-Herrles Country Market at the OFFMA Summit in Niagara Falls. 1. Be Intentional Work on a farm is unending, you need to set aside time that is just for the family. Approximately, ever two weeks plan on taking a few hours with your family. If you plan for it, it is something you can look forward to and anticipate as well as enjoy when it happens. 2. Dont be afraid to ask for help. Get help with kids or the household and dont feel guilty doing so. Barter for babysitters. Perhaps you can do some snowplowing or cut their grass with the big mower, if they take your kids for a few hours each week. 3. Accessible Michelle said, Our busiest time of the farm is during the summer months, we will never be able to take a summer holiday. A few years ago, we decided to put in a pool so we could enjoy some family time together doing something we all enjoy. 4. Managing Your Employees Your employees work for you and you need to be able to DELEGATE, EMPOWER and TRUST them to do their jobs and accomplish the required outcome. It may not be done the exact way you would do it but if the outcome is the same, does it really matter. 5. Know your values/know yourself Michelle shared with the group that she needs time for herself in the morning before she goes to work. She has set up a system where she can get to work a little bit later and take time to go for a jog or just for reflection before she starts her work day. Shawn talked about how after 10 years of having exchange students and nannies, she wanted her house back just for her family. They decided to close the market and only have an honour box for some veggies. They were going to focus on growing great potatoes. 6. Its the little things that matter to kids Sarah shared the story of their 2012 family holiday. In June, when they are usually crazy with cherries and getting ready for the fall season, her husband suggested they get a camper trailer and go to South Dakota for a few weeks because it was 2012 and they had no cherries or apples to pick and sell. Sarah had never camped a day in her life and was not very interested in learning but went along with the idea anyway. It was a great family holiday. The 6 kids loved being together as a family and Sarah pointed out that they could eat their breakfast in their PJs and be on the road each morning because they were in a camper. Expensive things are not always what make a lasting impression on children. Some additional comments to take to heart..

It will never feel balanced and as long as you are present for your kids, it is okay.
Give up your superwoman capes!

We cannot make time, we can only manage it, prioritize it

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Fresh Facts

Needle in a Haystack Contest

By Sue Gammond, Director of Education and Fun, Gammondale Farm Editors Note: In chatting with Sue a few weeks ago, she mentioned a new contest they had developed for their farm in Thunder Bay. She kindly sent me the background information that they used last fall to launch it and have it available for their customers. Sue was really excited about how well this contest worked for them and hoped some other members might try and similar activity.

Contest Rules and Guidelines

On September 18th, Gammondale Farm will post a picture of a secret scene on their farm to the Gammondale Farm Fun Facebook page. Families are invited to attend Pumpkinfest on weekends beginning September 28th through Halloween. At Pumpkinfest families may attempt to find the secret scene on the farm. Families who think they have found the secret scene must take their family photo at the secret scene and post it to Instagram, Facebook or Twitter #Gammondalefarmfun. Families who take their photo at the right scene will be entered in a draw to win fantastic prizes on Halloween weekend. There is no limit to the number of visits to Pumpkinfest meaning there is no limit to the number of pictures posted.
FIND the farm photo on our Gammondale Farm Fun Facebook page SEARCH for the farm photo scene with your family TAKE a family photo at our secret scene POST it to Facebook WIN fantastic family prizes!

How to set up Contest

You need a picture that is of a small item on your location. Visitors search for the item and then take a picture of their group with the item. We wanted to get pictures with our cornstalk horses because it has a great background and the location is unique. The picture is of a hame on the horse harness with autumn leaves and brilliant blue sky. Usually the kids were the first to find the secret spot. The pictures were great. We plan to use the activity this spring for the Easter Festival and again next Pumpkinfest. We just need to pick another secret scene. We were open 5 weeks and gave away prizes for

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2 families for 4 weeks. Montanas Restaurant gave us 9 $25.00 Gift Certificates. These are the prizes each family received. Week One- Gammondale Pumpkins and Fall Dcor (value $50.00) plus Montanas $25.00 Gift Certificate Week Two- 4 Tickets to the Gammondale Haunted Cornfield (value $60.00) ) plus Montanas $25.00 Gift Certificate Week Three-4 Tickets to the Gammondale Easter Festival and Egg Hunt (value $36.00) ) plus Montanas $25.00 Gift Certificate Week Four- 3 Hour Gammondale Birthday Party for up to 10 children and 10 adults (value $160.00) ) plus Montanas $25.00 Gift Certificate Week Five- GRAND PRIZE Christmas Sleigh Ride Party including Buffet Supper for up to 20 Guests value $Sleigh Ride $15/person and Meal $15.00/ person $600.00) ) plus Montanas $25.00 Gift Certificate

This was a fun activity to add to the Pumpkinfest. Everyone enjoyed it and we got a lot of really great photos. Montanas got some exposure and the only cost to Gammondale was the food for the buffet supper which turned out to be spaghetti and meatballs, Caesar salad, veggie and fruit trays, sweets, hot and cold drinks for a party of 8 small children and 10 adults that took place in the 2nd week of January.

The only good luck many great men ever had was being born with the ability and determination to overcome bad luck.

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Fresh Facts

Upcoming Events for 2014

March 19 & 20 SWOTC Spring Conference, London, ON. Check out details at http://swotc.ca/spring-conference-2 April 3 & April 8 Ontario Farm Fresh
Cathy Bartolic, Executive Director 2002 Vandorf Rd. Aurora, ON L4G 7B9 Phone: 905-841-9278 Fax: 905-726-3369 E-mail: info@ontariofarmfresh.com www.ontariofarmfresh.com 2014-15 OFFMA Board of Directors Brian Hugli, President Huglis Blueberry Ranch Leslie Forsythe, Vice President Forsythe Family Farms Jesse Lauzon, Past President Springridge Farm Hollis English, Murphys Farmstead Cara Epp, Associate Member Edana Integrated Marketing Nicole Judge, Spirit Tree Estate Cidery Steve Martin, Martins Family Fruit Farm Colleen Pingle, Pingles Farm Market Steve Smith, Smiths Apples Dana Thatcher, Thatcher Farms Jessica Kelly, OMAF and MRA Advisor

Attract, Keep & Engage More CustomersHow to use customer experience innovation to drive results in todays highly competitive marketplace, Milton (April 3) and Kemptville (April 8), details in this newsletter. Media Training for Farmers, coordinated by Farm & Food Care, limited to 10 participants. Book a spot by emailing info@farmfoodcare.org

March 26 & April 29

Coming down the pipeline Wholesale Database We are working on creating a wholesale database for OFFMA members to be able to purchase products made by other OFFMA members. If you have products that you wholesale and you are interested in getting involved, please send the following information to the OFFMA office: 1. Your order form 2. Pictures of your products this is optional and 3 would be the max 3. Your product logo We are planning for the database to be searchable and easy to use. If you are interested in being on the trial team, let Cathy know and she will set it up with you. The trial team will be made up of approximately 3 people who will help to get any bugs out of the new system and provide feedback on the overall effectiveness of it. Wedding List It must be wedding planning season because we are getting e-mails and calls in the office from people who want to have their weddings on a farm. I honestly cant blame them, what could be a more beautiful setting for two people to start their new lives together. In order to help these soon to be newlyweds, OFFMA is putting together a list of members who offer this unique opportunity. Please let the office know if that is something you offer on your farms and your contact information will be included on the list.

The last word of the month. Noticing a horseshoe hanging on the wall of the Niels Bohrs (Nobel physicist) cottage, a visitor asked, Can it be that you, of all people, believe it will bring you luck? Of course not. replied Bohr. But I understand it brings you luck whether you believe it or not.