Mixed Greens Salad Gardens, (MGSG), is a brand new company that caters to the unsatiated demand for high quality salad greens. There is a constant flow of customers due to Eugene’s close proximity. MGSG is a distributor and start-up grower of exotic salad greens. MGSG is a start-up grower and distributor of exotic salad greens for restaurants and individuals in the southern Willamette Valley. MGSG’s objectives are to develop a product-based company whose goal is to exceed customer’s expectations, increase production efficiency by 10% a year, and lastly, and develop a sustainable farm business, able to survive off their cash flow.
MGSG will be selling a spring mix salad field greens. These greens can include but not be limited to: red, arugula and radicchio; mustard greens; endive; and chicory. These greens can be used in salad mixes and are sold to end consumers as well as restaurants that then sell them to their customers.
MGSG is targeting two distinct market segments: restaurants and individual customers. Individual customers will buy greens at MGSG on Tuesday and Saturday Farmer’’s Markets. This market is currently growing at 12%, with over 12,000 potential clients. The second segment are local restaurants. This market has 28 potential customers but is larger and more reliable throughout the year.
MGSG’s two competitive advantages will help them grow strong and expand their market reach. Quality is the first advantage. MGSG is known for its high-quality exotic salad leaves. Greens that don’t meet MGSG’s high quality standards are rejected and sent to a food bank. MGSG’s second competitive edge is their flexibility. They can change or scale up existing crops to meet customer demand. The farm was designed to do this. This is very unusual, as most farms cannot make changes to their crops in the middle of the year.
Heidi Ponic runs MGSG. Heidi started her career in gardening while she worked at a greenhouse. Heidi graduated from college and worked as a grass seed worker. Heidi’s passion for agriculture was solidified by this experience. Soon after her experience at Willamette Seed Company was over, she decided that Oregon State University’s Master Degree in Horticulture Program would be the best choice for her. Heidi’#8217 has her Masters which provided the details and skills she needed to create her own farm business.
The following are the goals for the first 3 years of operation:
- To create a product-based organization whose goal is exceed customers’#8217s expectations.
- Mixed Greens lettuce products should be used in at most 20% of Eugene’s top restaurants, according to local newspaper reviews.
- To increase our production efficiency by 10% each year.
- To create a sustainable farm that is able to survive off its own cash flow.
Mixed Greens Salad Gardens’#8217’s mission is provide high-quality salad greens. We exist to attract and maintain customers. If we live by this maxim, all else will follow. Our services will meet or exceed customer expectations.