This business has been in continuous operation since 1976 and is a staple in the area. There is a focus on organic growing supplies and the information and tools needed to apply them.
Management strives to provide growers at every level, from home gardeners to commercial farmers, with great service, low prices and the best selection of quality products available. They remain focused on 'organic' and will continue to participate in outreach programs to promote the benefits of organic growing, while maintaining leadership as one of the pioneers of america's organic gardening supplies marketplace.
Products include: *seasonal items (bareroot, nursery, garlic seed, potato seed, onion, berries, vines); *fertilizers; *seeds (veggie packs & bulk, flower packs & bulk, cover crops); *growing & propagating supplies (pots, trays, trellis, grow bags, etc.); *season extenders; *pest control; *irrigation supplies; *heavy tools and equipment, and an extensive library of "how to" videos.
There are 397,000 customers in the company's database and 55,000 are active buyers. Primary buyers consist of hobby farms and organic gardeners. Repeat customers accounted for approximately 70% of total revenue and new customers accounted for the balance (30%).
The customer base is segmented into the following base groups: internet, phone, local retail store / nursery and their tier pricing program to farmers, wholesalers and landscapers. In the order of highest percentage, the primary market is the local area, california, washington, and oregon. Approximately 32% of the business comes from the remaining states in the us.
The company utilizes pos/oe software that is an all-inclusive erp that handles inventory management, cms, and accounting functions. Magento (database software) is integrated with the pos/oe software. Key performance indicators are tracked: the website sends an automated daily report comparing number of orders received, aov, and total revenue compared to the same day of the previous year. Google analytics is also used to track web traffic, where customers are coming from on the web, what page they land on, bounce rate, conversion rate, and etc.
There is a total of 49 employees (on average) in the company. A benefit package consisting of medical insurance (for employees that work 30+ hours per week), paid sick leave, paid time off, a 401k retirement plan and 401k profit sharing.
The business is seasonal; december - may is the spring peak and september through october is the fall peak (which is smaller than the spring peak). Hours and days of operation are:
April 1 june 30, monday through saturday 8:am to 6:pm, sunday 10:am to 2:pm.
July 1 october 31, monday through saturday 8:am to 6:pm. Closed sundays.
November 1 march 31, monday through saturday 9:am to 5:pm. Closed sundays.
The facility is just shy of 20,000 square feet with a recently installed solar panel array on about 2-acres of land. The real property is available as an option if the buyer desires, or a new lease of the property will be negotiated (at market rent).
*strong reputation and longevity in the market
*clean history of compliance and acting in accordance with best ethical practices for business
*focus in supplying a large array of products and organic seeds/plants/soil amendments and other support products for small farmers and homeowners alike
*an extensive array of training media to assist customers
*annual catalog mailing for quick shopping via internet or retail store
*revenue stickiness: via online catalog, large number of skus, and repeat buyers
*diversified customer base
*scalable business model
*desirable area to live in
*stable and dedicated workforce, institutionalized know-how, experienced managers
*'family oriented' culture of the business
*healthy industry outlook