Supermanx,
Superfungus
Extracts from an article that first appeared in Money Media.
Manx farming already has its entrepreneurs, but there’s room for more - business people and risk takers who might already work the land – but who equally might come fresh to farming with wholly different skills.
I met Kathy Neale, who until recently was the UK National Blood Service’s Marketing Initiatives Manager. She’s taken a leap of faith to move to the Island with her partner, Mark Irwin. They’ve taken over the mushroom business at Greeba Farm, where the previous owners were retiring.
Mark has the agricultural expertise. After leaving school he went through agricultural college, jobbed right across the industry, then started to specialise in mushrooms. For the last ten years or so he has worked internationally as a consultant in mushroom growing and composting.
Since November 2005 Greeba Farm has grown under Mark and Kathy’s care, to a thriving business that employs seven additional Manx workers.
Kathy believes that their success is down to their different skill-sets. She also says it’s been an incredible journey. Her relationship with Mark has moved from personal, to personal and professional, while also bringing up their delightful two and half year old, Toby. Kathy’s strategic, marketing, and administrative skills have meshed perfectly with Mark’s technical, production and farming expertise.
They chose the Island partly by chance, but having got here, Kathy says, “they’ll have to carry me off in a box! The quality of life here is wonderful; the clean air and beautiful landscape – and for Toby – what a wonderful place to grow up; so safe.”
But it could all have been so different. With the wrong plan; too little investment - without family to fall back on - their business could have fallen down a chasm. So what’s the secret of their success?
“We had a very clear business narrative worked out,” says Kathy. “We did the research and knew how we expected the business to grow over the first eighteen months. We also built in enough flexibility so that having arrived we’ve been able to adapt to the actual situation as we found it.”
“Before coming over we visited and spoke with local people, DTI, DAFF, and crucially, potential buyers. Mark’s experience in the UK was that competition between wholesalers had pushed prices down and created instability in the market. He decided that if we were to move then we needed a commitment from potential buyers. This led us to Robinsons.
“Robinsons proved very keen to support us in continuing Greeba Farm’s supply of mushrooms for the Island market, and they shared our excitement for developing the business further. Where previously Greeba Farm produced white mushrooms, we now supply whites, chestnuts, portabellos, flats, and are looking into supplying exotics in the future.
“Before deciding to start-up, Robinsons gave us a letter of commitment and showed that they were willing to pay a decent price for our product. They were also honest and told us not to be complacent about Manx customers. They said that while Manx people will happily support Manx food, they’ll only do so if it is fairly priced high-quality Manx food.”
As a result Greeba Farm Ltd. is developing fast, and Kathy and Mark are exploring ways to diversify while still staying true to their core product. “It’s important that we don’t have all our eggs in one basket!” says Kathy “We’re looking at recycling and selling the mushroom compost we use, at developing our own business brand through packaging, and creating our own website.”
Kathy’s also had a stall at the Green Mann farmer’s market. “The awareness created just by being there has been magnificent,” she says. “People are coming up to me in the street and saying, “Aren’t you the mushroom lady?” So many people here really care about their food and where it comes from – and from our point of view that’s great. Openness and honesty are two attributes I believe are key to any business.”
Are there any complaints, I ask? “It’s been a bit more difficult for us because we’ve come from Across – but if we hadn’t Greeba Farm may simply have closed when the previous owners retired.
“As it is we’ve both invested our life savings in Greeba Farm because we believe there’s a place for mushrooms in the Manx economy.
“In order to develop further we’ll need assistance from the government in the form of grants or loans – but I’m sure they’ll be happy to support us. We’ll be employing more people in an increasing variety of jobs, who’ll each be paying tax and national insurance.
“We feel we’re making a very substantial contribution to the local economy, as well as providing the chance for our customers to enjoy a great value local product, which would otherwise have been lost to the Island.”
You can buy Greeba Farm Ltd. mushrooms in every store supplied by Robinsons. Look for the sign that says your mushrooms are Manx.
The Green Mann farmers’ market takes place on Thursdays from noon ‘til 4 at Ballabrooie Farm, Michael Road, St. Johns.
For more information about Manx produce please visit www.ilovemanx.org
END
Extracts from an article that first appeared in Money Media.
Manx farming already has its entrepreneurs, but there’s room for more - business people and risk takers who might already work the land – but who equally might come fresh to farming with wholly different skills.
I met Kathy Neale, who until recently was the UK National Blood Service’s Marketing Initiatives Manager. She’s taken a leap of faith to move to the Island with her partner, Mark Irwin. They’ve taken over the mushroom business at Greeba Farm, where the previous owners were retiring.
Mark has the agricultural expertise. After leaving school he went through agricultural college, jobbed right across the industry, then started to specialise in mushrooms. For the last ten years or so he has worked internationally as a consultant in mushroom growing and composting.
Since November 2005 Greeba Farm has grown under Mark and Kathy’s care, to a thriving business that employs seven additional Manx workers.
Kathy believes that their success is down to their different skill-sets. She also says it’s been an incredible journey. Her relationship with Mark has moved from personal, to personal and professional, while also bringing up their delightful two and half year old, Toby. Kathy’s strategic, marketing, and administrative skills have meshed perfectly with Mark’s technical, production and farming expertise.
They chose the Island partly by chance, but having got here, Kathy says, “they’ll have to carry me off in a box! The quality of life here is wonderful; the clean air and beautiful landscape – and for Toby – what a wonderful place to grow up; so safe.”
But it could all have been so different. With the wrong plan; too little investment - without family to fall back on - their business could have fallen down a chasm. So what’s the secret of their success?
“We had a very clear business narrative worked out,” says Kathy. “We did the research and knew how we expected the business to grow over the first eighteen months. We also built in enough flexibility so that having arrived we’ve been able to adapt to the actual situation as we found it.”
“Before coming over we visited and spoke with local people, DTI, DAFF, and crucially, potential buyers. Mark’s experience in the UK was that competition between wholesalers had pushed prices down and created instability in the market. He decided that if we were to move then we needed a commitment from potential buyers. This led us to Robinsons.
“Robinsons proved very keen to support us in continuing Greeba Farm’s supply of mushrooms for the Island market, and they shared our excitement for developing the business further. Where previously Greeba Farm produced white mushrooms, we now supply whites, chestnuts, portabellos, flats, and are looking into supplying exotics in the future.
“Before deciding to start-up, Robinsons gave us a letter of commitment and showed that they were willing to pay a decent price for our product. They were also honest and told us not to be complacent about Manx customers. They said that while Manx people will happily support Manx food, they’ll only do so if it is fairly priced high-quality Manx food.”
As a result Greeba Farm Ltd. is developing fast, and Kathy and Mark are exploring ways to diversify while still staying true to their core product. “It’s important that we don’t have all our eggs in one basket!” says Kathy “We’re looking at recycling and selling the mushroom compost we use, at developing our own business brand through packaging, and creating our own website.”
Kathy’s also had a stall at the Green Mann farmer’s market. “The awareness created just by being there has been magnificent,” she says. “People are coming up to me in the street and saying, “Aren’t you the mushroom lady?” So many people here really care about their food and where it comes from – and from our point of view that’s great. Openness and honesty are two attributes I believe are key to any business.”
Are there any complaints, I ask? “It’s been a bit more difficult for us because we’ve come from Across – but if we hadn’t Greeba Farm may simply have closed when the previous owners retired.
“As it is we’ve both invested our life savings in Greeba Farm because we believe there’s a place for mushrooms in the Manx economy.
“In order to develop further we’ll need assistance from the government in the form of grants or loans – but I’m sure they’ll be happy to support us. We’ll be employing more people in an increasing variety of jobs, who’ll each be paying tax and national insurance.
“We feel we’re making a very substantial contribution to the local economy, as well as providing the chance for our customers to enjoy a great value local product, which would otherwise have been lost to the Island.”
You can buy Greeba Farm Ltd. mushrooms in every store supplied by Robinsons. Look for the sign that says your mushrooms are Manx.
The Green Mann farmers’ market takes place on Thursdays from noon ‘til 4 at Ballabrooie Farm, Michael Road, St. Johns.
For more information about Manx produce please visit www.ilovemanx.org
END
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