First Fruits Produce — Creative Alternatives for a Family Farm
by Debra Levey Larson Gibson City has a grocery store but Mary Ann Sharp drives about 20 miles from Gibson City to Mahomet, Illinois in order to buy fresh vegetables from First Fruits Produce. Sharp had driven past the sign that advertised First Fruits Produce many times without stopping, but now said that she is a regular customer. "This is my third time here in the past two weeks! The vegetables are just incredible. There's just no comparison," said Sharp, "The flavors are so rich and wonderful. The freshness makes all the difference in the world." First Fruits Produce is a small family-run business that includes a 50-acre farm surrounding a church on Route 47 just north of I-74. The land is farmed by Burt and Nancy Asbill and their oldest son, Barak. Burt Asbill farmed peaches and almonds in California for about 13 years and did not like the amount of chemicals he had to use on the crops. So, when they started farming in Illinois, they wanted to be more conscientious about what they used for weed and pest control. "In order to be certified organic,		Burt Asbill adjusts the stakes on tomato plants at his farm in Mahomet.
the land needs to sit without being farmed for three years, and we didn't have three years," said Nancy Asbill. "We want to farm as organically as possible so we farm sustainably." "The first year, we just sold our produce at a farmers' market and roadside," said Nancy Asbill. "But with the roadside selling, there were too many interruptions," said Nancy Asbill. "We'd be out in the field and have to stop and run to catch the person coming up the drive to buy something. We also didn't like leaving everything out there in the heat." A Store is Born A creative arrangement grew out of that year of frustration. Two years ago the Asbills began leasing space at the rear of the church building, to use as a small country store. They also have a profit-sharing arrangement with the church based on sales. "In our first year of business, the community reception was quite good _ very encouraging," said Burt Asbill. When customers enter the Asbill's store, they see a counter with a scale and a dry erase board listing the items of produce available today with the price per pound and a small display of produce that was just recently added. "People used to come in and say, "Is the produce through that door?' They'd expect to see piles of produce to choose from like at the grocery store," said Burt Asbill. Although some of the produce is in the store on display, it is also common for one of the Asbills to walk out into the field to hand pick a customer's order. "We hope to have a refrigeration unit installed in the shop someday soon so we can keep even more in the store," he added. Country Store/Grocery Store The competition from traditional grocery stores is steep. "Our hope was that people could have fresh produce available, but it's hard to get people away from the grocery store," said Nancy Asbill. "Grocery stores stock produce year-round because they bring it in from California. We only sell whatever is in-season." They also can only sell whatever produce happens to be ripe that day. "Everyone today has been coming in asking for tomatoes and ours aren't ready yet. They will be in a couple of days, but people want them today."   "The Asbills have added handmade aprons, soaps and a large hutch filled with jars of honey, salsa, jams, processed organic foods and gift baskets that customers can buy or order custom made."   The appearance of some of the sustainably-grown produce has been an obstacle. "We've been brainwashed into a certain aesthetic quality of what food is supposed to look like," said Burt Asbill. "For instance, the cauliflower in the grocery stores are bleached so they look white. When a little sun catches our cauliflower it purples out a little and people aren't used to seeing cauliflower look that way. Personally, I think it's more attractive. But we have to educate customers about things like that." The small country store is also limited in variety compared to what a grocery store can offer. "We're just selling what we grow," said Burt Asbill. "We do bring in some peaches and other fruits from outside. And it would probably be to our benefit financially if we brought in other foods, but the whole idea is to sell foods were comfortable with_foods that are grown using fewer chemicals and are fresh-picked like ours are." One fresh produce item that has been particularly popular is mixed salad greens sold in plastic bags. Nancy Asbill mixes 5 or more varieties together. It may include varieties like arugula, mustard greens, freckles, oakleaf, red salad bowl and samantha and others. "It's unique_not like what you find in a grocery store and people really like it," she said. The Asbills have added handmade aprons, soaps and a large hutch filled with jars of honey, salsa, jams, processed organic foods and gift baskets that customers can buy or order custom made. Nancy Asbill said that the extra items help to build sales and add to the country store atmosphere that people like. She has one customer who just comes in to buy boxes of green tea. Taking the Show on the Road Every Saturday from mid-May through the month of October, First Fruits Produce takes their show on the road to the Farmers` Market in Urbana, about 15 miles east of Mahomet. The Urbana Farmers' Market has a long-standing tradition, drawing a large, loyal clientele. It has become another good way for the Asbills to sell their produce. But Nancy Asbill said that the space rental cuts into their profit and they are in direct competition with the other vendors. "Lots of people have been there five to six years and have a lot of spaces," she said. "We're just a little guy. This is our third year so we just have two spaces."

First Fruits, continued   Getting a Foot in the Restaurant Door One of best additions to the business has been marketing produce to several local grocery stores and restaurants. "The first year, I visited the restaurants in January and asked them what they wanted. That first year, we grew just about everything they asked for," said Nancy Asbill. "Then the next year, I put together a sort of catalogue using photos of produce from seed magazines." She added that restaurants are accustomed to paying certain prices for produce so she has to be competitive and match those prices or the restaurants won't buy from them. The produce sold to restaurants is grown in raised beds specifically developed for this business venture. "In the raised beds I can control the environment," Nancy Asbill said. "I brought in special black soil and I don't spray the plants at all. I can use the best compost and organic techniques because it's a small, manageable area...not like out in the fields."

For the most part, Asbill says that she has to take the initiative if she wants to sell to restaurants. "Some restaurants call and ask what I have but mostly I call and tell them what we have. I say, "I'll be picking blueberries today,' and some restaurants will create an item on their menu, incorporating the fresh produce I can bring them that week." So, between selling at the country store, to restaurants and at the farmers' market, which is most profitable? Nancy Asbill said that if the store catches on, that will be the biggest money-maker for them. "It takes less time and less gas to sell at the store because the produce is right here_we don't have to take it anywhere. But for now, the farmers' market and restaurants have been a great source of income for us. It's a big endeavor and a lot of work, but it's rewarding. We've met a lot of wonderful people."   Debra Levey Larson is a writer for the College of Agricultural, Consumer and Environmental Sciences at the University of Illinois.

Nancy Asbill bags a pound of green beans for a customer at the farmers' market in Urbana.