Peace Tree Farm Adds Greenhouse Vegetables

Peace Tree Farm, well known as a grower of high-end finished ornamentals as well as prefinished and young plants, is getting into greenhouse produce. Greenhouse Grower talked with co-owner Lloyd Traven to find out why he thinks vegetables look like a good business decision.  

GG: Why do you see produce as an opportunity for Peace Tree Farm?

Traven: We sell herb plants and potted vegetable plants to Whole Foods already, so it’s not a completely new idea.

Our son, Alex, is coming into the business and he is a big proponent. He will work this summer for a cut flower farm that grows some vegetables. Two summers ago, he managed The Dilmun Hill organic student farm at Cornell and grew all vegetables. We’ve become more convinced every day about the potential for success here.

We will be very selective with what we do. We are talking about converting some smaller areas over to hydroponic vegetable production, but I think we will also start growing outdoors, both cut flowers and outdoor and high tunnel vegetables. Our regular greenhouse space is just way too high-end for growing vegetables.

We really think the time is right for this. Produce is local. We feel it’s what the consumer, Mrs. Smith, wants. Or more important, it’s what Mrs. Smith’s daughter and her boyfriend want. They’re kids, and they’re already in debt. They may have a hard time finding a good job or buying a car. They’re moving to urban areas. They want control over something in their life. There’s a huge shift going on there.

GG: Peace Tree Farm is certified organic with its ornamental crops. Will your produce be organic?

Traven: I’m going to say we’re undecided right now. Certainly some will be. All of our herbs are grown organically. Everything we grow now is grown organically even if we can’t certify it. That’s not the issue.

The issue is it’s produce, not ornamentals. We need to be productive and functional and efficient.

We’re looking at how do we get there as holistically as possible — can it be done purely organically in enough numbers that it’s worthwhile doing?

We’re struggling with the idea that hydroponic is almost by definition not organic. There are ways around it, but Rockwool and stuff like that is not acceptable for us. If we can’t do it effectively, we won’t bother.

The key for us is local. Local trumps organic.

GG: What markets are you planning to target with produce?

Traven: We have a lot of things dancing around right now. I think there’s a real opportunity for us supplying local Whole Foods, since we already have that relationship on the herbs and potted vegetable plants.

The restaurant market is very good and we have a lot of history there already. Chefs come to us all the time.

But I really think the farmers’ market is where it’s at. At the cut flower farm where he’s been working, Alex has been running the operation at the farmers’ market and he has a novel concept. He’s working with the other farmers there. They get together during the winter and instead of competing against each other, they’re saying, “This is what I do really well. This is what you do well. Why don’t we just concentrate on what each of us does well and then we have the best of the best for customers?” They come together in a central location and market it together. I think that’s a great idea. Alex wants to do that here.

We are not going to be your source for general produce — just like with our plant material. We take contract orders for specific plants, get licenses and fill those orders. [With these contract orders] we don’t work through brokers [unless it is required]. We work very much outside the normal market channels and we look to do the same thing with produce.

Leave a Reply

One comment on “Peace Tree Farm Adds Greenhouse Vegetables

  1. A clarification: We DO work with brokers, for most of our liner sales and for ALL products that go through brokers only—we follow ALL the rules without exception. What we do outside the broker network is the contract growing, and specific licensed products for definite contracts for specific customers—but, if it is a requirement to go through a broker, we always do so.

More From Business Management...
Joe Bischoff

July 26, 2016

SAF Partners With Cornerstone Government Affairs To Advance Industry’s Policy Priorities In Washington

A new partnership between the Society of American Florists (SAF) and Cornerstone Government Affairs ensures that SAF will continue its highly effective work advocating for issues that affect the floriculture industry. “SAF and Cornerstone together provide experienced voices on Capitol Hill to protect our growers’ interests,” says SAF CEO Peter Moran. “We’ll continue to move major policy priorities forward on behalf of small business and agriculture.” Cornerstone is a public affairs firm specializing in government relations, strategic consulting, and advocacy. Its team of more than 50 senior professionals includes former senior professional staff from both authorization and appropriations committees and the U.S. Department of Agriculture (USDA), as well as veterans of the horticulture industry. Agricultural and horticultural issues of primary concern to SAF members include access to labor, immigration, crop protection, international trade and other matters related to the day-to-day operations of growers. Before she retired this year, SAF lobbyist Lin […]

Read More

July 26, 2016

AFE Releases New Videos Highlighting Industry Successes

The American Floral Endowment (AFE) recently released five new videos, created to highlight floriculture successes through industry collaboration, support, and participation. “Each video shares real stories from industry members on career development through scholarships and internships, and true examples of research solutions that have shaped how the industry operates today,” says Laura Shinall, President of Syndicate Sales, Inc., and AFE Public Relations and Development Chair. “We’re excited to be able to share some great success stories in an effort to increase industry participation.” The introductory video “Heard of the American Floral Endowment?” helps educate those who aren’t currently aware of AFE’s programs, while other segmented videos (retail, wholesale, grower) share how Endowment programs complement each group and why it’s so important that everyone in the industry participates: Retail Florists Share Why They Turn to AFE New Resources for Floral Wholesalers and Suppliers AFE Helping Growers Profit Ready for a Career in Floriculture or Horticulture? […]

Read More
Workers

July 23, 2016

5 Reasons To Invest In Employee Training

Training and developing your employees is critical to the future success of your organization and the horticulture industry at large. Here are five reasons why your employees are worth the effort.

Read More
Latest Stories
Joe Bischoff

July 26, 2016

SAF Partners With Cornerstone Government Affairs To Adv…

A new partnership between the Society of American Florists (SAF) and Cornerstone Government Affairs ensures that SAF will continue its highly effective work advocating for issues that affect the floriculture industry. “SAF and Cornerstone together provide experienced voices on Capitol Hill to protect our growers’ interests,” says SAF CEO Peter Moran. “We’ll continue to move major policy priorities forward on behalf of small business and agriculture.” Cornerstone is a public affairs firm specializing in government relations, strategic consulting, and advocacy. Its team of more than 50 senior professionals includes former senior professional staff from both authorization and appropriations committees and the U.S. Department of Agriculture (USDA), as well as veterans of the horticulture industry. Agricultural and horticultural issues of primary concern to SAF members include access to labor, immigration, crop protection, international trade and other matters related to the day-to-day operations of growers. Before she retired this year, SAF lobbyist Lin […]

Read More

July 26, 2016

AFE Releases New Videos Highlighting Industry Successes

The American Floral Endowment (AFE) recently released five new videos, created to highlight floriculture successes through industry collaboration, support, and participation. “Each video shares real stories from industry members on career development through scholarships and internships, and true examples of research solutions that have shaped how the industry operates today,” says Laura Shinall, President of Syndicate Sales, Inc., and AFE Public Relations and Development Chair. “We’re excited to be able to share some great success stories in an effort to increase industry participation.” The introductory video “Heard of the American Floral Endowment?” helps educate those who aren’t currently aware of AFE’s programs, while other segmented videos (retail, wholesale, grower) share how Endowment programs complement each group and why it’s so important that everyone in the industry participates: Retail Florists Share Why They Turn to AFE New Resources for Floral Wholesalers and Suppliers AFE Helping Growers Profit Ready for a Career in Floriculture or Horticulture? […]

Read More
Workers

July 23, 2016

5 Reasons To Invest In Employee Training

Training and developing your employees is critical to the future success of your organization and the horticulture industry at large. Here are five reasons why your employees are worth the effort.

Read More
BeeSmart

July 21, 2016

How You Can Get Involved In Research

The Horticultural Research Institute (HRI) supports scientific research and students for the advancement of the horticultural industry.

Read More
Luxflora Flower Run

July 20, 2016

First-Ever Flower Run Was A Big Success, Luxflora Says

Kicking off Cultivate’16 on Sunday, July 10, Luxflora’s first annual 5K saw nearly 150 participants racing through the picturesque Scioto Audubon Park in Columbus under clear blue skies and perfect conditions. It was a great way to start the week, participants said. Congratulations to the winners of the first-ever Flower Run: First Place: Jacob Griffith Gardner Second Place: Mike Goyette Third Place: Jack Ford The top three winners — and all of the Flower Run participants — were showered with flower petals when they crossed the finish line, making for a colorful and fragrant finish to an invigorating experience. “Personally, I would consider it a grand success,” says Luxflora President Rebecca Lusk. “The overall mood was fantastic, from start to finish. There were many high fives and group hugs, numerous duo phone selfies and postings to social media, while participants enjoyed their bananas and bottled water donated by Experience Columbus. Most […]

Read More

July 19, 2016

Do You Grow Young Plants? Only 4 Days Left To Take Our …

If your operation produces plugs or liners for wholesale growers, please take a few minutes to participate in Greenhouse Grower’s 2016 Young Plant Grower Survey. We know you are very busy and we value your time and input. This survey should only take a few minutes. Greenhouse Grower’s Young Plant Grower Survey has played a key role in building our Top 20 Young Plant Growers list over the years. The information helps us zero in on trends taking shape and the challenges you’re facing as young plant growers. If you have any questions about this survey or you are not the right contact for this at your operation, please email me at [email protected], or please forward the survey link to the appropriate person. We would like to wrap up this survey by July 25, so please take it soon! Thank you in advance for your participation. We value your opinion! » […]

Read More

July 9, 2016

Market The Experience Of Gardening, Minus The Fuss

Greenhouse Grower editor Laura Drotleff says the industry should promote plants and gardening in bite-size chunks that help consumers build skills.

Read More
Grower Education

July 7, 2016

Two Industry Veterans Discuss How To Meet The Challenge…

Two industry players have a conversation on how we can deliver the level of grower education needed to address complex issues associated with production practices and pest management strategies.

Read More
Briscoe White, Growers Exchange

July 6, 2016

The Grower’s Exchange Unlocks The Secret to E-Commerce

In the Internet era, Briscoe and Kenan White knew they had to adapt or die and specialize to survive. Here’s how they took The Grower’s Exchange online.

Read More
Brie Arthur

July 6, 2016

5 Can’t-Miss Events To Watch For At Farwest 2016

Whether it’s classes on biocontrols and gardening trends, or networking opportunities in and around the trade show floor, there’s plenty happening at Farwest 2016 in Portland, OR, in August.

Read More
'Violets Pride' from Week's Roses Downton Abbey Garden Rose Collection

July 6, 2016

6 Key Insights From The Generations Of Flowers Study

Being local and offering expert recommendations are hidden opportunities in the floral business. This was one of six insights during a recent webinar analyzing the Generations of Flowers study from the Society of American Florists and the American Floral Endowment.

Read More
Joe Lamp'l

July 1, 2016

Gardening Personality Joe Lamp’l Will Be Keynote Speake…

Lamp’l, who hosts the PBS series “Growing a Greener World,” will discuss effective ways to build your business and keep your customers.

Read More
Cannabis states 2016

July 1, 2016

Adult Use Of Cannabis On The Ballot In 2016

25 states have legalized cannabis and public opinion is increasingly positive. Here’s where things may be headed as we move toward the fall elections.

Read More
Robert Conrad, Ball Seed Technology Research Manager

June 27, 2016

Ball Premier Lab Wins Medal Of Excellence Award For Its…

Over the past 30 years, the Ball Premier Lab has set the standard for high-quality seed in the industry, earning it Greenhouse Grower’s 2016 Medal Of Excellence for Industry Achievement, for its dedication to advancing seed and helping growers improve their margins.

Read More
North Creek Nurseries lower trials

June 24, 2016

North Creek Nurseries Is A Finalist For 2016 Operation …

North Creek Nurseries in Landenberg, PA, is one of three finalists for Greenhouse Grower’s 2016 Operation Of The Year award and winner of the Excellence In Sustainable Production award for 2016.

Read More
Vic Frey, Kurt Weiss Greenhouses Feature

June 23, 2016

Vic Frey Named A Finalist For 2016 Head Grower Of The Y…

Vic Frey, a finalist for the 2016 Head Grower of the Year and recipient of the 2016 Excellence In Production award, was always willing to trial and experiment with the latest technology. He loved the constant change in this industry, and turned every opportunity into a teaching moment.

Read More
Albert Grimm, Jefferys Greenhouses

June 19, 2016

Albert Grimm Named A Finalist For 2016 Head Grower Of T…

Grimm, winner of Greenhouse Grower's Excellence in Outreach and Leadership award, is always willing to listen, continuously learn, and improve. He is a role model and empowers his employees to strive for excellence.

Read More
Practical Software Grower Vertical

June 18, 2016

Practical Software Solutions Increases Accessibility, E…

Practical Software will demonstrate Grower Vertical, its customizable and scalable enterprise management system for the horticulture industry, at Cultivate’16 in July.

Read More
[gravityform id="35" title="false" description="false"]