The FynbosFarm group strategy is to profitably and efficiently utilize present and future agricultural technology in the production of vegetables. The company, by developing a profitable vegetable farm with all the necessary custom-innovated equipment, will gain a significant industry advantage.
Additional application and utilization of horticultural technology in the production of vegetables will double utilization of the climate controlled portion of the overhead.
The company's goals in the first year are to:
The company's long term plan is to also produce more selective vegetables as well as looking to get into the fresh flower market.
FynbosFarm's main competitive advantages are:
FynbosFarm will market and supply its products to the selected outlets aggressively, focusing at first on local markets, and then on export options. We will emphasize the reliable year-round output of our climate-controlled hydroponics facilities, as well as the ability to produce in-demand, non-native vegetables.
Marketing for turf will take place with direct contact between FynbosFarm and regional greenhouses and landscapers.
The company will also eventually develop a website and advertise on the Internet, although these future marketing avenues are not included in this plan.
At FynbosFarm, the sales process is primarily the same for vegetables as it is for instant turf, in that both products will be mainly sold through wholesale marketing. Shipments of vegetables will be transported in refrigerated trucks as per orders, and instant turf will be palletized on open back trucks as per orders.
We expect to have exceptional sales in the first year. Our direct unit costs include the costs for the agricultural labor force who will tend and manage the vegetables and turf, including incentives and bonuses. These costs are roughly 35% of all direct costs each month.
The following table and chart show the main milestones for the first year.