Gold Berry Grove is a 10-acre chestnut farm located in Summersville, West Virginia. We specialize in producing high-quality chestnuts and value-added products, including chestnut flour and freeze-dried chestnuts. In addition, we will offer a U-pick program, where visitors can harvest their own chestnuts, providing a unique, hands-on farm experience. Our farm operates under JADAM organic farming principles, ensuring sustainable and eco-friendly production methods.

Diversified Agroforestry Model
Beyond chestnuts, we are integrating an agroforestry system that includes mushrooms, ginseng, and potential future medicinal and timber products. This model enhances biodiversity and provides additional revenue streams. Looking to create synergistic permaculture decisions with a simplified system for optimal growth of quality chestnuts. While we will integrate ducks, chickens, and pigs into our model, they are primarily used to fertilize, reduce bug pressure, and weed pressure, not a profit model for this business.

Primary Markets
Our products cater to both local and regional markets. We sell directly to consumers through our farm store, farmers’ markets, and local festivals. Additionally, we are developing partnerships with local farm-to-table restaurants to supply fresh chestnuts and value-added products.

Size and Personnel
Gold Berry Grove is a small, family-owned operation. Currently, the farm is managed by Josh & Abigail Dunbar, supported by seasonal employees during peak harvest and agritourism events.

Josh & Abigail Dunbar: Owner and operators with expertise in startups, marketing, and culinary arts. Responsible for overall farm management, product development, and marketing.
Seasonal Workers: Assist with harvesting, U-pick operations, and processing chestnuts into value-added products.

Target Market
Our target market includes health-conscious consumers, food enthusiasts, and environmentally conscious buyers who value high-quality, organic, and locally sourced products. Additionally, families and tourists seeking unique agritourism experiences are a key audience for our U-pick and farm events, especially during the fall season when visitors are drawn to the area for the vibrant West Virginia foliage and the attractions of Summersville Lake State Park (Over 600,000 visitors come to the region).

Local Agritourism Industry
Agritourism is growing in West Virginia, with increasing interest in farm visits, U-pick operations, and farm-to-table dining experiences. Gold Berry Grove is well-positioned to capitalize on this trend by offering a unique blend of hands-on farming experiences and premium organic products.

Competitive Advantages

Sustainability: Commitment to JADAM organic farming methods, ensuring eco-friendly and sustainable practices.
Diverse Product Offerings: High-quality chestnuts, value-added products like flour and freeze-dried chestnuts, and a U-pick program.
Community Engagement: Participation in local festivals and partnerships with farm-to-table restaurants enhance our visibility and reputation.
Agroforestry Innovation: Diversification through mushroom cultivation, ginseng, and timber adds resilience and long-term profitability.

Future Outlook
The growing consumer demand for organic and locally sourced foods, combined with increased interest in agritourism, presents significant opportunities for growth. As we scale operations, we will continue to innovate and adapt to market trends, ensuring the long-term success.

Location

Gold Berry Grove is located at 2291 Armstrong Road, Summersville, WV, 26651, spanning 19 acres in total, with 10 acres dedicated to chestnut production. The property is strategically positioned near U.S. Route 19, a major north-south highway that provides convenient access for both local and regional customers.

Facilities

The farm includes a barn that serves as a central hub for:

Processing chestnuts into value-added products, such as flour and freeze-dried chestnuts.
Storing harvested chestnuts, equipment, and supplies.
Producing chestnut products on-site, ensuring quality and freshness for consumers.

Advantages of Location

Accessibility

Proximity to U.S. Route 19 offers easy access for customers and distributors.
The highway connects Summersville to major cities like Charleston and Morgantown, facilitating product transportation and drawing visitors to the farm.

Tourism Potential

The farm is located near Summersville Lake, a top tourist destination attracting nearly one million visitors annually.
Fall is especially busy, with tourists drawn by the U-pick program and the vibrant foliage during the region’s peak leaf-peeping season.

Market Reach

Gold Berry Grove is well-positioned to supply local farmers’ markets, regional festivals, and farm-to-table restaurants.
Its location supports participation in local agritourism events, helping to attract customers from both rural and urban areas.

Potential Challenges

Seasonal Traffic Variability

While the farm benefits from high traffic during the fall, visitor numbers may drop during other seasons.
Effective marketing and diverse product offerings will be crucial to maintaining customer engagement year-round.

Rural Infrastructure

Armstrong Road is narrow, which may pose logistical challenges for larger vehicles and visitor traffic.
Considerations of nearby neighbors and limited road capacity may restrict the daily number of visitors, particularly during peak agritourism events.

Map and Additional Details (Work in Progress)

A detailed map of the farm layout is in development, highlighting:

10-acre chestnut orchard
Barn for processing and storage
Visitor parking and U-pick areas

This map will provide a clear visual guide for operational planning and visitor navigation.

Business History

Gold Berry Grove is a new venture, launched in 2024, with a mission to establish a modern orchard that integrates scientific methods, sustainable agroforestry practices, and a customer-forward approach.. As a first-generation farmer, I’m applying a forward-thinking approach to build a scalable, diversified agricultural business. Drawing on my background in startups, I’m streamlining operations, optimizing marketing strategies, and using data-driven insights to drive decision-making. My partner, with expertise in culinary arts, brings a deep understanding of product innovation and customer engagement.

Guided by mentorship from Greg at Forest Shepherd Farm, I’m leveraging expert knowledge in agroforestry, sustainable farming, and business management. This collaborative approach ensures that every aspect of Gold Berry Grove is positioned for long-term success.

Although we’re at the start of our journey, we’ve already plaining the foundation for a high-growth operation by:

Planting a 10-acre chestnut orchard, the cornerstone of our scalable production model.
Developing a multifunctional barn facility, designed to streamline on-site processing and storage of value-added products like chestnut flour and freeze-dried chestnuts.
Creating a U-pick and agritourism strategy, aiming to deliver unique, interactive farm experiences and establish strong connections with local communities and businesses.

Vision and Growth Plans

Gold Berry Grove is not just a farm—it’s a model for the future of agriculture. We’re building a diversified agroforestry system that integrates high-value crops like mushrooms, ginseng, and medicinal plants, alongside potential timber production. Our vision is to capitalize on the growing demand for sustainable, organic products while creating an ecosystem that thrives economically and environmentally.

Early Achievements and Growth Milestones

Strategic Land Use: Acquired 19 acres, with 10 acres dedicated to chestnuts and the remaining space allocated for agroforestry innovations.
Optimized Infrastructure: Update a barn into a state-of-the-art processing hub to maximize efficiency and maintain product quality.
Community and Market Integration: Established early partnerships with local tourism boards, farmers’ markets, and farm-to-table restaurants, setting the stage for rapid market penetration.

Anticipated Challenges

As a disruptive player in the agriculture space, we anticipate several challenges, including:

Scaling Operations: Accelerating the time to full production while maintaining quality and sustainability.
Customer Acquisition: Building brand recognition and loyalty in a competitive market dominated by imported chestnuts.
Agritourism Innovation: Crafting an unforgettable U-pick and farm experience to stand out in the growing agritourism sector.

Commitment to Innovation and Growth

Gold Berry Grove is committed to redefining what a modern farm can be. By integrating technology, sustainable practices, and creative customer engagement, we’re setting a new standard for profitability and environmental stewardship. Our approach positions us not just to meet market demand but to shape the future of the chestnut and agroforestry industries.

Ownership Structure

Gold Berry Grove is organized as a partnership between Josh Dunbar and Abigail Dunbar, a wife-and-husband team committed to establishing and growing the farm together. Each partner holds a 50% ownership stake, sharing responsibilities for the business’s development and success.

We chose this ownership structure for several key reasons:

Simplicity and Flexibility:

A partnership allows for equal decision-making and financial responsibility, ensuring both partners have an active role in shaping the farm’s future.

Shared Expertise and Labor:

Our complementary skills enhance the efficiency and effectiveness of the farm’s operations. Josh brings technical expertise and strategic planning from his tech background, while Abigail leverages her culinary skills and community engagement experience to develop value-added products and strengthen local partnerships.

Tax Benefits:

This structure enables us to report income and losses on our individual tax returns, providing financial flexibility beneficial for a small, family-owned business.

Property and Asset Ownership

The farm’s 19-acre property, which includes a 10-acre chestnut orchard and a multifunctional barn, is jointly owned by Josh and Abigail. These assets are fully integrated into the business, supporting operations, value-added production, and agritourism activities such as the U-pick program.

Decision-Making and Roles

Both partners actively contribute to the farm’s success, with clearly defined but complementary roles:

Josh Dunbar: Oversees farm operations, product development, and marketing strategies, applying a scientific and data-driven approach to maximize efficiency and growth.
Abigail Dunbar: Focuses supporting farm operations, culinary product creation (e.g., chestnut candy), and community engagement, including fostering relationships with local tourism boards and farm-to-table restaurants.

This division of responsibilities ensures a holistic approach to business management, leveraging each partner’s strengths for maximum impact.

Future Considerations

As Gold Berry Grove grows, we plan to transition to a Limited Liability Partnership (LLP) or LLC to enhance liability protection and support future expansions. These expansions include developing a diversified agroforestry system with mushrooms, ginseng, and other high-value crops, as well as enhancing agritourism offerings to attract more visitors.

This structure highlights our dedication to building a resilient, family-owned enterprise focused on sustainable farming, innovative product development, and strong community connections.

Marketing Plan

1. Growing Demand for Nutrient-Dense, Gluten-Free, and Plant-Based Products

Trend: Consumers are increasingly seeking healthier, plant-based, and gluten-free options. Chestnuts, being rich in fiber, vitamins, and antioxidants, fit perfectly into this category. Chestnut flour, in particular, caters to the growing demand for gluten-free baking alternatives.
Market Growth: The U.S. chestnut market is projected to reach $4.9 billion by 2030, with annual consumption of 7.5 million pounds. Notably, 90% of chestnuts consumed in the U.S. are imported, many of which cannot be certified organic due to regulatory differences. This creates a unique opportunity for domestic producers like Gold Berry Grove to offer high-quality, organic chestnuts and value-added products.
Opportunities: This trend positions Gold Berry Grove to capitalize on the rising demand for local, organic, and sustainable chestnut products. Value-added offerings like chestnut flour, freeze-dried chestnuts, and culinary products (e.g., chestnut candy) allow us to cater to a niche yet growing market segment.

2. Rising Popularity of Agritourism

Trend: Agritourism is gaining momentum as more consumers seek authentic, hands-on farm experiences. U-pick operations, farm-to-table collaborations, and seasonal events provide immersive opportunities for customers.
Opportunities: Gold Berry Grove can leverage its location near Summersville Lake, which attracts nearly one million tourists annually, to drive foot traffic and boost direct sales. Fall agritourism, in particular, aligns with peak chestnut harvest and the region’s vibrant foliage season, creating a unique draw for visitors.
Challenges: To remain competitive, we must continuously enhance the visitor experience and effectively manage seasonal fluctuations in traffic.

3. Increased Focus on Local and Sustainable Sourcing

Trend: Consumers are prioritizing products that support local economies and are produced sustainably.
Opportunities: Our commitment to JADAM organic farming principles and local partnerships positions us as a trusted source for sustainably produced chestnuts. This strengthens our competitive edge against imported chestnuts.

Customers

Since Gold Berry Grove is a new venture, we are in the process of identifying and engaging our target customer base. However, based on market research and trends in the chestnut and agritourism industries, we have a clear understanding of who our potential customers are and what motivates them.

Existing and Anticipated Customers

1. Health-Conscious Consumers

Profile: Individuals who prioritize nutrient-dense, gluten-free, and plant-based diets.
Motivation: They seek high-quality, organic products like chestnuts and chestnut flour as healthier alternatives for cooking and baking.
How They’ll Find Us: Through farmers' markets, health food stores, and online sales channels.

2. Culinary Enthusiasts and Foodies

Profile: Home cooks, bakers, and professional chefs interested in unique, high-quality ingredients.
Motivation: Chestnuts offer a versatile ingredient for both sweet and savory dishes. Our value-added products, such as chestnut candy, also appeal to those seeking gourmet experiences.
How They’ll Find Us: Partnerships with farm-to-table restaurants, social media marketing, and participation in food festivals.

3. Agritourism Visitors and Families

Profile: Tourists and families visiting the New River Gorge area and Summersville Lake, especially during the fall.
Motivation: They are drawn to the U-pick experience and seasonal farm events, seeking interactive, family-friendly activities.
How They’ll Find Us: Local tourism boards, online travel guides, and word-of-mouth recommendations.

4. Environmentally Conscious Buyers

Profile: Consumers who prioritize sustainability and support local, eco-friendly businesses.
Motivation: They appreciate our commitment to JADAM organic farming practices and the sustainable production of chestnuts.
How They’ll Find Us: Through marketing that highlights our eco-friendly practices and community engagement.

5. Specialty Retailers and Wholesale Buyers

Profile: Small grocery stores, health food stores, and distributors looking for locally sourced, organic products.
Motivation: To provide unique, high-quality chestnut products to their customers.
How They’ll Find Us: Direct outreach, networking at trade shows, and participation in regional food markets.

Anticipated Changes in Customer Base

Expansion into Online Sales: As e-commerce continues to grow, we anticipate more customers will find us through online platforms.
Broader Demographic Reach: Agritourism and local partnerships may attract a wider age range, from young adventurers to retirees seeking leisure experiences.
Increased Demand for Value-Added Products: Over time, as our product line expands, we expect a shift towards repeat customers purchasing specialty items like chestnut flour, chestnut pastries, and candies.

Marketing Strategy

Our marketing plan focuses on:

Building Awareness: Using social media, local advertising, and partnerships with regional tourism boards to establish our presence.
Engaging Content: Sharing recipes, behind-the-scenes farming stories, and sustainability efforts to connect with health-conscious and eco-friendly buyers.
Customer Retention: Offering loyalty programs and seasonal promotions to encourage repeat visits and purchases.

Customer Lifetime Value

While we are still gathering data, the potential lifetime value of our customers is significant:

U-pick Visitors: Likely to return annually, contributing through direct sales and additional purchases of value-added products.
Online Buyers: Through consistent quality and marketing, we aim to build long-term relationships, leading to repeat purchases and word-of-mouth referrals.

Understanding these customer segments and their motivations will help us target them effectively, ensuring the long-term success of Gold Berry Grove.

Market Segments

At Gold Berry Grove, we have identified several distinct market segments, each with unique needs and motivations. By tailoring our marketing strategies and product offerings to these segments, we aim to maximize customer satisfaction and business growth.

1. Health-Conscious Consumers

Traits: Focused on nutrient-dense, gluten-free, and plant-based diets.
Demographics: Typically aged 25-45, mid to upper-income levels.
Lifestyle: Interested in sustainable, locally sourced food products.
Marketing Approach:

Highlight the health benefits of chestnuts (e.g., high in fiber and antioxidants).
Promote our organic and sustainable farming practices through social media and health-focused blogs.
Offer educational content, such as recipes and meal plans, showcasing how to incorporate chestnuts into their diets.

2. Culinary Enthusiasts and Foodies

Traits: Passionate about unique, high-quality ingredients for gourmet cooking and baking.
Demographics: Aged 30-60, mid to high-income levels, both home cooks and professional chefs.
Lifestyle: Frequently experiment with new recipes and premium ingredients.
Marketing Approach:

Collaborate with local chefs and food influencers to create and share recipes.
Attend food festivals and host cooking demonstrations.
Offer value-added products like chestnut flour and chestnut candy to meet their desire for specialty ingredients.

3. Agritourism Visitors and Families

Traits: Seek interactive, educational, and family-friendly farm experiences.
Demographics: Families with children, couples, and tourists visiting the New River Gorge and Summersville Lake areas.
Lifestyle: Value outdoor activities and experiential travel.
Marketing Approach:

Promote the U-pick program and seasonal events through regional tourism boards and travel websites.
Emphasize the family-friendly aspects of the farm, such as picnic areas and farm tours.
Offer bundled experiences, such as combining U-pick with product tastings or DIY chestnut roasting kits.

4. Environmentally Conscious Buyers

Traits: Prioritize sustainability and reducing their environmental footprint.
Demographics: Typically aged 25-55, diverse income levels, motivated by ecological causes.
Lifestyle: Actively support businesses that align with their environmental values.
Marketing Approach:

Emphasize our JADAM organic farming methods and efforts to promote biodiversity through agroforestry.
Share impact stories about how their purchases support sustainable farming.
Use eco-friendly packaging and offer subscription options for consistent access to sustainable products.

5. Specialty Restaurants and Retailers

Traits: Businesses looking for high-quality, locally sourced products to sell or use in their operations.
Demographics: Local grocery stores, health food shops, farm-to-table restaurants, and distributors.
Lifestyle: Focused on providing unique products that cater to niche markets.
Marketing Approach:

Establish long-term supply agreements for chestnuts and value-added products.
Streamline other needed items they may also want such as mushrooms, identify pain points and supply that demand.
Offer bulk pricing and customized product options (e.g., branded chestnut flour).
Attend trade shows and business expos to connect with potential wholesale clients.

Differentiation in Marketing and Product Offerings

Customized Messaging:

Health-conscious consumers respond to messaging about nutrition and wellness, while foodies value gourmet and culinary creativity.
Agritourism visitors are drawn by the promise of a fun and memorable farm experience.
Environmentally conscious buyers prioritize sustainability and the farm’s ecological impact.

Product Variations:

For culinary enthusiasts, we offer premium value-added products like chestnut flour and candy.
For agritourism visitors, we create seasonal experiences and offer farm-fresh chestnuts.
Seasonal offerings tied to Christmas themes already implicit in American culture.

By understanding the unique needs and values of each segment, Gold Berry Grove ensures that every customer finds a product or experience tailored to their interests. This targeted approach strengthens our market presence and builds lasting customer relationships.

Target Market

1. Tourists

Profile:

Tourists visiting the New River Gorge and Summersville Lake areas, particularly during the fall season when U-pick programs and local foliage attract significant foot traffic.
Families, couples, and adventure-seekers looking for unique, outdoor experiences.

Market Potential:

The New River Gorge region draws nearly one million visitors annually, many of whom are seeking immersive and family-friendly activities.
Agritourism is a growing trend, offering a chance to connect visitors with local farms while enhancing their travel experience.

Marketing Approach:

Brand Presentation: Position Gold Berry Grove as a must-visit agritourism destination, emphasizing our U-pick program, scenic farm setting, and seasonal events.
Tactics:

Partner with local tourism boards and travel platforms to promote farm experiences.
Highlight family-friendly aspects, such as interactive tours and farm activities, through social media and local event listings.
Offer seasonal promotions or bundled experiences, such as U-pick paired with chestnut product tastings.
Targeted Facebook Ads and explore other alternative social media spaces.

Opportunities:

Increased foot traffic during peak tourist seasons.
Direct sales from U-pick and farm store visitors.
Potential for repeat visits and word-of-mouth promotion.

Challenges:

Seasonal variability in visitor numbers.
Competition from other agritourism destinations in the region.

2. Health-Conscious Locals (Rural and Urban)

Profile:

Consumers prioritizing nutrient-dense, gluten-free, and plant-based diets.
This segment includes both rural residents and city dwellers in nearby urban areas like Charleston and Morgantown.

Market Potential:

The demand for organic, locally sourced products continues to grow, with chestnuts and chestnut flour fitting well into this trend.
This segment values sustainable farming practices and is likely to support businesses with a strong environmental ethos.

Marketing Approach:

Brand Presentation: Present Gold Berry Grove as a trusted source for high-quality, organic chestnuts and value-added products. Emphasize our commitment to sustainability and health-conscious living.
Tactics:

Use digital marketing, including targeted ads and social media campaigns, to reach urban and rural audiences.
Partner with local health food stores and farmers’ markets to increase product visibility.
Share educational content, such as recipes and health benefits of chestnuts, to engage and inform customers.

Opportunities:

Steady demand for value-added products like chestnut flour, freeze-dried chestnuts, and chestnut candy.
Strong potential for building long-term customer relationships through online and in-person sales channels.

Challenges:

Competition from other health-focused brands and imported chestnuts.
Need to differentiate our products as both local and organic.

Neurodivergent Presence in Agricultural Content (Future Market)

1. Why Agriculture Appeals to Neurodivergent Individuals:

Routine and Structure: Many agricultural tasks, such as planting, harvesting, and animal care, offer repetitive, structured activities that can be comforting for individuals who thrive on routine.
Sensory Engagement: Farming provides rich sensory experiences—touching soil, hearing animals, and observing plant growth—which can be both grounding and stimulating.
Connection to Nature: A deep interest in environmental stewardship and sustainable living aligns well with the values of many neurodivergent individuals.

2. Social Media Trends:

Platforms like YouTube, Instagram, and TikTok showcase neurodivergent farmers sharing their experiences. Popular content includes:

Day-in-the-life farming routines.
Tutorials on sustainable practices.
Personal reflections on the therapeutic aspects of farming.

Future Exploration: Diversified Educational Classes

1. Educational Classes Tailored to Neurodivergent Needs

Sensory-Friendly Farming: Classes focused on low-stress farming activities, such as mushroom cultivation or greenhouse planting.
Skill-Building Workshops: Teaching specific agricultural skills like composting, beekeeping, or agroforestry with clear, step-by-step instructions.
Routine Development: Helping neurodivergent individuals create structured daily or seasonal farming plans.

2. Potential Class Formats

Online Courses and Webinars: Leveraging platforms like YouTube or a dedicated website to reach a broad audience.
On-Farm Experiences: Hosting in-person workshops at Gold Berry Grove with sensory-friendly environments and small group sizes.
Hybrid Models: Combining digital content with periodic in-person sessions to offer flexibility and ongoing support.

3. Collaboration with Content Creators

Partner with neurodivergent farmers and influencers on platforms like YouTube to co-develop and promote educational materials.
Feature guest speakers or contributors who can share their unique farming methods and experiences.

Opportunities and Benefits

Community Building: Creating a supportive space for neurodivergent individuals interested in agriculture.
Diversified Income Streams: Offering classes and workshops can open new revenue channels for Gold Berry Grove.
Advocacy and Awareness: Positioning the farm as an inclusive space that recognizes and celebrates neurodivergent contributions to sustainable agriculture.

By exploring this growing interest, Gold Berry Grove can serve as both an educational hub and a welcoming community for neurodivergent individuals seeking connection through agriculture.

Conclusion

By focusing on tourists and health-conscious locals, Gold Berry Grove is well-positioned to capitalize on two growing and lucrative market segments. Each audience will be targeted with tailored marketing strategies that highlight the farm’s unique offerings and values, ensuring strong brand alignment and customer engagement. At the same time, exploring emerging markets will open additional opportunities for growth while diversifying our revenue streams.

Sales Strategy

Gold Berry Grove employs a multi-faceted approach to deliver products and services, with a focus on direct-to-consumer marketing and future plans for broader partnerships and cooperative development.

Current and Planned Distribution Channels

Direct-to-Consumer Sales

Farmers’ Markets: We plan to sell our chestnut products at local and regional farmers’ markets, building direct relationships with health-conscious consumers and food enthusiasts.
Chestnut Festivals in WV: Participating in these events will help us showcase our products and educate the public about chestnuts and their culinary uses.
U-Pick Program: During the fall harvest, customers will have the opportunity to visit the farm and pick their own chestnuts, providing both a product and a memorable agritourism experience.

E-Commerce

Online Store (Shopify and Barn2Door): Customers will be able to purchase chestnuts and value-added products like chestnut flour and chestnut candy directly through our online platforms.
Order Processing and Delivery: We aim to process orders promptly, with shipping within 1-3 business days of order placement, ensuring a seamless customer experience.

Wholesale Partnerships (Future Development)

We plan to establish distribution agreements with wholesalers, retailers, and farm-to-table restaurants to expand the reach of our value-added chestnut products.

Future Cooperative Development

Vision for a Cooperative of First-Generation Farmers

We are exploring the formation of a cooperative with other first-generation farmers in the New River Gorge (NRG) area who share our mission of sustainable and organic farming.
This cooperative would:

Facilitate resource sharing, joint marketing, and distribution of products.
Allow us to aggregate chestnuts from other farms to meet demand while our grove matures over the next five years.
Strengthen the local agricultural community and create a unified presence in regional markets.

Geographic Distribution

Local and Regional Focus

Early-stage efforts will concentrate on building a strong local and regional customer base in West Virginia and neighboring states.

National Expansion

As production scales and online sales increase, we plan to ship products nationally, leveraging our e-commerce platform to reach health-conscious consumers across the U.S.

Customer Experience and Engagement

On-Farm Experiences

Visitors will come to the farm for U-pick activities and seasonal events, enhancing their connection to the land and our products.
We also envision offering workshops and farm tours as part of our agritourism strategy.

Order Processing and Customer Support

Customers will have multiple ordering options: online, by phone, or at farmers’ markets.
Our goal is to provide quick order processing and excellent customer service, ensuring a positive experience for every buyer.

Opportunities and Challenges

Opportunities:

Direct-to-consumer sales at farmers’ markets and festivals provide immediate feedback and build strong customer relationships.
E-commerce allows us to reach a broader audience and grow our brand nationally.
A cooperative model offers scalability and collective marketing power.

Challenges:

Managing logistics for both direct sales and online orders requires efficient systems.
Establishing and maintaining cooperative partnerships will involve aligning missions and operations with other farms.

By leveraging multiple channels and prioritizing customer engagement, Gold Berry Grove will build a resilient and scalable distribution model.

Competition

Gold Berry Grove operates in a niche market with limited direct competition in the local area but increasing competition in the broader e-commerce space. Here's an analysis of our competitors, our unique strengths, and strategies to maintain a competitive edge.

Local Competitors

Other U-Pick Farms

Profile: Local U-pick farms focus on various crops such as apples, blueberries, and pumpkins.
Competitive Challenge: While these farms attract agritourism traffic, none specialize in chestnuts, giving Gold Berry Grove a unique position.
Competitive Advantage:

Our U-pick program is the only one in the region focused on chestnuts, providing a novel experience.
We can capitalize on the fall season’s tourist influx, offering both a unique product and the interactive experience of harvesting chestnuts.

Regional and National E-Commerce Competitors

Online Chestnut Sellers

Profile: Several online retailers offer chestnuts and chestnut products, many of whom are established players with a significant market presence.
Competitive Challenge: Increased competition in the direct-to-consumer chestnut market, including non-organic imports and bulk suppliers.
Competitive Advantage:

Differentiated Products: Unlike competitors offering standard raw chestnuts, we will provide value-added products (e.g., chestnut flour, freeze-dried chestnuts, chestnut candy).
Organic Certification: Our JADAM organic practices set us apart from many imported chestnuts, which cannot be certified organic due to regulatory differences.
Customer Engagement: We offer a story-driven, local brand that emphasizes sustainability and community, appealing to the growing market of eco-conscious consumers.

Competitive Advantages of Gold Berry Grove

Unique Product Offering

We are the only local U-pick chestnut farm, offering both fresh and value-added chestnut products.
Our focus on organic, locally sourced goods attracts health-conscious consumers and food enthusiasts.

Location and Agritourism Appeal

Located near Summersville Lake and the New River Gorge, Gold Berry Grove benefits from significant tourist traffic during peak seasons.
The fall U-pick season aligns with the regional influx of visitors, giving us an edge in drawing agritourism participants.

Customer Experience and Service

U-Pick Program: Provides an engaging, hands-on experience that differentiates us from e-commerce-only competitors.
Personalized Customer Service: We offer fast and friendly service, both online and in person, ensuring a high level of customer satisfaction.
Direct-to-Consumer Model: Combines the convenience of e-commerce with the authenticity of a family-owned farm.

Marketing and Brand Strength

We leverage Shopify and Barn2Door to streamline e-commerce operations and reach a broader audience.
Our marketing emphasizes sustainability, quality, and community engagement, building strong brand loyalty.

Strengths and Weaknesses

Strengths

Product Differentiation: Unique focus on chestnuts with an expanding product line.
Location: Strategic proximity to tourist attractions, maximizing agritourism potential.
Sustainability: Strong commitment to organic and eco-friendly farming practices.
Customer Experience: High-touch, personalized service that builds loyalty and trust.

Weaknesses

Seasonal Traffic: Reliance on fall tourism for U-pick can lead to off-season revenue dips.
Limited Production in Early Years: Until our chestnut orchard matures, production capacity will be limited, requiring reliance on other farms for value-added products.

Strategies to Address Challenges

Seasonal Revenue Fluctuations

Develop year-round offerings, such as value-added products and online sales, to maintain steady revenue.

E-Commerce Competition

Focus on organic certification and storytelling to differentiate our brand.
Introduce subscription services for regular product delivery, fostering customer loyalty.

Scaling Production

Build partnerships with other local chestnut farms or cooperatives to supplement supply in the early years.

Why We Will Succeed

Gold Berry Grove will succeed by leveraging our unique product offerings, strategic location, and commitment to sustainability. Our diversified approach—combining local agritourism, value-added products, and a strong online presence—ensures we remain competitive in both local and national markets. By continuously innovating and engaging with our customers, we will build a resilient and thriving business.

Pricing

Since Gold Berry Grove is a new operation, we are basing our pricing on market research and industry benchmarks for organic chestnuts and related products. Below is an outline of our initial pricing strategy, tailored to our local and online audiences.

Pricing for U-Pick Chestnuts

Local U-Pick Pricing:

$3.50 to $4.00 per pound (adjusted for the local market in West Virginia, which typically has a lower cost of living).
This price point ensures affordability for local and rural customers while promoting agritourism and building community relationships.

Seasonal Promotions:

Offer events (free) for families, group visits, or first-time customers to encourage participation and foster loyalty

Pricing for Online Sales

Raw Chestnuts:

$7.00 to $9.00 per pound (reflecting U.S. market rates for organic chestnuts).
This price captures a premium for out-of-season availability and the convenience of home delivery.

Value-Added Products:

Chestnut Flour: $12.00 to $15.00 per pound.
Freeze-Dried Chestnuts: $10.00 to $14.00 per bag.
Chestnut Candy: $8.00 to $10.00 per package.

These products will be marketed as premium, organic, and locally sourced, justifying higher prices compared to standard market offerings.

Promotional Strategies and Discounts

Volume Discounts

Offer discounts for bulk purchases, e.g., 10% off for orders over 10 pounds, to encourage larger purchases both in-person and online.

Subscription Services

Provide subscription options for regular deliveries of chestnuts or value-added products, offering a small discount for recurring orders.

Introductory and Seasonal Pricing

Launch limited-time promotions, such as introductory pricing during the farm’s first harvest season, to attract initial customers.
Seasonal bundles, combining raw chestnuts with value-added products, to boost sales during peak holiday periods.

Frequent Buyer Program

Implement a loyalty program where customers earn points with each purchase, redeemable for discounts or free products.

Competitive Positioning

Local Market: Our U-pick prices are competitive within the region, offering affordability while reflecting the unique agritourism experience we provide.
Online Market: Pricing for online sales aligns with national market rates for organic chestnuts and value-added products, capturing a premium for quality and convenience.

Profitability and Differentiation

Premium Pricing Justification:

Organic certification, sustainable farming practices, and limited local availability allow us to charge higher prices for online sales.
The U-pick experience adds value, allowing us to maintain fair pricing locally while building brand loyalty and customer engagement.

Profit Margin Goals:

Our pricing strategy is designed to balance affordability for local customers with profitable margins on value-added products and online sales.

By offering tiered pricing strategies and leveraging our unique position as an organic, first-generation farm, Gold Berry Grove aims to attract diverse customer segments while maintaining healthy profit margins.

Promotion

As a new business, Gold Berry Grove will focus on building brand awareness, promoting our unique offerings, and establishing a loyal customer base. Our strategy emphasizes the benefits of our sustainable, organic products and immersive agritourism experiences.

Brand Promotion Strategy

1. Building Brand Awareness

Focus: Promote Gold Berry Grove as a premier destination for organic chestnuts, value-added products, and family-friendly farm experiences.
Benefits for Customers:

Enjoy fresh, organic chestnuts and premium chestnut products that align with health-conscious and sustainable lifestyles.
Create lasting memories through U-pick experiences and seasonal events.

2. Integrated Marketing Approach

Promoting the Brand vs. Individual Products:

We will promote Gold Berry Grove holistically, emphasizing the farm's values, quality products, and unique experiences.
Highlight specific products (e.g., chestnut flour, chestnut candy) during seasonal promotions or new product launches.

Promotional Tactics

1. Digital Marketing

Social Media:

Platforms: Instagram, Facebook, TikTok, and YouTube to showcase the farm’s journey, behind-the-scenes operations, and customer testimonials.
Content Strategy: Share videos of U-pick events, recipes using chestnut products, and stories emphasizing our commitment to sustainability.
Paid Ads: Use targeted ads to reach local audiences and health-conscious consumers nationally.

Email Marketing:

Build a subscriber list through our website and farmers’ market sign-ups.
Send newsletters featuring farm updates, product launches, and exclusive promotions.

E-commerce Integration:

Utilize Shopify and Barn2Door for a seamless online shopping experience.
Highlight customer reviews and testimonials to build trust and credibility.

2. Traditional Advertising

Flyers and Posters: Distribute in local businesses, community centers, and tourism hotspots near the New River Gorge and Summersville Lake.
Local Media: Partner with regional newspapers, magazines, and radio stations to promote seasonal events and U-pick experiences.

3. Partnerships and Events

Local Collaborations: Partner with farm-to-table restaurants and tourism boards to cross-promote our products and experiences.
Festivals and Trade Shows: Participate in Chestnut Festivals, regional farmers’ markets, and food expos to increase visibility and engage directly with potential customers.

4. Word-of-Mouth and Testimonials

Encourage satisfied customers to share their experiences through reviews, social media tags, and testimonials.
Leverage early adopters and local influencers to build credibility and spread the word about Gold Berry Grove.

Why Gold Berry Grove?

Superior Quality and Sustainability:

Our chestnuts and value-added products are organically grown, supporting health-conscious and eco-friendly lifestyles.
Customers can trust that their purchases contribute to sustainable farming practices.

Unique Experiences:

Our U-pick program and seasonal farm events offer families and tourists an engaging, hands-on experience that sets us apart from competitors.

Community and Connection:

We emphasize building relationships with our customers, making them feel part of our farm’s journey and mission.

Proof of Quality

Customer Testimonials:
Once operational, we will collect and feature testimonials from U-pick visitors and product buyers, emphasizing the quality and enjoyment of their experiences.

Recognition and Awards (Future Goals):
We aim to participate in regional and national competitions for sustainable farming and specialty food products to build credibility and brand prestige.

Managing Promotions

In-House Management:

Josh Dunbar will oversee digital marketing and e-commerce operations, leveraging his tech background for data-driven decision-making.
Abigail Dunbar will lead community engagement and partnerships, ensuring cohesive branding across local and regional promotions.

By combining digital and traditional marketing methods, Gold Berry Grove will effectively reach and engage our target audiences, driving sales and building long-term customer relationships.

Distribution

Gold Berry Grove employs a hybrid distribution model that combines local, regional, and online sales. This strategy allows us to engage directly with our community in the New River Gorge area while expanding our reach through e-commerce to the broader Mid-Atlantic region.

Distribution Channels

1. Direct-to-Consumer Sales

Farmers’ Markets and Local Events:

We plan to participate in local farmers’ markets, festivals, and events in the New River Gorge and Summersville areas. These venues allow us to engage directly with customers and build brand loyalty.

U-Pick Program:

Customers can visit the farm during the fall season to pick their own chestnuts, creating a unique, hands-on agritourism experience.

On-Site Sales:

Products, including fresh chestnuts and value-added items like chestnut flour and chestnut candy, will be available for purchase at our barn.

2. E-Commerce

Online Store (Shopify and Barn2Door):

Our e-commerce platform will target customers in the Mid-Atlantic region, with plans to expand nationally as demand grows.
Customers can order products directly from our website, with options for standard and expedited shipping.

Order Processing and Delivery:

Orders will be processed within 1-3 business days and shipped via reliable carriers to ensure product freshness and quality.

3. Wholesale Partnerships (Future Plans)

Farm-to-Table Restaurants:

We aim to partner with regional restaurants focused on local and sustainable ingredients.

Specialty Retailers:

Collaborations with health food stores and boutique grocery shops in the Mid-Atlantic to stock our products.

Geographic Distribution

Local Focus:

Our primary in-person sales and marketing efforts will target the New River Gorge area and nearby communities, leveraging the region’s strong agritourism and local food movements.

Regional Expansion:

Through our e-commerce platform, we will target the broader Mid-Atlantic region, including West Virginia, Virginia, Maryland, Pennsylvania, and the District of Columbia.

Future National Reach:

As operations scale, we plan to expand our online presence and explore national distribution for our value-added products.

Customer Convenience and Access

Ordering Options:

Customers can order products online through our website or purchase directly at farmers’ markets, U-pick events, and local retail partners.
We also plan to offer phone support for orders, catering to a broader demographic.

Delivery and Fulfillment:

Orders placed online will be shipped promptly, with tracking information provided for a seamless customer experience.
On-site pick-up will be available for local customers, reducing delivery costs and enhancing customer engagement.

Cooperative and Wholesale Distribution

While we are not currently part of a cooperative, our long-term vision includes forming partnerships with other like-minded first-generation farmers in the region. This cooperative model will allow for:

Resource Sharing: Aggregating products to meet larger wholesale or institutional demands.
Collective Marketing: Strengthening our regional presence through joint promotional efforts.

Why Our Distribution Model Works

Local Engagement: By focusing on the New River Gorge area, we tap into a strong local community and tourist market.
E-Commerce Flexibility: Our online presence ensures accessibility for customers beyond our immediate region, driving year-round sales.
Future Scalability: Partnerships with wholesale and retail markets will support growth as our production capacity increases.

This distribution model ensures that Gold Berry Grove remains flexible, customer-focused, and well-positioned for both local and regional success.

Strategic Partners

Gold Berry Grove is actively exploring strategic partnerships to support long-term growth and strengthen our position in the sustainable agriculture and agritourism industries. While these alliances are not critical at this early stage, they will play a vital role in expanding our reach, diversifying our offerings, and enhancing operational efficiency in the future.

Potential Future Allies

1. New Roots Community Farm (Fayetteville, WV)

Why This Partnership Matters:

New Roots Community Farm is a hub for sustainable agriculture and community engagement in the New River Gorge area.
A partnership could facilitate knowledge sharing, collaborative marketing, and joint agritourism events, enhancing both farms’ visibility and community impact.

Potential Collaboration Areas:

Joint workshops or educational events focused on sustainable farming practices.
Cross-promotions for U-pick events, festivals, and other agritourism activities.
Cooperative marketing efforts to attract tourists and locals alike.

2. Farm-to-Table Partnerships

Current Status:

We are informally working with local farm-to-table restaurants and exploring opportunities for collaboration. These relationships are expected to evolve and formalize within the next 7-10 years as our production scales.

Why This Partnership Matters:

Farm-to-table partnerships align with our mission to provide fresh, locally sourced products to the community.
These partnerships would strengthen our brand as a trusted provider of premium chestnut products while supporting the local food ecosystem.

Potential Collaboration Areas:

Supplying chestnuts and value-added products to local chefs for seasonal menus.
Co-hosting events such as farm dinners or cooking workshops.
Leveraging restaurant networks to reach a broader audience and drive product demand.

Future Alliance Goals

1. Regional Cooperative Development

As our production matures, we aim to establish or join a cooperative of first-generation farmers in the New River Gorge area.
Benefits:

Shared resources for marketing and distribution.
Collective bargaining power for purchasing supplies.
Greater market presence through joint branding and promotions.

2. Retail and Specialty Store Partnerships

Expand product availability through health food stores and boutique grocers in the Mid-Atlantic region.

3. E-Commerce Platform Collaborations

Partner with online marketplaces specializing in organic and sustainable products to expand our digital footprint.

Importance of Strategic Alliances

While these alliances are not essential at this stage, they will be instrumental in:

Scaling Operations: Expanding our reach and production capacity as our orchard matures.
Market Penetration: Strengthening our presence in local and regional markets.
Industry Positioning: Establishing Gold Berry Grove as a leader in sustainable agriculture and agritourism.

By strategically aligning with key partners, we can achieve sustainable growth and create lasting value for our customers and community.

Management & Organization

Management Team

Josh Dunbar (Co-Owner, Farm Operations & Technology Lead)

Role and Responsibilities:

Oversees daily farm operations, including orchard maintenance, pest management, and product development.
Leverages a background in technology to streamline operations, manage e-commerce platforms, and implement data-driven decision-making for farm efficiency.
Leads marketing efforts, focusing on digital strategies to promote Gold Berry Grove’s products and agritourism experiences.

Abigail Dunbar (Co-Owner, Culinary & Community Engagement Lead)

Role and Responsibilities:

Specializes in developing value-added chestnut products, such as chestnut candy, flour, and freeze-dried goods.
Manages community engagement, building partnerships with local restaurants, farmers’ markets, and tourism boards.
Coordinates U-pick programs and seasonal events, enhancing the farm’s appeal as an agritourism destination.

Future Workforce Needs

As Gold Berry Grove expands, we plan to hire for the following key positions:

1. Farm Assistant(s)

Role: Assist with orchard management, harvesting, and processing.
Responsibilities:

Support daily farm tasks such as pruning, irrigation, and pest control.
Help with U-pick operations and agritourism events during peak seasons.

Recruitment Strategy:

Focus on local hires to support the community and reduce travel time for employees.

2. Processing Technician(s)

Role: Handle the processing and packaging of chestnuts and value-added products.
Responsibilities:

Operate equipment for drying, milling, and packaging.
Ensure product quality and compliance with food safety regulations.

Recruitment Strategy:

Seek candidates with experience in food processing or agricultural production.

3. Marketing and Sales Coordinator

Role: Manage customer relationships, sales channels, and promotional activities.
Responsibilities:

Oversee e-commerce platforms and maintain consistent customer communication.
Coordinate participation in farmers’ markets, festivals, and trade shows.

Recruitment Strategy:

Target individuals with strong marketing and customer service backgrounds.