John Snell wrote about the importance of farmers’ markets to the endurance of his family’s multi-generational farm in the Maine Vegetable and Small Fruit Growers Association Spring Newsletter. Subscribe to their newsletter to read more stories like this.
Fun fact: John’s daughter, Carolyn Snell, is our new Board Chair!
Member Spotlight:
Snell Family Farms History
Buxton, ME
Forty-eight years ago, Ramona Snell was headed to Saco Farmer’s Market which was at the time, the third farmer’s market in the state. She was driving a blue Chevy Chevette towing a green utility trailer. The Snell’s didn’t know it at the time, but this change from selling wholesale to selling retail would change the trajectory of the Snell Farm. John Snell’s father’s and grandfather’s wholesale apple and vegetable farm seemed to be headed, like so many other small farms at that time, for a natural death. The prospect of being paid more for doing both the growing and the marketing seemed to hold promise.
The return to direct marketing was a growing trend in the late 1970’s promoted by the Maine Department of Agriculture under Stewart Smith and newly hired marketing director John Jones. John was also responsible for the Maine Maple Sunday promotion also began at that time. Later, Cheri Moen and Deane Herman continued the marketing and promotion work along with a pilot project that became the Maine Senior FarmShare Program under Commissioner Bob Spear.
Farmer’s markets and an improved homestand seemed to be a good fit for the farm. Ramona and John, with the help of many family members, were soon selling at markets in Saco, Maine Mall, Biddeford, Portland, and Windham. They learned they could sell a small amount of many products to a fixed base of customers for a higher margin compared to selling a large amount of a few products to a few buyers for a lower margin. They also learned to grow and pack for the ultimate customer and not just the produce receiver. The produce receivers were often behind the trends and tastes of the local customers.
Over the years the Snell’s added and tried many different crops. They did small scale maple from 1980 to 2007. Starting in 1986, greenhouse crops were added for both vegetable and bedding plants. Later, hoophouses were added for tomatoes and cut flowers. John’s father Jack Snell changed the size and focus of the apple orchard from wholesale to local retail and pick your own. The orchard now has been mostly replanted to both new and heritage apple varieties. The Snells currently attend only the Portland Farmers’ Market and sell at their home location from May through December.
Selling at a higher margin meant it was possible to finally be able to invest in new equipment. The current income tax rules favor the purchase of new equipment. With so many different crops being planted and replanted in small amounts, it made sense to have many tractors pre-connected to dedicated implements. A small job after supper would more likely get completed on time if the tractor and implement were already hooked. This investment in equipment gave a competitive advantage because it improved efficiency even though the machines were technically under used on just the 35 acres farmed at the time. A shop and sheds were built to store and maintain the equipment. Coolers were built to store different crops at different temperatures. A kitchen / breakroom was built mostly to provide restrooms for customers and crew. Market trucks were ordered and built to specs based on years of experience at farmer’s markets. A loading dock was added to help load and unload market trucks.
Now it is winter 2024. Seeds, cuttings, and new apple trees are ordered and taxes are being finalized. Maine Farmland Trust owns an easement that makes Snell Family Farm a “Forever Farm” and the title of the farm has been transferred to daughter Carolyn Snell who is running her own cut flower business “Carolyn Snell Designs”. John and Ramona now in their 70’s are trying to make their own business smaller. The arc of a farm, like the arc of a lifetime, makes one reflect on all the luck and help from others along the way. Farming is too hard a job to attempt alone. The network of 4H and Maine Small Fruit and Vegetable Growers as well as Maine Pomological Society, the folks at Extension and Highmoor Farm, consultants, and salesman all helped along the way. Russel Libby when he was at the Maine Department of Agriculture and later as Executive Director of MOFGA, always seemed the wisest and calmest voice in the room. The marketing work of Stewart Smith and John Jones and others so long ago truly made a difference for Snell Family Farm.