Business Grows Greener on Farm

 

Not far from the tourism hubs of Orlando and Daytona Beach, Florida, lie the quiet pastures and grazing cattle and buffalo of Rosas Farms. Erin and Al Rosas have created an organic empire, growing and selling naturally raised food products on their 100-acre farm to conscientious consumers, area restaurants, hotels, and resorts. Their products can also be found in select health food stores throughout Florida and parts of Georgia. The couple also provides eco-consulting services and hosts eco-retreats on their farm featuring meals prepared by Al, also known as the Organic Chef™.

 

Unlike industrial cattle operations, which raise cattle on corn, the Rosas' 100 cattle, 1,000 chickens, and 27 head of wild boar are all free-range and grass-fed. No hormones, no antibiotics. It's what the Rosas call "beneficial beef"-beneficial to man, beneficial to the animals, and beneficial to the planet.

 

One of the biggest battles that the Rosas have faced is changing people's perceptions of organic foods. Thirty years ago, American consumers believed that "only hippies ate organic food," says Erin. However, as consumers grow wary of beef recalls and organic food becomes more mainstream, farmers, like the Rosas, are seeing a boom in sales. "A lot of forces have converged to where the general public is becoming more careful with their food," says Al, a former executive chef. Erin, whose background is in medical research, agrees, saying that the public perception now is, "It's more hip than hippy to eat good food."

 

In addition, as the price of fuel, feed, and transportation continues to rise, the price gap between traditionally raised beef and organic, grass-fed beef is decreasing, making it a more attractive consumer choice. The Rosas say that they haven't raised their prices in four years. "Our ground beef is $4 a pound, which is pretty competitive with supermarket prices." 

 

The Rosas recently launched a line of spices and sauces, which presented the couple with its own challenges as they fought to trademark the Organic Chef™ name. It took them more than three years to finalize the patent, but not before they hired a patent lawyer to help navigate the confusing system. Now that the patent is in place, the Rosas have to look out for other companies wanting to use their name. "It was more expensive and time-consuming than we expected," Erin says. "It's all a learning curve that is constantly moving."

 

To share a Success InSight of your own, e-mail Greg Galdabini at ggaldabi@uschamber.com, phone 202-463-5563, or fax to 202-463-5707.