Diversifying the Farm

Atina and Martin Diffley have earned a lot of loyal customers at their organic fruit and vegetable stand in Eagan. Although the stand is currently in the middle of a confusing array of road construction signs and detours, the taste of their produce keeps people coming back for more.

The Diffley’s have operated their vegetable and fruit stand on the same acre of land since 1977, and as Eagan changes and takes new forms, they continue to be a constant. Martin’s great-great grandparents, in search of land with oak trees and access to community markets, purchased land in what is now Eagan and the farm has been in the family since. Recently, due to the rezoning by the city council, the land is no longer deemed agricultural land, and the developers have moved in. As houses are being built on what used to be the Diffley family farm, Atina and Martin are diversifying their farming operation, to continue to meet the demand for their products and to maintain a lifestyle they love.

The Roadside Stand

Gardens of Eagan employs two different marketing strategies for their organic produce. The roadside stand is a popular and prosperous avenue linking the Diffley’s directly with customers. At the stand they have direct and daily contact with the people who consume and love their produce. Atina and Martin have complete and absolute control over everything from pricing, to quality and service. “This is a secure, successful market for us,” said Atina.

Gardens of Eagan also directly markets their produce to 8 natural foods co-ops in the Twin Cities. The ties between the Diffley’s and the co-ops are long standing and very strong. Prior to the planting season, Atina and Martin meet with each of their contracted stores to determine the produce and volume needs of each store. The Diffley’s contract with the co-ops to supply quality certified organic produce and the stores, in turn, contract to purchase a given amount of fruit and vegetables.

Name Brand Recognition

Part of the direct sale of organic fruits and vegetables in the local co-ops is the labels that the Diffley’s make for their produce. By creating price tags with a picture of Atina and Martin in the fields picking the product, the farm name, and the product name, Gardens of Eagan has achieved strong name brand recognition among customers of these stores. The support and commitment of the local stores and customers is unprecedented in the produce industry and this is enhanced by Atina and Martin’s strong interest in educating people about their farm and about the produce peopleconsume.

Gardens of Eagan also runs an apprenticeship program for people that are interested in learning about organic farming. The Diffley’s stress that being an apprentice is not easy, but that learning how to farm out of a book is equally difficult. There are typically three or four apprentices during any given summer, and about one fourth of those who spend time learning from Atina and Martin continue to farm. The apprentices live on the farm and are immersed in every aspect of the farm. The Diffley’s emphasize the importance of hard work and flexibility, when it comes to farming, and they also speak of the many rewards that working with the land offers. Apprentices are compensated monetarily, and are involved in the day-to-day operation of the farm.

Taste the Difference

It is a common sight, to see Atina and Martin, in the fields at 5 in the morning, planting, harvesting, or just preparing for the upcoming day. The efforts of these two have not gone unnoticed in the Twin Cities as the popularity of their produce attests. Whether you purchase their sweet corn at their roadside stand, or their melons or peppers in a local natural foods store, you can taste the difference that becomes produce grown using certified organic standards. “We have such loyal customers. Once they taste it, they’re hooked,” said Martin. Although the times are changing, and houses stand on the old Diffley farm, Atina and Martin plan to continue to grow organic produce. Through high standards of quality control and a diversified approach to farming, Gardens of Eagan will continue to thrive and people all across the Twin Cities will continue to enjoy the sweet and fresh taste of fruit and vegetables grown using sustainable organic methods.