WEBVTT 1 00:00:00.306 --> 00:00:03.781 My name is Eric Sannerud, and I am a hops farmer. 2 00:00:03.781 --> 00:00:05.548 I grow 80 acres of hops in Minnesota, 3 00:00:05.548 --> 00:00:07.605 and hops are primarily used for brewing. 4 00:00:07.605 --> 00:00:10.779 We sell most of our hops to breweries in Minnesota. 5 00:00:10.779 --> 00:00:12.669 We're a regional grower. 6 00:00:12.669 --> 00:00:13.883 line:15% We're not a big grower. 7 00:00:13.883 --> 00:00:16.088 line:15% We're not an average-sized grower; we're smaller. 8 00:00:16.088 --> 00:00:19.666 line:15% So in order to survive, we're more vertically integrated. 9 00:00:19.666 --> 00:00:22.557 line:15% So we grow all of the product that we harvest. 10 00:00:22.557 --> 00:00:25.663 line:15% We harvest it all on site; we package it on site. 11 00:00:25.663 --> 00:00:27.668 We sell it direct. 12 00:00:27.668 --> 00:00:29.951 I'm the one selling my product to the brewer. 13 00:00:29.951 --> 00:00:32.202 Hops are perennial, so that means they come back every 14 00:00:32.202 --> 00:00:35.327 single year like a apple tree or a strawberry patch. 15 00:00:35.327 --> 00:00:37.647 line:15% And so that means our season's a little different 16 00:00:37.647 --> 00:00:39.650 line:15% than an annual crop, but every spring 17 00:00:39.650 --> 00:00:42.394 line:15% when the plants are ready, they start growing again. 18 00:00:42.394 --> 00:00:46.330 line:15% And we basically grow them throughout the season 19 00:00:46.330 --> 00:00:50.855 and applying chemicals and fertilizers to grow them. 20 00:00:50.855 --> 00:00:52.970 And then we get to the point of harvest, 21 00:00:52.970 --> 00:00:54.984 which is about August here in Minnesota. 22 00:00:54.984 --> 00:00:56.447 And when harvest comes around, 23 00:00:56.447 --> 00:01:00.835 we throw on all the machinery and start harvesting. 24 00:01:00.835 --> 00:01:02.554 Farming is primarily seasonal. 25 00:01:02.554 --> 00:01:05.434 line:15% Harvest wraps up in about September, 26 00:01:05.434 --> 00:01:08.034 line:15% and by November, Thanksgiving time, 27 00:01:08.034 --> 00:01:09.924 line:15% the farm is pretty well put to sleep. 28 00:01:09.924 --> 00:01:12.151 line:15% And then, I spend the next months 29 00:01:12.151 --> 00:01:13.444 until Spring comes back around 30 00:01:13.444 --> 00:01:15.445 primarily on the sales track. 31 00:01:15.445 --> 00:01:16.878 And that's really when I have the time 32 00:01:16.878 --> 00:01:18.226 to go out and visit the breweries 33 00:01:18.226 --> 00:01:19.767 and make those relationships. 34 00:01:19.767 --> 00:01:22.489 So that's when I like to go out and do some sales. 35 00:01:22.489 --> 00:01:24.953 For me, it's about finding breweries 36 00:01:24.953 --> 00:01:26.585 we can have a good relationship with. 37 00:01:26.585 --> 00:01:28.793 I want to know you, and I want you to know me. 38 00:01:28.793 --> 00:01:31.288 line:15% And so, for me, I think about it as 39 00:01:31.288 --> 00:01:32.942 line:15% not so much sales but relationship building 40 00:01:32.942 --> 00:01:35.843 line:15% and making sure people know that we're around, 41 00:01:35.843 --> 00:01:38.871 line:15% what we have available, what our values are. 42 00:01:38.871 --> 00:01:41.257 line:15% And we like to work with brewers who share our values. 43 00:01:41.257 --> 00:01:43.977 So, that's quality, that's transparency, 44 00:01:43.977 --> 00:01:45.731 that's really being authentic 45 00:01:45.731 --> 00:01:48.030 and having a passion inside your business. 46 00:01:48.030 --> 00:01:49.713 And it's not just about the dollars and cents. 47 00:01:49.713 --> 00:01:51.649 It's about something a little bit more. 48 00:01:51.649 --> 00:01:54.238 But really I think the biggest, 49 00:01:54.238 --> 00:01:56.410 line:15% unique difference is that I'm the farmer. 50 00:01:56.410 --> 00:01:58.209 line:15% I'm the one there talking to you 51 00:01:58.209 --> 00:02:00.165 line:15% at your brewery about my product. 52 00:02:00.165 --> 00:02:01.414 line:15% It's not a sales guy. 53 00:02:01.414 --> 00:02:04.768 line:15% It's not a sales rep; it's not a broker. 54 00:02:04.768 --> 00:02:06.343 It's all connected, and the story 55 00:02:06.343 --> 00:02:08.260 there is really strong.