Thank You for Your Input! 2019 Season Survey Results

By Gwen Anderson

First CSA Box of 2019 Season

Our 2019 End of the Season Survey wrapped up on January 4th this year, and we have spent the last few months compiling, reviewing, and considering all of the information we gathered from the responses.  First off, we would like to once again thank everyone who took the time to participate in the survey!  Your feedback helps us make business decisions and improvements so we can better serve our members.  To show our appreciation, we wanted to take the time to share some of the feedback and information we received from you!

We put a lot of thought into the types of questions we ask on our surveys to garner the best information to help us improve in ways that are important to our members.  If you were one of the 528 people who took our survey, you may have noticed quite a few questions about our newsletters.  We invest a lot of time in creating newsletter content and this is one of our primary means of connecting with members every week during the season.  We feel the newsletters are important, and we have had members express this to us in the past as well, but it is hard for us to gauge the value of these types of correspondences without further feedback.  Are we hitting the target and giving our members useful information, or are we just shooting in the dark?

What did we find out?  Yes, people are reading the newsletters!  98% of our members said they read the "What’s in the Box" newsletter at least half the time, with over 77% reading it every week!  Over 66% of our members are regularly reading the "Weed ‘Em and Reap" newsletter as well.  We received a lot of positive feedback about our newsletters, and it made us feel like we are indeed doing the right thing with them!  Last season, due to feedback from a previous survey, we tried something new and printed two newsletters.  There is a lot of information we want to share with you, and a single sheet of paper had been too limiting.  Previously, we adopted a blog format in order to provide more information for our members, and put “teaser” articles in our printed newsletters to encourage people to visit our blog for the remainder of the article.  We received some feedback from members that this type of printed newsletter was irritating; they wanted the entire article without being directed elsewhere.  So, we decided to split the newsletter into two portions.  The "What’s in the Box" newsletter would contain the vegetable feature, recipes and the box contents for that week.  The "Weed ‘Em and Reap" newsletter would be the place for articles about other important topics including farm updates, news reviews, employee highlights, or whatever other information we feel is important to share with our members.  This change means there are two folders with newsletters at your pickup site, one with the "What’s In The Box" newsletter, and one with the "Weed ‘Em and Reap" newsletter.  It was clear from our last survey that there are still many people who are unaware of the change we made to the printed newsletters.  We are planning to continue to do the two newsletter format this year for those of you who prefer the paper copies; and as always, the information will still be linked in our email communications and posted on our blog as well.

Hon Tsai Tai & Shiitake Potstickers

Recipes continue to be the most valued resource we provide for you, and the request for more recipes topped out the list of suggestions for improving our newsletters.  The "Cooking with the Box" segment we offer on our blog was started in 2017 as a means to address this request and features recipes and suggestions for every item in the box!  We do our best to provide you with as many recipes as we can each week, with a little something for various levels of cooking experience.  Nearly 82% of our members said they read the "Cooking with the Box" segment, and over 69% said they regularly use the suggestions found therein.  If the "Cooking with the Box" segment still leaves you craving more recipes, check out our Facebook group!  There are always great posts about what people are cooking up with their boxes, including recipe links.  Sometimes, we even borrow the recipes shared in the Facebook group and use them in the "Cooking with the Box" segment!

Additional feedback we received for improving our newsletters included providing more vegetable storage information.  We were also asked to provide an earlier “best guess” or a "What’s in the Next Box" section to give you an idea of what might be included in the current week’s box as well as the next week’s box.  We are currently brainstorming on how we can improve our communications to include more of this valuable information.

CSA Box from June 2019

As your CSA farm, we strive to provide you with as much information as possible to ensure that your CSA experience is both positive and successful.  By asking what resources you may have been struggling to find last season, we were able to identify additional resources to call attention to or create.  Vegetable storage information showed up often in this question as well.  There were also a great deal of requests for more information on how to preserve, freeze or dry vegetable for later use.  As of now, we have a list of vegetable storage suggestions in the back of our current CSA calendars and include this information in our weekly vegetable features.  We will continue to include storage suggestions in our calendars each year.  Due to your feedback, we realize that we need to have the information available in more locations that are easier to reference.  We will do our best to provide this information more consistently in our newsletters each week, and we are looking into how to get the information available on our website.

Fresh Ginger

“What do our CSA members want in their boxes?” is always a fun question to ask on a survey, and it is one we ask ourselves each year when we do our planning in the winter.  This year, we took the guesswork out and decided to ask our members directly.  The answer? Ginger!  And in one very emphatic case it was GINGER GINGER GINGER GINGER GINGER GINGER PLEASE BRING BACK THE GINGER!!!!!  Lemongrass was a not-too-distant second.  We hear you, and would love to grow these items for our CSA boxes this year.  For the sake of transparency, the seed for ginger and lemongrass has been challenging to source this year.  We are still trying to secure enough seed to plant in order to provide these highly requested crops, and are hopeful that we will be successful.  Ginger is grown in our cold frame greenhouse, so we had to take a few years off from growing it in order to rotate crops in this space just like we do in the field.  We’re looking forward to growing both ginger and lemongrass again this year!

Egyptian Spinach

The next three runners up were globe artichokes, Egyptian spinach and purple Napa cabbage.  The silver lining is that we will for sure be growing Egyptian spinach and purple Napa cabbage this season!  Our plan is to harvest the Egyptian spinach for summer boxes, and to have the purple Napa cabbage available in the fall.  We’ve grown Egyptian spinach before, and used it for a delicious soup we are excited to try again.  Purple Napa cabbage is a new variety and we are anxious to try it out!

The last batch of questions we ask on our survey were geared towards marketing.  We know, as it has been proven time and time again, that our customers are our best source of advertisement and are a wellspring of creative ideas and solutions.  By finding out what it is that you value about being part of our CSA program, we can use those values to draw in more like-minded members.  By asking what we can do to help you promote your CSA farm, we are able to create resources and promotion materials that reflect what would grab your attention, and thus the attention of the people who share similar values.  We have already heard from some members requesting the promotional materials we have available, and we are always happy to oblige!  We have several different printed material options available, and we have plenty of pictures and short messages we can send out for our members to post to social media.  If any of this sounds like something you would be interested in, please feel free to call or send us an email for more information!

Garver Feed Mill, photo from garverfeedmill.com

We want, and need, to build our membership in order to keep our CSA program sustainable, so we asked for your suggestions to help up improve our outreach.  One of the top suggestions we received was to partner with area businesses.  We are happy to announce that we are now partnering with Twin Town Fitness and Lakewinds Minnetonka in the Twin Cities.  In the Madison area, we are partnering with three new UW Health System locations, the VA Hospital, MGE and the Garver Feed Mill.  We’ve also added an additional residential site in Middleton for our Madison Thursday route!  On top of these confirmed new locations for next season, there are a few potential sites in all our CSA areas we are still looking into.  As exciting as the new sites are, we still need our current members’ help bringing in new members.  We’ve added the sites, please help us add the people!  What tools do we have at our disposal to help you bring in new members?  We offer a new member coupon, which will give the new member between $15 and $25 off their first season depending on the share they select.  This coupon also comes with a referral line, and the referring member will receive a $20 gift certificate!  Another great way to get our standard $10 referral coupon is to write your name in the referral line on sign up forms when you hand them out to neighbors, friends and family, or that stranger in the co-op line!  When they sign up, we’ll send you a coupon!

Andrea Enjoying the company of some of our CSA members
at Strawberry Day 2019

What do our members value most about being part of our CSA program?  The vegetables, of course!  The top five responses we received on this question were high quality produce, supporting local businesses, variety of produce, freshness, and being organic.  We were a little surprised that organic didn’t come in higher on the totem pole, but we were very pleased to hear how highly our quality, freshness and diversity were regarded.  Community was also a common theme we ran across in the comments of this section.  While we appreciate the positive feedback about our vegetables, what really touched our hearts was the human connections our CSA program has fostered.  We enjoyed hearing that the information we provide to you in newsletters strengthens the connection between us and how important that connection is to you.  The connections our members have made between each other were also a joy to hear about!  (Thank you to our Powderhorn site host for being “a wonderful person and a great site manager!”)  We also care a great deal about our land and the people who work on it, so it was also wonderful to hear that the care and dedication we strive for in maintaining both is something our members value as well.  Our organization and attention to detail is something we also loved hearing is appreciated.

There were many other interesting things we found out through our survey, too.  We’ve received quite a few requests for videos of all kinds: cooking demos, field work, newsletter recaps, etc.  The videos we have made in the past have been fun to do, and broadening our horizons in this form of communication is something we have a great interest in.  We are currently brainstorming how to incorporate this into our day as well as what type of content will garner the most interest from our members.  As well as videos, we received many suggestions for having a larger social media presence in general.  After carefully considering our options, we have decided to continue using Facebook and to start a Harmony Valley Farm Instagram page!  Please feel free to follow us on Instagram @harmonyvalleyfarm for more great updates from your farm.

Merchandise was another suggestion that popped up here and there.  We do currently have t-shirts available for purchase during our on-farm events, and have been thinking about what other cool things our members might like to see as well (like re-usable tote bags)!  My personal favorite suggestion was to create a hot sauce subscription program to supplement our CSA.  The Korean Chili Sauce has been a big hit, and it might be fun to try new sauces in the future.  We don’t have any immediate plans to pursue this, although it is a really hot idea.

Our website was also a subject we received lots of feedback on.  We understand the one we currently have needs improvement, which is why we are working with our friends at Leum Tech to roll out a site that has a fresh look, greater functionality and will work great with mobile devices!  Converting our information to the new site takes time, and we are currently prioritizing what needs to be on the site for launch day.  Eventually we will have features like online ordering and an integrated blog!  Our current recipe and newsletter archives are going to be available much like they are now, and we are looking for ways to make our future newsletters and recipes easier to locate and search as well.  Additionally, we will be releasing a new and improved Vegetable Gallery that will include photos, descriptions, storage information, and much more!

As our review of the 2019 End of Season Survey comes to a close, we would like to thank you one more time for the invaluable feedback you have provided.  Your support, positive feedback and creative ideas have helped in more ways than a simple newsletter and a “thank you” could ever express.  We are truly looking forward to doing an even better job at being your CSA farm next season.  See you then!

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Survey Says!

 By Andrea Yoder
   It’s hard to believe our first CSA deliveries of the 2015 season are just 7 weeks away!  We’re looking forward to all the special spring vegetables including overwintered spinach, wild-harvested ramps, tangy sorrel, asparagus, and sweet overwintered parsnips.  Over the past 2 weeks we’ve enjoyed some sunny, beautiful days and welcomed warmer temperatures.  Our small year-round crew has been busy trimming the willow hedgerows & washing the last of our winter storage crops.  They’ve also worked very hard to get our first two greenhouses cleaned and sterilized.  The houses are filling up quickly and it’s refreshing to see the vibrant, new green sprouts.

Laurel & Andrea unpacking lemongrass & ginger

   Richard and I have been putting together our plans for the season.  Richard has been plotting out his field plan, planning which fields need to have minerals applied this spring, and making sure we have all the necessary supplies for the field crew to get to work when they arrive in just a little over two weeks!  I’ve been working on planting plans for greenhouse plantings and making sure we have all the seeds for the season.  There is a lot that goes into the decisions we make from year to year, including the feedback we get from you….our loyal members!  At the end of the 2014 season we asked for your feedback in the form of our end-of-season survey.  Over 600 members contributed their input and we really appreciate the information we gleaned from the survey.  We wanted to share some of the results we received and a little insight into how this impacts some of our decisions for the season.

Summer Vegetable Box

According to the survey results, 95% of members were “satisfied” or “very satisfied” with the box contents, overall value of their shares, and newsletter content.  The most important factors members consider when deciding whether or not to purchase a CSA share are Quality, Variety & Freshness.  This was true for not only vegetable shares, but also carried over into the fruit, cheese, & coffee shares as well.  We’re happy to see such a high rate of satisfaction and will continue to strive for producing and delivering a variety of high quality products this season.

Radish Seed Pods

 One of the challenges we face throughout the season is striking a balance with the contents of our CSA shares.  Given our long delivery season, we try to include a variety of vegetables to make your CSA experience interesting & exciting. We realize some members may be up for more of a challenge than others.  Those who are new to CSA prefer to focus on mastering their use of
more familiar vegetables such as green beans, carrots, broccoli & tomatoes.  We also find we have quite a few members who have been with us for 5 years or more and enjoy experimenting with new vegetables each year.   The feedback we received from our recent survey indicates that the majority of members are happy with the variety of the box contents.  There were some members who expressed that they would like to see some of the unusual crops we’ve grown previously included in shares again. We agree with you!  Based on member feedback several years ago we felt like perhaps members were getting tired of some of our more unusual crops.

Lemongrass

We didn’t want to stop growing them completely, but thought we’d try rotating them in and out of the growing plan and taking a year or two off from some of these.  Some of these crops include lemongrass, Portuguese kale, Egyptian spinach, jicama, radish seed pods and some of our specialty greens.   Based on feedback from the recent survey, it sounds like it’s time to bring a few of these crops back.  This year we’re planning on growing a small amount of lemongrass as well as Portuguese kale.  I myself have missed both of these vegetables and am really looking forward to making some of my favorite dishes this year!  We are also planning to try a few new interesting greens including one called “Amara.” This is a green I read about in a cooking magazine last year, but couldn’t find a source for the seed at the time.  It originates in Africa and is also known as Ethiopian kale.  I was excited to find it in one of the catalogs we received in January and quickly added it to our order.  They are supposed to be good in salads as well as cooked and are described as having “an excellent, rich flavor.”   For those who like to keep things interesting in the kitchen, we hope you’ll enjoy some of these interesting vegetables.  If you’re not as familiar with some of these less familiar vegetables, we hope you’ll give them a try.  We’ll be sure to give you recipes and information to guide you along the way.  Who knows…you just might discover a new “favorite” vegetable this year!
   We were pleased to receive quite a few comments related to the greens we included in the boxes.  Many of the members who commented on greens stated that they really enjoyed the variety.  For many years Farmer Richard’s mantra has been…. “Eat your greens every day!” Perhaps his efforts have paid off!  Some members expressed they’d like more salad mix, spinach and some of the heartier greens such as gold & rainbow chard and kale.  Salad mix and spinach do best in the spring and fall, so their season of availability is a bit more limited.  Other salad greens such as baby arugula, sauté mix and baby kale mix are more heat tolerant and have a longer season of availability.  We will do our best to include more of these items throughout the season and try to strike a balance with the selection of greens.

Harvest Party!

   One of the basic CSA concepts is that members have an opportunity to connect directly with the farm where their food is produced.  While there are many places to purchase and source food, one of the benefits of CSA is the transparency that comes along with your food.  We encourage our members to come and visit their farm so you can see for yourself where your food is produced.  We realize it’s not feasible for everyone to visit, so we try to bring the farm to you every week through our newsletters.  We put a lot of time and energy into producing weekly newsletters to accompany each of the shares and appreciate that 70% of survey respondents who received vegetable shares read the newsletter weekly.  About 63% of respondents who received fruit shares read the fruit newsletter with each delivery.  We also received quite a few positive comments from members who appreciate the variety of content within the newsletters.  Every year we brainstorm different topics that we’d like to include throughout the season.  If you have any suggestions for topics you’d like to read about, please send them our way so we can consider them as well.
   One comment we heard frequently throughout the survey was “more recipes!” We will continue to tap into our creative culinary minds to come up with simple, tasty and interesting recipes to feature in our newsletters.  Several members commented that they’d like to see more recipes shared by our members.  So would we!  If you have a recipe you’ve tried and found to be a hit with your family, please send it our way.  We’d love to try it in our kitchen and share it with other members.

Fruit Share

   Beyond our vegetable shares, we asked for feedback regarding the other shares we offer.  With regards to the fruit share, over 75% of members who received fruit shares and answered the survey expressed that they were “very satisfied” or “satisfied” with the variety & quality of the fruit selections last year.  Some members did comment that they were disappointed with the quality of some of the fruit selections last year and some members felt like the variety was greater in previous years.  Last season was a challenging year for many of the fruit growing regions we source our products from.  Due to weather challenges, there were times during the season when the supply of fruit was pretty limited and some selections we’ve received in previous years were crop failures last year.  With over 30 plus years of work in this industry, our fruit buyer, Rick, has developed many  good connections directly with the growers.  Even when the supply was tight and the challenge was high, Rick was able to secure fruit for our boxes.  When I met with Rick this winter I shared some of the survey feedback with him.  He was grateful for the feedback and will continue to work hard to meet the demands for both quality and variety.  He spent some time visiting growers on the west coast this past January.  He was able to meet some new folks and has his eye on a few interesting varieties we hope to include in the upcoming season.
   We continue to receive mixed feedback regarding the preferred size of the fruit share.  In 2014 we reduce the size and price of the fruit share based on feedback we had been receiving from members that there was just too much fruit in the shares.  Throughout the course of the season and in the survey results, some members expressed that they’d prefer to go back to the size of share we previously packed.  On the flip side, we continue to receive comments from some members that the share is still too large.  We did make the decision to continue with the same size share as last year, at least for the 2015 season.  We’ll reassess the share size in the fall before we make our decisions for the 2016 season.
   Thanks again to those of you who took the time to complete the survey.  We also appreciate the feedback we receive throughout the season through our conversations with members and email communication.  While we can’t accommodate every request or suggestion, we do value your input as to what is working as well as considering ways we might improve our CSA.  We’re looking forward to a new growing season and hope you’ll join us for another year of good food!