Jonathan
Bishop and family
Bishop’s Orchards
Guilford, CT
New in 2005
Summary of Operation
120 acres of apples, 30 acres of pears and peaches,
25-30 acres of berries, 10 acres of vegetables
Problems Addressed
Diversifying marketing strategies.
Both the global economy and apple overproduction have sent apple
prices plunging. Bishop’s Orchards fruit competes with an
apple glut that provides inexpensive fruit year-round to supermarkets.
Controlling apple maggots. Insect
pests remain constant challenges for Eastern U.S. apple growers,
who typically apply fungicides and pesticides to produce blemish-free
fruit.
Background
In their younger years, Jonathan Bishop and his
cousin, Keith, considered other careers rather than join the family
farm, established in 1871. However, the two returned in the late
1970s to work alongside their fathers, Gene and Albert.
The farm has undergone constant transformation. Starting as a dairy
and vegetable farm, the Bishop family planted its first fruit trees
in 1909. As they expanded their orchard acreage, they sold more
of the harvest to wholesale markets. The family also set up a seasonal
roadside stand where customers paid for fruit on the honor system.
The farm is situated along Interstate I-95, at an exit only 15
miles from New Haven. Since the highway opened in the 1950s, Guilford’s
population jumped from less than 8,000 to nearly 22,000 in 2002.
With so many potential customers practically on their doorstep,
the Bishops decided to establish a small retail outlet on the farm
in the 1960s, and started shifting their sales efforts to market
more directly to consumers — a decision they do not regret. The
1970s “health food craze” generated local demand for
products from Bishop’s Orchards that hasn’t ceased.
Now the current farm and farm market managers, Jonathan and Keith
Bishop work to craft further evolution, including new, creative
production and marketing techniques.
Today, the farm is a local institution, supporting several fourth,
fifth and sixth generation family members — and more
than 80 employees at the height of the harvest.
Focal Point of Operation
—Excelling at retail marketing
Having chosen to focus on direct sales to consumers,
one of Bishop’s Orchard’s key missions has been to attract
customers to their farm. Encouraging customers to seek their products
has never been more crucial, Jonathan says, as global distribution
has brought year-round fruit to every grocery store.
“You can go out to the store in January and come back with
a pint of blueberries,” Jonathan says. “All of
us in the apple industry are acutely aware and thinking of how we
will survive this economic challenge.”
The family now tries to push sales from their apple harvest during
the fall, when they can emphasize the “fresh and local”
and seasonal quality of their fruit at their market. An enormous
red apple—now a local landmark—sits atop on a large
sign fronting the retail market, making the business highly visible
to highway travelers. On the farm, customers have a variety of ways
to keep busy through pick-your-own plots, farm tours and the farm’s
large retail market.
Inside the market, customers use an interactive computer kiosk
to place orders, seek nutritional information and recipes, and sign
up for a customer loyalty rewards program. The kiosk also links
to the farm’s website.
To keep up with—and stimulate—demand, the Bishops have
expanded their store three times. A fourth expansion is in the works
for spring 2005. Now open year-round, the space encompasses 5,600
square feet and contains an in-house bakery. The market is stocked
with an ever-widening variety of Bishop’s baked goods, produce
and cider—and nuts, meats, dairy and other products that come
from local farms and around the world.
“We’ve tried to add the convenience of making the retail
store more of a one-stop shopping place for customers,” Jonathan
says. “I don’t think we could survive if we had to sell
all of our products wholesale.”
People in the area appreciate these offerings. The bulk of Bishop’s
Orchard’s customers come from within a 50 to 60 mile radius.
Economics and Profitability
Though expenses to control pests, diseases and fungi
fluctuate each year due to changing weather conditions, using integrated
pest management has allowed Bishop’s Orchards to decrease
its chemical input costs overall.
The operation is unable to realize cost savings proportional to
its decreased pesticide use because the materials and labor involved
in using red sphere traps are not cheap. Using a combination of
sprays and pesticide-baited sticky traps is the most effective and
economical approach, Jonathan says.
The Bishops invested in a 10,000-bushel controlled atmosphere apple
storage building in the late 1980s, which maintains the correct
oxygen, temperature and humidity levels needed to preserve apple
quality and freshness.
The retail market, where most of the farm’s produce is sold,
provides a financial “cushion” that helps to support
the costs involved with the production aspect of the business, Jonathan
says. Excess produce is diverted to wholesale buyers.
After sales from the retail market, Bishop’s Orchards derives
most of its income from its pick-your-own apple plots. Selling freshly
harvested apples returns the best profits, Bishop says.
Within the store, Keith pioneered the computer kiosk that saves
time and money by rapidly processing customer orders and generating
data for market analysis.
To further enhance their competitiveness with other supermarkets,
the Bishops stock apples, produce and other products from other
New England farms. Having a farm so near to a large population base
offers various advantages: customers are close, and high land values
provided collateral when they financed store expansions.
Environmental Benefits
Jonathan attends tree fruit meetings each year to
learn about new research and practical applications that will allow
him to limit the frequent and potent regimen of fungicides and pesticides
usually needed to combat orchard pests.
In 1990, he heard Ron Prokopy, a tree fruit research scientist,
speak about integrated pest management using a red sphere sticky
trap, which enables farmers to target and limit pesticide applications.
Apple maggot flies are attracted to the spheres, which look like
apples and are often perfumed with a chemical attractant. One to
three of the reusable traps typically hang from each tree.
Jonathan undertook a 10-acre pilot study using Ladd traps—which
operate using principles similar to the red spheres, but are spaced
100 feet apart—to monitor apple maggot in his orchards. The
results were so promising that he invested in more than 1,800 of
the red sphere traps and has since reduced pesticide use by up to
80 percent. Beneficial insect populations have eliminated his need
for aphidicides and miticides, successful partly thanks to the farm’s
relative isolation from other orchards.
Jonathan says the effectiveness of the traps depends on which varieties
of apples are planted together in a block, since some varieties
are more attractive to pests than others. “We’ve found
that using a combination of spraying the most susceptible variety
and setting traps on the others works best,” he says.
As new orchards are planted, Jonathan will switch his orchard ground
cover to a perennial rye grass and fescue mixture, which requires
less mowing, limits erosion and suppresses growth of other weed
species, allowing him to forego pre-emergent type herbicides.
As he transitions more of his acreage to high-value berry crops,
Jonathan uses a rotational cropping strategy to limit his fumigant
use. Choosing suitable land, he plants tomatoes or another annual
row crop, followed by sorghum sudangrass, which he harrows after
it winter-kills. The decaying cover crop releases nematode-suppressing
toxins.
Jonathan also plants berry crops between newly planted stands of
peaches, noting that the berries seem to benefit when planted into
previously undisturbed ground. He is able to harvest the berries
for three years as the peach tree canopy grows.
Community and Quality
of Life Benefits
When I-95 was first built through part of the Bishops’
productive orchard land, the family was dismayed. However, they
invested the highway right-of-way money on nearby land, and the
highway itself brought additional customers. Moreover, the farm’s
proximity to Connecticut’s Agricultural Research Station and
University of Connecticut enabled researchers to work at the farm
during the sticky trap trial.
Farming so close to the general population creates a unique set
of headaches requiring the business to stay on its toes, Jonathan
says. For example, “people in the non-agricultural sector
tend to have negative perceptions regarding migrant laborers and
pesticide use,” that the Bishops must address in their public
relations efforts, he says. For example, the red sphere traps hanging
from their trees have prompted many questions from customers, creating
entrées for the Bishops to explain their efforts to limit
pesticide use.
The family takes the concept of being responsible and active members
within their community seriously, enjoying the benefits that having
good relationships creates for their business. Jonathan is a member
of the Planning and Zoning Commission, cousin Keith serves on the
school board, and his father, Gene, was elected to the position
of first selectman, the town’s equivalent of mayor. On the
farm, “the retail market has developed to a point where we
sell more [in volume] of other people’s products than our
own,” he says.
Transition Advice
When conducting on-farm research projects, Jonathan
recommends enlisting the support and direct assistance of researchers.
“It really helped that these enthusiastic people came out
to help us through the process; their close monitoring of the
project reassured us that it wasn’t going to be a disaster,”
Jonathan says. Levels of pest pressure will remain particular
to a specific farm, thus will guide how effective sticky traps will
be, Jonathan says, recommending that growers begin by setting up
a small trial and observe what happens with a few varieties.
The information gap left by a smaller Extension service has been
filled, in part, by the growth of information available on the Internet,
these days an “incredible” resource, Jonathan says,
for finding out about the latest research and on-farm applications
for tree fruit growers. Attending conferences and talking
with other growers in person or on the phone is also useful, he
says.
With marketing efforts, be inventive, and remember there are many
ways to adapt a situation to create a successful niche, Jonathan
advises. He tells the story of a New Hampshire friend who went from
trying to sell fresh apples to replanting his orchard in new varieties
and producing English hard cider. “He was ahead of the curve,
and now has this unique and valuable product.
The Future
The Bishops are planting more varieties that have
become popular in recent years—Fuji, Braeburn and Honey Crisp—while
keeping some acreage devoted to older varieties, such as Cortland
and Russets, to keep all of their customers happy.
Jonathan says he will keep up on the latest developments that involve
using the trapping spheres. He hopes to adopt practices that will
make using them more efficient. Jonathan also hopes to do more on-farm
research in collaboration with research scientists to investigate
management strategies for other problems in his orchards, such as
plum curculio.
The Bishop family has a strong tradition of estate planning, which
helps them transfer management of their business from one generation
to the next smoothly. Though it’s still a long way off, the
family has already gathered to discuss what will happen with Bishop’s
Orchards when the fifth generation retires.
Profile
written by Amy Kremen
For more information:
Jonathan Bishop
B. W. Bishops & Sons, Inc.
1355 Boston Post Road
Guilford, CT 06437
(203) 453-2338
info@bishopsorchards.com
www.bishopsorchards.com
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