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![Peggy and Richard Sechrist](images/Sechrist_lowres.jpg) |
![](https://webarchive.library.unt.edu/eot2008/20090115232734im_/http://www.sare.org/images/x.gif) |
Richard and Peggy Sechrist’s
store is one of several local outlets from which they sell their
organic beef and poultry.
Photo by Peggy Jones. |
![](https://webarchive.library.unt.edu/eot2008/20090115232734im_/http://www.sare.org/images/x.gif) |
Richard
and Peggy Sechrist
Fredericksburg, Texas
Updated in 2005
Now, in their own words! |
|
Summary of Operation
50-head organic beef cattle herd and 300 organic pastured chickens
per month
Problems Addressed
Aversion to agri-chemicals. After
setting a goal of having a chemical-free ranch, partly because family
members had suffered chemical sensitivities, Richard and Peggy Sechrist
developed organic enterprises and marketing channels that would
financially reward their choice.
Low prices. By selling their
products as certified organic, adding value to their products and
creating a regional marketing system that is friendlier to small
producers, they hope to sustain their own ranch as well as those
of like-minded neighbors.
Background
Deep in south central Texas, where drought can squeeze the life
out of the most promising dreams, Richard and Peggy Sechrist have
been building an oasis of sustainability on Richard’s family
ranch.
It is befitting that Richard met Peggy while attending a Holistic
Management® class she was teaching in 1994; they credit Holistic
Management® as key to their accomplishments. After they married
late in 1994, the Sechrists went through a process of setting three-part
holistic goals for their ranch. Richard says it was critical to
their day-to-day work because now every decision has a clear foundation.
“Our initial goal concerned quality of life values,”
Peggy says. “One of the highest priorities was to be chemical
free since both our families have experienced chemical sensitivities.”
Focal Point of Operation —
Managed grazing, marketing of cattle and poultry
The Sechrists established a management-intensive grazing system
for cattle in their dry, brittle environment. They use all organic
practices for herd health and low-stress handling techniques. They’ve
added pastured poultry and egg production to the ranch, and are
working with a local, family-owned processing plant where they can
cut up chickens and process beef. Their ranch was the first to be
certified organic by the Texas Department of Agriculture, and their
poultry and beef are certified organic by Quality Certification
Services.
To market their products — and those of neighboring ranchers
raising organic meat — they created a separate company called
Homestead Healthy Foods. They’ve built and maintained a customer
base of about 1,000 by direct sales through their web site and via
wholesale channels such as four natural food distributors and several
retail stores in central Texas. They also set up a booth at food
specialty events.
Their accomplishments so far are a testimony to hard work and
planning built on a shared vision. “We are constantly looking
at our business from a holistic point of view and evaluating it
against our values and ecological factors, as well as traditional
criteria such as profit and growth,” Peggy says.
The yearly average rainfall of 26 inches can come in short bursts
in between long dry spells. The Sechrists work within the dry cycles
by maintaining their pastures in native grasses. Richard says the
native grasses have a high protein content — as high as 17
percent when green, retaining 7 to 9 percent in the winter. The
condition of the forage dictates the size of the annual herd.
They graze three herds of cattle — one-year-olds, two-year-olds
and a cow-calf herd — in a planned rotational approach.
“It’s not just an every-few-days you-move-’em
system,” Richard says. Instead, rotations are based on a sophisticated
system of monitoring plant growth and recovery. They concentrate
on building a healthy pasture “community” that supports
microbes, earthworms and diverse plant life.
The cattle are entirely grass-fed. “As we have learned more
about the changes that grain causes in cattle metabolism —
causing them to lower their pH and lose their ability to digest
forage well — we have significantly reduced the amount of
supplemental feed,” Peggy says. They use alfalfa hay if they
need a supplement, and carefully plan and monitor grazing to limit
the times the cattle need anything other than minerals.
After a one-time vaccination for Blackleg, their cattle don’t
get any antibiotics or synthetic treatments. “Our basic herd
health is excellent,” Peggy says, adding that the local vet
is amazed. “He feels that our pasture management is the most
important factor.”
Cattle, both steers and heifers, are slaughtered for market at about
1,000 to 1,100 pounds.
The Sechrists added pastured poultry to their ranch after an 18-month
stretch without any precipitation. They figured that the size of
their cattle herd will always be limited by rainfall, but their
land can support more poultry. Richard says the chickens are like
an insurance policy for drought.
They started with 200 chickens per month, slowly expanded to about
750, then cut back again to 300 a month while they sought a reliable
source of organic feed. After experimenting with rectangular, moveable
pens, they built a hoop house from a modified greenhouse frame.
Cooled by fans and encircled with electric poultry netting for outside
grazing, the hoop house both keeps the chickens at a more temperate
climate and protects them from predators. They move the house with
a truck or tractor to minimize the flock’s impact on the pasture.
As innovative as the Sechrists are in their production practices,
they seem to really relish the challenges of marketing. They sell
their beef in individual, frozen cuts. “That protects our
customers and provides us with a longer sell time,” Peggy
says.
Richard’s son, Dan, set up a computer program that they use
to calculate their rate of return based on margins, pricing and
volume for any combination of cuts. They keep their markets balanced,
but continue to monitor closely.
Currently, they only sell their chickens whole and frozen. Although
demand for whole birds is increasing faster than they can increase
production, Peggy and Richard decided they need to offer more choices
in chicken, too.
They explored the possibility of building their own USDA-inspected
processing plant, then discovered that a family-owned plant 30 miles
away was begging for business. The Sechrists made an agreement with
the owners of that plant to have all their processing done there.
This will allow them to sell chicken breasts separately, as well
as create a prepared food from the other parts of the birds.
Although they initially built their business on direct sales, they
found it difficult to reach the volume they needed to turn a profit.
They decided to develop a label that would differentiate their products
and bring a premium.
They first tried a label specifying that they were “chemical-free,”
but wholesale buyers didn’t understand the difference from
“natural beef,” so they were reluctant to buy. In early
1999, when the USDA ruled that meat could be labeled organic, they
finally had the marketing tool they needed.
Peggy stresses that the move from direct marketing to wholesaling
is still based on Holistic Management® goals. “We are
not interested in becoming another national beef company,”
she says. “We want to build and serve a regional market, because
that is our vision of a sustainable market.”
Economics and Profitability
Asked whether their changes in production practices and organic
certification have increased the profitability of their ranch, Peggy
responds positively. “Definitely,” she says. “We
are right at the point of cash flowing and reaching profitability.”
The reasons for their economic success? Having their own website
to consistently reach the local retail market, taking advantage
of a booming wholesale market for their chickens and selling their
beef through the health food distributors.
It has been a challenge to educate consumers about their production
practices and the difference in their products. Yet once educated,
consumer demand for organic and grass-fed, free-range meat is strong.
The Sechrists experienced a surge of business after news of Mad
Cow-infected beef.
Environmental Benefits
The Sechrists’ production practices have maintained productivity
of their pastures and increased soil biota despite drought and a
fragile environment. They use no synthetic fertilizers or pest controls.
Community and Quality of Life Benefits
Despite working ceaseless hours, Richard and Peggy have been more
than willing to share information with other producers at workshops
and conferences, and serve on leadership and advisory committees
to sustainable agricultural programs, including SARE.
Yet, the workload has a down side. “The work required to
develop this business has been tremendous and unreasonable,”
Peggy says. “We probably would not have followed through if
we were just trying to make a buck. But our business is built on
our vision of developing a sustainable business, helping develop
a sustainable and regional food system, and expanding consumer awareness
about the need for sustainable communities.”
Transition Advice
“Plan on a slow process,” Peggy advises. Producers should
try something on an affordable scale, learn from their experiences
and adapt.
“You need to be clear on what you are trying to accomplish,”
Richard says. “If organic isn’t part of your value system,
then maybe you shouldn’t move your farm or ranch toward organic
production. Your work has to be more than just a means to making
money.”
The Future
Peggy and Richard feel largely satisfied with their beef production.
Since they reduced their herd to 50, they have, to some extent,
developed a drought-tolerant herd. On the other hand, not all of
their rangeland receives hoof impact. Richard hopes to create smaller
pasture areas in the future.
As they develop a pastured poultry system that is more streamlined
and less labor-intensive, they would like to increase their production
to 2,000 birds per month.
Their biggest plans, though, lie in the area of marketing. With
a marketplace so controlled by major corporations, they hope to
create an alternative marketing network that is more farmer-friendly.
As the Sechrists enter the wholesale market more aggressively,
they will continue to sell direct via their website. This will keep
them in contact with the feedback of consumers, and also satisfy
their vision of creating local food security.
Profile
written by Keith Richards
Now, in their own words!
For more information:
Richard and Peggy Sechrist
25 Thunderbird Road
Fredericksburg, TX 78624
(830) 990-2529
sechrist@ktc.com
www.homesteadhealthyfoods.com
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