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Unit 1: Planning and Business Development

Step 2. Establish Goals

Once a farmer or rancher has taken stock of current resources and identified SWOT factors, they will be ready to define goals. Without a clear vision of the future and a set of goals, business owners cannot begin to make meaningful plans. Both the whole farm and holistic planning philosophies place great emphasis on family and business goal setting. In your role as an advisor or consultant, help farmers think about why goal setting is important in the planning process and why documented goals are even more important as a basis for monitoring progress.

Shepherd’s Grain, based in Portland, Oregon, offers a line of sustainably produced wheat flours and baking mixes. They work with nearly 60 wheat growers and market directly to businesses throughout the Pacific Northwest and beyond. Shepherd’s Grain has a unique business model that developed over a long period. The business provides a great example of the value and importance of setting goals in order to achieve business success.

• Learn about Shepherd’s Grain at Shepherd’s Grain: About. As you read the description and watch the video, think about the goals that have guided the company owners.

After visiting the Shepherd’s Grain website, read through a case study of Shepherd’s Grain, where those goals are defined and explained in more detail— Values-based Food Supply Chains: Shepherd’s Grain.