It’s been amazing to see businesses adapt to the challenges brought by the pandemic. Some were already innovating, but no-one would argue that it spurred a different way of thinking. For many of the entrepreneurs I’ve interviewed on the show, it changed the way they did business. For Mark Saunders and Angela Grant Saunders, it was an opportunity to really take stock and see what direction they wanted to go in. In their case, cider!
In the unlikely event that you don’t know Saunders Farm, this Ottawa based success story began when Mark’s parents hosted pick-your-own-strawberry days on the farm. However, the vision to be the most amazing and fun family farm in the world didn’t stop there. Their purpose-driven and sustainable initiative is located in Munster (Monster), in the old township of Goulbourn (Ghoulbourn), making it (eerily) perfect for Hallowe’en events. With a small 4-scene haunted hayride and haunted house, Saunders Farm opened its inaugural Fall festival (Haunting Season) and “people came in droves”.
As Mark and Angela continue to grow the Farm in several directions, visitors keep coming. “It’s a perfect example of just doing something that you really love, have a lot of fun with it, and people will follow you,” said Mark. Saunders Farm has won numerous awards for innovation, marketing, leadership, and overall excellence, all well-deserved. So, let’s hear from these future thinkers!
Unexpected delight
“This is an entrepreneurial story and a love story,” Angela shared. “We always say that it was love at first sight. It just took him three years to realize it! I used to help out on weekends (and because performance and raising the bar in terms of the guest experience was something that I really loved and was passionate about), and within no time I was like, ‘oh, there's a line-up over here and people are getting antsy. Why don't I go throw on a costume and be a dead bride?’. And I'll just interact with guests, so they forget that they're in line.
This was the seed of the entertainment part of what we were doing, and it started really growing after that. And we brought in a friend of mine who works for Universal Creative in Los Angeles to consult on how we could elevate the bar in terms of live shows, in terms of guest experience, in terms of the unexpected. And that's how we started to really branch out and make it not just a hayride, but a whole night of entertainment, where at every opportunity we will exceed your expectations.”
Pushing boundaries
Mark and his family would employ up to 300 staff pre-pandemic. “Every year, our eyes would get bigger and bigger, and like, wow, how do we do this? How do we train? How do we manage this? So, we've spent a lot of effort and time from a management standpoint and became part of a couple of key organizations: Ontario Farm Fresh and the North American Farmers Direct Marketing Association (NAFDA). Each of these organizations have been incredibly supportive and helpful for us. We could also see what other farms across North America are doing.”
“We were never afraid to take a risk or jump into something”, Mark continued. “And one of the other things we are good at is pushing boundaries. Pushing the boundaries of what a farm could be, what a Halloween season could be, a haunting season, a pumpkin farm, all these things. You have to create an experience and that's what we did and then entertain and educate people about agriculture at the same time.”
Up to 75% of their staff are young people - teenagers, high-school students. For many of them, working at Saunders Farm is their first job. “It’s such a thrill, as a former teacher, a committed businessperson and community member, to be able to introduce young people to the workforce, and to say, this is what it is to work, this is what it is to contribute,” Angela shared. “If we make sure that our team has amazing experiences in their work here, it's that much easier to deliver amazing experiences to the guests.”
Refiring through acquiring
Mark had been telling people for years how much he wanted to get into the cider business and plant an orchard on the farm. But business was booming, and he just couldn’t find the time. When he heard that Ottawa’s first cidery, Flying Canoe, was for sale, it was impossible to ignore.
“Instead of starting at the ground floor, we would start with the recipe, we would start with sales, we'd start in 50 different venues, with an existing customer base and the customer base we already have here. We also get the knowledge and expertise of a successful cider maker. So, we just said okay, let's do it. I don't know how we're going to do it. We don't have the funds for it. We just came through a horrible pandemic, which financially impacted our business, but let's just figure it out. And a month later, we're the owners of Flying Canoe cider!”
“From a business standpoint, it's probably been one of the best things we've ever done,” Mark shared. From a team building standpoint, it fired up our entire team, everyone has jumped on board, the retail, the production, even the office manager. The pandemic has really given us a chance to reimagine everything about our lives and everything about our business and what we really want. It’s allowed us to rethink everything, it's given us a little bit of a pause and a break. And now we're coming back strong!”
To find out more about how Mark & Angela are building up and supporting their community and creating beautiful spaces for children to thrive, you’ll have to listen to the episode. From campfires and farm camps to their Cider house and taproom and events like Christmas in the country and Haunting Season, these two are ‘frighteningly’ busy running activities year-round. You’ll hear how they hope to inspire the next generation to open their minds to what’s out there and the different ways you can operate, manage, or develop new business opportunities.
Want to know more about Saunders Farm? Visit their website for more.
You can also connect with Mark, Director of Fun on LinkedIn or Angela, Director of Beauty & Flavour, also on LinkedIn.
If you have something to share with the Self-made Nation, do reach out and connect with me. I’d love to hear your story, whether you’re at the helm of a thriving business or startup, looking to exit, or simply want to recommend yourself or someone else as a guest.