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DEVELOPMENT PLAN FOR A SMALL-SIZED FARM : Profitable Development Ideas on Products, Services, Marketing Methods and Customer Service for Kettulan Tila 2012-2014
Kettulan Tila went through a succession in the beginning of 2010. The production was changed at that time from a dairy farm to a crop farm, producing mostly strawberries and hay. The farm had not conducted any research on its business environment, so it has had difficulties in becoming profitable.
The main aim of this research was to find different development options for Kettulan Tila. Only development ideas related to products, services, marketing methods and customer service were taken into account. The research material contained 12 qualitative interviews of farming experts, farmers and customers. In addition to those, quantitative statistics about amounts of farms, production area, yield, and producer prices were used to support the research findings.
The research indicated that horticultural production is more profitable for a small-sized farm like Kettulan Tila. Profitability differs based on the specific horticultural product, a fact that greatly influenced the suggested ways to increase Kettulan Tila’s profitability. Berries, which are perennial plants, have a better market position and higher price than vegetables; vegetables also require annual field preparation, using both time and money. Furthermore, the research determined which berries should be produced to optimise the available resources.