Building on business planning strengths
By Anne Howden Thompson
go’s Nurseries Ltd. of Coldwater, Ont., is a shining example of planning on the farm. Owned by Kristen Ego and her husband Gary MacPhail, the couple have reduced the water and fertilizer use in their operation by converting to drip irrigation systems. They also use enhanced riparian buffers and windbreaks and have improved recycling of greenhouse and nursery plastic.
The couple clearly has a business eye trained on environmental and economic benefits.
Kristen’s parents, Laury and Lorraine Ego, established the family’s farm market and nursery business near Orillia, Ont., in 1975. Over the next two decades the businesses flourished, with the nursery enterprise growing substantially with Kristen’s return to the farm after earning her bachelor of science in agriculture at the University of Guelph.
She has worked full-time on the family’s operation since then, and Gary joined them in spring 2004. Last fall the couple put their money on the line and bought into the business.
A pillar of the Ego-MacPhail transition was the development of a succession plan. Although Kristen admits it is “harped to death” at farm meetings, she says having a plan and reviewing it regularly are critical in today’s business climate. The plan ensured everyone’s needs were addressed, like Kirsten’s parents’ continued but reduced involvement in the business.
The couple bought the family’s nursery operation, allowing for a manageable debt load and the time to develop a cash flow. They continue to help with the family’s farm market operation.
At first blush the business may not have changed much with the transition, but Kristen and Gary are already making their imprint. Technological investments have been made in the office to assist with management duties and on the ground to assist with irrigation systems. While the Ego family does well with direct marketing, Kristen and Gary want to explore the wholesale market. The couple also chose to outsource some services, such as website design, to build on the strength of other service professionals and ease the family’s workload.
And, the family capitalizes on the strengths of its own team members.
MacPhail, who has an economics degree, abandoned a career in corporate real estate in Toronto to help Kristen pursue her dream. He brings the corporate mindset for structure and accountability to the farm business table. Job descriptions have been developed for the couple’s four full-time, seven seasonal full-time and seven seasonal part-time staff, giving staff members expectations and empowerment. Performance incentive bonuses have also been introduced.
There is no denying the obvious enthusiasm the couple brings to their farm operation, but it is tempered by the recognition of the practical realities of farming. They did their research. They sought advice, often from several sources. And they have a plan.
Learn more about the Ego-MacPhail operation at www.egosgardencentre.com
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