MEMBER PROFILE 



open for two high-sales periods of the year. It opens 

 at Easter (although Erik sees Easter as limited: 

 "Churchgoers like a lily on the altar, but there's no 

 real tradition of plant-giving for this holiday.") for the 

 spring trade — bedding plants, perennials, hangers. It 

 closes in mid-June, then reopens in late July, this time 

 as a farm stand selling produce, cut flowers, and 

 mums. It closes for the year at the end of September. 



Two years ago, they decided not to be open for the 

 Christmas season — the decision was pragmatic: poin- 

 settias and trees no longer made a worthwhile return. 

 "Farmers here never learn — they produce the same 

 crop year after year and complain about how little 

 they make. Why? 'We always have,' they say. As the 

 wholesale price for trees drops, it causes a glut — they 

 pour in — everyone sells them — no one makes 

 much. ...and there's no aftermarket." 



He uses two brokers. He buys smaller amounts 

 from several suppliers, which gives him the ability to 

 change sources without threatening an entire year's 

 production: "Sometimes suppliers can get too large — 

 they don't necessarily lose quality, but they lose accu- 

 rate timing." 



Current suppliers include Yoder (he likes their min- 

 iature dahlias), Knox Nurseries, and QuickStarts. He 

 comments on a tray of portulaca with three or four 

 tiny plants in each plug: "This is the way they should 

 be — each plug will give the customer a good full 

 plant." About a tray of marigolds, he notes that each 

 cell contains only one seedling — "a perfect 208." 



Although 75% of the crop is grown from plugs, 

 seeding is important for smaller amounts and unusual 

 material. This is very straight-forward, without bottom 

 heat or enclosed containers. 



He uses three types of bagged media. Medium is 

 not only any one of the three, but any combination of 

 the three as well. 



He hand-waters, spot-watering whenever necessary, 

 and feeds through a centrally located dosatron. The 

 Concord water supply has an 8.9 pH, so acidity is 

 brought down through feeding. 



He controls growth through pruning, timing, and 

 temperature. The six cold frames give Erik six choices 

 for night-time heat — allowing him to push along some 

 material, hold back on others. He uses no growth 

 regulators: "I sometimes have to prune back heavily to 

 get the growth regulators out of their systems. Once 

 it's eliminated, the plants take off." 



Because he demands that the material he buys be 

 clean, and because the houses are shut for so much of 

 the year, there is rarely any need to spray. 



Quality is the driving factor; quality and variety is 

 what he can offer that mass marketers can't. His goal 

 is a healthy plant that will do well for the customer 



for the entire season. Size is important — he uses three- 

 pacs for vegetables; zucchini is sold in hills; each cell- 

 pac of basil contains four seeds. 



All hangers are twelve-inch. They may be started at 

 smaller sizes, but are grown at the final spacing. Com- 

 bination plantings — a variety of complimentary colors 

 and textures in a single pot — sell well. Color Bowls — 

 hangers, pots, and ovals — have become popular. 



Quality is his responsibility: he will not grow more 

 than what he can personally handle. "To have a way 

 with plants is instinctive, something that can't be 

 taught. If you're a good grower, you can't multiply 

 that factor by simply hiring more people." 

 Although a few people come up from Massachusetts, 

 most customers are local: Manchester, Weare, New 

 London. There has never been any serious advertising 

 or marketing. An ad appears in the local newspaper 

 twice a year, once to announce Maple LeaPs spring 

 opening, once to announce its reopening in July. 



In late June, once they've pretty much sold out, the 

 retail house is transformed: ""Is this the same build- 

 ing?' some people ask." A black/white shade material 

 covers the roof; the wood and wire benches are re- 

 moved; new benches are brought in. The second phase 

 of the retail year begins. 



The Pierces sell produce — Erik grows six acres of 

 vegetables — "the basics: corn, tomatoes, peppers: what- 

 ever I can harvest myself (again, the question of 

 quality is a factor in deciding amount). He buys in 

 the rest from Rodonis Farms in Litchfield. 



A major aspect of the summer business is cut flow- 

 ers. A local gardener, Maureen Ireland, has developed 

 her own business at Maple Leaf, to mutual advantage. 

 She grows a wide variety, but concentrates on sun- 

 flowers — 20 types ("these are the most popular — 

 people call in their orders in advance"), snapdragons, 

 asters, zinnias, and cosmos. Planted on a plot behind 

 the barn, Erik helps with the growing. The flowers are 

 sold at the farm stand (Maple Leaf receives a small 

 percentage of the money she makes) in pre-made bou- 

 quets. These are extremely popular — an attraction — 

 and she often sells up to sixty a day. 



A third aspect is mums. Erik grows these outside, 

 hand-feeding, with the same attention to detail. 



ATTENTION TO DETAIL defines Maple Leaf in all 

 seasons. There seems to be no problem in selling more 

 than what is currently grown, but Erik feels expansion 

 could diminish the quality he has worked so hard to 

 achieve. The size is manageable and quality remains 

 high. (BP) 



Maple Leaf Gardens is at 147 Clinton Street, Concord, 

 NH 03301. 



rJ>iE^1i' 1999 



