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Huntsville BUSINESS JOURNAL
AGRIBUSINESS
1818 Farms: An Authentically Sustainable Experience MOORESVILLE — Traveling to Mooresville is like a step back in time. Lush foliage and historical structures adorn the small town, inhabited by its 58 longtime residents. “Our family has been here for six generations,” said Natasha McCrary, owner of 1818 Farms, a three-acre plot in the northwest corner of town. The farm is home to a menagerie of Babydoll sheep, a Nubian goat, assorted pigs, hens, barn cats, and a pair of Great Pyrenees guardian dogs. There are seemingly endless rows of cultivated flowers. Most notably, 1818 Farms is known for its unique line of skin-softening products, flower truck tours, and signature dining experiences. Established in 2012, 1818 Farms’ mission is to preserve history and honor tradition by working a sustainable farm, produce handmade products, educate the public on the value of self-sufficiency, craftsmanship, and most importantly, to build a strong sense of community. Selecting a name for the farm was simple, McCrary said. There was history to rely on. “We wanted a name that had significance,” said McCrary. “Mooresville was incorporated in 1818, a year before Alabama became a state.” McCrary comes from a background in marketing, systems engineering, and pharmaceutical sales. Her husband, Laurence, is the CFO at Hospice North Alabama and has a master’s in finance. “We balance each other well,” said McCrary. “Laurence does the behind the scenes website coding, sales fore-
McCrary. “We casting, along make sure to tell with feeding the customers and tending not to overapply.” to the animals The Sheatwice a day, 365 based skin care days a year.” line and other After takproducts are sold ing time off in 450 stores in with her two 45 states, as well children, Mcas online. Along Crary wanted with the seven to go back into other fragrances, the workforce the newest adonce they were dition to the both in school. product line is She didn’t want “Southern Tea,” the rigidity and a fragrance that commuting smells just like it that a full-time sounds - a sugjob required, so ary staple of the she decided to Natasha and Laurence McCrary, Deep South, with build her own owners of 1818 Farms a hint of lemon. business. Each container of skin care is Starting the business venture in her kitchen, McCrary later moved adorned with a pencil sketch of a farm operations to the old IRS building animal. Laurence’s mom, Shirley, creates the renderings. The drawings on Governors Drive. As the business grew, there was a need for greater ca- provide a visual context for the buyer, thus providing a little slice of authenpacity. “We really needed a loading ticity. The key to sustainability is proddock,” said McCrary. Five years uct diversity, McCrary said. ago, the 1818 Farms corporate office “We never try to pigeonhole ourmoved to Leeman Ferry Road. The corporate office has three full- selves,” she said. “We can’t put all our time and five part-time employees; at eggs in one basket.” Along with the Shea butter and the farm, there are two full-timers other skin care products, there are tand one part-timer, and all are cross shirts and tea towels. There are also trained for the office. “We have outstanding employ- the experiences: The blooms, the tours, and the exquisite dining events. ees,” said McCrary. “You’re only McCrary carefully monitors and going to be as good as your team is.” curates the roughly 11,000 flowering The Shea Cream is 1818 Farms’ “bread and butter” of skin softening plants on the farm. The foliage is routinely sprayed with a seaweed and fish products. emulsion to ensure robust blooms. “It’s very “The stronger we can make the light,” said McCrary. A little plant, the less of a pest problem,” said goes a long way. McCrary. Weather often presents the bigIn fact, it’s recommended that gest challenge, as does timing. “In a flower farm, you’ll never only a “peasized” amount have everything at once,” said McCrary. “We’ll cut until the first week should be used. “Shea but- in November.” “Dinner by the Blooms” is the ter is normally very dense and newest dining experience at 1818 Farms. Guests begin their evening tacky,” said
By Lori Connors / Photography by Steve Babin
with a selection of farm fresh appetizers, then have opportunity to see the vibrant array of flowers and visit with the animals. A four-course gourmet meal prepared by Chef Jakob Reed is then presented to the guests at the 1818 Pavilion or in the Garden House. At the beginning of each course, Chef Jakob tells the guests about the food - where it came from, how it was prepared, and why it was selected for the meal. “Our ‘Dinner on the Farm’ was an 80-person event, offered three times a year,” said McCrary. “We decided that we wanted something more intimate. ‘Dinner by the Blooms’ is a 24-person event, offered six times a year. We serve and help plate the food; it’s like having family over. We have a lot of regulars dining with us. At the last dinner, 20 out of the 24 guests were regulars.” The entrepreneurial world, though largely rewarding, can have a few small drawbacks. “Any time you’re building a brand, you don’t realize the time commitment involved,” said McCrary. Although the McCrarys have planted the entrepreneurial seed with their children, it’s hard to say what path they will choose. “The role model we’ve set for our kids, showing them that we have a business plan,” said McCrary. “The downside might be that you’re never on vacation, because there’s always something.” u