Green

Fingers
Organic
farms

GREEN FINGERS FARMS | Proposal

Table of Contents
Introduction .......................................................................................................................................... 3
Products and Services ........................................................................................................................... 3
Market Demand .................................................................................................................................... 4
varieties......................................................................................................................................................... 4
Objectives.............................................................................................................................................. 6
Keys to Success ..................................................................................................................................... 6
Financial Considerations ....................................................................................................................... 7
The Company ........................................................................................................................................ 7
Company Ownership............................................................................................................................. 7
Mission Statement ................................................................................................................................ 7
Start-up Plans & Costs........................................................................................................................... 8
Monthly Cash costs to Produce Peppers .............................................................................................. 9
Products and Services ......................................................................................................................... 12
Product Description ............................................................................................................................ 12
Future Plans ........................................................................................................................................ 12
Target Market Segment ...................................................................................................................... 13
Pricing Strategy ................................................................................................................................... 13
Promotional Strategy .......................................................................................................................... 13
Value Proposition ................................................................................................................................ 14
Sales Forecast...................................................................................................................................... 14
SWOT Analysis..................................................................................................................................... 15
Financial Plan ...................................................................................................................................... 16

GREEN FINGERS FARMS | Proposal

 Introduction
Pepper is a vegetable crop. It belongs to the Solanaceae family. The Solanaceae family includes
plants such as tomatoes, Irish potatoes, and egg plants, among others. Pepper is increasingly
becoming important as a food, medicinal and industrial crop. Furthermore, the pungent nature
of hot pepper renders it effective as a natural pest control product. Large amounts of pepper in
developing countries are grown for export to the European Union, USA and Local markets.
Pepper can be produced in the field and under greenhouse farming using conventional and organic
procedures. Conventional production of pepper in the field is easily adoptable by farmers because
of its productivity in the short run. However, organic production is of more benefits in the long
run because its yields per unit area of land increase gradually while guaranteeing against chemical
residues and environmental degradation.
Greenhouse production of pepper is capital intensive but highly profitable if good
measures are taken to maintain sufficient crop nutrient supply as well as disease and pest free
growing conditions.

Green Fingers Farms Ghana as the name implies is in Ghana, Western region based Organic Green
Houses farm that grows fresh organic produce. It is one of the first of its kind to be commercially
available in Ghana. It is a start-up Company ready to service the health-conscious organic community

Mr. Kwaku Kisiedu is the owner and CEO of Green fingers Farms. His commitment to and passion for
gardening had driven him to start this business. He will also utilize the advice of business and personal
mentors when making major business decisions. Alongside him will be a manager on site and
2 workers at the start of the business. More workers will be added as the Company grows.

Products and Services

The Company currently grows Pepper vegetables with an expectation to expand and grow more variety
of fruits and vegetables in the near future. These organic grown Peppers are filled with nourishments
not damaged by chemicals and workers do not wear masks to examine them. They can be consumed in
the gardens and on the dining tables, after a little wash. Green fingers Farms’ vegetables will soon be
FDA food safety and ethical agricultural practices certified.

GREEN FINGERS FARMS | Proposal

 Market Demand

Growing and selling organic foods is no longer a hard market to enter and succeed in since more people
(especially those in the twenties and early thirties) are leaning more toward eating healthier. According
to a Nielsen Global Health and Wellness 2018 global survey, “Globally, the absence of high fructose corn
syrup is cited as very important by 32% of respondents (compared to 26% globally), and it is tied with
GMO-free as the most important attribute for the majority of respondents (it's No. 5 worldwide).”
Meaning more people desire organic produce, and if priced right, the potential is huge (economically).

Although market preferences vary from country to country, from time to time, and depending on
the intended use of the peppers, it is possible to outline some general criteria for market acceptability
for the various purposes. The fresh fruit market generally prefers a large fruit (>0.35 oz or 10 g), with a
thick pericarp, with a deep green color when immature turning to red when ripe. The fruits
should be of medium-to-high pungency with a strong flavor. Certain varieties such as Scotch Bonnet
have characteristic shapes, pungency and flavor profiles that are preferred by the market. Although
all varieties of hot pepper can be ground to make pepper sauces.

varieties
(i) West Indies Red

This variety was developed in the Caribbean and therefore performs with excellence in the region. The
pepper is large, light green with a brilliant sheen at maturity, and gives excellent yields. It is highly
resistant to a number of the diseases that normally affect peppers. The West Indies Red has
commendable storage life and its thick walls make it excellent for export.

(ii) Scotch Bonnet

This is the most variable of domestic species and the most widespread within Latin America. Large-
fruited, thick-walled types, which are used fresh, are common in the Caribbean, while in costal parts of
the Andean region, this-walled types which are used dried, also occur. The Fruit can be extremely
pungent and aromatic, with persistent pungency when eaten.

(iii) Carolina Reaper

For growing, the pepper has been described as "a good all-rounder to try at home" they require
temperatures of at least 18–20 °C (64–68 °F) and growing in 30–40 cm (12–16 in) pots to restrict growth
and produce fruit sooner. When fully ripe, two peppers occupy the palm of the hand.

GREEN FINGERS FARMS | Proposal

 (iv) The Trinidad Moruga Scorpion

The plants usually reach between 24 and 36 inches tall, while the peppers are between 1 and 2 inches
and have a wrinkled appearance. Trinidad scorpion peppers require plenty of sunlight and water for fruit
production, and fully mature in 90 to 100 days.

(v) Jalapeño

The jalapeño is a medium-sized chili pepper pod type cultivar of the species Capsicum annuum. A
mature jalapeño chili is 5–10 cm long and hangs down with a round, firm, smooth flesh of 25–38 mm
wide. It can have a range of pungency. Jalapeños are a pod type of Capsicum annuum. The growing
period is 70–80 days. When mature, the plant stands 70–90 cm (28–35 in) tall. Typically, a plant
produces 25 to 35 pods.

(vi) Habanero

There are four (4) basic varieties of habanero which are originally from the Caribbean and South
America. The habaneros are high yielding varieties and are very adaptable to local tropical conditions.
The pepper varies enormously in size and shape according to the variety, ranging from berries ¼ inch in
diameter and pods of up to 5 inches long. Caribbean habaneros are often flattened at the end and
resemble a tam or bonnet. The pods are green at immaturity and range from red, orange, yellow or
white at maturity. They have a distinct ‘apricot like’ fruit aroma and can hold their flavor, heat and
aroma during storage.

(vii) Aji Charapita

Native to the jungles of norther Peru, the Aji Charapita is known as a wild pepper, and has only recently
being cultivated for commercial use. Used fresh, this tiny pepper is said to have a strong fruity flavor
that gives salsas and sauces a tropical taste, but it is mostly used in powdered form to a bit of spiciness
to various dishes. Although still fairly unknown in most Western countries, the Aji Charapita is a highly
sought-after treat among chili pepper connoisseurs and five-star restaurant chefs.

GREEN FINGERS FARMS | Proposal

 Objectives
Green fingers Farms’ objectives for its first year:

• To successfully obtain Ghana FDA certification that ensures buyers the

Company follows good agricultural practices while growing their organic
peppers and this certification may also increase buyer list;

• To increase the Yield of Peppers and variety the Company grows by

the end of Year 1;

• To actively participate in various Ghanaian organic agriculture associations

and network with partners that would contribute to the growth of the
Company.

Keys to Success
The keys to success for Green fingers Farms are to:

• Continue to use and improve upon key factors that ensure vegetable
growth is consistent and yields are stable;

• Being able to quickly transport fresh vegetables to buyers and maintain a

steady delivery of goods in order to ensure the Company’s reputation and
profitability;

• Market produce to restaurants, hotels, and as well an array of grocers regionally and
locally by the end of Year 2.

GREEN FINGERS FARMS | Proposal

 Financial Considerations
Green fingers Farms is an innovative start-up company in the agricultural sector. Using Greenhouse
Organic methods to grow their vegetables is both economical and wise.

Economically, the Company breaks even the first year; direct cost of goods is low which ensures
profitability; and using Greenhouse growing method makes it easier to grow other crops all year round
regardless off weather conditions .

Mr. KISIEDU currently has $2,000 to invest into Green fingers Farms, not to mention the amount he has
invested in bringing the Company to its current level with already grown produce ready for
consumption. He will need an additional sum of $30,000 to cover start-up costs such as equipment and
leasing facility.

The Company
Green fingers Farms is a start-up business. The Company is registered by Mr. KISIEDU and operational in
the City of Accra. It is the first of its kind commercially available. Mr. KISIEDU plans to make the
Company a leader in the cutting edge of Organic Greenhouse farming innovation: a true 5 star, privately
owned, ethical organic farm.

Company Ownership

Mr. KWAKU KISIEDU owns Green fingers Farms 100%. It is his passion, sweat, and finances that caused
him to diligently build and grow the business.

Mission Statement
To Become a well-known local, reliable organic innovative farm. Consistently produce fresh organic
produce using premium seeds and best ethical practices.

GREEN FINGERS FARMS | Proposal

 Start-up Plans & Costs
Capital expenditure required to jump start the business and commercialize it is listed below. Mr. KISIEDU
already has $2,000 set aside not including the capital and sweat equity he has invested into the business
thus far.

Equipment Amount / unit Man Unit Cost Total Assumptions

days Cost

SUN SYSTEM LEC 630w CmH 15 lights $600.00 $9000.00

Autopot Watering System 100 1 $5,830.00 $5,830.00

Biobizz light Mix Soil 420 kg / 50 bags $30.00/ 7 kg $1,800.00

Seedlings (100 plants) 100 seeds - - $1,500.00 Spacing 1ft x 3ft
Green Planet A+B 8 - $100.00 $800.00

Green Planet Rezin 7 - $100.00 $700.00

Elements Flower Fuel 3 - $100.00 $300.00
Pruning Machine 1 - $360.00 $360.00
Trimming Clippers 5 - $20.00 $100.00
Non Stick latex gloves 5 - $20.00 $100.00
Vacuum seal machine 2 - $100.00 $200.00

Input/Activity

Transplanting 100 seedlings 2 $75.00 $150.00

GREEN FINGERS FARMS | Proposal

Green-PlanetA+B application 1 6 $20.00 $120 Six (6) applications
(once every 3
weeks), for entire
crop.
Elements Flower Fuel 1 6 $20.00 $120 Six (6) applications
application (once every 3
weeks), for entire
crop.
Green Planet application 1 6 $20.00 $120 Six (6) applications
(once every 3
weeks), for entire
crop.

Shipping and duty 1 $3000.00 $3000.00

Total Expense $24,100.00

Monthly Cash costs to Produce Peppers

Pre Plant Preparation Cost

Operation Month 1 Month 2 Month 3 Month 4 Month 5 Total

Pre Plant

Subsoil 100 100

Install 150 150
electrical
equipment
Pre-mix 100 100
fertilizer
Prepare Soil 100 100
Herbicide 100 100

Total $550

GREEN FINGERS FARMS | Proposal

Trans-Plant Cost

Operation Month 1 Month 2 Month 3 Month 4 Month 5 Total

Trans-Plant

Transplant 150 150

seedlings
Total $150

GROWING COST

Operation Month 1 Month 2 Month 3 Month 4 Month 5 Total

Growing

Fertilizer - 25 25 25 25 100
GBAb32%
(11x)
Fertilizer – 25 25 25 25 100
ELF 52% (11x)
Fertilizer – 25 25 25 25 100
GBRZn 32%
(7x)
Irrigation & 50 50 50 50 200
System
Inspection
Hand 50 50 50 50 200
Weeding
Stakes & 40 40 40 40 160
Twine
Installation
Electricity 50 50 50 50 50
cost
Fuel Cost 100 100 100 100 100 400

GREEN FINGERS FARMS | Proposal

Total $1,460

Harvest and Marketing

Operation Month 1 Month 2 Month 3 Month 4 Month 5 Total

Harvest-
Marketing

Pick, Grade 400 400

Pack,
Haul, Sell 200 200

Total $600

Cash overhead

Operation Month 1 Month 2 Month 3 Month 4 Month 5 Total

Cash
overhead

Land Rent 150 150 150 150 150 750

Production 100 100 100 100 200 600
labor
Distribution 350 350
labor
Packaging 400 400
Local 50 50 50 50 50 250
Property
Insurance

Total $2350

Total Operating Cost for 150 days

GREEN FINGERS FARMS | Proposal

 Operation Month 1 Month 2 Month 3 Month 4 Month 5 Total
Total Operating Cost for
150 days

Total $5510

Products and Services

Green House farming is an ancient practice innovative civilization used to accommodate personal
farming and innovate widely accepted soil farming. The history of Green House farming is traced back to
Babylon widely known for its hanging gardens as one of the 7 wonders of the World. The Kashmir
people have been Green House farming for centuries, as well.

The practice became widely accepted when plant tests began to emerge in the 1600’s. As better
experiments emerge and the internet gives people more access to knowledge, Green House farms are
becoming more common. They can be expensive to start, however when started they offer great return
on investment unparalleled to regular farming.

Product Description
Green Fingers Farms currently will grow only Pepper (Capsicum)vegetables. They have growing cycle of
only 150 days. This allows the Company to produce 3 cycles per year. To maximize production, the
Company plans to set up 100 plants.

Future Plans
Planning for the future will be one of the keys to growing Green Fingers Farms into a successful local
farm. By growing one vegetable and cycling it all year round, the Company is able to retain net profits of
over $45,000. Now imagine adding kale, strawberries, tomatoes, beans, and other nutritious fruits and
vegetables, the Company will be able to grow at a much faster rate.

Green Fingers Farms will conduct internal production to profit rate reviews and decide when and how to
add additional fruits and vegetables.

GREEN FINGERS FARMS | Proposal

 Target Market Segment
The target market for Green Fingers Farms are key decision makers in the households: women and men.
Since Ghanaians are more willing to support local companies and eat fresh foods, the Company will
package its products to appeal to these shoppers and also offer alternative “buy-direct-from-farmer”
options.

Green Fingers Farms plans to market its real, fresh produce to real human beings. The Company will
adhere to ethical agricultural practices in order to grow fresh organic vegetables. The quality of its
produce and the freshness of being organic will appeal to its target market. There will be no gimmicks in
marketing because Green Fingers Farms is in the business of retaining long term smaller local buyers and
growing their referrals through word of mouth and quality service.

Pricing Strategy
The current Pepper price, is what market value price grocers are willing to pay for organic produce.
As the economy struggles to cope with high oil prices, people are still buying food and the organic
market is still waxing strong because of the value of the product.

Green Fingers Farms will focus more on maintaining consistent yield output within the first 1 year.
That way as the buyer list grows, the Company can competently command a quality reflective price
while holding on to its mantra of “made by locals for locals”.

Promotional Strategy
Green Fingers Farms will sell its Peppers’ to local grocers and use product packaging to market to
peers and consumers.

The Company will also promote the farm at local farmers markets, farming conferences, and other
relevant agriculture gatherings during the beginning stages of the business.

Restaurants and hotels will also add to industries that can benefit from Green Fingers Farms’ organic
produce.

However, by securing one or more grocers, the Company might be too busy fulfilling orders instead of
chasing after new markets.

GREEN FINGERS FARMS | Proposal

 Value Proposition

Yours. Natural. Nutritious. Organic.

These four words clearly illustrate the essence of the business. It is available to locals by locals. It is
grown naturally. It contains more nutrients not damaged by chemicals. And finally, it is 100% organic.
Non GMO.

Sales Forecast
Green Fingers Farms currently only grows Pepper mainly due to its growth cycle. As the Company
grows and its buyer list increases, it will add other crops.

Pepper has a 150-day cycle from seed form to maturity (ready for the dining table). This cycle can be
duplicated, resulting in a total of 3 cycles in 1 year. Each cycle can consistently produce 10 Kg of
organic Peppers which is sold to grocers for $185 per Oz.

When production yield is multiplied by sales price and the number of plants, the Company is projected
to generate over $40,000 in revenue its first 180 days.

Sales Forecast
Total
Crop Days/cycle Cycle/year Production/cycle Price/Oz plants 180 days Revenue
Pepper 150 3 360 Oz or 10kg $185 100 $40,000.00

GREEN FINGERS FARMS | Proposal

 SWOT Analysis

Strength

• The business is relatively cost effective to start and maintain, thus it is a very profitable
farm business;

Weakness
• This is a start-up business and thus there are many lessons to learn along the way in
order to break into the market, remain a strong competitor, and expand;

• The small staff may not be able to handle a strong start with huge demand from giant
grocers like Max-
Mart, Koala etc.

Opportunity:
• No commercial competition in Ghana and Green Fingers Farms will have the
opportunity to claim they started the idea in Ghana first;

• The general public is relatively new to the concept of growing organic vegetables indoor
with soil, and thus will be open to not only supporting local market but understand the
benefits of growing their own foods at home;

• The Government is not imposing any strict farming requirements against startup
innovative farmers;

Threat

• no direct control over how much mark-up grocers will put on the product which may
cause a slower
resell rate than with other readily available Genetically Modified Organisms (GMO);

• Not being able to raise the desired start-up funds may hamper growth immensely;

GREEN FINGERS FARMS | Proposal

 Financial Plan
Green Fingers Farms is an Organic Green House farm. It is owned and operated by Mr. KISIEDU is using
his lifelong passion for gardening and help of a mentor to ensure the success of the Company. He has
$2,000 available to invest into the Company and seeks to raise an additional $30,000 that will cover
most of the start-up expenses and competitively position the Company, giving it heads up against future
competitors.

Break-even Point First 180 days

Assumptions Optimum Results

Plant Spacing - 1ft WR x 3ft BR

Plant Density - 100

Total Cost of Production - $30,000.00

Marketable Yields – 10kg

Total cost per Unit of output - $2/g

Maturation Period - 150-180 days

Gross Margin - $15,037.00 Price per Unit Yield - $5/g

Assumptions Average Results

Plant Spacing - 1ft WR x 3ft BR

Plant Density - 100

Total Cost of Production - $30,100.00

Marketable Yields – 10kg

Total cost per Unit of output - $2/g

Maturation Period - 150-180 days

Gross Margin - $10,037.00 Price per Unit Yield - $3/g

GREEN FINGERS FARMS | Proposal

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GREEN FINGERS FARMS | Proposal