Crib Sheet #22: Surf City Growers’ Linda McNair.

Linda McNair has quite the story to tell, and she does it exquisitely well.  This momtrepreneur moved from a high-powered position to an organic nursery farm, and did it with bravado.  You can read her blog and see below for her interesting story.

What business did you start up?

My husband, Trent, and I started an organic nursery, Surf City Growers, in Aptos, CA, in the Spring of 2005. Our favorite part of running it is hosting field trips showing kids how plants grow and where food comes from. The kids’ enthusiasm for the process made us realize that they can shift the way their families think about food. As a result, we have expanded our business this year with a new product line called “My First Organics” — organic, educational seed starting kits for families focused on garden favorites that kids love to eat. The seeds and growing media are organic, and every component of the kit is recyclable, reusable or biodegradable. A percentage of each purchase goes towards a fund to provide public schools with My First Organics kits. We also offer them as a healthy, educational and eco-friendly fundraising alternative.

What motivated you to do organic nursery?

After a combination of over 25 years in the high tech world, we decided to make a lifestyle change. We were both raised by members of our family, and we really wanted that for our child. The opportunity to buy the property presented itself and we made the leap. While we still consult on the side, our passion is focused on helping families and schools eat healthier, supporting local organic nursery farming and doing our part in saving the planet. You only live once, so make it count.

How many children do you have, and how old are they?

Two children. Aidan is 6 and Serena is 14. We also have two dogs – Maverick and Dash – and two cats – Luna and Alma. We are building our chicken coop this week and hope to adopt baby chicks on Easter Sunday.

How long have you been running your organic nursery business?

Four years.

How long did it take you to start becoming profitable and/or successful, however you choose to measure success?

We didn’t feel true momentum until this year. Organics have been marketed to more affluent consumers and gardening has been traditionally viewed as something your grandmother did. Pioneer Alice Waters was recently featured on 60 minutes talking about making healthy, organic food accessible for everyone. And she was instrumental in motivating First Lady Michelle Obama to install a sustainable organic garden at the White House this Spring. These two events alone have done a lot to raise awareness among general consumers and make organics a mainstream topic. And due to the state of the economy, families are looking for ways to save money. That means reducing variable costs like groceries and finding things to do at home. Growing your own garden is an educational, healthy, fun and cost-saving activity to do as a family. The Mercury News in San Jose, CA just wrote an article proving that family gardening is on the rise. It quotes the USDA statistic that every $100 spent on vegetable gardening yields $1,000-$1,700 worth of produce.

How did your family react to you starting your own organic nursery business?

My husband is in on this adventure, but my parents were against it. I am the daughter of a Cuban immigrant family, so economic stability is of critical importance. Needless to say, my parents were very concerned that I was leaving a lucrative executive position in high technology to start an organic nursery farm. Let’s be straight – they thought I had lost my mind. I simply reminded them of what they did for me and my sisters in order to live the life they wanted for us; one of freedom of choice. That with great risk, comes great reward. Frankly, I also had to convince myself because it’s very difficult to break away from that way of thinking (we call it the refugee complex). The way I did it was by reminding myself that if things didn’t work out, I could always go back. That the time to take the leap was now (I was 36 at the time), not later in life when it would be harder to find work.

Easiest part of your job?

Telling people about what we do.

Hardest part of your job?

Getting people to understand that it’s not hard to do. We made it really simple with our kits, and we know that if people try it, they’ll either make it a part of their lifestyle or enjoy the activity once and the learning forever. We believe this shift is instrumental in getting Americans — particularly our kids — to eat healthier, reducing the aversion to fruits and vegetables and the obesity epidemic in our country.

What, if any, tools or advice do you wish you knew then that you know now?

It takes a long time to build a organic nursery business. I predicted two years, but it’s taken four. So, double up the time on everything…from how long you think it will take to respond to your email everyday to how long it will take to be profitable. It takes twice as long, period.

Can you recommend 3 essential websites for moms in, or going into, business?

I wish Jill was around back then because I highly recommend talking to a Life Coach or Small Business Coach before going into business. You’ll walk away with a more realistic understanding of everything it takes to start your own business. The US Small Business Association provided me with the template for my business plan. I then had to piece together research from different agricultural resources to fill in more industry specific information. Through that process, I saw that there was nothing that gave me an understanding of how busy homeowners felt about going to nurseries, so we put together our own proprietary survey and used Boomerang to deliver it and process the findings that ultimately shaped our positioning in the market.

Anything else I should have asked you that you should answer?

Be passionate about what you decide to do. It will get you through the many days when you feel no one is listening.

A few more questions, just because American Express should be featuring more momtrepreneurs…

Childhood ambition…to provide my parents the life they deserve.
Fondest memory…eating my grandmother’s cooking (especially the treats she made just for me).
Indulgence…finding the time to do nothing (on the beach with a margarita).
Last purchase…. just for me? Sinful bottles of red wine and champagne at a local wine bar.
Favorite magazine…..Real Simple.
Inspiration…..my parents, of course.
My Life…is a trip, but it’s MY trip.