Beautiful Edibles
Life has taken Roger and Mary Winstead on many adventures, but their love of farming has been present through all of it.
Raised in Newburgh, Mary’s earliest memory was eating strawberries in the field of her parent’s 5 acre u-pick strawberry patch. Gardening has always been in her blood you might say. Today, Roger and Mary grow tomatoes, lettuces, edible flowers, mushrooms, and more on their farm, Beautiful Edibles, and partner with other growers to operate an online farmer’s market called Local Source.
But, as you can imagine, it took a great deal of hard work to get here.
Mary is an accountant by trade, and Roger is a landscape architect. Early in their relationship they shared a love for growing, foraging, and preparing food. At one point, they met with Doug Claybourn at the Southwest Indiana Small Business Development Center (SBDC) to discuss their idea of purchasing an aquaponics facility in Mount Vernon. Realizing the business could not turn a profit, they decided not to move forward. Mary says, “Doug taught us to look things over and plan better the next time.”
They later moved to Chicago for Roger’s work and found a robust food scene. They loved frequenting the farmer’s markets every week and making connections with other growers, including some friends that ran an aquaponics program for veterans. Mary began growing for a CSA box program with the Lake County Health Department during this time.
In 2016, they arrived back in Newburgh and wondered if it would be possible to make a living off the land. Could they turn the current orchard, garden plot, and grape arbor into something profitable? The idea grew, and they decided to find ways to make it happen. The Winsteads turned again to the SBDC for advice and a business plan. This time they met with Julie Folz, and she was able to help them think long term and plan for the future. Many USDA and agriculture grants depend on having a business plan. “The advice kept us grounded,” says Mary.
When the Indianapolis-based online food ordering and delivery service Market Wagon pulled out of Evansville in late 2021 and Elbert’s Natural Food Market closed in 2022, they needed a new way to bring fresh produce to consumers. Roger and Mary formed a partnership with Tim and Kristi Schultz of Evansville Countryside Orchard and real estate developer Scott Anderson, and the Local Source online market idea was formed. Initial funding came from the Greater Evansville Relief Fund program - GERF.
With the funds secured and community support around them, they were able to launch Local Source in April 2022. The Local Source format benefits both consumers and producers, says Mary. Consumers are able to pick a variety of fresh products from local farms all over the area. Farmers, bakers, and homesteaders big and small can participate, as they don’t have the burden of purchasing equipment and signage to set up a farmer’s market stand. They can focus on their product and deliver goods to a central pickup location each week. Local Source staff are tasked with packaging the goods and labeling for consumer pickup. They also offer delivery for an added fee. They currently have around 29 producers selling on the site.
Mary says the hardest part is getting the word out to consumers and bringing in new producers. They have partnered with Urban Seeds and Bedford Collab to promote local food businesses. Attending farmer’s markets, creating social media content and email campaigns are another way to connect the community. Almost 100% of Beautiful Edibles products are sold through Local Source to wholesale or retail consumers. They are thankful for wholesale customers such as Pangea Kitchen and Copper House who are willing to buy local, seasonal produce for their restaurants.
Over the years, Julie has kept them updated on funding and programs connecting them with partners in the community. The Warrick County Economic grant was recommended to help support hiring and expansion for the farm in 2022. They also met to explore value-added product development as a way to preserve and monetize fresh produce losses. Julie says, “I always enjoy meeting with Mary and Roger; they are so knowledgeable and passionate about food and farming. They are also proactive with seeking resources and collaborators. Their farm is something truly special here in Southwest Indiana where we see so many large soy and corn fields.”
In 2023, Julie referred them to the Indiana Technical Assistance Program (INTAP) program. Very precise technical processes are required to bring new food products to a mainstream market. After challenges with developing a product plan and brand they contacted Andrew Fry of American Product Packaging in Indianapolis. His business had offered assistance to Indiana Grown members for product development and co-packing services. After being awarded the INTAP grant, Andrew said, “I’m excited to collaborate with a small farm as part of a pilot program to provide expertise and technical assistance to Indiana businesses.” This project is still moving forward with a focus on new future wholesale products.
The Winsteads are proving that farming can be an enjoyable and profitable business. Sharing their knowledge with aspiring farmers from the younger generation through workshops with Ag Tech students at USI or community events is a privilege they embrace frequently. Working with local and state agencies or partnering with Purdue for research projects and education initiatives fills a busy farm life and gives back to the community that supported them on their journey.
Please visit https://localsourceswi.com/ to shop this week’s selection of fresh, healthy, locally grown and produced food, and visit https://beautifulediblesgrow.com/ to learn more about Roger and Mary’s farm.