We were lucky to catch up with Wendy Heiss recently and have shared our conversation below.
Wendy, thanks for joining us, excited to have you contributing your stories and insights. Often outsiders look at a successful business and think it became a success overnight. Even media and especially movies love to gloss over nitty, gritty details that went into that middle phase of your business – after you started but before you got to where you are today. In our experience, overnight success is usually the result of years of hard work laying the foundation for success, but unfortunately, it’s exactly this part of the story that most of the media ignores. Can you talk to us about your scaling up story – what are some of the nitty, gritty details folks should know about?
When my husband, daughter, and I started our micro dairy business at Raspberry Lane Ranch, we had no grand plans of commercial success. We began with a single cow, hoping to enjoy the benefits of raw dairy for ourselves and our close family. However, our love for cows turned into a bit of a cow-collecting mission, and soon we were swimming in milk. Making cheese and yogurt quickly lost its charm, and we found ourselves with more milk than we could consume. That’s when the idea struck us: why not share this raw milk goodness with others?
Our journey began in earnest when I stumbled upon REKO markets and met Brecca, who runs our local Treasure Valley area markets. She was incredibly welcoming and was in need of another raw milk vendor. From our first few markets, meeting the customers and hearing how much they loved our sweet milk, I was hooked. Now, our milk is so popular that there are times when there’s none left for our own fridge!
However, scaling up a dairy is not as simple as just buying another cow. It’s expensive and comes with risks like diseases. We opted to buy young heifers and grow them out, a process that takes time and doesn’t always pan out. This season, we had significant issues with our two first-time calvers, and neither added to our salable milk supply. To overcome these challenges, we maintained good communication with our customers, scaling back what we initially thought we could fulfill in ongoing orders. It’s tough to turn customers away, but it’s working with the customers that I truly love.
Our growth strategy has always been about building relationships and delivering a quality product. The pivotal moment for us was simply getting out there and connecting with people. Our 2024 spring calving season didn’t go as planned, but we’ve managed to keep filling orders with just one cow, who has been a trooper, giving us gallons of milk each day. Communication with customers hasn’t always been perfect, but I’m grateful for their understanding as we navigate the complexities of jar deposits, rising costs, and supply issues.
One of our significant milestones was achieving sales of more than 10 gallons in a single day. That accomplishment was incredibly exciting and drives us to keep mucking out stalls and washing bottles. Our business has impacted the local community by providing a direct, local supply of quality dairy products. There’s no shorter food chain than our customers picking up milk from our porch. We’ve also committed to using reusable glass jars, which support the quality of our product and are environmentally friendly.
Today, our business looks very different from when we started. We’ve moved from milking in a dirt stall out in the weather to a beautiful barn that keeps us out of the elements. Our separate milk kitchen, dedicated solely to milk processing, ensures everything is sanitary. Upgrading to a bulk chiller improved the quality of our milk with faster chilling and made filling jars more sanitary and efficient.
Looking ahead, we hope the 2025 calving season brings us up to five cows in milk. We’re also aiming for a prestigious certification that will showcase our top-notch practices. Running this micro dairy out of our home has allowed me to keep a close eye on the cows multiple times a day. We’ve overcome significant challenges, like bringing a first calf heifer back from near death with the help of our vet. The journey has made me much more resilient than when we started.
To others looking to scale their businesses, my advice is to learn from your mistakes. Obstacles may prevent you from reaching your goals this year, but don’t give up on the goal—just change the route. It really is a journey, one that we are so glad to be on.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
About Myself: Hello! My name is Wendy Heiss, and together with my husband and daughter, we run Raspberry Lane Ranch in Kuna, Idaho. We started our micro dairy business out of a desire to provide our family with fresh, raw dairy products. What began with just one cow has grown into a thriving business fueled by our love for cows and high-quality dairy.
How We Got Into the Business:
Our journey into the dairy business began modestly. Initially, we only wanted raw milk for ourselves, but we soon found ourselves with more milk than we could consume. This led us to join the REKO market, where we met Brecca, who welcomed us warmly and was in need of another raw milk vendor. The positive feedback from our first few markets hooked us, and we decided to expand our business.
Our Products and Services:
At Raspberry Lane Ranch, we offer raw cream-line milk and pasture-raised eggs, beef, and pork. Our raw milk is rich in beneficial bacteria that promote gut health and overall well-being. All our products are produced with a commitment to animal welfare and sustainable farming practices.
Solving Customer Problems:
Our customers often struggle to find fresh, local, raw dairy products. We solve this problem by providing high-quality raw milk directly from our farm, ensuring transparency and trust. Our cows are fed a non-GMO grain mix and are not fed soy to avoid potential phytoestrogens in the meat and milk. This diet supports the health of our cows, leading to higher quality products. We believe that “happiness just tastes better,” and this is reflected in the care we give to our animals and the quality of our dairy.
What Sets Us Apart:
What sets us apart is our unwavering commitment to quality and sustainability. Our cows are raised in a natural, stress-free environment, leading to superior milk quality. We also use reusable glass jars, which preserve the milk’s quality and are environmentally friendly. Additionally, our no-soy feeding practice ensures our products are free from potential phytoestrogens. Our close-knit relationship with our customers and personalized service further distinguish us from larger dairies.
Achievements and Pride:
One of our proudest moments was achieving sales of over 10 gallons in a single day, validating our hard work and the love our community has for our products. Our success is a testament to the dedication and passion we put into our work.
Key Messages:
Our micro-dairy is built on love for our animals, a passion for quality dairy products, and a commitment to sustainable practices. We want our customers to know that every bottle of milk they purchase supports a small, local business dedicated to ethical farming. Looking ahead, we are excited about the 2025 calving season and our plans to achieve a prestigious certification showcasing our top-notch practices.
Can you tell us about what’s worked well for you in terms of growing your clientele?
Our most effective strategy for growing our clientele has been building strong, personal relationships with our customers. From the beginning, we’ve focused on direct engagement through local markets like REKO, where we meet customers face-to-face and share our passion for raw dairy. This personal touch creates trust and loyalty, as customers appreciate knowing exactly where their milk comes from and how it’s produced.
Additionally, maintaining consistent communication has been key. We keep our customers informed about the challenges and successes of our micro dairy, fostering a sense of community and transparency. This approach has not only helped us retain customers but also encouraged word-of-mouth referrals, which are invaluable for a small, local business like ours.
Can you open up about a time when you had a really close call with the business?
Running a micro dairy comes with its share of challenges and close calls. One of the most harrowing experiences we faced was during the 2024 calving season. Our cow Fairy calved successfully, but within hours, she went down with a mysterious illness that wasn’t milk fever or anything simple. She was lethargic, had a high fever, and was refusing to eat. We worked tirelessly at her side, trying to keep her energy up with food and water, uncertain if she would make it through.
The battle with Fairy’s illness lasted almost a week, a week filled with sleepless nights in the barn, experimenting with various treatments. There was one particularly harrowing night when we feared we might lose her. But then, it was as if the universe aligned, and after an agonizing 12-hour wait, she began to show signs of improvement. Fairy pulled through, but her milk supply hasn’t fully returned to its potential. Yet, she has enough to nourish her strong, healthy calf—a heifer, no less! We had grand plans for her milk, but in the end, we’re just thankful to still have her as a cherished member of our herd.
These moments of crisis have tested our resilience and commitment to our animals and business. They remind us of the unpredictable nature of farming and the importance of perseverance and care. Despite the setbacks, such experiences have strengthened our resolve and our bond with our animals and community. They have also taken a toll on our emotions, with sleepless nights and constant worry, but the joy of seeing Fairy recover has made it all worth it.
Contact Info:
- Website: www.raspberrylaneranch.com
- Instagram: @raspberrylaneranch
- Facebook: https://www.facebook.com/profile.php?id=100093359247929