446:. The farm was part of a $ 300 million 1,500-acre (6.1 km) project that was to raise fruits, vegetables and herbs, as well as lamb, venison, fish, duck, quail, pheasant, mushrooms, honey, and Christmas trees. The harvest was supplied to Domino's franchises in the Michigan area and to its employees through a Clientele Membership Club.
563:. Edited by George DeVault. Emmaus, PA: Regenerative Agriculture Association; distributed by Rodale Press, 1987. xi, 180p. This volume is a compilation of lecture materials and the many experiences that Dr. Whatley had with some of his many practitioners, together with previously published articles from
304:
Whatley counseled farmers to put greater emphasis on marketing and identifying high-value crops and enterprises that are more profitable on smaller units of land, and, most of all, to pay greater attention to their farm's internal resources to their benefit. By internal resources, Whatley meant the
462:
agriculture departments "are pushing diversification, relying on traditional marketing outlets like farmers markets and cooperatives. That just won't work. Small farmers simply can't afford to pick, grade, wash, package and haul their produce maybe 100 miles or more to market, yet that's exactly
466:
Tom
Monaghan realized all that immediately. He is no dummy when it comes to marketing. Excellent marketing is what helped him build Domino's Pizza into a $ 2 billion-a-year business with some 3,800 stores in seven countries. One of the things that he quickly realized during his first year in the
291:
Around 1970, Dr. Whatley, who started his professional career at
Tuskegee, began championing "smaller and smarter" as a successful strategy for small farmers, rather than competing for the same market as large farmers, and going broke in the process. Small farmers, he advised, should not raise
414:
in the 1980s. To further expand his audience and to deliver his message for turning a small farm into a profitable enterprise, Whatley traveled extensively in the US and overseas, giving training seminars and sharing his ideas. Many of his ideas appeared over time in
520:
for small- and medium-sized farmers around the world. However, his fight with the US agriculture establishment was ongoing, as he believed that USDA and land grant colleges continued to push big farm policies on the small farmer who could ill-afford their programs.
296:
such as grains, but should instead raise higher-value crops such as berries and grapes and market them to a loyal group of customers (target: 1,000), who would harvest the crops themselves and pay for the privilege of doing so as members of a
197:
for small farmers made greater use of the internal resources that a farm produced and, therefore, when properly managed would provide a more sustainable livelihood. Regenerative agriculture has a long history and can be traced to the
340:
Producing at least 10 different products (agricultural and/or artisanal) on a year-round basis that are supported through a
Clientele Membership Club (CMC), and operating in a county-wide area with a population of at least 50,000
270:
to provide safe, nutritious foods for the US troops stationed there. After completing his military service, and encouraged by the scientist who interviewed him for his assignment in Japan, Whatley enrolled at
449:
While many in the agriculture establishment could not relate to
Whatley's "the farm as enterprise" philosophy, Monaghan and Whatley were instant comrades. Whatley described the relationship in this manner:
508:
Throughout his career, Whatley presented practical, positive entrepreneurial options for small farm operators that included production diversification, organic farming practices, farm
442:
about
Whatley's plan to help small farmers make big money he called to ask him to develop a 100-acre (0.40 km) PYO corporate farm ecosystem at Domino's World Headquarters in
402:
Upon retirement from academia, Whatley focused on promoting his system of small-scale farming, quickly becoming a nationally known expert and an inspiration to readers of
762:
595:
377:
Be located on a hard-surfaced road within a radius of 40 miles of a population center of at least 50,000, with well-drained soil and an excellent source of water.
305:
land and its soil, "the sun, air, rain, plants, animals, people, and all the other physical resources that are within the immediate environment of every farm."
561:
Booker T. Whatley’s
Handbook on How to Make $ 100,000 Farming 25 acres (100,000 m): With Special Plans for Prospering on 10 to 200 acres (0.81 km)
190:
for small farmers either as a separate business from a PYO operation or in conjunction with it. Today, PYO (or u-pick) farms are a worldwide phenomenon.
512:
products and innovative, direct marketing schemes. These sustainable alternatives have grown and flourished over the last two decades, being adopted by
941:
931:
251:
484:
Whatley is among the modern pioneers of sustainable farming. As Jeff Helms wrote of him in 2005 that he was a man 30 years ahead of his time:
853:
782:
743:
926:
471:
Dropping small pizzas caused an almost immediate 50 percent increase in his sales. Almost the same thing happened when he eliminated
946:
936:
513:
797:, a publication of the Alabama Farmers Federation, 2 Nov 2005; Whatley, ibid., Chapter 11: The Ultimate Small Farm, pp. 153-161.
901:
570:
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It takes as much time to make a small pizza as it does to make a large one, and it takes just as long to deliver a small pizza.
873:
759:
695:
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and goat cheese production. What’s even more astounding is that he was advocating many of these ideas in the 1960s and ’70s.
896:
650:
820:
186:(PYO), a customer harvesting operation managed by farmers and growers. He also popularized the concept of subscription
831:. Beltsville, MD: United States Dept. of Agriculture, National Agricultural Library, ; updated and expanded, May 2007.
687:
921:
730:
639:
489:
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by M. E. Swisher and James Sterns, The
Institute of Food and Agricultural Sciences, University of Florida; and
410:
916:
71:
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Consist of compatible, complementary crop components that earn a minimum of $ 3,000 per acre annually.
337:
Creating a biodiversified PYO (pick-your-own or U-Pick) farm between 10 and 200 acres (0.81 km);
790:
283:, which he completed in 1957. He later earned a law degree from Alabama A&M University in 1989.
203:
194:
173:
850:
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in the early part of the 20th century, as well as Carver's scientific contributions regarding the
829:"Tracing the evolution of organic/sustainable agriculture: a selected and annotated bibliography"
438:
318:
156:
140:
42:
199:
459:
657:
by
Katherine Adam, Radhika Balasubrahmanyam, and Holly Born. ATTRA Publication #IP113, 1999.
596:"A farmer-philosopher's story confounds expectations about Islam and outsiders in the South"
425:, which reached about 20,000 subscribers in fifty states and twenty-five foreign countries.
392:
Be covered by a minimum of $ 250,000 worth ($ 1 million is better) of liability insurance.
911:
906:
671:
501:
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and the biological regeneration of soils in the southern United States where he introduced
828:
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Among the several plant varieties that
Whatley created, the following are representative:
8:
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247:
207:
148:
144:
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60:
497:
472:
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Be 'weatherproof', at least as far as possible with both drip and sprinkler irrigation.
272:
81:
729:
Whatley, ibid., Part I: The Theory, pp. 1-8. The CMC is similar to the USDA supported
433:
404:
243:
219:
160:
694:, Special Collections Department, Iowa State University Library, 1998; Mary Bellis,
750:, July/August 1988 (This article further elaborates on Dr. Whatley's commandments.)
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179:
500:, veneer-grade hardwood stands, on-the-farm bed and breakfasts, direct marketing,
857:
824:
766:
691:
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Shun middlemen and middlewomen like the plague, for they are a curse upon thee.
293:
211:
815:
890:
600:
322:
215:
183:
720:
Robert Rodale, "Your Farm is Worth More than Ever," in
Whatley, ibid., p. 9.
684:
539:
517:
429:
280:
91:
One of the pioneers of sustainable agriculture in the post-World War II era
246:
as the oldest of his parents' 12 children, Booker T. Whatley received his
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187:
114:
263:
259:
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276:
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in the post-World War II era. He also aimed to "generate an agrarian
532:
231:
791:"Dr. Booker T. Whatley: His Seeds and Ideas Are Still Taking Root"
542:
varieties, including the popular yellow-meated Carver sweetpotato;
488:
Almost 20 years ago, Whatley was writing about U-pick operations,
313:
The Whatley Diversified Plan for Small Farms, which he adopted as
152:
496:, rabbit husbandry, farmer-owned hunting preserves, kiwi vines,
223:
827:, Volume 6 - Chapter VII; Mary V. Gold and Jane Potter Gates,
862:
1999 Agricultural Marketing Outreach Workshop Training Manual
817:
Future Horizons: Recent Literature in Sustainable Agriculture
380:
Produce only what they clients demand—and nothing else!
267:
516:
and several states. Today, they currently provide important
344:
Marketing to CMC members for 40% of supermarket pricing; and
559:
Booker T. Whatley (1915–2005) and the Editors of New Farm,
455:
227:
564:
417:
371:
Have a guaranteed market with a Clientele Membership Club.
330:
674:: Regenerative Agriculture Association, 1987. 180 pages.
463:what the so-called experts are telling them to do.
888:
351:Whatley's broader philosophy is summarized in
166:
637:"An Overview of Small Farm Direct Marketing"
218:methods in combination with the planting of
254:. Upon graduation, he was drafted into the
874:"The Small Farm Plan By Booker T. Whatley"
353:"The Guru's" (Dr. Whatley) 10 Commandments
633:The Legal Guide for Direct Farm Marketing
436:, Inc., was so inspired after reading in
374:Provide year-round, full-time employment.
685:"The legacy of George Washington Carver"
942:21st-century African-American academics
932:20th-century African-American academics
889:
668:How to Make $ 100,000 Farming 25 Acres
535:(named after Lottie, his second wife);
851:"Diversifying Your Farming Operation"
731:Community Supported Agriculture (CSA)
490:community supported agriculture (CSA)
365:Provide year-round, daily cash flow.
773:, Volume 10, Number 3, 1988, pp. 22.
262:, where he was assigned to manage a
622:Whatley, Ibid., pp. 16−18, 118−124.
308:
13:
432:, founder and former president of
171:Dr. Whatley is best known for his
147:) was an agriculture professor at
14:
958:
333:, involves four core components:
927:Agriculture in the United States
789:, July/August 1988; Jeff Helms,
479:
947:21st-century American academics
937:20th-century American academics
867:
843:
834:
809:
800:
776:
753:
635:. Drake University/SARE, 1999;
553:
423:Small Farm Technical Newsletter
783:"Booker T. and the Pizza King"
744:"Booker T. and the Pizza King"
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705:
677:
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625:
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397:
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16:American agriculture professor
1:
902:People from Anniston, Alabama
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368:Be a pick-your-own operation.
143:– September 3, 2005 in
321:) from his association with
252:Alabama A & M University
237:
72:Alabama A & M University
7:
897:Tuskegee University faculty
760:"Book Review by Lyn Frazer"
250:degree in agriculture from
242:Raised on a family farm in
174:regenerative farming system
167:Regenerative farming system
10:
963:
742:Whatley, ibid., pp. x-xi;
711:Whatley, ibid., pp. 22-28.
700:About.com Inventors Series
696:"George Washington Carver"
411:Organic Gardening Magazine
193:Whatley believed that the
467:pizza business was this:
299:Clientele Membership Club
130:
120:
110:
103:
95:
87:
77:
67:
49:
28:
21:
922:African-American farmers
315:regenerative agriculture
204:George Washington Carver
195:regenerative agriculture
178:in combination with the
806:Whatley, ibid., p. 154.
571:"The Plowboy Interview"
565:'The New Farm Magazine'
439:The Wall Street Journal
319:sustainable agriculture
220:nitrogen-fixing legumes
157:sustainable agriculture
141:Calhoun County, Alabama
43:Calhoun County, Alabama
631:see Neil D. Hamilton,
506:
477:
395:
363:
335:
200:agricultural extension
849:Owusu Bandele, Ph.D.
486:
452:
418:The New Farm Magazine
360:Thy small farm shalt:
357:
139:(November 5, 1915 in
917:Farmers from Alabama
672:Emmaus, Pennsylvania
473:submarine sandwiches
666:Booker T. Whatley,
444:Ann Arbor, Michigan
421:and in his monthly
208:Tuskegee University
155:, and a pioneer of
149:Tuskegee University
145:Montgomery, Alabama
125:Tuskegee University
61:Montgomery, Alabama
856:2007-08-11 at the
823:2008-01-12 at the
765:2006-09-12 at the
690:2008-01-19 at the
653:2008-02-28 at the
648:"Direct Marketing"
642:2008-05-10 at the
575:Mother Earth News,
498:shiitake mushrooms
460:land grant college
273:Rutgers University
82:Rutgers University
878:Mother Earth News
787:Mother Earth News
748:Mother Earth News
604:. 1 December 2015
502:organic gardening
405:Mother Earth News
244:Anniston, Alabama
137:Booker T. Whatley
134:
133:
105:Scientific career
53:September 3, 2005
23:Booker T. Whatley
954:
881:
880:, May/June 1982.
871:
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771:Southern Changes
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545:15 varieties of
475:from his menu."
347:Yield a profit.
327:Rodale Institute
309:The Whatley Plan
180:direct marketing
56:
39:November 5, 1915
38:
36:
19:
18:
962:
961:
957:
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887:
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858:Wayback Machine
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825:Wayback Machine
814:
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767:Wayback Machine
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692:Wayback Machine
683:Toby Fishbein,
682:
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655:Wayback Machine
644:Wayback Machine
630:
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621:
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607:
605:
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584:
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494:drip irrigation
482:
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311:
294:commodity crops
289:
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169:
163:middle class".
78:Alma mater
63:
58:
54:
45:
40:
34:
32:
24:
17:
12:
11:
5:
960:
950:
949:
944:
939:
934:
929:
924:
919:
914:
909:
904:
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883:
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866:
864:; Helms, Ibid.
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676:
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624:
615:
586:
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577:May/June 1982.
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434:Domino's Pizza
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88:Known for
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59:
57:(aged 89)
51:
47:
46:
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30:
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2:
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601:The Economist
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518:niche markets
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480:Contributions
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454:Although the
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323:Robert Rodale
320:
317:(a method of
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216:crop rotation
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184:pick-your-own
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44:
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27:
20:
877:
869:
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860:in the USDA
845:
840:Helms, Ibid.
836:
816:
811:
802:
794:
786:
778:
770:
755:
747:
738:
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716:
707:
699:
679:
667:
662:
632:
627:
618:
606:. Retrieved
599:
590:
574:
560:
554:Publications
540:sweet potato
529:Foxxy Lottie
528:
523:
507:
487:
483:
468:
465:
453:
448:
437:
430:Tom Monaghan
427:
422:
416:
409:
403:
401:
359:
358:
352:
350:
314:
312:
303:
298:
290:
281:horticulture
241:
202:work of Dr.
192:
172:
170:
136:
135:
121:Institutions
104:
55:(2005-09-03)
912:2005 deaths
907:1915 births
510:value-added
398:Later years
287:Early years
258:during the
188:buyers club
182:concept of
115:Agriculture
891:Categories
608:2 December
582:References
341:residents;
275:to earn a
264:hydroponic
260:Korean War
222:, such as
35:1915-11-05
795:Neighbors
547:muscadine
428:In 1985,
277:doctorate
256:U.S. Army
238:Education
68:Education
854:Archived
821:Archived
763:Archived
688:Archived
651:Archived
640:Archived
533:cultivar
458:and the
331:New Farm
266:farm in
232:soybeans
567:. 1987.
549:grapes.
224:peanuts
153:Alabama
733:today.
531:grape
325:, the
230:, and
111:Fields
99:Lottie
96:Spouse
538:Five
268:Japan
161:black
610:2015
514:USDA
456:USDA
408:and
329:and
248:B.S.
228:peas
50:Died
29:Born
279:in
206:at
893::
876:,
793:,
785:,
769:,
746:,
698:,
670:.
598:.
573:,
492:,
355:.
301:.
234:.
226:,
151:,
702:.
612:.
176:,
37:)
33:(
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