Podcast Summary: My Digital Farmer Podcast

Episode 348: Building a Values-Led Farm Business with Value-Added Products (Without Going Full-Time)

Host: Corinna Bench
Guest: Claire Trumner (Trumner Farms, Michigan UP)
Date: February 11, 2026

Episode Overview

This episode of My Digital Farmer Podcast spotlights how Trumner Farms has intentionally built a values-driven, part-time farm business, focused on creativity, value-added products, and maintaining balance without going full-time. Host Corinna Bench interviews Claire Trumner, an engineer-turned-farmer, who shares insights on developing a farm business rooted in sustainability, community, and personal fulfillment—debunking the notion that scaling up and going “all in” is the only path to meaning and profit in farming.

Key Discussion Points and Insights

1. Farm Background and Values

• Claire and her husband Matthew are both engineers who relocated to Michigan's Upper Peninsula during COVID, seeking a slower, intentional lifestyle.
• The farm is known for its extreme climate, mineral-rich soils (great for beets), and intentionally crafted, small-batch approach.
• Core values: Quality, sustainability, community, intentionality.

  “We're very intentional about sourcing our ingredients locally, sourcing them sustainably, organically whenever possible ... They can tell we're genuinely invested in our community.” – Claire (09:11)

2. Products and Unique Market Position

• Main product focuses: Sourdough bread and beets, with many artisan, value-added products (harissa, broths, jams, nuts, etc.).
• Creative process: Claire creates products she loves, often incorporating her Sicilian heritage and unique flavor profiles.
• Seasonal flow allows the farm to move energy between produce and preserved goods, fueling winter sales and variety.

3. Business Structure: Deliberately Part-Time

• Both remain active as engineers, with the farm designed to fit their lifestyle—not vice versa.
• The lack of pressure for profit in early stages preserved their love for farming and allowed organic business growth.

  “Farming is a lifestyle, it’s not just a job ... It absolutely did take off a bit of pressure in the beginning because we weren’t pressed to make profit initially—and that was really important to us.” – Claire (16:45)

4. Operations & Sales Channels

• Seasonal Production: Producing, canning, and freezing value-added goods throughout the growing season for fall/winter sales.
• Sales Outlets: Local farmers markets, an unattended farm stand (stocked 8am–8pm daily), and self-serve pickup boxes in nearby towns.
• Uses a farmhand apprentice (funded by grant) for on-farm support to manage production volume.

5. Customer Attraction and Brand Messaging

• Initial customer contact most often at farmers markets or through word-of-mouth and social media.
• Messaging and branding emphasize craftsmanship (e.g., details of sourdough production and ingredient sourcing) directly on signage and packaging.
• Gateway product: Sourdough bread, communicates farm values through its story and process.

  “People will just stand there and read it... If it says at the top in big, bold lettering, ‘What makes our sourdough special,’ which in a way is basically also saying, ‘What makes our farm special.’” – Claire (30:25)

• Atmospheric presentation (“people eat with their eyes”) and intentional branding foster intrigue and higher average order value.

6. Pricing, Upsells, and Customer Retention

• Sourdough is priced higher than market average, justified by process and ingredients. Customers drawn to values and taste accept the premium.
• Multiple varieties of beets and jams; creative signage like the “beetometer” helps customers experiment and cross-sell.
• No hard upsells—variety and quality create natural temptation, resulting in repeat business and larger orders.

7. Marketing Tactics and Channels

• Focus on authenticity and storytelling in all channels: signage, email newsletter, Instagram, word-of-mouth, and community engagement.

  “I talk more about my process through the newsletter ... I really try to instill my own experience into them and talk to my customers.” – Claire (46:53)

• Social media content is naturally captured, sharing moments of beauty and process, using poetic captions and farmhouse visuals.
• Website built with guidance from Taste the Local Difference to enhance user experience and brand clarity.

8. Personal Narrative and Leadership

• Deep personal connection to health, healing, and food authenticity influences the farm’s story and emotional resonance with shoppers.
• Transparency about struggles and values (in both farming and personal life) makes the brand relatable.

  “It's so deeply ingrained in you ... There's a different energy behind the pitch.” – Corinna (66:30)

9. Advice for Aspiring Value-Added Farmers

• Create what you personally love and use.
• Document your processes for consistency and scalable repeatability.
• Be patient and embrace trial and error—products evolve through iteration.
• “Focus on things that matter to you ... People can tell if you believe in it and if you use it yourself.” – Claire (65:59)

Notable Quotes & Memorable Moments

• On Not Needing to Go Full-Time:

  “I actually enjoy it this way ... We can always add more farming or add more engineering. Ideally not both at the same time.” – Claire (16:45)

• On Branding and Product Experience:

  “I think that people do eat with their eyes ... The packaging on our jams is very retro and simple, vintage. I feel like it brings to mind this sort of simple farm that's actually quite thoughtful.” – Claire (40:13)

• On Overcoming Perfectionism:

  “Understand that everything will be in flux no matter—sure, you can have your values, but how you accomplish them will be different from season to season ... That was frustrating for me in the beginning because I wanted to have everything nice and clean and packaged.” – Claire (61:32)

• On Authentically Connecting via Social Media:

  “People can tell that it’s very natural and honest because it is absolutely what is coming from my camera roll, what I’m seeing every day. It’s not super stylized ...” – Claire (56:46)

Timestamps for Key Segments

• [05:15] – Claire introduces her farm, origin story, and engineering background.
• [07:14] – Overview of products grown and sold (notably beets and sourdough).
• [10:08] – Explanation and philosophy behind value-added products.
• [13:10] – Division of roles between Claire (production) and Matthew (sales/building).
• [14:50] – The farm is deliberately not full-time and how it relieves business pressure.
• [20:01] – Walkthrough of a typical season: greenhouse, canning, preserving, sourcing.
• [22:18] – Sales channels: farmers markets, farm stand, trust-based pickup boxes.
• [25:00] – The “sales funnel” and first customer contact points.
• [29:15] – Sourdough as a gateway product and values-based marketing at farmers markets.
• [36:50] – Up-selling through variety, product signage, and natural selection.
• [43:45] – Content and storytelling in email/newsletter and social media.
• [49:35] – Bread varieties and bundling strategies.
• [53:30] – Biggest marketing challenges: time management and intention.
• [61:02] – Advice to her earlier self: accept flux, embrace evolving systems.
• [63:54] – Advice for aspiring value-added entrepreneurs.
• [66:57] – Claire shares future plans, including fostering children and its expected impact on her farm narrative.
• [69:02] – Claire's interview series, "Dish the Up", highlighting local food producers.

Conclusion

Claire Trumner’s story dispels the myth that you must scale up or operate full-time to create impact, profit, and fulfillment in farming. By leading with clear values, developing unique value-added products, and building a brand rooted in personal narrative and community, Trumner Farms has cultivated a loyal customer base—and a joyful, resilient business model. This episode is a powerful case study for farmers wanting to market creatively and mindfully, regardless of scale.