Cherie and the Cheriecast

One of the highlights of my life, let alone my Nuffield Scholarship was staying with Cherie in Michigan.
Cherie started her own podcast after her husband was killed last year, the podcast takes a frank look at how life changes after losing a spouse, working when one should be retired, dealing with aging parents and a host of other subjects people face on a daily basis. Its aim is to reach out for people and help people cope and share the experiences. The Cherie life story is pretty traumatic on times but her strength of character is a complete inspiration, along with her sense of humour, and her faith.

After Bob was killed when his truck was hit by a train, Cherie had to continue running the grocery delivery business. However, this is no ordinary veggie box scheme, or mobile grocer. Cherie and Bob built probably the most niche market you can think of in produce.

Cherie supplies produce to the Amish community in Northern Indiana. This business supplies the Amish community exclusively rather than the non Amish. Here is a profile of her niche customer base.

• The Amish appreciate good food and fresh produce rather than the processed food in the supermarket
• The average order value of a drop to an Amish family is probably quadruple what you would expect to deliver on a veggie van here in the UK because they have the skills and enthusiasm (and time) to "can" product - to us in the UK they preserve peaches and make sauces and jams in jars. This saves them a lot of money, in fact we had to source frozen fruit and it was 12 times more expensive than the fresh when it was in season!
• The climate means that the growing season is limited and so extra produce has to be bought in from somewhere and as The Amish rely on horses and a horse practically can only travel a two way 30 mile round trip in a day it makes sense to rely on a delivery van.

Cherie has built her business on personal relationships with folks in a naturally private community. Her enthusiasm is contagious, and the customers have ended up being completely supportive to her on a personal level since Bob died and been patient and adaptable.

Cherie's marketing meets her customers' needs. She provides a simple list and will source product specially. She is welcoming and friendly, efficient and offers advice on what fruit to use for what use. I loved being on the van and the Amish folk were so welcoming.

More about the Amish shortly but in the meantime listen to Cherie telling the World on her podcast how she cleaned the house ready for me to stay !!!! By the way it was immaculate Cherie, I thank you!

Comments

[Anna Farmery]

I know what you mean about Cherie as she has an infectious happiness, not dissimilar to a Hereford woman I know.... I love the way that her son Todd and her have used podcasting together as a way of releasing those emotions.

If someone had said you would visit an Amish community on a social media tour....there are those who would have said " Are you mad? Go to Silicon valley!" But social media is all about conversations and conversations are made of stories...