Appalachian Botanical Co.
Finding an "Ally" to Aid the Grant Funding Journey
Sandra Yerges
For a crop farmer, a breath of fresh air can be enjoyed every day out in the fields. These are times, however, when operational aspects of a business cloud what truly brings producers that weightless feeling. Even when challenges arise, there are aid opportunities that have the potential to bring freshness back to growing businesses, one of which is the Value-Added Producer Grant (VAPG).
Having received the grant in 2022, Jocelyn Sheppard, founder of Appalachian Botanical Co., understands the relief that comes from utilizing outside funding to support her gardening endeavors. She is no stranger to the outdoors as her value-added lavender company is located in the picturesque state of West Virginia. Although postsecondary academics made up a large portion of her early career, she later found her footing in the agricultural field because of it.
“It was on that path that pulled me into lavender,” she explained.
Taking her previously discovered findings about the opportunity offered by abandoned mine land and how that correlated to the growth of lavender, Jocelyn began Appalachian Botanical Co. in 2018. While transforming her scholarly finding into her entrepreneurial mission, she founded this business with the idea of benefiting coal-mined land through lavender farming. She has since desired to see strength for the earth’s future that matches the resilience of the plants that continue to grow there.
Furthermore, Jocelyn has always tried to prioritize supporting a local community that has often been overlooked. Her business thrives on its ability to not only farm but also create relaxing lavender products. These products would not be possible without the help of the farm’s employees, most of whom have managed hiring challenges in the past. The positions held by these staff members, which Jocelyn referred to as “second chance jobs,” are opportunities for “people who would otherwise struggle to find a decent paying job.”
Starting right from the growing stage, employees work to sustain and collect the lavender in the fields. Those working in the farm’s local fulfillment center then make a variety of self-care offerings with that harvest, including lotions and oils targeted to both men and women.
Despite having a wide open customer base, there are limitations when selling products in the beauty category. There has been an industry shift over the past few years where self-care has exploded in popularity. This boom has caused its own set of issues for newer producers like Jocelyn.
“Between our smallness going up against some very established brands and also launching sales in the heart of the pandemic when a lot of normal avenues were closed off to us, we started at somewhat of a disadvantage,” she admitted.
Based on how she approached that important start-up stage of her business, it was apparent this hindrance fueled her pursuit of success. One way she took this opportunity into her own hands was by opening her mind to external funding options. The VAPG was often a topic in conversations at agricultural events, and after some time, it became Jocelyn’s priority as well.
Outside of the substantial grant award opportunity, the VAPG was a fitting option for her because of the preliminary assistance she received from a USDA representative. Before she and her Chief Technical Officer even approached the application, Jocelyn found unwavering support from Abbey Ord, a West Virginia Rural Development staff member. Just as she suspected, Abbey stayed by their side to ensure they were covering the essential information in the application and kept their mindsets positive during that time of writing.
All of that teamwork translated into a plan ready to implement once the funds were granted. Because the operation had been established a few years earlier, there were substantial business-related charges that came along with having a more seasoned business. This made the grant even more beneficial for the farm as the funding kept it going during the trying times associated with growing.
There were plenty of costs covered by the VAPG, ranging from printer ink to keeping the business’ online shop operating. While the employees’ wages were being paid and provided the match as per the grant’s requirements, Jocelyn also took advantage of the grant reimbursements to fund her processing, packaging, and most importantly, promotions.
Like her experience in the application stage, she often referred back to Abbey during this post-award stage of the grant process. There were times when Jocelyn felt unsure of how to properly report her spending activity for the grant. Abbey’s support removed any feelings of isolation during the process.
“I felt like I had a real ally in making sure not only that we were getting the best results for our grant writing efforts but then also for accounting for ourselves once we were expending the money and seeking the reimbursement,” Jocelyn expressed.
It would be an understatement to say this grant experience was crucial for Appalachian Botanical Co. By directly supporting Jocelyn’s hands-on approach to marketing and creating more methodical public messaging, it allowed her to keep her focused on projects that would expand opportunities for sales. One of these pursuits included increasing her line of offerings in hopes of standing out amongst potential customers. For a company in a foundational phase of operation, strategic shifts like these can make a large impact.
“I know that VAPG helped us stay in operations in 2023, which would have otherwise been a super challenging year,” shared Jocelyn. “I think it was the difference between staying open and closing.”
Sustaining through this time has broadened Jocelyn’s awareness about her business’ capabilities as well as what it takes to be a grant recipient. For new farmers desiring a similar VAPG experience, she wants them to know that dedication is part of the process. This is increasingly important for producers who have been in operation for under two years as more is expected of them in the application process.
Because they have limited history to look back on, those who fall into this category must have a grant application that includes a data-driven plan projecting what their next few years might look like. Although this external assessment will help build a more promising application, it will also come with a greater expense to the producer when finding a consultant or firm to create it. Nonetheless, these careful planning steps can sprout the earliest beginnings of a future full of findings and funding.
In her current post-VAPG stage, Jocelyn has developed her own set of discoveries that have expanded her business for the better. By recently collaborating with Coalfield Development Corporation, a well-established and growth-centered community benefit organization in the area, her eyes have been opened to the employee assistance and agricultural possibilities provided by this partnership. Working with others has been a large part of Appalachian Botanical Co.’s journey thus far, and these connections will continue to enhance what is yet to come.
If you would like to follow Appalachian Botanical Co. on its journey or browse its selection of products, visit the company’s website at appalachianbotanical.com.
Photo Credits: Appalachian Botanical Co. holds the rights to all four photos.
