Podunk Popcorn

Lisa Nichols Photo

38 CT Food & Farm / Fall 2016

By Dan Dzen

Photos by Winter Caplanson & Lisa Nichols

Lisa Nichols Photo

40 CT Food & Farm / Fall 2016

I’m not your average 20 year-old.

I don’t watch sports and I don’t play video games. There is one thing I am passionate about: popcorn.

My family has been farming in South Windsor since the 1930s. We’ve raised dairy cattle and grown tobacco, potatoes, strawberries, blueberries, raspberries, and Christmas trees. Over the years, we’ve moved farther away from commodity crops and closer to specialty-branded farm products.

Growing up, I loved being on our farm. I followed my father and grandfather around on a daily basis learning life skills such as the value of a reputation and how to give a firm handshake.

I am the fourth generation of my family to continue to farm. I could have set my sights to take over my family’s business, Dzen Tree Farm, but instead, I wanted to have the experience of starting a new business from the ground up. In many ways, this was a rite of passage. Starting my own separate enterprise was a way to prove to the world that I wasn’t just “given” a farm, but that I could actually start one, much like my great-grandfather did during the Great Depression.

After failing to grow a harvestable crop of sweet corn for three consecutive years in middle and high school, I was afraid that maybe I hadn’t received the green thumb of the Dzen patriarchs, after all. Sensing

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Winter Caplanson Photo

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"Growing up, I loved being on our farm. I followed my father and grandfather around on a daily basis learning life skills such as the value of a reputation and how to give a firm handshake."

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my interest in growing corn, my dad suggested that I grow “a row or two” of popcorn like he had done as a kid. Before the day was over, I had located my Johnny’s Selected Seeds Catalog and ordered enough seed for one-half acre – far more than what he had recommended.

As autumn arrived and the corn stalks dried to a golden brown, I realized that I was about to harvest a bumper crop. I decided on the name Podunk Popcorn out of respect for the Native American tribe that settled this area of Connecticut. With a 1920s corn sheller and a few high school buddies, we processed the cobs and packaged the kernels into glass mason jars. Within two months of selling it at the Ellington Winter Farmers Market, I sold out. Podunk Popcorn was about to become a real business.

At the start, a lot of people thought this business idea was pretty crazy. Many said that I would never compete with the “big guys” like Orville Redenbacher. Others said that the popcorn was priced too high. Being underestimated made me want to try even harder. I quickly gained an underdog mindset, ready to take on the giants.

Today, I grow popcorn across three rented farms in South and East Windsors. All of the popcorn is processed on our farm, a business model that sets me apart from most in the popcorn industry. This system may not be the most profitable up front, but the increased popping volume, rich “corny” taste, and nearly zero percent un-popped kernels turn occasional popcorn eaters into loyal Podunk fanatics.

I’ve slowly upgraded my equipment to be more efficient, yet still produce exceptional-quality popcorn. The original hand-crank corn sheller has been replaced by an electric sheller and cleaner; the cobs are harvested with an ear picker instead of a combine to protect the kernels’ outer shell. The majority of Podunk Popcorn is still sold in glass mason jars. I’m blessed to have more than 32 retail stores (increasing monthly) that stock their shelves with Podunk Popcorn.

Growing popcorn, however, is not all that I do.

I am currently a junior studying agricultural business at the State University of New York at Cobleskill. My dad likes to refer to me as a “commuter student,” although I go to school two and a half hours away. This comes from how I aggressively schedule my classes so that I have

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Lisa Nichols Photos

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Lisa Nichols Photo

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Lisa Nichols Photo

" Being underestimated made me want to try even harder. I quickly gained an underdog mindset, ready to take on the giants."

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Fridays and sometimes Mondays off. Scheduling this way allows me to study hard for a few days, then make it home before sunrise on Friday to run my business for another few.

Part of the reason I love the college atmosphere is because I get the chance to mingle among experts. Yes, I am that guy who asks too many questions and stays after to talk to the professors. We’ve even done case studies on my business in some of my classes.

Running Podunk Popcorn 150 miles away would be nearly impossible without my smartphone and laptop. Through them, I can run almost every aspect of my business – except for the field work.

Despite my appreciation for technology, many know me as an old soul. For example, I carry a “Field Notes” notebook in my back pocket to record business ideas or to-do lists. I’m a major history buff and a sucker for any story that begins with “back in my day.” The majority of my farming equipment, including my 1965 Ford flatbed truck, is at least 30 years old.

When it comes to marketing and promotions, I follow the Golden Rule: I don’t market to anyone in a way that I wouldn’t appreciate myself. I refuse to send blast promotional e-mails because I know they are an annoyance for a lot of people. I send handwritten Christmas cards to all of my retail stores and each online popcorn order gets a personalized, longhand thank-you note in every box. My personal cell phone number is printed on each jar; I make my social media posts educational and behind-the-scenes in order to provide value for the customers who take the time to follow me. In this age of technology, patrons are starving for more human interaction and intimacy, and less clutter and noise. It’s much easier to sell more to existing customers than it is to find new ones.

Connecticut-grown specialty grains, in my opinion, are the most underdeveloped agricultural products in the State. I’m beginning to reach out to the brewing and baking industries in-state. Many are looking for a local grain supplier, and I believe I am well-positioned to fill that niche. This year, I grew a trial plot of oats for Karen Gauvain of Pure Love Granola in Simsbury. Karen has been giving me guidelines of what she’s looking for, and I’m doing my best to grow and mill the

Lisa Nichols Photo

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Lisa Nichols Photos

Lisa Nichols Photo

Lisa Nichols Photo

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" This year, I grew a trial plot of oats for Karen Gauvain of Pure Love Granola in Simsbury. Karen has been giving me guidelines of what she’s looking for, and I’m doing my best to grow and mill the crop to her standards."

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crop to her standards. This is a multi-year venture that’s really exciting for us. I’m also experimenting with rye, buckwheat, and barley.

Despite the excitement I get from all this, it’s still hard to balance it all. To avoid burning out before my 21st birthday, I’ve made some lifestyle changes that will ensure I can stay in this business for the long haul. Sleep, diet, and exercise are all things that young entrepreneurs struggle to maintain, but I’ve begun to put them on the top of my list of priorities. I’ve realigned my business goals from rapid growth to sustainable improvement and I block out time each day for reading and reflection. My girlfriend and I hold mini-meetings on Sunday nights to plan our week to ensure that we get time together, too.

Lisa Nichols Photo

Nonetheless, I love entrepreneurism and I would encourage anyone who is interested in it to give it a shot. My advice for entrepreneurs and farmers is to pace yourself, make time to read, and ask questions whenever you can. Actively seek out the industry leaders and become friends with them. Guard your image with your life. Social media will decide your image for better or worse, so stay focused on perfecting your product. Be cautious of shiny new opportunities that distract you from your core competencies. Don’t give a sales pitch; tell your story. Everyone loves an underdog.

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Lisa Nichols Photo

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