Mumm’s Sprouting Seeds has come a long way from the kitchen table of a small family farm.
Jim and Maggie Mumm started an organic farm near Shellbrook, Sask., in 1972. They raised livestock and devoted a few acres to crops, including alfalfa.
Over time, the Mumms found demand for their alfalfa seeds growing, primarily among customers who were buying them for sprouting. Alfalfa sprouts contain saponins, said to lower bad cholesterol and are high in anti-oxidants.
In 1982, they started Mumm’s Sprouting Seeds.
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Sales continued to grow, requiring the Mumms to hire a few employees to help manage the workload.
The business had outgrown its humble roots by the start of the 2000s, and a former curling rink in Parkside, Sask., was converted into warehouse space to meet the burgeoning needs of the enterprise.
“Seeing it go from just Mom and a couple other people working at the kitchen table, and my dad out in the field to about 10 employees in their facility now has been really interesting,” said daughter Lisa Mumm, who grew up around the sprouting operation and describes herself simply as “part of the family team.” The business eschews formal titles.
Over the last 10 years, the company has diversified into selling smaller volumes of seed rather than just large bulk orders. It has seen substantial growth in its sales of retail-sized quantities through a website at www.sprouting.com.
Adapting to the pressures of online sales has been an ongoing challenge, Lisa said.
Her father designed the website on a limited budget with no previous experience, teaching himself as he went along.
In a dramatic demonstration of just how important a well set-up website can be, a redesign of the company’s web page last year led to a 300 percent explosion in retail sales.
The company sells 400 tonnes of seed a year. Large container shipments still account for about half of all sales, with another 30 percent of sales going to health food and organic grocery stores and online retail sales making up the rest.
Sales have doubled in the past years, which Lisa said is partially because of the robust growth of the company’s online retailing but mainly because of careful management.
She said the company has occasionally resisted calls to expand away from its core business, fearing such a move would water down its brand.
“Having a specialized product is important. People know that’s what we offer. They may not know what a sprouting seed is, but they know that’s what we’re selling.”
Mumm also stressed the value of customer service.
Relationship building can be a long process, and it doesn’t always yield fruit immediately.
For example, the company organizes workshops to educate people on the benefits of sprouts and organic farming.
“We’ve spent a lot of time in these areas and not necessarily seen it translate into direct sales,” she said.
Even if they don’t make a sale on the spot, the workshops foster interest in Mumm’s products, which creates long-term gains for the company.
While it’s nice to have a successful and growing business, she said maintaining a positive family relationship has always been the biggest priority.
“It’s a lot of involvement together as a family, a lot of critical decisions that go beyond regular family life to make together as a team, so (we do) our best to work together and not get on each others nerves, and have a good laugh.”
