CREMONA, Alta. Ñ For many farmers, an off-farm job may involve working in the oil patch, driving truck or working at the local grocery store.
Dan and Jennifer Gunderson, who operate a cattle ranch in the foothills of the Rocky Mountains, haven’t followed the usual route. They have built a business importing clothing from New Zealand.
The couple was forced to find a new source of off-farm income in 2001 when the horse Dan was riding was hit by lightning. Jennifer and Dan, out for a ride, were almost back to the yard when lightning struck. Jennifer was thrown off her horse and was lying on the ground when she saw Dan’s horse drop to its knees.
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Jennifer thought Dan had only been knocked unconscious and phoned her sister for help, who in turned phoned her mother, a dispatcher for the local fire department, who alerted local ambulance and fire officials.
While Dan was lying in the field, ambulance staff inserted a breathing tube. The emergency medical helicopter flew Dan to the Foothills Hospital in Calgary, where he lay unconscious for more than a month.
“I don’t remember anything from that day,” said Dan, who was diagnosed with a traumatic brain injury.
After four months he was released from hospital, but still in a wheelchair. Part of the brain responsible for balance was damaged and Dan had to learn to walk and find his balance again.
“It’s like growing up all over again,” he said.
“I can do a lot, but it just takes longer and it does make me a lot more tired.”
Eventually Dan regained strength enough to be able to check cattle using an all-terrain vehicle and feed cattle with a tractor, but was unable to do a lot of physical activity on the 350-head cattle ranch they operate with Dan’s parents and his brother and sister in Cremona and Hudson’s Hope, B.C.
“He didn’t have the mobility to get around,” Jennifer said.
They came up with the idea of importing unique clothing made from a combination of wool and high tech fibres from New Zealand.
On two previous trips to New Zealand Dan had bought a lot of outdoor and work clothing not available in Canada for himself and as gifts for family and friends. Neighbours commented on the warm and durable clothing designed for New Zealand farmers and hikers.
“The neighbours came over and they really liked it. It wasn’t so bulky, but it was warm,” he said.
A year after the accident the couple imported their first clothing line from New Zealand and their business, JD’s Kiwi Wear, was born. They now have the exclusive distribution rights in North America for Circle M Brand Workwear, Norsewear and Swandri clothing.
So far, four stores carry their clothing, but more have shown an interest after a recent sports clothing buyers convention.
In their original business plan, the couple focused on western and equestrian stores. A New Zealand friend has since advised them to go beyond western stores to skiing, sports and high-end leisure stores.
“We’re starting to rethink who our target market is,” Jennifer said.
Marketing their products has forced the couple to develop new skills they never used on the farm. They’ve also been introduced to the business world, where customers often demand terms and credit in exchange for carrying their clothes.
So far, the combination of farm and off-farm job has worked well. The clothing business is slow during calving and haying seasons and busiest in the fall when farming has slowed down.
The couple spends about four hours a day on the business ordering clothes, talking to customers and updating their website. The business has also met the goal of bringing steady cash flow to the farm.
“That was the whole purpose of the company; to generate a better cash flow,” Jennifer said.
“And to travel to New Zealand,” Dan added.
