A conversation between partners in the pines
The conversation here is between Josh Smith, the manager of the Land Resource Group at Soterra, and Cole Pierce, the Operations Manager at Swift Straw. It covers their partnership and gives a behind-the-scenes look at raking pine straw off Soterra properties and the process and growth of this unique business.
Participants
- Josh Smith, Manager of the Land Resource Group at Soterra
- Cole Pierce, Operations Manager at Swift Straw
Agenda
The conversation discusses the partnership between Soterra and Swift Straw, the process of raking pine straw, the growth of the business, and the future prospects of the partnership.
Takeaway 1: Pine straw harvesting has developed into a key revenue source for lumber companies
The Pine Straw episode highlights the importance of diversifying revenue streams in the land management industry. The collection and sale of pine straw has become a significant business. Originally thought of as just a side business, pine straw harvesting has grown to generate close to half a million dollars in revenue.
“You would have ever thought that you could take trees that were meant to be cut and hauled to a mill for paper products and instead use them for pine straw,” said Josh Smith, the manager of the Land Resource Group at Soterra. “This business has gotten up to close to half a million dollars worth of Revenue so it is not a small business anymore.”
Cole Pierce, the operations manager at Swift Straw, noted that the success of the venture is largely due to the partnership between Soterra and Swift. He explained, “My knowledge from forestry got me involved in this to just manage the property as I would a pine stand, but for pine straw.”
Takeaway 2: Growth and innovation are key in the pine straw industry
The dynamics of the pine straw industry have changed significantly over the years, seeing increased growth and innovative practices. Swift Straw, for instance, has seen its production increase from 150 loads in its first year to 420 last year and is on pace to surpass that figure this year.
Cole Pierce said, “Our production over here has gone up immensely from 150 loads the first year I started to 420 last year, and we’re already on pace to beat that or shatter that this year.”
He also noted the innovative practices they’ve introduced, like vacuum-sealing bags for easy transportation and less mess. “We do vacuum seal bags over in our plant in Jasper, Florida, which is helping people get it in their cars and it is not being so messy versus a roll you pick up out in the woods,” he explained.
Takeaway 3: The partnership between Swift Straw and Soterra revolves around mutual benefit and legendary customer service
The relationship between Swift Straw and Soterra is not a typical customer relationship. It is a reciprocal partnership built on delivering legendary customer service, where both parties constantly seek to understand and fulfill each other’s needs.
“We don’t really see this as a customer-type relationship; it’s a very reciprocal partnership,” said Josh Smith. “We’re constantly asking each other what you need, what you need, and what I need.”
Cole Pierce agreed, stating, “That partnership has helped us grow over here, you kind of facilitating what we need but also seeing what we can provide for y’all as a cash flow basically or an income on a yearly basis.”
Insights surfaced
- The speakers discuss the process of raking pine straw, from preparing the forest floor to delivering the straw to customers.
- The business of raking pine straw has grown significantly, with revenue reaching up to half a million dollars.
- Swift Straw’s production increased from 150 loads in the first year to 420 last year, and it is on pace to exceed that number in the year the video was filmed.
- Swift Straw and Soterra view their relationship as a reciprocal partnership rather than a customer relationship.
- The future goal of the partnership is to continue growing the land portfolio and the workforce.
Key quotes
- “Pine straw, who would have ever thought that you could take trees that were meant to be cut and hauled to a mill for paper products and instead use them for pine straw.”
- “This business has grown to close to half a million dollars in Revenue, so it is not a small business anymore.”
- “We’re constantly asking each other what you need, what do you need, what do I need all that kind of stuff.”
- “Our company logo, our motto is to change the industry forever, and our CEO Matt Lowe coined that, and I think we’re doing that every day.”
- “We do always need to see growth, and growth is our next goal is we’ I feel like we’ve gotten this pod humming, so to speak, and we need to continue to grow the land portfolio.”
