Key Takeaways
- Phelps Farm transitioned from IT careers into greenhouse farming through incremental investment and systems-based planning.
- Year-round production is enabled by greenhouses, high tunnels, and automated climate control.
- Continuous celery production has become a defining niche crop for the farm.
- Direct-to-consumer sales through CSA programs and farmers markets underpin the business model.
- Education, public grants, and family involvement support long-term resilience.
An episode of the Greenhouse Success Stories series features Phelps Farm, offering a detailed look at how the Iowa-based operation has developed a year-round greenhouse business through controlled environment agriculture (CEA), diversified sales channels, and incremental infrastructure investments. Hosted by Trina Semenchuk, the episode includes an in-depth conversation with co-owner Andrew Phelps, who outlines the farm’s operational choices and long-term strategy.
The discussion focuses on practical decision-making rather than rapid scale, illustrating how smaller operations can adapt greenhouse technologies to local conditions and market demand.
From IT Careers to Commercial Greenhouse Production
Andrew Phelps explains that Phelps Farm was not built on a traditional farming background. Both owners previously worked in information technology, bringing a structured, systems-oriented mindset into greenhouse planning and daily operations. Early investments prioritized learning and experimentation over expansion, allowing the farm to understand crop performance, labor needs, and customer demand before increasing production.
This gradual transition reduced financial exposure while creating space for technical skill development. According to Phelps, building knowledge networks was essential during this phase. “We invest quite heavily in education and learning new things,” he said. “If you’re a new greenhouse grower, figure out your local resources—whether that’s a university extension, conferences, or online master classes. Having someone in your toolbox who can help with problems is a huge asset.”
Infrastructure Choices and Season Extension
A significant portion of the episode centers on infrastructure decisions that enable year-round growing in Iowa’s variable climate. Phelps Farm operates a mix of greenhouses and caterpillar-style high tunnels, supported by automated climate control systems to manage temperature, airflow, and humidity. These systems reduce manual intervention and help maintain consistency during extreme cold, heat, and humidity.
The infrastructure supports continuous production of leafy greens and specialty crops, including celery grown without interruption across seasons. This consistency has become a defining feature of the farm’s market presence. “One of the things that we grow year round is celery,” Phelps noted. “I think we're going into the third or fourth year of growing celery nonstop. A lot of people, we kind of become known as the celery people at market—we've always got it.”
Phelps Farm's Greenhouse Model: Sales Channels and Direct-to-Consumer Strategy
Rather than relying on wholesale distribution, Phelps Farm has built its business around direct-to-consumer channels. Produce is sold through CSA subscriptions, farmers markets, and an expanding online offering. The episode highlights how CSA programs provide predictable demand, while farmers markets allow the farm to test new crops and gather immediate customer feedback.
This diversified approach is designed to reduce reliance on any single channel and improve revenue stability. Crop planning is closely aligned with CSA commitments, helping the farm balance production volumes with labor capacity.
Managing Operational Risks
Despite operating in controlled environments, challenges remain. Phelps discusses pest pressure inside greenhouses, emphasizing the need for monitoring and integrated management strategies. Severe weather events, including storms, also pose risks to infrastructure.
Public funding has played a supporting role. USDA grants helped offset some infrastructure costs, particularly during early development stages. Phelps noted that while these programs can be beneficial, they require administrative effort and long-term alignment with farm objectives.
Education, Family Involvement, and Long-Term Plans
Education remains a continuous focus at Phelps Farm, supported by extension services, peer networks, and industry events. Family involvement is also embedded in daily operations, with children participating in age-appropriate farm tasks. Reflecting on this, Phelps said, “So we have two children, they're five and six, and we bring them to the farm with us. They're learning how to grow, seed start, and transplant vegetables. Teaching them that you can grow food is probably our proudest moment as growers and as parents.”
Looking ahead, the farm’s plans include potential expansion and the addition of a processing kitchen to support value-added products, while maintaining a scale that aligns with available labor and local demand.
