Visser Farms

What Visser Farms does

Visser Farms is a privately held, family-owned farm operating since 1902 across two Michigan locations: 20 acres of muck land in Jenison and over 250 acres in Zeeland. The business is currently managed by Phil Visser and Cindy Koetsier along with extended family and employs 15 people. It grows and sells a diversified mix of fresh produce (asparagus, beans, brassicas, root vegetables, leafy greens, herbs, berries), farm-raised chicken and beef, raw honey from on-site beehives, and seasonal flowers and décor. Underlying agricultural practices center on soil health, including regular soil testing, cover cropping, crop rotation, natural fertilization from spoiled produce and livestock, and on-site pond irrigation.

The company monetizes through six distinct channels: a year-round retail Country Market in Holland, MI; multiple West Michigan farmers markets; seasonal U-Pick operations for strawberries and blueberries; a Square-powered online store; a B2B wholesale program supplying restaurants, caterers, non-profits, food pantries, and private chefs with delivery; and a seasonal agritourism line including Fall Fun on the Farm (wagon rides, corn maze, U-Pick pumpkins) and the Thanksgiving in a Box meal kit program offered in three sizes with partner-supplied add-ons. Pricing is unit-based across channels (e.g., $4/quart strawberries, $2/lb blueberries, $6/person Fall admission, tiered pumpkin pricing, tiered Thanksgiving boxes), augmented by the Market Card reloadable gift card program that functions as a CSA-style recurring payment instrument with reload discounts and never-expired balances.

Customers are primarily West Michigan individual consumers and families, supplemented by a fragmented base of food-service and institutional buyers. The business accepts SNAP, WIC, Bridge Card, and Senior Project Fresh, expanding reach to food assistance recipients. Distribution is wholly regional (West Michigan), and revenue is concentrated in seasonal peaks (summer berries, fall agritourism, November Thanksgiving). No external funding, public listing, or parent company is involved; the firm operates as a multi-generational family enterprise with a stated heritage dating to 1902 Dutch immigrant founders.

Name

Visser Farms

Legal name

Visser Farms

Website

https://visser-farms.com

Company type

Private

Founded year

1902

Operating status

Operating

Headcount range

11–50 employees

Short description

Visser Farms is a family-owned Michigan farm operating 270+ acres across Zeeland and Jenison, selling fresh produce, berries, farm-raised meats, and honey direct-to-consumer through a year-round Country Market, farmers markets, U-Pick operations, online store, and wholesale to West Michigan restaurants and food-service buyers.

Ownership category

akta.pro rank

Product category

Fresh Produce Farming

NAICS

Fruit and Tree Nut Farming (1113)

SIC

Agricultural Production-Crops (100)

akta.pro primary industry

Farm-to-Consumer Cooperative Markets (Local Producer Co-ops) (CRAHALAG)

akta.pro secondary industries

Farmers’ Markets & Farm Stands (Fresh Food) (CRAHAHAE), Farmstead & Local Artisan Food Markets (Retail Shops) (CRAHAGAO)

Keywords

• Fresh produce farming
• U-pick berries
• Farm to table retail
• Wholesale produce supply
• Agritourism farm market

Headquarters

HQ city

Zeeland

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Personnel, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Country Market Retail Sales: Year-round retail sales at the Country Market location in Holland, MI. Sells farm-grown produce, chicken, beef, dairy products, pork, and other local products.
2. Farmers Market Sales: Direct sales at multiple West Michigan farmers markets year round.
3. U-Pick Operations: Customers pick their own strawberries ($4/quart) and blueberries ($2/lb) at the farm.
4. Wholesale to Restaurants: Provide large quantities of produce for restaurants, caterers, non-profits, food pantries, and private chefs in West Michigan area with delivery available.
5. Market Cards (Reloadable Gift Cards): Reloadable gift cards for use at farmers markets or Country Market. Cards never expire and can be used on anything sold including meat, dairy and other products. Includes 5% discount on reloads with code RELOADMARKETCARD.
6. Thanksgiving Meal Kit Boxes: Pre-order meal kit boxes in Small (serves 4-6), Medium (serves 10-12), and Large (serves 12-15) sizes. Includes vegetables, fruit, stuffing, pie, and seasonings. Pickup at farm on specific dates. Order before November 1 for 5% discount.
7. Fall Agritourism Activities: Fall Fun on the Farm activities including wagon rides to pumpkin patch and corn maze. Admission $6/person (children 2 and under free). U-Pick pumpkins priced by size ($6-$15).

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Visser Farms is a family-owned and operated farm that grows and sells fresh seasonal produce, strawberries, blueberries, farm-raised chicken and beef, and raw honey. It sells these products through a year-round Country Market retail store, multiple West Michigan farmers markets, U-Pick berry operations, an online store, and a wholesale division supplying restaurants, caterers, food pantries, non-profits, and private chefs. The farm also generates seasonal revenue through Thanksgiving in a Box meal kits and Fall Fun on the Farm agritourism activities.

Product overview

Visser Farms operates as a family-owned and operated farm and market in Holland/Zeeland, Michigan. The business offers a diversified portfolio centered around fresh produce (vegetables, strawberries, blueberries), farm-raised meats (chicken, beef), and seasonal offerings. Core offerings include the year-round Country Market retail location, U-Pick operations for strawberries and blueberries, an online store powered by Square, wholesale supply to restaurants, farmers market presence, CSA Market Cards, and seasonal agritourism experiences (Fall Fun on the Farm, Thanksgiving in a Box meal kits). The farm spans over 250 acres in Zeeland plus 20 acres of muck land in Jenison, with sustainable farming practices including cover crops, crop rotation, and minimal chemical use.

Differentiator

Problem solved

Functional benefit

Products and services

• Country Market Year-round retail farm market located at 7600 112th Ave, Holland, MI 49424. Sells all Visser Farms produce plus locally sourced products from Country Dairy, Sanders Meats, Old Bell Bakery, Jake & Amos, Wheat Montana, Twisted Tap Sugar Shack, raw honey, Kittywampus Soda, fresh-made cake donuts, and Schuil Coffee. Accepts SNAP, WIC, and Senior Project Fresh food assistance.
• U-Pick Strawberries Seasonal you-pick strawberry experience at The Berry Shack, 7200 112th Ave, Holland, MI. Berry Shack hours 8am-8pm. Price: $4 per quart. Accepts cash, check, or Venmo. Season typically runs June through early July.
• U-Pick Blueberries Seasonal you-pick blueberry operation in Holland, MI. Blue Crop variety. Weekday hours 8am-6pm, Saturday 8am-3pm, closed Sunday. Price: $2.00/lb. Accepts cash, check, credit card, Senior Project Fresh, WIC, Bridge Card, and Venmo. Free horse-drawn wagon and barrel train rides on select dates.
• Market Cards Reloadable gift cards for use at farmers markets and Country Market. Never expire, usable on anything sold including meat, dairy, and other products. Can be used for online store purchases. Initial purchase in $25 increments up to $500; reloads in any amount with 5% off using code RELOADMARKETCARD.
• Online Store E-commerce platform powered by Square for ordering produce, Thanksgiving meal kits, market cards, and other farm products for pickup or delivery.
• Wholesale / Restaurant Supply B2B produce supply for restaurants, caterers, non-profits, food pantries, and private chefs across West Michigan. Contact: [email protected] or Case @ (616) 218-0958. Delivery available.
• Fresh Produce Wide variety of in-season vegetables grown on the farm including asparagus, basil, beans, beets, broccoli, brussels sprouts, cabbage, carrots, cauliflower, celery, celery root, cilantro, cucumbers, dill, eggplant, garlic, green onions, honey, kale, leeks, lettuce, onions (Candy Sweet), parsnips, peas, and winter squash. Available at Country Market, farmers markets, and wholesale.
• Farmers Markets Presence Presence at multiple West Michigan farmers markets year-round with farm produce and partner products directly sold to consumers.
• Thanksgiving in a Box Meal Kits Seasonal Thanksgiving meal kit in three sizes: Small (4-6 guests), Medium (10-12 guests), Large (12-15 guests). Includes vegetables, fruit, pie, seasonings, and optional add-ons like turkey, ham, chicken, bread, stuffing mix, and donuts. Pickup at farm on November 24-25.
• Fall Fun on the Farm Agritourism Activities Seasonal agritourism including U-Pick Pumpkin Patch, corn maze with puzzle activity for kids ages 5+, wagon rides, and fall decorations. Admission $6/person (children 2 and under free). Available Thursday-Saturday beginning mid-September.
• Farm-Raised Meat and Thanksgiving Proteins Farm-raised chicken and beef sold at Country Market and farmers markets. Offers whole and half original hams (12-14 lbs), picnic hams (10-12 lbs), and fresh turkeys over 20 lbs as Thanksgiving add-ons.
• Raw Honey Raw honey produced by honey bees maintained on the farm for pollination purposes, sold at Country Market and farmers markets.
• Seasonal Flowers and Fall Decor Annual flowers available in May and fall decor in October, sold at Country Market and farmers market locations.

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

27 partnerships are on record, tiered core and minor.

• Ottawa County Farm BureaucoreStrategic or Co-development Partner · 26 April 2024Co-hosts Project R.E.D. (Rural Education Day) bringing 200 4th graders to the farm for agricultural education.
• Sanders MeatscoreOthersProvides hams for Thanksgiving meal kit boxes. Supplies whole & 1/2 original hams and picnic hams (12-14 lbs and 10-12 lbs respectively). Fresh upon pickup.
• The Beard and the GalcoreOthersArtisan bread company providing specialty breads for Thanksgiving boxes. Products include Roasted Potato and Gruyere rosemary focaccia, cheddar topped butternut squash sourdough boule, and sweet potato and caramelized onion dinner rolls. Added in 2024 and expanded for 2025 with more options.
• The Great Bread CompanyminorOthersProvides stuffing mixes for Thanksgiving meal kit boxes. Vendor at several Visser Farms markets.
• Rainbow FarmminorOthersProvides cranberries for Thanksgiving boxes. Vendor at Fulton Street Farmers Market.
• Ottawa County Tech CenterminorOthersStudents make pies for Thanksgiving meal kit boxes.
• Sleepless PiesminorOthersProvides muffins for pre-order with Thanksgiving boxes. 4-pack options include pumpkin spice streusel and apple streusel muffins.
• Local West Michigan Farm (Grant)minorOthersProvides apples for Thanksgiving boxes. Vendor at Fulton Street Farmers Market.
• Burnips EquipmentminorStrategic or Co-development PartnerLocal agriculture business that volunteered time, energy and equipment for Project R.E.D. educational event.
• Critter BarnminorStrategic or Co-development PartnerLocal petting zoo that brought goats, sheep, chickens and bunnies for Project R.E.D. educational event.
• Country DairyminorStrategic or Co-development PartnerLocal dairy partner that participated in Project R.E.D. educational event.
• Coopersville FFAminorStrategic or Co-development PartnerFFA chapter that helped show students around the farm during Project R.E.D. event.
• Morren Bros Agri ServiceminorStrategic or Co-development PartnerLocal agriculture business that brought feed truck and samples for Project R.E.D. event.
• Endeavor Ag & Energy (Keystone Properties)minorStrategic or Co-development PartnerRepresentatives talked about agronomy at Project R.E.D. educational station.
• Oxbo EquipmentminorStrategic or Co-development PartnerEquipment company that volunteered equipment for Project R.E.D. event.
• Crossroads Blueberry MarketminorStrategic or Co-development PartnerLocal blueberry business that participated in Project R.E.D. event.
• Andy Nienhuis Dairy (Trevor VanderZwaag)minorStrategic or Co-development PartnerLocal dairy that provided agricultural education content for Project R.E.D. event.
• Mechanical TransplanterminorStrategic or Co-development PartnerEquipment company that volunteered for Project R.E.D. educational event.
• Vriesland Growers Co-opminorStrategic or Co-development PartnerGrowers cooperative that participated in Project R.E.D. agricultural education event.
• Hehlden FarmminorStrategic or Co-development PartnerLocal farm that volunteered time and equipment for Project R.E.D. event.
• Adam DietrichsminorStrategic or Co-development PartnerTaught about apple growing at Project R.E.D. educational station.
• Country DairycoreOthersLocal dairy brand carried at the Country Market alongside Visser Farms products.
• Old Bell BakeryminorOthersLocal bakery products sold at the Country Market.
• Jake & AmosminorOthersLocal food products carried at the Country Market.
• Wheat MontanaminorOthersGrain products sold at the Country Market.
• Twisted Tap Sugar ShackminorOthersLocal maple syrup and sugar products carried at the Country Market.
• Schuil CoffeeminorOthersCoffee products available at the Country Market.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Gull Meadow Farms: Multi-generation Michigan family farm operating a farm market, U-Pick operations, bakery, and seasonal agritourism activities including a fall festival. Directly comparable to Visser on the integrated retail/u-pick/agritourism model serving West Michigan consumers.
• Friske Orchards Farm Market: Family-run northern Michigan orchard and farm market with bakery, U-Pick fruit, and direct retail. Comparable to Visser on the multi-generation farm retail and seasonal fresh produce model.
• Bowerman Blueberries Ltd: West Michigan blueberry farm with U-Pick operations and on-farm retail. Highly comparable to Visser's Holland-area U-Pick blueberry business and direct-to-consumer fresh produce model.
• Crane Orchards: Michigan orchard and farm market offering u-pick fruit, a farm store, and seasonal events. Closely aligned with Visser on family-owned heritage, on-farm retail, and seasonal agritourism revenue mix in the Michigan fresh-produce category.
• Schwallier's Country Basket: Family-owned West Michigan farm with a year-round farm market, U-Pick produce, and seasonal activities. Directly comparable to Visser on multi-channel direct-to-consumer farm retail in the same regional market.
• Lewis Farm Market: Michigan family farm with farm market, U-Pick berries, and fall agritourism. Comparable to Visser across the same integrated farm-to-consumer product mix in the Michigan fresh produce category.

Broad incumbents

• Meijer: Michigan-headquartered regional grocery retailer with strong local-sourcing program. Competes for the West Michigan fresh produce dollar at scale but also serves as a reference point for the size of the regional fresh produce market Visser addresses.

Others

• CoreLife Eatery: Midwest farm-to-table restaurant chain. While not a peer in the farm operation sense, it represents the type of West Michigan foodservice customer that purchases from Visser's wholesale arm, useful as a downstream demand signal.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Visser_Farms
• Facebookfacebook.com/visserfarms
• Instagraminstagram.com/visserfarms
• LinkedInlinkedin.com/company/visser-farms

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Visser Farms