Opening Jars – The Story of Altapass
When it comes to running a business most people tend to overlook the important role that faith plays in their success. I’m not referring to spiritual faith, specifically, I’m referring to faith in yourself and in your product or service. Do you believe in your company’s mission? Do you believe in what you’re selling? Let’s face it, if you don’t believe in who you are or what you do, then I’m not buying. Yet far too many people go about their business disengaged, lacking any kind of passion for what they do or who they serve. They simply don’t believe. Faith provides us with the conviction that what we do creates value for our company, our customers and ultimately ourselves. It connects us under a common purpose and helps us to transcend beyond our own needs toward meeting the needs of others. The bottom line is that that’s good business. Faith is critical, and regardless of the type, one thing remains universally true: Faith without works is dead (James 2:26). Faith has to be nurtured and strengthened. It has to be supported by action otherwise what good is it? So how do you put your faith into practice? Well, if you’re talking about spiritual faith, you have to start spreading the Good News. If you’re talking about faith in your products or services, you have to start opening jars.
I stumbled upon this concept of opening jars while on vacation a few years ago, and every year since then I go back to the very same spot to recharge my batteries and renew my own faith in what business is supposed to be all about. That spot is the Altapass Apple Orchard at milepost 328.3 on the beautiful Blue Ridge Parkway in the majestic Blue Ridge Mountains of North Carolina. Despite its rich history, the old Orchard fell on hard times and began to decline. Neighbors despaired the loss and were preparing for the expected development of this landmark, but when it was offered for sale in 1994, Kit Trubey bought the land for an entirely different purpose: Preserve the Blue Ridge culture by resurrecting this Appalachian cultural and historical center. Her brother Bill Carson, a retired IBM vice president, and his wife Judy started the preservation of the place, including its apples and its memories. The preservation project is underway today, with hayrides, live Blue Grass mountain music, storytelling, butterfly tagging, and a store to sell ice cream, fudge, country products, and local crafts.
The history of the Orchard continues because enough caring people believe in its mission. Sure they understand that they need to produce, sell, and generate revenue in order to survive, but it’s their faith that has taken the Altapass Orchard beyond mere survival to being one of the most outstanding organizations I have seen. Part of this claim is based on four observations:
- The quality of their customer service is excellent.
- The quality of their products is excellent.
- Their ability to sell their products is excellent.
- Almost everyone on staff is a volunteer.
Volunteer? Why? How do they maintain such a high level of execution and performance? If they’re not paid, what could possibly be motivating them? What’s in it for them? The answer is simple: They’re getting to practice their faith. They believe so strongly in what they do and the products they sell that they want you to try them. So they open jars. In fact they want you to sample everything in the store. Why? Because they know that if you try it, you’ll buy it. It’s that good. Opening jars. They have coolers of open jars, and if you want to try something that isn’t already opened, don’t worry, they’ll just open up a new jar right there on the spot for you. That’s how I fell in love with their homemade Raspberry-Jalapeno jelly. It’s also how I fell in love with their mission. This year I joined their foundation and became a paying member. Can you imagine that? Why is a guy of Cuban decent, living in Miami, supporting the preservation of Blue Ridge culture in the mountains of North Carolina? Because when he went to the Orchard, they opened another jar for him.
It is said that faith can move mountains. In this case it kept the mountains right where they should be… along the Blue Ridge Parkway in Altapass. Now it’s time to put your faith into action. Take a look at your product offering and scroll through your list of prospects. How many jars will you open today?
