Transforming Sweater Sales Into Memorable Moments

Woman models a wool sweater while standing in a field on a farm

Crispina ffrench proudly models the fine wool sweater she purchased out of the back of a Subaru on Lila’s Mountain Farm in the Berkshires. Photo by Mary Berle.

A Wooly Dilemma

Sheep farmer Mary Berle faced a dilemma: Lila’s Mountain Farm had an abundance of high-quality wool sweaters made from her farm’s wool, but lacked a suitable platform to sell them.

Berle had commissioned a mother-son team in Vermont to craft unique sweaters using a 3D knitting machine. However, the variability in sizing made traditional e-commerce impractical, as customers preferred to try on sweaters in person.

The former school principal inherited the 400-acre farm in the bucolic Berkshires from her mother, Lila. Berle was still determining the best ways to sell her products. Without a farmstand or presence at farmers’ markets, she needed alternative ways to connect with potential customers. 

"Meet Me at the Back of My Subaru"

Thanks to positive features in publications like Edible Berkshires and The Berkshire Eagle, Berle began receiving requests for the sweaters. Seizing the opportunity, she arranged appointments for customers to meet her in the fields to select sweaters from the back of her Subaru. 

To her delight, customers relished the experience of trying on sweaters amidst the picturesque backdrop of the farm. Word-of-mouth spread, and soon, Berle found herself selling dozens of sweaters weekly.

Suburbia Encroaches on the Sheep Farm

Lila’s Mountain Farm is the frequent site for photo shoots promoting the Berkshires in western Massachustets. Photo by Mary Berle. 

Berle inherited another dilemma. Lila’s Mountain Farm often serves as a backdrop for promotional photo shoots showcasing the beauty of western Massachusetts. “I told my mother that her product is the view,” Berle says.

These days, the farm is far from a secluded haven. It stretches across the towns of Great Barrington, Alford, and Egremont, MA and is intersected by public roads.

Berle wants to welcome visitors to her farm but must also protect her flock of 320 sheep from coyotes, eagles, and other predators. She employs a vigilant team of guardian dogs to keep the sheep safe. Cars, cyclists, and hikers pass through the farm, startling the dogs and distracting them from their task. 

“Visitors love the dogs,” Berle says. “But people need to understand that the dogs have a job to do, so please don’t pet or disturb them.”

Regenerative From the Get-Go

Photo of woman farmer and one of her sheep

Mary Berle greets one of her 320 sheep. Photo by Alison Larkin.

Berle upholds the regenerative farming practices established by her mother. Unlike conventional farms that prioritize either meat or wool production, Lila’s Mountain Farm breeds sheep that yield both delicious lamb and fine wool. Grazing exclusively on farm-grown grass and hay, the sheep contribute to soil health and sustainability.

In a bid to ensure the farm’s longevity for future generations, Berle is diversifying its offerings. Initiatives such as planting thousands of trees, shrubs, and flowers (fertilized with sheep manure) aim to maximize productivity on previously unutilized land. 

This year, she’ll start selling the flowers and branches to direct and wholesale customers. When the farm is ready, she’ll offer “Pick Your Own” flower experiences for visitors.

Embracing New Opportunities

Berle is excited about the future. “Very few people get the opportunity to take over such a wonderful farm, yet make it their own,” she says.

“Everything we do has a story and purpose behind it.” She adds, “I can’t wait to share the new experiences with our customers.”

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