While most entrepreneurs will cite raising funds as their greatest challenge, for Carmen Nottingham of Planner Bee Plant Care cc, the issue has been one of changing mindsets. She explains that, when she first became involved with the Fertilis brand of earthworm castings back in the 1990s, demand was minimal.
Education was a major priority at this time, Nottingham explains: the company had to teach consumers about the benefits of earthworm castings, which include improving soil health by providing aeration and locking carbon into the soil. Although far from easy, Nottingham says she was able to endure this time because of her passion for the earth and doing what she can to heal it.
Circumstances have definitely improved since. The new millennium brought with it a new consciousness around organic living. Having taken over the Fertilis product from founder Phina Milner in 2000, Nottingham has capitalised on this by developing new applications for earthworm trends. For example, she has created Doggie Loos, using the principles of earthworm farming to process dog waste, and is also investigating how earthworms can play a role in reducing waste from abattoirs, sludge from sewerage plants, and landfill greens.
Although she frequently comes up against resistance, she is tireless in her efforts to introduce the benefits of earthworm farming in as many areas as possible, explaining that she is driven by the words of Chief Seattle: “The earth does not belong to us.” Her work with food gardens in local communities is also helping her put her philosophies into practice.
At the same time, Nottingham’s mission to educate the public continues.
A founder of the Earthworm Interest Group in 2004, the association has grown to an astounding 1 000 members, and regularly hosts workshops. She capitalises on the networks formed through these and other forums to spread her message, whilst engaging the principles of ‘reuse, reduce and recycle’ to find new uses for products that will enhance the work of earthworms.
For example, she successfully approached packaging manufacturer Mondi to use SA-recycled plastic meat trays for worm farms. “I see my job as bringing together various silos to work towards the same goal. It’s like getting all the fingers together to form a hand,” she says.
The same ethos holds true within Planner Bee, and has been key to ensuring the company’s sustainability, Nottingham maintains: “Although I am the overall co-ordinator of our activities, I try to match people’s jobs with their passions.”
Passion, perseverance and patience: these go-getter entrepreneurs have proved that these are the ingredients for success.
EDGE | November 2011 41
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