PVP added two new dispensaries in Carlsbad and Las Cruces in 2017.
The family put their heads down, however, and continued to pursue their new venture. Many local businesses frowned upon the endeavour. The initial days of getting their new business, that involved the once-illegal cannabis, underway, and in a conservative farming region, were difficult for the family. PVP ended 2016 with nearly $377,000 in revenue and a loss of over $400,000. PVP built its first greenhouse cultivation facility in the summer 2016 and opened its first dispensary in Roswell in August that same year. Gerry’s second son, Clinton moved back to the farm from Texas to get the new business, Pecos Valley Production (PVP), off the ground. The family did not know anything about growing cannabis and yet in 2015, they received their license. In 2014, Gerry sold the cows and the following year, together with his sons and some friends, applied for a New Mexico medical cannabis license. Thirty-five years later, after all the ups and downs of growing their business from a couple of hundred milking cows to over 2,200 and producing countless cartons of milk for the regional education system, it was time to do something new. Eventually, Gerry’s oldest son, Jason, took over as farm manager. In between sports practices and games, his three sons and daughter milked and watered cows, maintained cow pens, took care of calves, and helped with the books. To keep up with all the work, Gerry’s four children eventually became involved in the operation. A dairy farmer needs to be familiar with waste management and Gerry was a firm believer of using composting for nutrient recycling to the crops. This includes maintaining the best possible environmental conditions for the animals as well as animal nutrition. To those unfamiliar with dairy farming, it is a combination of hard work, long days, and the need to be familiar with the constantly-evolving sciences of crop cultivation, animal husbandry, and cow health. Gerry took on the reigns of the dairy and Jeff took control of the operation of the bottling plant.
At a time when most dairy farmers were becoming part of larger cooperatives, Gerry and his partner, Jeff, had the idea of developing a vertically-integrated dairy operation that would produce, bottle and distribute milk to the region. The Pecos River valley, just south of Roswell, has been home to farming for over 100 years due to its world-class aquifer. 02, 2020 (GLOBE NEWSWIRE) - Gerry Greathouse settled in the Pecos Valley of New Mexico forty years ago with his wife and a newborn baby to start a dairy business with his college roommate, Jeff.
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