A better approach to marketing primary produce is one where the producer gets to see the fruits of his or her labour. Farmers go to extraordinary lengths to create better produce and often they lose sight of their produce as soon as it leaves the farm gates. Wouldn't it be more rewarding for the producer to be able to see where their grain goes, or their meat, or their wool?? The truth is in my experience, farmers love to see the fruits of their labour being enjoyed, or stocked in a retail store.
Photography by Claire Drum, April '08. Sheep country, South Africa.
Likewise, today's consumer is discerning. More than ever they want to know where the produce they buy came from. If the shopper is going to be asked to put their hand a little deeper in their pocket to pay a little more, surely they are entitled to know the care and effort the farmer when to?
When produce off the farm is sold via an auction or a commodity selling approach this information is blocked as is 'the view' in both directions. The consumer can't see back to the farmer and likewise the farmer does not get the feedback or satisfaction of knowing where their produce goes.
