Most would think that the actual planting, growing, and harvesting process is the hardest part for many small local farmers. However, that seems to be the easier part when it comes to trying to distribute and sell these fresh, local products. There seems to be a slight disconnect between the farmers, their products, and the consumers who want and love these locally produced goods.
This problem was recognized and addressed at the recently held Northeast Organic Farming Association of Vermont winter conference. In a classroom setting farmers were able to gather valuable information from a professional on how to most effectively market their farm products to consumers. One issue that seemed to be a major problem from the consumer side was not realizing that ‘organic’ and ‘local’ do not mean the same thing. Consumers just assume that if something was grown local than that must mean it is organic. This leaves consumers wondering why they are paying so much more for ‘organic’ so they choose to not support local. This was a big point that the farmers should really take the time and educate their customers on the difference.
Another big talking point at the workshop was the understanding of whom the farmers are selling to and what are their average customer’s demographics. For example, the main motivator for parents when buying organic food is they are trying to provide healthy options for their family as much as possible. It was discussed that this could be a great selling point and some farmers did admit that once they started posting recipes using the food they were selling either at a farmers market or food stand it had a positive impact on sales.
As a non-farmer in a room full of farmers I began to realize that they were unaware of how great their product actually was, they almost took the high quality of their products for granted. Consumers are not used to buying the freshest products from a place like price chopper however once the realization is made that fresh food is at their fingertips I think the conversion would be a easy one to make for the consumer.
Guest blogger: Jackson Diebold