One click to a consumer
Chefs and farmers connected
WITH a click of a finger, farmers can cut out the middleman and see their produce go from paddock to plate.
That’s the aim of recently launched web app, Farmer Meets Foodie.
The software was created by a former Natural Resource Management officer, and hobby grazier, Erica Hughes.
“We are based at Mt Malloy, just near Mareeba in Far North Queensland,” she said.
“This all started when we were wondering what we could grow and sell here, as we are not far from Port Douglas, which is full of restaurants.
“I was just imagining what it would be like, to have to knock on all the doors of cafes and restaurants to speak to chefs and find out what they wanted.
“And then I was thinking what it would be like for them; how can they find out what’s locally grown and in season within their area.”
Erica started small with a Facebook page connecting foodies to farmers. It ballooned to having more than 600 members, and her official app was launched last year.
The platform allows farmers to upload a small bio and list what stock and quantities they have available.
“They can go on the site and make a profile and upload a couple of pictures,” she said.
Erica has found the response from chefs surprising.
“I think it’s an exciting time for ag,”she said.
“A lot of the chefs are really interested in farming, and want to get to know the farmer. Some are basing their menus around that.”
Most of the primary producers, who were quick to come on board, are growers doing things a little differently.
“So they might have a niche product, or be free-range, or organic, or have a focus on ethically produced meat,” she said.
Erica shares her marketing skills at workshops, and said she could not stress enough how vital she believed it was for farmers to open up to their
Our ambition is for the stories of Australian produce to be apparent to the people consuming the product.
— Erica Hughes
consumers.
“I really encourage other farmers to get on social media, or platforms like this, to get their story out,” she said.
“If you make yourself stand out from the industry, you have a bit of a buffer when things don’t go right within your industry. Your customers and suppliers will be looking out for you, and still be wanting your produce.
“If you don’t tell people you do things differently, how will they know?”
Down the track, if all goes to plan, Erica hopes to see Farmer Meets Foodie working on a national scale.
“In a perfect world I would love for commercial food businesses to be able to buy direct. At the moment it’s just a connection platform, but if we can make it more convenient for the food businesses it would be wonderful,” she said.
“Our ambition is for the stories of Australian produce to be apparent to the people consuming the product.”
Visit www.farmermeets foodie.com.au.