Tell your story to sell your prod­uct

Central and North Rural Weekly - - THE ROUND-UP - Jaime New­born Reef Catch­ments news@ru­ral­

FOR a na­tion that loves its food, we’ve be­come dis­con­nected from our food ori­gins.

At some point we got used to pur­chas­ing prod­ucts that may as well have sprouted fully pack­aged from the near­est su­per­mar­ket tree for all the thought we gave them.

But slowly, we are now see­ing an ex­cit­ing groundswell to­wards the ‘need to know’.

It’s start­ing at farm­ers mar­kets, at gro­cers, at niche stock­ists. It may not be at the fore yet. But it’s com­ing.

The story – your story – is back.

The time for prove­nance mar­ket­ing and a farmer’s po­ten­tial to both tell and sell their story is ripe.

Ev­ery item has a story to tell and peo­ple be­hind it.

And the thing is – con­sumers love it. They just stopped ex­pect­ing it.

But putting a story to the sale can ben­e­fit farm­ers in a big way. It helps con­sumers un­der­stand the value and worth of food.

It builds a re­la­tion­ship and helps them con­nect with what they eat. And that’s valu­able.

You’re much more likely to go out of your way in terms of cost and con­ve­nience if you feel your choice is sup­port­ing a friend, or a farmer whose story you know and be­lieve in.

Food prove­nance is also a way for farm­ers who are do­ing a bit ex­tra to tell peo­ple about it.

If you’ve gone the ex­tra mile to farm sus­tain­ably, trial some­thing new, re­spect an­i­mal wel­fare, de­crease in­puts (just a few ex­am­ples) you’ve prob­a­bly in­vested considerable time, ef­fort and dol­lars to do so.

It’s not some­thing that should go un­no­ticed.

The more farm­ers get on board to sell their story and food prove­nance, the bet­ter.

The more con­sumers hear, the more they will want to hear.

And even­tu­ally the de­mand for your story will be no­ticed by the big play­ers.

So don’t be shy – start think­ing about how to tell your farm’s story! It’s one you’ll know well.

The need to up­skill farm­ers to meet chang­ing mar­ket de­mands for in­for­ma­tion on prove­nance and sus­tain­able pro­duc­tion is be­ing recog­nised.

Reef Catch­ments NRM is run­ning a pro­gram to sup­port farm­ers in our own lo­cal area to learn how to tell their own story, and our re­gion’s.

We will be hold­ing a free work­shop for farm­ers – Sell­ing your farm’s story – in Mackay on Thurs­day, Novem­ber 1.

Farm­ers can reg­is­ter on­line at or con­tact Reef Catch­ments at info@reef­catch­ or call on 07 4968 4200.

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