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ADDING VALUE USING THE GATE TO PLATE STORY GABRIEL M KEY LIVESTOCK CONSERVANCY 2013 NATIONAL CONFERENCE.

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Presentation on theme: "ADDING VALUE USING THE GATE TO PLATE STORY GABRIEL M KEY LIVESTOCK CONSERVANCY 2013 NATIONAL CONFERENCE."— Presentation transcript:

1 ADDING VALUE USING THE GATE TO PLATE STORY GABRIEL M KEY LIVESTOCK CONSERVANCY 2013 NATIONAL CONFERENCE

2 INTRODUCTION: Why are you here? Why am I here? Why stories and what is the gate to plate story? Please ask questions … Im not THAT interesting and I want to give you the information you want

3 THE SITUATION Interest in local foods continues to grow: Nearly 4% growth in farmer markets 2012 – ,755 markets in ,144 markets in 2013 Biggest year to year growth occurred during Great Recession

4 THE SITUATION Big Ag keeps doing its thing: Salmonella in Foster Farms chicken: GMO Labeling Resistance Egg recall in 34 states due to Listeria – February 2012

5 THE SITUATION But its not all good news: one size fits all regulations Increased competition in markets Increasing attention from Big Ag and use of marketing terms

6 WHAT TO DO? You could: Increase production Increase sales location or volume Add processed items (sausage, jams, etc.) Get to market earlier Raise uncommon items All of these are temporary at best and dont allow your clients to see why your product is valuable to them, ultimately resulting in your product being differentiated by price. Products relying upon price to be differentiated are commodities – they have no perceived qualitative differences.

7 IN SHORT Your gate to plate story tells your clients (or your clients clients) why your product is special, unique, and valuable to them. What you do Why you do it How you do it and why thats different, better, important Where you do it.

8 THE STORY Your gate to plate story tells your clients (or your clients clients) why your product is special, unique, and valuable to them. What you do Why you do it How you do it and why thats different, better, important Where you do it. Effectively telling this story also makes your operation appear transparent and trust worthy, potentially validating your clients motivation for buying from you and creating a virtuous cycle.

9 THE STORY Remember: It is your story to tell But In space, no one can hear you scream

10 THE STORY So Make sure your story tells your audience what they want when and where they want it

11 THE STORY Remember: It is your story to tell But In space, no one can hear you scream

12 OPTIONS TO TELL THE STORY OptionsProConComments TalkIntimate and customSlow, possible to forget, Remember playing telephone? Book / Pamphlet Portable, your story your way Another thing to read Flier / HandoutPortable, Another thing to read, easily gets state, Can be digitized Customizable, update frequently, easy to access Subscription, address Cost is low but needs to be done consistently Facebook High access, easy to update, can track followers Requires regular updatesHUGE audience Twitter Extremely accessible, cheep Very tight wording, limitedTakes a little to learn PinterestVisual,Little text Best if done with other parts Youtube or similarVisual Takes time to produce, requires equipment Best if done in less than 2 minute sections QR CodeCan be used for multiple aspects Updating and requiring Can manage by self or hire someone

13 RULES FOR STORIES Keep it short, real, and light Continuance, Repetition, Consistency Be goldilocks when sharing information Even if you dont use it, own it Integrate and consolidate

14 RECOMMENDATION Pick a tool that will fit best within your reality AND Puts the information in the hands of your clients when and where they want it Make the best of what you have available to you and maximize it (avoid shiny new toy syndrome)

15 EXAMPLES OF TELLING THE STORY Oliveto RestaurantFacebook + Web: Heritage Hollow Farms Facebook + Blog Smith Meadows

16 NOTES FOR WORKING WITH CHEFS Guests at restaurants are your clients clients, make it easy for them to tell your story Communicate early and often Work with them Be consistent Educate and inform Be aware of the constraints of kitchen life – its not farm life or office life


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