Reading Time: 3 minutes I remember a story from years ago about a family-owned ice-cream shop in a small town. Folks came from long distances for ice cream because it was so delicious. Yet, the customer had one constant complaint — there was too much ice cream in the cone! The owners of that shop decided to listen to […] Read more
Small indulgences — the experience of food can be priceless
In the food business, less can be more if you understand your customer and the emotional side of food buying
When challenged by consumers, challenge yourself, says expert
Sure, producers should defend what they do when they’re in the right — but they should work to raise the bar when they’re not
Reading Time: 3 minutes When defending agriculture’s social licence to operate, stop making excuses and start raising the bar. “It amounts to excuses — the stories we tell ourselves,” said Mark Bosworth, a leadership consultant at KESA, an Alberta company with clients ranging from businesses and government agencies to NHL teams. He cited a number of common responses when […] Read more
Consumer concerns about meat are no fad
Animal welfare expert says livestock producers need to both ‘raise the bar’ and speak up about improvements they’re making
Reading Time: 3 minutes Global concerns about animal welfare are having an impact on meat purchasing, and the food industry needs to adapt to this new reality. “For the vast majority, price, taste and convenience have been key — but one of the issues that goes across the board now is transparency,” said Lesley Mitchell, international head of policy […] Read more
Thinking like a consumer is key to beef industry’s success
Look at your product from your customers’ point of view as opposed to ours, says president of Certified Angus Beef
Reading Time: 3 minutes If you deliver the value that consumers want, they will come. And that’s the best way to drive profits in the beef industry. “If we involve them (consumers) in the process in one form or another, we can find a way to move forward that is financially rewarding for production agriculture and deliver a product […] Read more
Price isn’t everything at the meat counter — being Canadian counts, too
About half of consumers say they check labels to ensure they’re buying meat of Canadian origin
Reading Time: 2 minutes Good news, Canadian livestock producers — your fellow citizens are willing to pay more for your meat. “Canadians buy Canadian to support local and Canadian farmers, support the local economy, and for freshness,” Barry Davis of Leger Marketing said at the recent FutureFare conference. His firm surveyed 1,609 meat shoppers and two-thirds said they had […] Read more
Explaining agriculture — one sign at a time
Reading Time: < 1 minute Consumer interest in how food is produced is at an all-time high — but most people don’t really know what they’re looking at when driving through farm country. But Agriculture for Life has come up with an innovative campaign called ‘What’s in the Field?’ to address that. The idea is simple: Producers register on the Ag […] Read more
Learn the ins and outs of direct marketing
Marketing Made Easy workshop in Calgary on Nov. 5
Reading Time: < 1 minute The Marketing Made Easy workshop takes place Nov. 5 in Calgary and Jan. 20 in Fort Saskatchewan. “This workshop examines selling products at Alberta-approved farmers’ markets and beyond,” said Delores Serafin of Alberta Agriculture and Forestry. “You will learn strategies for creating a lasting first impression, clearly identifying your target clients, and how to make […] Read more
Bridging the producer-consumer divide
There are pros, cons, and frustrations when trying to deal with consumers who want it all when it comes to food
Reading Time: 3 minutes Consumers are watching you like never before. But relax — you can only do so much. That was one key message from a recent panel discussion on how farmers can connect with consumers. The sudden fascination with how food is produced is a “profoundly good thing,” said Mike von Massow, an associate professor at the […] Read more
Open Farm Days: This is how you connect with consumers
Yes, there were questions about GMOs and hormones in meat, but the farm visitors were just ‘amazed’ by what they saw and learned
Reading Time: 4 minutes As farm leaders, Humphrey Banack and Kent Erickson are well aware that consumers are increasingly critical about how their food is produced. So they were expecting tough questions when they put up the ‘Come On In’ sign for this year’s edition of Alberta Open Farm Days. But that’s not what happened. “They were amazed at […] Read more
Here’s the (best) beef: New Centre of Excellence shows how good it can be
Beef Centre of Excellence showing chefs and buyers from around the world that Canadian beef is ‘best in class’
Reading Time: 3 minutes The new Beef Centre of Excellence is pursuing mindshare, not merely market share, says Canada Beef president Rob Meijer. The centre promotes Canadian beef at home and abroad, and is experimenting with ways to add value through how it’s cut, displayed, and cooked. “We need to change the paradigm to put (beef) producers and consumers […] Read more
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