Transcript Marketing
Marketing & Promotion Creating the tools you need This Ain’t No Ordinary Chicken • Conventional farmers have a huge array of materials and resources available to them • Outside the conventional box there is nothing • Create your own Have a story See, Smell & Taste • Engage all the senses • Create good visuals – posters, labels, website, displays, table tents – Show the animals – Show the product – Show the farm & the farmers • Cook it – bring the aroma • Offer free samples • Provide recipes See, Smell & Taste • Can’t afford the fancy visuals? – Photograph the farm – Photograph the family – Photograph what you do Sales • Know the rules of salesmanship – Greeting – Dress – Etiquette – Promptness – Be an expert on your product Be Honest • About the product – How does it look? – How does it cook? (apron cards) – How does it taste? Be Honest • About what you can deliver – Don’t promise the impossible to get the sale – Develop a reputation for quality and integrity – Know when to say “yes” and when to say “no” Know the Product Definitions of Products Based on Standard Breeds of Chickens Product Standard Breed(s) Age Dressed Weight Cornish Game Hen Cornish 6 weeks 1 ½ pounds Fryer American Class including 12 – 15 weeks Plymouth Rock, Buckeye, Wyandotte, and others. Broiler American Class 16 – 17 weeks 4 ½ pounds Roaster Jersey Giant 20 – 24 weeks 5 – 6 pounds Stewer All breeds 6 – 7 months 6+ pounds 3 – 4 pounds Know the Product Chicken Products Whole Roasters •90% of market •3# •Cost: $8.50 •Sell for $11 CA cut •2 legs •2 thighs •2 wings •Split breast •2.5 # •Cost: $9.50 •Sell for Deboned & Deskinned •Breast meat = $5.50/# •Dark meat = $2.00/# Timing & Cost • Majority of cost is in first 5 weeks • Bigger chicken brings less per pound – 1.5 pound dressed = $5.00 / pound – 3.5 pound dressed = $4.00 / pound – 5–6 pound dressed = $2.50 / pound Know the Market • Fresh • Refrigerated • Frozen • Wholesale • Retail • Direct to Consumer • Whole Bird • Cut Up (California Cut) • Specialty Cuts • Breast • Deboned & skinned • Dark meat Invite the Public • Open the doors to the farm – Have a bio-security plan and stick to it – But make them feel welcome!! – Be candid Invite the Chefs • Restaurant day at the farm – Invite chef, owners AND wait staff – Show, tell, share, listen – Provide table cards (cheap advertising) – Be candid Get It In Writing • Contracts answer questions about who is responsible for what – Contracts with farmers – Contracts with buyers – Contracts with transport Generating Visibility • • • • • Access Expertise Internet Quality Other Push -- Pull Quantity Quality Push -- Pull Genetic Diversity (Healthy) Genetic Uniformity Product Variability Product Consistency