ADDING VALUE USING THE GATE TO PLATE STORY

GABRIEL M KEY

LIVESTOCK CONSERVANCY 2013 NATIONAL CONFERENCE

INTRODUCTION:

Why are you here?

Why am I here?

Why “stories” and what is the “gate to plate story”?

Please ask questions … I’m not THAT interesting and I want to give you the information you want

THE “SITUATION”

Interest in local foods continues to grow:

Nearly 4% growth in farmer markets 2012 – 2013

1,755 markets in 1994

8,144 markets in 2013

Biggest year to year growth occurred during “Great Recession”

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

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

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 don’t 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.

IN SHORT

Your gate to plate story tells your clients (or your client’s clients) why your product is special, unique, and valuable to them.

What you do

Why you do it

How you do it and why that’s different, better, important

Where you do it.

THE STORY

Your gate to plate story tells your clients (or your client’s clients) why your product is special, unique, and valuable to them.

What you do

Why you do it

How you do it and why that’s 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.

THE STORY

Remember:

It is your story to tell

But

“In space, no one can hear you scream”

THE STORY

So

Make sure your story tells your audience what they want when and where they want it

THE STORY

Remember:

It is your story to tell

But

“In space, no one can hear you scream”

OPTIONS TO TELL THE STORYOptions Pro Con Comments

Talk Intimate and custom Slow, possible to forget, Remember playing telephone?

Book / PamphletPortable, your story your way

Another thing to read

Flier / Handout Portable, Another thing to read, easily gets state,

Can be digitized

EmailCustomizable, update frequently, easy to access

Subscription, email address

Cost is low but needs to be done consistently

FacebookHigh access, easy to update, can track followers

Requires regular updates HUGE audience

TwitterExtremely accessible, cheep

Very tight wording, limited Takes a little to learn

Pinterest Visual, Little textBest if done with other parts

Youtube or similar VisualTakes time to produce, requires equipment

Best if done in less than 2 minute sections

QR Code Can be used for multiple aspects

Updating and requiring Can manage by self or hire someone

“RULES” FOR STORIES

Keep it short, real, and light

Continuance, Repetition, Consistency

Be goldilocks when sharing information

Even if you don’t use it, own it

Integrate and consolidate

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)

EXAMPLES OF TELLING THE STORY

Email: Oliveto Restaurant Facebook + Web:Heritage Hollow Farms

Facebook + BlogSmith Meadows

NOTES FOR WORKING WITH CHEFS

Guests at restaurants are your client’s 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