Success Strategies That Belong on Your

Radar Screen

Gary Morton January 26, 2018

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Lower Mainland Horticulture Improvement Association

Pacific Agriculture Show

Horticulture Growers’ Short Course

The challenge and beauty of farming…….

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Father’s Lesson#1

The most important lessons in life come after you think you know everything

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Father’s Lesson#2

If I give you the answers to all the questions, you’ll never learn anything for yourself

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Competitive Advantage

the only real competitive advantage a business has ….

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Today …. is the tomorrow …. you were worrying about yesterday

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Today is ….the last day …. of how you & your farm used to be

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What Should Be on Your Customer

RadarScreen?

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You cannot

negotiate with a

tiger when your

head is in its

mouth.Winston Churchill

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Food industry = change

Normal doesn’t visit anymore!

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Customers are in a battle

The game is changing

Many don't know what game they are in anymore

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Think they know everything

Scared they know nothing

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Your Customers

Finite game

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•

Infinite food world

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What’s your end game?

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One Eye on Today ….One on Tomorrow

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to earn a good living for you, and your family

Golden Trio #1

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to put money away for yourretirement

Golden Trio #2

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Golden Trio #3position businessto sell or pass on

How many people outside of this building …

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J.O.B.

Just Over Broke

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Uncle Jotham (Major Logan)23

F.A.R.M.F – Freedom

A – Always

R – Requires

M – Money

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How do you get the customer to keep choosing you ….. over all the other options they have?

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C.A.R.T.C – Customer/Consumer

A – Alignment With Customer

R – Really Good Customer Plan

T – Trust of Customer

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“your customer is your most important business asset …. not your product”

T.O.T.

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Customer - Consumer

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Where is your thinking?

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PRODUCT

Marketing/Customer

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“The farmer is the only man in our economy that buys everything at retail, sells everything at wholesale, and pays the freight both ways.”

J.F.K.

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“Once you say your going to settle for second, then that’s where you end up.”

J.F.K.

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Don’t mistake your world … for the world

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Food World

7.6 billionEveryone has to eat!

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Everyone is special

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Global Food World

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Food Safety Transparency

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Increased Sophistication

AMAZON ….. Swallows Whole Foods

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Technology41

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NewSources Protein

Fodini Printed Pizza

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https://3dprinting.com/food/rapid-prototyping-food-industry/ https://www.naturalmachines.com/

© SKUfood 2017

Customer Apocalypse

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Demanding consumers

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Competitive marketplace

• Discounters

• Global year round supply

• Clubs stores

• International competition

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Customers World

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Markets are:

• consolidating

• fragmenting

• compartmentalizing

888 all at the same time

Introducing

NEWTechnologies

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Maybe some collusion?

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More sophistication50

On-line food purchasing & delivery

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Shareholderdemands

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Are you still relevant to customer?

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How did it get in my fridge?

Is your customer still relevant?

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Why do some succeed when others ….

One of life’s little mysteries?

Strategic Influence

influence change …..

through strategic innovation

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Strategic Innovation

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Change the rules

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Food in a box delivered to your door

• Disrupt the markets

• Box Delivery

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Windows of opportunity

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Create new categories

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Extend the supply

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Turnkey supply

Gain influence with customer

• Solve problems

• Simplify a crazy world

• Help keep markets

• Help to be more competitive

• Do what others can’t, won’t or don’t65

Problem Solveror Customer Problem

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Find solutions

Solve the problems

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1-2 Customer Problems

C.A.R.T.C – Customer/Consumer

A – Alignment With Customer

R – Really Good Customer Plan

T – Trust of Customer

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“your customer is your most important business asset …. not your product”

T.O.T.

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Are you part of the tractor ploughing the way to the future with your customer, or part of the field beneath?

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Thank you!

www.skufood.com