{"id":2616,"date":"2019-01-30T12:02:02","date_gmt":"2019-01-30T11:02:02","guid":{"rendered":"https:\/\/fairfood.org\/?p=2616"},"modified":"2021-06-29T09:25:17","modified_gmt":"2021-06-29T07:25:17","slug":"foodpact-2-the-marketing-problem-of-the-farmer-behind-your-mango","status":"publish","type":"post","link":"https:\/\/fairfood.org\/en\/resources\/foodpact-2-the-marketing-problem-of-the-farmer-behind-your-mango\/","title":{"rendered":"Foodpact 2: the marketing problem of the farmer behind your mango"},"content":{"rendered":"\n
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Foodpact 2: the marketing problem of the farmer behind your mango<\/h1>\n\n\n\n

At Fairfood,\u00a0we love good food. We\u2019d also like the people who produced our food to be able to afford a proper meal. Doesn\u2019t sound like a very big deal, right? Yet it seems to be. In this new blog series, we\u2019re investigating why and, more importantly: how we can solve this. This time: the marketing problem of the farmer behind your mango.<\/strong><\/p>\n\n\n\n

\u201cThis beautiful bottle comes from a biodynamic vintner from Saint-Lager, in the Brouilly district\u201d, I am told on a Saturday afternoon, when I\u2019m buying wine for that evening from a specialty store. \u201cVery popular for the slightly fresh taste. We had to get used to the somewhat timid Comic Sans label, but we noticed that customers see a bit of authenticity in that.\u201d<\/p>\n\n\n\n

The perks of being a wine farmer. Or a Dutch chicken farmer, if you like. OneWorld deals with the rise of the short-chain farmer in an online article<\/a>. Joris Lohman, one of the founders of Food Hub, an organization that \u2018wants to bridge the distance between ground and mouth\u2019, says that in \u2018the world of short chains\u2019 it\u2019s all about concepts: \u201cThe successful examples are farmers who have new concepts. Like Kipster, which introduced a new kind of chicken farm. That way you have to look at the market.\u201d<\/p>\n\n\n\n

‘Most animal, environment and people friendly’
<\/strong>Kipster<\/a> looked at that market and positioned itself (rightly so) as \u2018the most animal, environment and human friendly\u2019 farm in the world. Something that was picked up by De Volkskrant (\u2018The most human, environmental and animal-friendly chicken stable in the world\u2019) and The Guardian (\u2018One step beyond organic or free range: Dutch farmer\u2019s chickens lay carbon neutral eggs\u2019). Trouw adds: \u201cKipster: the superlative in the environmental field, animal welfare and marketing.\u201d<\/p>\n\n\n\n

Marketing, \u2018a concept\u2019, storytelling\u2026it all comes down to the same thing: it\u2019s the way you market your product. A social media piece, PR piece, branding piece \u2013 like that \u2018nice authentic\u2019 wine label. Another great piece of storytelling is this crazy comerical from the American company Organic Valley:<\/p>\n\n\n

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