A panel session at the Birchip Cropping Group (BCG) Future Farmers Expo in July discussed different methods of diversifying farming businesses plus the importance of teaching the consumer about where their food comes from.
‘Dads Oats’ is a fifth-generation farming business located in Natte Yallock in the Pyrenees Shire. For Matt Cain, who farms with his father, the idea for marketing their own oats came about when the farm was in the process of succession planning.
“The business was initially driven by my brother and sister’s creative flair using social media to promote the business, with the local community also behind the new venture,” he said.
“Consumers need to enjoy the product and enjoy the story when they’re eating it. It’s about listening to our customers and knowing more about what they want, instead of just producing a bulk commodity and throwing it down a hole.”
Kirby Kaye from ‘Settler and Sons’ shared a similar view, emphasizing the need to get better information to the customer.
“They need to know where the product comes from, how long it takes to produce and how challenging this can sometimes be. Consumers will pay more if they have a full understanding of the process,” Mrs Kaye said.
Settler and Sons tells the paddock to plate story for the consumer by holding ‘long lunch’ events on their farm at Nowhere Creek near Avoca, using their own and regionally sourced produce. Mrs Kaye started this venture after finding it hard to secure work in her previous line of work, equine science, while also taking care of three young children.
“It’s about picking something you love and are passionate about. If you have a good idea, just put one foot in front of the other and do it,” Mrs Kaye said.
Karen Inkster from Aubrey and Areegra, a Warracknabeal advertising agency that delivers authentic messages to rural farming communities, opted to cofound the business instead of expanding the farm to provide her with employment. Using skills gained in her earlier corporate career provides a risk management strategy for dry years, while contributing a valuable skill set to rural communities and agricultural businesses.
She emphasized the power of social media, having relied on Instagram and Facebook to promote the business.
“Technology opens the whole world up to the business,” she said.
“As farmers, it’s our responsibility to start sharing our story.”
Mr Cain agrees, “people want to know where their food comes from. It’s about that connection to the customer, what questions do they have about the food they are eating.”
Below you will find a recording of this presentation.
https://www.youtube.com/watch?v=Ae8BV3EoQiQ
