Adding Value using the Gate to plate Story

1. Adding Value using the Gate to plate Story Gabriel M Key Livestock Conservancy 2013 National Conference

2. 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

3. 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”

4. 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

5. 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

6. 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.

7. 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.

8. 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.

9. The Story • Remember: • It is your story to tell • But • “In space, no one can hear you scream”

10. The Story • So • Make sure your story tells your audience what they want when and where they want it

11. The Story • Remember: • It is your story to tell • But • “In space, no one can hear you scream”

12. Options to tell the story

13. “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

14. 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)

15. Examples of Telling the story Email: Oliveto Restaurant Facebook + Web: Heritage Hollow Farms Facebook + Blog Smith Meadows

16. 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