3 Ways Farmers Can Communicate the Value of Products to Customers
Americans are constantly looking for new brands to support that share similar values. As 77% of consumers are more likely to purchase from businesses committed to making the world a better place, Farmers who routinely educate customers on their practices can justify charging premium prices for their products.
To effectively communicate the value of your products, Farmers need to understand what customers are looking for when purchasing from local producers. A product's value isn’t easily identifiable to buyers who don’t know your Farm brand or are unfamiliar with your farming practices. That’s why it’s essential to understand how to communicate why your products are special and unique – through your practices, certifications, and program affiliations.
Communicate your Practices
Your practices, methods, and techniques are a key component of what makes your Farm unique. Even though customers are becoming more familiar with the importance of “sustainable,” “regenerative,” or “holistic” agricultural practices, many are unaware of the specific methods Farmers use to produce high-quality products while being stewards of the environment to raise happy, healthy crops and animals.
As Americans are becoming more aware of the benefits of sustainable agriculture, communicating how your practices contribute to raising a high-quality product and nurturing the land is the first step to having customers recognize the value of your Farm brand.
Farming takes time, effort, and energy, and many Americans don’t fully grasp the labor that’s involved. When Farmers share pictures of animals on pasture and explain through a social media caption or email newsletter what pasture-raised, organic, or non-GMO truly means, customers will understand the value of what you’re producing. When you showcase your practices and outline the benefits, customers will know why you’re charging a higher price and will gladly pay for higher quality products that come with your methods.
Watch: Connecting with Community & Growing a Farm Brand
Showcase your Certifications
Third-party certifications allow Farmers to publically share their values and commitment to raising the best products possible. They have the power to assure quality, promote sales, and appeal to a certain segment in the market! For example, the logo of A Greener World (AGW), Animal Welfare Approved (AWA), or the Real Organic Project (ROP) supplement to the USDA Organic label can immediately tell a buyer what’s important to your Farm and the practices you uphold. Some buyers are so loyal to specific labels that they only purchase from businesses that have been certified.
But why are certifications so important? Because buyers are willing to pay more to support their values and are becoming more aware of sustainable living, increasing the desire to support local producers. When Farmers share their certifications – on their website, at the farmer’s market booth, and in messaging on social media and in emails, it re-affirms trust in products. If a customer sees the Certified Grassfed or Certified Non-GMO label by AGW, they immediately recognize your practices and know they’re supporting a producer who upholds their same values (even if they don’t know what those labels mean).
Certifications help validate your farming practices and authenticate your claims. By having the labels displayed on your website and email templates, customers can quickly identify what your Farm is about and trust the quality of your products and practices. Your certifications symbolize your hard work to adhere to specific regulations and requirements. Showcasing them to your customers will make it easier to justify premium prices and help you create a loyal customer base and strong brand recognition for your Farm business.
Read: Promoting Organic Roots with the Real Organic Project
Listen: How Certifications Grow Customer Loyalty
Become Affiliated
When Farmers join organizations like the American Pastured Poultry Producers Association (APPPA), the Farmer Veterans Coalition (FVC), or the Grassfed Exchange (GFE), they attract buyers who understand the values of those programs and the practices they espouse. Regional affiliations, too, like Alabama Farmer Association (ALFA), Carolina Farm Stewardship Association (CFSA), or the Midwest Organic Services Association (MOSA), endear loyalty to local producers in a given area.
Farm associations give customers insights into who you are, your farming commitment, and improve buyer loyalty and transparency. With the power of the internet to search for anything these days, Americans crave the need for accredited groups or certifications to prove that the products they’re purchasing align with their values. These affiliations give your Farm an upper hand - establishing to buyers that you meet their standards, prioritizing methods to produce healthy food, and care for the environment.
Joining Agriculture associations and organizations that are regional or state-specific will help you gain visibility in the market and widen your Farm network. Working with other Farmers in these programs allows you to create partnerships and learn from your peers.
Watch: Pricing Your Products for Profit and Ease
Listen: Overcoming the Challenges Facing Pastured Poultry with Mike Badger, APPPA
When Farmers communicate the value of their products through the practices they use, the certifications they’ve gained, and the programs they’re a part of, they create more loyal customer bases. Put in the effort to join and participate in these groups, affiliation programs, and certifications, then share on your website and through social media and email with your network. When you do so, it will be easier to increase affinity for your Farm brand and justify premium prices.
Barn2Door provides an all-in-one solution to grow and manage your Farm business. If you’re curious to learn why successful Farms run on Barn2Door, watch this 5-minute video.