However, food marketing experts always seem to talk about what Consumer wants. They say, the consumer is always looking a bargain or to be concerned with anything other than price and convenience.
A consumer may be a soccer mom, a working mom or a busy homemaker, a businessman, or a job holder. Regardless, she wants her food to be quick, convenient, and cheap.
The food marketers realize that some organic and natural food shoppers are willing to pay higher prices, but they are still trying to make natural, organic, and even local foods more convenient and cheaper.
That's why food marketers focus on Consumer. They target their marketing efforts to the largest number of consumers who share similar preferences. They try to convince other consumers, through persuasive advertising.
The new farm marketing strategies are not about advertising, promoting, or selling; they are about finding people who already want to buy what they produce. The new consumers are willing to pay a fair price for healthy food.
New farm marketing is not about finding large numbers of people who want the same things but finding just enough people who share the values in the new products and processes of the farmers.
New farm marketing is not about reducing costs through the volume; it is about creating value through uniqueness. It is not about charging ridiculously high prices to gullible consumers; it's about getting a fair price, an acceptable price, from an informed customer.
Marketing strategies for new farmers are not about exploiting impersonal markets but instead are about sustaining personal relationships.
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