In the past, consumers knew the farmers who grew their food. Separated then typically by only a processor, a wholesaler and a grocer, the consumer easily trusted the simple chain that delivered the food. Today, a complex web of anonymous companies and people inhabit space between the farmer and the consumer. By one estimate, for instance, it now takes 57 companies to make and deliver a can of chicken noodle soup. The result? “ Separation anxiety,” an ever-widening gulf between the consumer and the farmer -- physical, mental and emotional. And anyone sowing seeds of misinformation can find fertile ground in the strained channels of communication along today’s food-chain.
At the end of that chain, grocery retailers -- the only representative many consumers now experience face-to-face contact with -- often find themselves serving as the farmer’s proxy, suddenly responsible for fielding questions from consumers about what that farmer does with our food supply and its potential impact on their health.
At the other distant end, farmers are left perplexed over how food is marketed and sold to consumers and why supermarkets choose the sometimes confusing product messages they communicate.
If information is not flowing freely between these two stakeholders then the whole food-chain can bear the consequence of a confused or even frightened consumer.
Farmer Goes to Market is designed to shore up this information gap, to provide direct answers to common questions, such as:
Click here (Adobe Acrobat format) to read more about the first Farmer Goes to Market pavilion at the N.G.A. Annual Trade Show and Supermarket Synergy Showcase Inside, where grocers met real life farmers face-to-face to ask the questions your customers ask you. Nowhere else could you see the food-chain coming together so vividly, re-connecting these two powerful food-chain stakeholders, eliminating misinformation and building a continued dialogue for earning consumer trust.
Now we're coming to Nebraska!
Following a successful pilot program in cooperation with the Missouri Grocers Association, the successful national rollout of Farmer Goes to Market is being rolled out on a state-by-state basis, now coming to Nebraska. Don't miss the value of reading, participating and giving your farmers feedback: