August 2022 - 19

GREAT LAKES EXPO NEWS
DELIVERING
THE ULTIMATE
FARM MARKET
EXPERIENCE
John Stanley to share tips and tricks to becoming a
farm market expert during Great Lakes EXPO
By Madi Jones
VGN Correspondent
Often described as being a GPS for
horticulture and agricultural businesses,
John Stanley offers a guidance system to
lead farmers in the direction of success.
Stanley is one of the world's leading
horticultural consultants interpreting
global trends while providing farmers
with practical,
low-cost ideas
to maximize
current
economic,
customer service
and marketing
trends to
increase sales
and grow profits.
The Great
Lakes Fruit,
Vegetable and
Farm Market EXPO is looking forward
to welcoming Stanley to the event this
year for several sessions, including a
keynote address. The Great Lakes EXPO
is Dec. 6-8 in Grand Rapids, Michigan.
Stanley and his wife own Chestnut
JOHN STANLEY
Brae - a 1,000-tree sweet chestnut farm
in Nanup, Australia. The two focus on
learning more about their key consumers
and how to market to them - all while
delivering the ultimate farm experience.
" We believe in being 'price makers'
rather than 'price takers.' As a result we
have created chestnut flour, chestnut ale,
chestnut fed pork and more, " Stanley said.
Moving forward since COVID-19,
farm marketers have had to adapt to
new techniques to implement in their
business.
" Farm marketers are in the driving
seat in the post-COVID world as we
move from a global economy to a local
economy, " Stanley said. " This means that
they have the opportunity to be proactive
in promoting that they are local and are
interested in helping the local economy.
" Consumers are looking for local
initiatives - they want to know where
their food comes from, how it is
produced, who produced it and why it
was produced that way. "
Not only do farm retailers need to
adapt to new techniques, but they also
need to keep up with the latest trends.
John Stanley's " Key
Consumer Trends " driving the
farm market business:
1. Locally sourcing produce and
seasonal produce.
2. Creating the ultimate shopping
experience that cannot be found
in a supermarket.
3. Farmers networking with other
local suppliers.
4. Experimenting in the kitchen and
finding adequate resources and
information.
5. Prioritizing health and well-being
into farm retailer's practices.
Farm marketers should provide the
" ultimate farm-market experience " by
understanding what drives consumers
to the farm. Then develop an experience
that will attract the targeted audience.
" The key to delivering the ultimate
farm-market experience is interacting
with the consumer rather than just
serving them; it's not always just about
the product, " Stanley said.
John Stanley's Top Five Pieces
of Advice for a New Farm
Marketer are:
1. Identify who your customers are
and understand what drives them
when they shop.
2. Ensure you not only engage with
your audience, but you enjoy
and love to engage with them
- otherwise you are making a
business mistake.
3. What makes your business
unique? Identify what makes you
stand out and what you will be
famous for.
4. Create a retail environment
that works and tailors to your
consumers' needs.
5. Compare other businesses outside
of farming to provide a " guide "
of what your consumers expect
when shopping.
It is important farm retailers improve
their engagement with existing
customers to further build their business.
Stanley recommends improving
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engagement by training the team in its
core values, enacting an engagement
policy within the business and knowing
the average sale-per-customer and how
to increase profit.
With success can also come challenges.
Stanley notes that some challenges
within the industry could include supply
chain issues, lack of staff, food shortages
and inflation worldwide, as well as
climate change.
Looking to bring in the next
generation into your business to keep
their market thriving? Stanley suggests
letting the next generation " make their
own decisions, their own mistakes and
their own success. "
Learn about this - and more - at the
2022 Great Lakes EXPO. You can visit
glexpo.com to stay up to date as more
details and speakers are announced
for the 2022 Great Lakes EXPO. The
popularity of agritourism continues
to increase - check out additional
agritourism updates in the redesigned
Farm Market Hall. VGN
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August 2022

Table of Contents for the Digital Edition of August 2022
