‘Connecting with the conscientious consumer'
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Authors
Date
2013
Type
Monograph
Abstract
The following report has been completed as part of my participation in the 2013
Kellogg Rural Leaders Programme. The scope of this individual research project
was to select a topic of interest to the participant and spend 'Phase Two' of the
Kellogg Rural Leaders Programme completing the individual research project.
Findings are then presented on return to Lincoln University during November
2013.
After a great deal of deliberation, the topic of research I developed was to
investigate the different ways that producers were connecting with consumers,
and vice versa. Of particular interest to me was the concept that producers were
taking control of the messages that were being portrayed with regard to
production. Thus I came up with the title "Connecting with the conscientious
consumer."
Those involved in the food production industry are keenly aware that consumers
are becoming increasingly discerning about the origins of their food. Of
particular concern to consumers is the way 'meat is made'. This concept is
reflected in a number of different signals and includes the consumers desire to
understand the way their product was raised, what chemical and additives were
used during the production process and the animal handling techniques
employed during the lifespan. The purpose of my report was to investigate some
of the different techniques being employed to connect our increasingly
metropolitan and city-based population with the origins of their food. I was able
to segregate the different themes of these techniques into three categories:
education, food service and practical. As such this report is split into these three
themes.
The major finding of this research and exploration is was that there are a huge
number of innovative and energetic producers who are going above and beyond
to connect with their consumers. These concepts will be explored through the
report. Another major finding was that those buying from these producers are
content with buying in this manner. The shoppers appreciate the integrity that
can be attributed to this kind of purchase, particularly with regard to those
producers who engage in direct marketing.
Due to the immense scale of people engaging in 'connecting with the
conscientious consumer' this report is not all conclusive. Instead of simply listing
all of those producers who are connecting with their consumers I decided to
complete an investigative case study into some of the unique elements of their
businesses. However, I can come to the conclusion that Australian consumers are
becoming more discerning and cautious to know about the origins of their food. I
see there is a great opportunity for people, particularly those from smaller,
family based businesses, to employ tactics of direct marketing, selling the story
of their exemplary land management and animal welfare techniques, along with
the traditional protein (or fibre) product.
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This Kellogg Rural Leaders Programme report can be viewed only by current staff and students of Lincoln University.