Product sales are essential for the survival of any food or drink business. Businesses can take different approaches, depending on the product, target market, and ambition. As part of the IntercropVALUES project, the Scottish Agricultural Organisation Society Ltd (SAOS) has been following the approach taken to market ÒR-GANIC: a high-value Scottish culinary oil.
The ÒR-GANIC business is young. It is a spin-off from an established livestock feed business, which processes the oil as a ‘related diversification’ to its core business. The approach to marketing this product, made from intercropped oilseed rape, has shifted since its launch 4 years ago.
How it started
- The founders carried out marketing themselves. When they weren’t doing the day job.
- They focused on high-value, low-volume premium price sales.
- The initial route to market targeted farm shops and premium independent retailers, rather than wholesalers.
- There were no online sales.
- They wanted to tell the ‘story’ of the intercropped organic crop to support sales.
- There was insufficient focus on social media marketing to build brand awareness and engagement.
- They attended national food and drink fairs, particularly in the London area
How it is going
- They have appointed a specialised food marketing agent with a network of contacts and dedicated time to make sales.
- It is moving towards larger-volume, lower-value sales, targeting a range of markets.
- They are now making online sales.
- It is difficult to tell the ‘story’ of organic intercropping. Rapeseed oil is perceived as an inferior crop that damages the environment. The focus so far has been on the environmental benefits of organic production and its provenance (Scotland).
- The focus now is on sales activity in farm shops, delis, and organic retailers.
- They are forming strong wholesale partnerships. With clear promotional and support plans to drive listings and maintain them.
- They will continue to attend food and drink fairs. Turning up is important. Many businesses fail quickly, and showing you have longevity is important to give confidence to potential customers.
This change in approach to sales should increase demand for oilseed rape to crush. This will require a greater area of crop grown by more farmers. The IntercropVALUES project can help support growers do this. Intercropping has the potential to increase yields by reducing weed and pest pressure.
This news article was written by David Michie (SAOS)