February 2021 - 13

GLVPN VEG CONNECTIONS
of fresh fruit and vegetables is so fluid
that we in the United States have lost
the concept of production seasonality -
we can essentially buy any fresh product
we want any day of the year.
So, it is no wonder most people do
not have a " My Farmer " concept since
most rarely meet a farmer or even see or
understand farming activity.
Developing a personal relationship
based on trust takes time and
one-on-one interaction, something
difficult for producers and consumers
in large store purchasing. In this
business model it is much harder for the
producer to interact with the consumer
since there is a wide chasm bridged
by several intermediaries who often
themselves only interact through phone,
email or fax conversations.
However, this is beginning to change
as producers and brokers try to narrow
that gap. Some packaging now has
producer information introducing the
consumer to the operation or even the
individual farmer who produced the
item, and may even direct the consumer
to a website for more information on
farm history and production practices.
I predict that when
we return to a more
normal status, those
that have had the farm
and/or farmers' market
experience will continue.
The novel coronavirus, COVID-19,
has also played a role in bringing more
consumers and producers together.
During this past year, farm markets
(an operating farm with an on-site
sales outlet) and farmers' markets (a
collection of vendors at a common site
with mainly raw or processed food
items) saw a tremendous increase in
customer activity, numbers and in
sales. The resulting pandemic caused
by COVID-19 caused many consumers
to search out other ways to purchase
food. These two outlets served several
purposes that will most likely have a
lasting effect on food buying habits.
These two business models are related
in that there is a high probability the
consumer will come in direct contact
with the producer, or at least a member
of their family who has direct knowledge
of production practices. That is how a
trust relationship develops and grows.
Many consumers shopping through
these outlets are curious about how each
item is produced. Being able to address
their questions and potential concerns
with first-hand knowledge helps develop
the needed trust for them to be able to
say, " My farmer says... " , or " My farmer
does... "
Another need these outlets fulfilled
in 2020 for some consumers is that they
were replacements for canceled events
and festivals. Even though there were
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restrictions due to COVID-19, open air
markets were perceived as a safe place
for an outdoor experience. This was
especially noticed in farm markets with
agritainment activities such as hayrides,
petting zoos and other attractions.
For a relationship to be successful it
has to be ongoing and the parties need
to interact on a regular basis. I predict
that when we return to a more normal
status, those that have had the farm
and/or farmers' market experience will
continue. The reality of buying such a
vital item as food from the person (or
farm) who produced it is something
many will want to continue. Being able
to ask questions and get immediate,
knowledgeable answers is a comfort
for many. The best you can do at a
supermarket is read the label and see
where it was produced. Workers stocking
supermarket shelves generally know little
about production practices.
I encourage both parties of the " My
Farmer " relationship to continue doing
your part. Even during the off-season.
Producers should keep their customers
informed through social media outlets.
Let them know what is going on in the
life of " Their Farmer. " Do not consider
anything mundane, let them know
you are doing tractor maintenance,
fixing equipment, ordering supplies,
sowing seed in the greenhouse, etc.
Short videos are nice, just make sure
they are done well with suitable video
and audio quality. Doing this makes
your customers feel a part of your farm.
Just like crops, successful relationships
need to be cultivated; they strengthen
everyone involved and the communities
in which they belong.
Interested in hearing more from
the Great Lakes Vegetable Producer's
Network? Visit www.glveg.net/listen. VGN
LET'S PUT
ABILITY IN
SUSTAINABILITY
VGN | FEBRUARY 2021 | 13

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February 2021

Table of Contents for the Digital Edition of February 2021