Home' Smart Farmer : July 2014 Contents Smart food
Tried, trusted -- and really tested
WHILE watching multiple screens
with my eleven-year-old godson Felix
recently, I found myself having a
sophisticated conversation on the topic
He explained that he understood that
companies try very hard and spend a
great deal of money to make sure he
will want not just any old beanie but a
particular brand of beanie. But he had
to admit that while he understood this,
it did not stop him buying the current
hi-value 'cool' brand that all the other
kids were wearing!
Brand management is big business,
with thousands of 'creatives' working
in companies all over the world trying
desperately to lure customers to their
clients' brands. If they succeed, the
rewards for the marketing companies
and their clients are enormous.
But if you really want your
customers to invest in your business'
long-term future, brand loyalty can be
reduced to one important word -- trust.
Trust that the product will not harm
you, your family or the planet; trust that
it will taste the way it says it will; trust
that no sentient being suffered or was
exploited in the making of the product
and in some cases, trust in the face or
name behind the product.
The latter strategy usually demands
a long and painstaking campaign to
carefully build reputation over time
but if implemented with sincerity and
honesty, this method of brand building
is extremely powerful.
Two household names in the global
food industry that have managed to
succeed using their own names are
our own, much-loved Maggie Beer and
UK-based global brand Jamie Oliver,
who is now (according to the Sydney
Morning Herald) reputed to be worth
These two celebrity chefs became
household names through their TV
programs, where their passion and
enthusiasm for the use of healthy,
fresh ingredients in the preparation of
delicious family fare has helped change
the way we prepare food.
They have both championed the
cause of teaching children how to cook,
and promoted the importance of home
gardening, all the while building up their
brand trust with consumers. This, in turn,
has led to growth in sales of their own
products and enabled them to put their
name to other projects and campaigns.
There is, however, a downside to this
type of marketing approach -- continued
consumer loyalty is dependent on the
trust in the person who fronts the
business and sometimes this makes
them and their brands vulnerable, often
through no direct fault of their own. It is
a situation both Maggie and Jamie have
recently had to deal with.
In the case of brand Beer, a family
member was hauled over the coals by
the ACCC for misleading labelling, which
in turn has brought the Maggie brand
into disrepute simply by association.
Jamie Oliver on the other hand has had
his brand undermined because he did
not seem to realise just how Woolworths
Australia intended to pay the reported
million-dollar campaign cost, and found
himself and his brand embroiled in a
fight between the supermarket and its
fruit and veg suppliers that the super-
market was trying to slug with a levy to
pay for brand Jamie's campaign!
There will always be hard decisions
that have to be made in any business,
especially when trying to meet growing
demand or when trying to deal with
seasonal supply highs and lows.
That is why it is so important to
really understand what it is that makes
your customers trust you and your
products because only then will you
be able to make the business decisions
that will uphold and continue to build
'trust' capital between you and your
Celebrity chefs Maggie Beer
(pictured) and Jamie Oliver became
household names through their
passion and enthusiasm for the use
of healthy, fresh ingredients in the
preparation of delicious family fare.
Fungi foray stirs
THE Upper Torrens Land Management
Project facilitates monthly activities for
volunteers in both conservation parks
within the upper Torrens catchment - Cromer
Conservation Park north of Birdwood and
Porter Scrub Conservation Park, south of
Both groups meet in April and October to
undertake a range of activities within these
parks, including weed control, bird band-
ing, plant ID workshops, and bat and bird
Last month, the Adelaide Fungal Studies
Group met with local volunteers to search for
fungi at the Porter park. More than 50 species
were identified during the course of the day.
Local volunteer Natalie Rowland was
delighted with the session.
"I had no idea that they were such important
decomposers, and that there were so many
varieties," she said.
Volunteers were particularly impressed with
the colourful ones, including Purple Emperor
Cortinarius archeri. Members from the fungal
studies group will be walking through Cromer
Conservation Park on another Fungi Foray on
Sunday, July 27, and invite those interested to
A key focus of the UTLMP is building
community capacity and upskilling locals to
improve the knowledge of property owners
and volunteers within the region.
This has a flow-on effect, with positive
outcomes for the environment.
As we know, our ecosystems are complex
and species diversity is particularly important
in ensuring functionality of the ecosystem.
• Need to know more?
UTLMP 08 8568 1876, www.torrenslandcare.org.
au. To join the Fungi Foray on July 27, email Kim
This colourful Purple Emperor Cortinarius
archeri fungi was one of more than 50 species
identified by local volunteers who joined the
Adelaide Fungal Studies Group for a browse
through the Porter Scrub Conservation Park
south of Gumeracha last month.
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