EARTH VISIONS

Copyright 2010, Melissa C. Reardon, on all text and images, all rights reserved.

"MARKETING SUSTAINABILITY"

By M. C. Reardon

When it comes to keeping a farm productive over many generations, any farmer will tell you this kind of living has its challenges. For many, if a farm just doesn’t look like it’s going to make it; the mere thought of losing the land to developers is a nightmare. Kathy Panner’s family wasn’t sure what to do when their family farm couldn’t make ends meet. It wasn’t until they switched from conventional lamb production to sustainable agriculture that opportunities began to knock on their door.

Through their participation with the Country Natural Beef cooperative, their lamb and beef is now sold exclusively by the New Seasons grocery chain, where they have an exciting partnership that allows for Kathy to work in the stores twice a month creating special relationships with her customers. In turn, many store employees get to know about Umpqua Valley Lamb by planting trees on her land to restore the riparian habitat. She shared her story at the Western Stewardship Summit in Central Oregon, where policymakers, sustainable producers and environmental organizations gathered together to learn about collaboration with government agencies, creating valuable partnerships, climate change and other compelling issues. Along with Tim Franklin, project manager for the Applegate Partnership and Watershed Council, and Ryan Temple of Sustainable Northwest, Kathy gave savvy marketing advice in a Marketing Stewardship: Branding and Certification workshop.

As Tim showed slides, passed out funny fish promos and discussed the challenges and successes of coordinating the Salmon-Safe program in his Southern Oregon region, it was obvious that sound management of natural resources was critical to the overall success of sustainable agriculture. The Applegate Partnership’s dedication to helping farmers utilize the basic requirements of the Salmon-Safe program has educated landowners on how to the restore the fragile salmon habitat by planting trees in riparian areas, manage soil fertility by growing cover crops and use natural methods of pest control and irrigation management to avoid run off.

Kathy added that “…in agriculture, environmental stewardship is directly tied to economic stability. When people see continuity in their agricultural operations, really great things happen.” The key is in protecting the future yields of the land by planning beyond the current yield, supporting the long term health and diversity of the land, as well as respecting the wildlife that uses the land for habitat. It is a very inclusive but expansive concept that has increased the probability of ever increasing returns for her farm long after she’s gone.

However, practicing sustainable agriculture techniques isn’t enough to turn a dying family farm into a productive one. Someone has to buy a producer’s tender flavorful meat or tasty corn on the cob. That is where communicating a consistent story, developing mutually beneficial partnerships and running a sound business really pay off. In an increasingly competitive ‘green’ market where huge multinational corporations like Dow Chemical and SC Johnson insinuate that their products are natural when they are not certified organic, small sustainable farmers must prove that their products are truly environmentally friendly. Certification with a brand like Salmon-Safe reassures customers that their purchasing dollar is protecting the native landscape. Tim explained that when an organic product is already on the market, being certified by Salmon-Safe, one of the most widely recognized eco labels in the nation, increased product sales on an average of 15-20%. Participating in a cooperative like Country Natural Beef is also helpful in increasing sales.

Green consumers want to know who they are buying their food from, how they protect the land and whether they really are sustainable. When they connect with and trust a sustainable producer, they will remain loyal to the product line even in economic downturns. For example, when times get tough, Kathy’s customers are simply changing from expensive T-bones to ground beef rather than turning to buying meat that is grown in foreign countries or raised with hormones and antibiotics.

Being a small business may feel a little like David and Goliath in the marketplace. However, sustainable producers don’t need to make excuses for why they aren’t a Wal-Mart, Home Depot or Costco. If the customer understands the producer’s story, it becomes painfully evident that buying from a large retailer is supporting an unhealthy environment. Sustainably farmed products are from local sources, decreasing energy needs. They support wildlife diversity on the landscape. They keep the family farm in the family and they support local economies by keeping the consumer’s dollar in the state rather than abroad. The benefits of buying local organic products outweigh those of buying a lower quality product for less money. If a business provides a quality product, practices regular bookkeeping, uses efficient distribution and offers careful follow up on problems that arise, any sustainable producer will be way ahead of the competition.

Though there are those around the globe who would like to convince the general public that sustainability is just a fad, there are many people who feel that producing or buying sustainable products is their way of expressing personal values. As Ryan puts it, “At its core, sustainability is a necessity.” It is a tangible way of living in relationship with a collectively biological environment. Consumers with a conscience want to know about certified green products and buy them whenever they can. And for these consumers, sustainability is here to stay. That is why it is critical that sustainable producers spread the word about their business practices and core beliefs because as Kathy puts it, “Good stewardship is contagious.”