Industry experts advise on improving returns for horticultural producers
According to a 2018 KPMG report on agriculture - on average, only 10 to 30% of the retail price of the product comes back to the farm-gate. It appears value is not captured proportionally along the value chain; the more connected you are to the consumer of the product, the greater the ability to capture more value. Growers may have the potential to capture more of their value by participating more actively in the value chain beyond their farm gate.
The modules below provide advice from experts on how growers can extract more value.
Module 1 - Introduction
Introduction module and overview of the purpose of these videos.
Peter Cornish - CEO Fruit Growers Tasmania - Introducing the series of workshops
Module 2 - Knowing the markets - domestic and export
Tristan Kitchener - Kitchener Partners - Understanding the domestic market
Wayne Prowse - Fresh Intelligence Consulting - Getting export ready
Module 3 - Managing Product Quality
Dr Jenny Eckman - Applied Horticultural Research - Optimal post-harvest management
Christian Patterson - Escavox - Tracking your product quality from farm gate to customer
Module 4 - Knowing your customer/consumer
Louise Beard - Forward Insights - Understanding your customer
Module 5 -Telling your story in a way that builds value for the business (Part 1)
Andy Cooley, Rena Chatterjee, Iain White - Story and Brand - Telling your unique story (1)
Module 6 - Telling your story in a way that builds value for the business (Part 2)
Andy Cooley, Rena Chatterjee, Iain White - Story and Brand - Telling your unique story (2)
Module 7 - Pitching your message to customers and consumers
Andy Cooley, Rena Chatterjee, Iain White - Story and Brand - Determining the winning pitch
Module 8 - Your Marketing
BJ Plummer - Asia Expert - Your marketing
Rena Chatterjee - Story and Brand - Marketing