Craig M Dick

My slanted perspective on agricultural marketing

Category: Food

Plants Have Feelings Too!

plants have feelings too!


Is eating plants less cruel than eating meat? I am not so sure.

After all science shows us that the simple act of mowing your lawn, a past-time many Americans take pride in, is downright barbaric dismemberment. That lovely fresh cut grass smell is your lawn, aromatically shrieking to its brethren that it’s being attacked and needs first aid.

You are causing plants serious anguish and they are changing their behavior because of it.

Yes plant behavior is now a thing

Plants can make decisions based on the perceived level of risk

They communicate with each other in 5 ways:

Plants call for help, they eavesdrop, they defend their territory, they recognize siblings, and can communicate with mammals.

Plants care for offspring

Orchids are downright liars

Since plants have the ability to suffer, they feel pain, pleasure, fear, frustration, and motherly love. Whenever we consider doing something that would interfere with their needs, we are morally obligated to take them into account.

Let’s face it, eating fruits and vegetables supports cruelty to plants. Those idyllic verdant fields are really concentration camps crammed with flora that will never know what it’s like to care for its offspring. Eating vegetarian supports the killing of billions and billions of plants each year.

Ok, yes I am kidding, I don’t care what you eat (provided you are properly and humanly caring for your food source, animal and now vegetable). This was really just an exercise on taking a unique perspective on a topic to allow a shift in mindset.

Is your current product, idea or message not taking root with your customer? Perhaps looking at your problem from a different mindset can provide the innovative answer you need for growth.


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The Lesson of the Big 3

This past winter I was at a meeting where the speaker boldly announced: “If you eat you are involved in ag.”

I couldn’t agree with him more. I eat food, and I decide what foods I buy. I am involved.

Whether you are buying pork chops or cars, you are involved. And you have a say in what products the companies bring to and keep on the market.

Let me put it another way.  The consumer influences manufacturers by deciding to buy – or to not buy –their products. The manufacturer chooses what they will produce based on sales. If the manufacturer is not aligned with what their customers want, it doesn’t matter how cheaply it’s produced, or even how good it is or how well it’s engineered, it will not sell.

If you ride in a car you are involved in the auto industry.The Lesson of the Big 3

Up to the 1970’s, US car manufacturers resisted changing their cars. GM controlled 50% of the market.  It didn’t fear competition.  During the ‘70’s, Toyota increased their market share by providing quality economy cars. In the ‘80’s and ‘90’s they began marketing luxury cars. Toyota over took Ford, GM and Chrysler to become the largest automaker in North America in 2007.

The people spoke with their money, they choose better vehicles. GM and Ford learned their lesson and now make better cars. As a result, they’ve regained first and second place in US auto sales.

While quality is important to people who ride in cars, so is safety. We can thank Ralph Nader for his work on this.

Nader didn’t work on cars; he didn’t design them or build them; to this day he has never even owned one. Why should anyone listen to him on Auto Safety?

Nader was just a law student and stated writing about car safety. Due to his work Unsafe at Any Speed, Congress unanimously passed the National Traffic and Motor Vehicle Safety Act. This legislation reduced the number of injuries and deaths from road accidents by establishing federal safety standards for every American-made vehicle, including requiring safety belts for all passengers.

For his efforts, GM tried to destroy Nader’s image and silence him. Eventually, the president of GM had to appear before a Senate subcommittee and apologize to Nader for his company’s harassment and intimidation.

His contemporaries argued that Nader was ignorant of the trade-off between safety and affordability and that the vehicle death rates per 100 million passenger miles fell over the years from 17.9 in 1925 to 5.5 in 1965.

Nader (I assume) did ride in cars and he probably has family and friends that he wanted to protect. He was involved in the auto industry. Today, death rate per 100 million passenger miles is 1.08. Cars today are five times safer than they were in 1965. And we will continue to make them safer, since people very much would like their cars to not kill them.

So what do cars have to do with agriculture and food?

Most people don’t process or grow food. They don’t even garden. But they all eat. They are involved.  And the same problems that once affected the Big 3 automakers are now affecting food producers: quality and safety.

Yes, our food supply is the safest in the world, and yes, we raise some of the highest quality food in the world. Damn the science and statistics. But just like Nader and his supporters, there are consumers who still want more: more safety (whatever that means to them) and higher quality (whatever that means to them).

Just like the auto manufacturers, ultimately neither the food producer nor the food processor get to decide what will sell.  They can produce whatever they want and put it on the shelf in the grocery store.

But it is the consumer who decides what they want, and their purchase is their vote.

This is why 3 big food giants (General Mills, Campbell Soup Company, and Mars Incorporated) are voluntarily labeling GMO’s.  Here are some quotes:

Campbell’s and General Mills are saying, ‘It’s hopeless to fight this. Let’s get ahead of the curve.’”

“You can win the legal battle, but you’re going to lose the war because consumers have made up their minds.”

These 3 big food giants have learned the lesson of the Big 3 automakers: resist what the market wants and bankruptcy and liquidation may be your future.


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Designer Pork and Jeans

Designer Pork and JeansPeople buy their pork and jeans for what it says about their identity and beliefs. Your reasons as the manufacturer/seller of these products just don’t matter.

Growing up on the farm, I only wore Husky brand jeans from the sale rack. Like most farmers, my parents are fiscally conservative. After my first off-the-farm job, I upgraded to Cowboy Cut Wranglers and when I had extra cash, I would buy pre-washed Wranglers. At this point in my life, I worked for a farmer, did daily chores on our own farm, and aspired to be a cowboy. Wranglers were what cowboys wore.

A few years after college a friend opened a clothing store in Omaha, selling designer jeans  that cost close to $200 per pair. I assumed they would tear, stain and wear out as fast, if not faster than a pair of Wranglers. Why would anyone need a pair of these, let alone a closet full of them? When looking at designer jeans through my own set of experiences (mostly farming), there is no way to understand this type of purchase.

Perhaps an understanding of the reasons that designer jeans are more expensive would help. Designer jeans use a higher grade of denim or denim blend. They use different processing to ensure the denim holds its color and shape longer. They are better constructed for better fit, more true sizing and consistency. You are paying for more craftsmanship.

Whether this is true or not doesn’t matter, because those things have nothing to do with the real reason someone buys expensive jeans.

So how did the jeans in the picture end up in my closet? At a certain point in the hierarchy of needs, purchases are about self-esteem, needs having been meet long ago. Once basic needs are no longer a concern, people buy products for how it makes them feel about themselves or what it tells the world about them. Buying premium high-end jeans tells the world, “I am successful, sophisticated, with the current style, and might know something you don’t.” It is about the identity of the person buying the product, not the product.

Food can also fall into the category of identity purchases.

Again, once basic needs are met, people look for ways to improve their self-esteem. One way to do this is to buy “designer food.”

Hand-made, artisan, environmentally friendly, organic, nutrient dense, and hormone free, among other attributes can describe “designer food.” Whether “designer foods” are actually better than conventional/commoditized food doesn’t really matter.

Your reasons why Wranglers are better than DL1961 Premium Denim jeans just don’t matter. Your reasons why Wal-Mart pork chops are just as good as Niman Ranch Pork Chops doesn’t matter. If you’re broke (and I have been), then Wal-Mart it is. If you have the means to choose any pork chop you want, you are probably going to choose a fine tasting, humanely raised, sustainably-grown-by-a-family farmer pork chop. This is what a Niman Ranch Pork Chop markets itself as.

Consumers are, well, consumed in themselves. Since Wal-Mart doesn’t tell them how that pork chop made it to their store, they will assume it has been produced and handled just like the rest of the products sold at Wal-Mart, at the lowest cost. Which doesn’t sound very tasty.

Of course all of us in Agriculture know that the pork chop at Wal-Mart was also raised humanely by family farmers. After all, most food produced in this country is. But your reasons just don’t matter.


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