Can we take the word of the consumer?

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By Dwain Duxson

Can we take the word of the consumer? - Many people say they want to know where their food comes from, but I reckon it's all rhetoric. They just buy on price, and all that airy-fairy stuff goes out the window. I mean, who's got time to study labels and download QR codes in the Supermarket? 

There's some sort of dilemma brewing in the Egg industry, with the banning of Caged Eggs imminent. Apparently, there has been a shift back to caged Eggs because they are cheaper at a time when supply is dropping. And the opposite is occurring with Free Range Eggs. Demand is dropping when supply is increasing. Imagine being a Farmer in transition from Caged to Free Range. Consumers said they wanted Free Range.

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So, there are very few premiums for items that are traceable. There are some who have done it well, but many have fallen by the wayside trying to chase those premium consumers.

I remember when Woolworths bought the Organics brand Macro, Macro had a successful Organic brand, and I'm sure Woolworths would have anticipated it to be a much larger percentage of the grocery basket than it is. It was much bigger a few years back, but now you blink, and you will miss it. Then there is the alternative Meat industry. Customers were screaming out for their products, and look where they are now. The industry is on life support. Reply to dwaind@farmtender.com.au

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