"Think outside the (big) box – Sell yourself, not just your plants"

At the recent NGIA Growing Edge conference in Hobart, restaurant critic turned pig farmer Matthew Evans spoke of how of his early experience cooking in a Canberra culinary institution taught him the importance of quality over quantity. Needing to satisfy the appetites of over one hundred customers at each service, Evans quickly found that shortcuts were the order of the day, with dishes featuring ingredients such as “refreshed” oysters, lime (cordial) sauce and packet mixes. Yes food was served on time, and with a fancy French name. However, the quality left a lot to be desired.

Fast forward several years and Evans has now ensconced himself on Fat Pig Farm in southern Tasmania. Needless to say his former Canberra employer is no longer open. These days, Evans is kept busy farming quality produce for his on-site restaurant and operating a cookery school, smaller-scale operations that allow him to share his passion for good food whilst retaining time for his family. Everything except olive oil and wheat is grown on-site, allowing Evans to maintain tight control over the quality of meals served, and thereby maximising the customer experience.

Evan’s interest in quality produce led him to develop his show “The Gourmet Farmer”. Initially Evans wanted to tell the story of people who sold food that tastes better at the farm gate, i.e. where it is produced. However, when pitching his show story to SBS, Evans found that the station producers were more interested in hearing about those people’s stories through his own story. Hence, the show became a vehicle about his journey as a grower and restaurateur on Fat Pig Farm.

By selling his own story, Evans has shared his point of difference with existing and potential customers and has hence grown his business. NGIA growers and retailers can learn from Evans’ experience. Rather than competing with the big boxes on price (quantity), let your potential customers know what makes you different (quality).

Read more at NGIA (Gabrielle Stannus)