First there was D.I.Y [ Do it yourself] and then there was D.I.M.[Do it for me] then there was the 2008/09 recession that changed consumers habits,  the result was G.I.Y. [Grow it Yourself]  G.I Y. Is the latest trend and buzz word in many communities around the world, this could become an opportunity for retailers who can develop opportunities to work with such groups.

Retailers need to understand that there is a desire for consumers to grow their own food. This is not a new trend, society has grown its own food within the local community for generations. This time around a few things have changed. Firstly, this is the first generation where the skills have not been passed down from the previous generation .After the second world war there was a blip when a generation became true consumers and lost the art of growing their own food. Many would argue that there is now a trend back to more traditional, and sustainable, ways of living.

Secondly, most consumers realize that they cannot grow everything they want, either due to lack of space, lack of the right conditions,  lack of time or a desire to continue to purchase exotic, or out of season,  produce.

This means that although there is a GIY revolution taking place there is still an opportunity for retailers to be seen as the local hero’s in the local community. (more…)

Creating a successful farm market is more than just providing the produce; you have to also create an experience and make it memorable.

I recently worked with Clovermead Apiary near London in Ontario, Canada.  This 2009 award winning farm market business uses bees and honey as its core focus business.  The farm market has around 900 hives and has entertainment and education classes for school children and bus tours.

What really makes this business a memorable experience is Chris Hiemstra, one of the owners of the business.  He has a living beard.  When I say that, if you were to meet him, you would notice he is clean shaven, but once a year he ‘grows’ a living beard.  He places a Queen bee in a small cage around his neck and, guess what, the bees gather around the Queen and he then has a living beard; a swarm of bees at his chin. (more…)

In recent talks and articles I have mentioned Kogi’s in Los Angeles and how he is using Twitter as a marketing tool to grow his business. In the March 29th 2010 edition of Time Magazine there is an article on his business in the Life Section.

This does not talk about his Twitter marketing, but about the success of his business by identifying a niche marketing opportunity.
He is providing Gourmet food from his kitchen on wheels. His objective is to provide quality food that is quick, convenient and cheap and decidedly anti-fast. The food is a combination of Mexican and Korean.

His aim is to bring farm raised food to the masses and his dream is to have Eminem do a concert at a farmers market.

An interesting article and approach that is well worth reading.

Click here to read it on Time.com

I recently gave a presentation where a delegate informed me that there was no point doing a session on social media marketing as it would never become part of marketing when dealing with retailing. In his view it was something the his kids used to talk to their friends and that was it.

In 2009 Universal McCann carried out a global study on social media and came up with some amazing results. It showed that 78% if internet users in India, 73% in China, 63% in South Korea and 50% in Germany all used the social media. 80% of users in the USA, Spain and South Korea watched video online.

If you are still a sceptic look at the figures, it is time to get involved and to start communicating and listening to consumers via the social media.

Ref: The Rise of the Social media by Allie Johnson for Pets International, March 2010