Now to the topic of discussion for our second 'chew the cud' segment (no, its not official, just using it as the stand in name for now, settle down).
'1888 Certified', where our beef is now available, opened to the public last week to the oooohs and ahhhs of a receptive public. I hovered as the' farmer to meat' for the day and was interested in the comments and reactions of those who shopped on that first day of trading. Few walked past without a sticky beak. In the least, people slowed to glance at the array of meat, smallgoods and cooking related home wares on show.
The other end of the customer spectrum were the thoroughly meat inebriated fanatics who were literally beside themselves that they could now purchase chemical free, sustainably raised meat right there at their favourite new shopping precinct in Bondi. To these appreciative folk, I was able to regale with tales of farming life, the ins and outs of our management practices and how we found ourselves selling our beef at the famous Bondi beach. It was thrilling to know Sydney siders can be as passionate about the origin and quality of their food as I am. The strong foodie culture in Sydney is testament to that and to actually engage with them as a producer was rewarding. The loop had finally closed, food from country to city, and a good yarn between producer and consumer to cement the deal. Our beef was welcomed with open arms, celebrated in a meaty verbal embrace. Now that's direct marketing, that's direct input and feedback. That's the way it should be.
However it is with the people whom only managed a glace, or walked on by, or did buy some meat but without the slightest interest of its origin or quality, that I am most interested in. Those that strode past with just a passing glance could have been vegetarians (vego's aren't so bad, cattle are vegetarians), or they might just love buying their meat at supermarkets in pre-wrapped packaging from people who don't care about the quality, origin, chemical content or customer experience. And maybe those that did buy a piece of meat, wanted to do just that, buy a piece of meat to whack on the barbie for dinner, and as long as it was red and dead, didn't care where it was from or how it was produced. Fair enough. I just hope they don't invite me to their next barbie.
These are the people who are ripe for the picking, especially those already eating meat (that's a great start) with so much to discover and learn, so much appreciation to experience, if only we could excite them enough to care.
I suggest there are a number of ways to do that, angles to try to incite curiosity, interest, and perhaps even desire, and I will cover these in subsequent cud chewing sessions.
And for any vegetarians reading this I appreciate you taking the time to do so given your abstinence. I haven't forgotten you, I will wear you down gently, and change your eating habits if it's the last thing I do!
For now, to you all, enjoy the good food that blesses your table, and the people with whom you share it.