Lembram-se da Raporal? Eu ajudo:
- A prova do tempo... tudo por causa de um Pingo Doce (2015)
- Especulação à volta da carne de porco (2011)
Já agora, recordo a mensagem deste postal de 2021: Que mais exemplos são precisos?
Recordo também "Fazer o by-pass à distribuição" de 2013.
"This small meat-processing facility, which a group of ranchers started under the name Old Salt Co-op, is one of many that have appeared across the country recently. "Small" is an understatement: Old Salt can process the equivalent of 20 cattle per week, while major meatpackers butcher thousands per day.Just four companies process 85% of American beef, according to the U.S. Department of Agriculture....Since most independent ranchers and processors lack the volume to supply major grocery chains, their survival rides not only on how much brisket they produce, but on how many people buy it.Without a strong customer base, Rebecca Thistlethwaite, director of the Niche Meat Processor Assistance Network at Oregon State University, fears that many small processors will fail. She cited a University of Illinois study. that suggested success is contingent upon local demand. "It's not a field of dreams situation; it's not an 'If you build it, they will come," Thistlethwaite said. "You can't build supply chains without having that end consumer."...Data on net profits is difficult to find, but gross profits are certainly down. Fifty years ago, ranchers got 60 cents of every dollar that consumers spent on beef; today, it's 39 cents, according to the White House,...For independent ranchers, major chains - like Walmart, where 26% of America's food dollars go are basically out of the question. "To get into a chain grocery store, you have to have volume," explained Bill Jones, general manager of the Montana Premium Processing Cooperative, which opened in January. And since it takes two years and roughly $2,500 to raise a single head of cattle, Jones said it's "a heck of a challenge" for ranchers to establish enough volume to interest a grocery chain.Jones said the ranchers in his cooperative sell their meat online, at farmers markets or to local grocers and restaurants. "And then some are doing all three," he added...."So we decided to try to consolidate that into one kind of regional effort." Old Salt has also gone beyond selling meat online: opening a buzzy burger stand in the heart of Helena, organizing a festival and cookouts and ranch tours, and launching a butcher-shop-slash-grill that will showcase its products and host community events....Whether Old Salt can find more people like Barnard is an open question - and a critical one. As Mannix put it: "If customers don't change their buying habits, local meat really doesn't have a chance."Thistlethwaite, of Oregon State University, agrees. "I don't think (local meat processors) are going to survive unless we see consumers step up more seriously," she said."
Produtores pequenos têm de:
- focar-se em nichos e canais de venda direta ao consumidor (online, feiras, restaurantes locais), pois a distribuição tradicional exige volumes muito altos,
- investir em marketing e branding para criar uma identidade local e um ligação emocional com os consumidores. Eventos e tours ajudam a fugir ao Red Queen effect. Desenvolver uma storytelling sobre a origem do produto.
- cooperar com outros produtores/processadores pequenos para ganhar escala e eficiência em áreas como a logística e as compras,
- diversificar os canais de venda para minorar riscos e não depender só de um nicho de consumidores,
- apostar na qualidade e sustentabilidade para se diferenciar dos grandes players,
BTW, recordar a lição da Purdue em Se há coisa que não suporto é misturar catequese com negócios (2010)
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