securing success through authentic relationships the heritage acres story
TRANSCRIPT
Securing Success Through Securing Success Through Authentic RelationshipsAuthentic Relationships
The The Heritage Heritage
Acres StoryAcres Story
It All Starts At the FarmIt All Starts At the Farm
It All Starts At the FarmIt All Starts At the Farm
Farmer controlled brandFarmer controlled brand Communicating with the Communicating with the
consumer about how their food consumer about how their food was raisedwas raised Taste/flavor,Taste/flavor, Health and food safety,Health and food safety, Animal welfare,Animal welfare, Environment and sustainability.Environment and sustainability.
Flavor Comes from the FarmFlavor Comes from the Farm
Flavor Comes from the FarmFlavor Comes from the Farm Consumers pay for subtle differences in Consumers pay for subtle differences in
flavor in particular products: wine, flavor in particular products: wine, cheese and meatcheese and meat
Production practices influence flavorProduction practices influence flavor Consumers choose natural and organic Consumers choose natural and organic
due to better tastedue to better taste Communicating with consumers gets Communicating with consumers gets
them interested in productthem interested in product
Heritage Acres Pork Heritage Acres Pork
Heritage Acres Pork Heritage Acres Pork
Our genetics selected for flavor & Our genetics selected for flavor & “out-door” acceptance and result in “out-door” acceptance and result in pork with a sweeter, richer flavorpork with a sweeter, richer flavor
Pork Raised outdoors, in non-Pork Raised outdoors, in non-confinement operations does not confinement operations does not have a “piggy” flavor or aromahave a “piggy” flavor or aroma
Consumers Concerned Consumers Concerned About HealthAbout Health
World Health World Health Organization has Organization has raised concerns raised concerns about use of about use of antibiotics in food-antibiotics in food-animal productionanimal production
Most European Most European countries have countries have outlawed use of outlawed use of these productsthese products
Produced without AntibioticsProduced without Antibiotics
Producers do Producers do not administer not administer antibioticsantibiotics
If animals If animals become ill they become ill they are removed are removed from the from the systemsystem
Strict Feeding ProtocolStrict Feeding Protocol High plane of nutrition with corn & soybean dietsHigh plane of nutrition with corn & soybean diets No animal by-productsNo animal by-products
Consumers Want Choices Consumers Want Choices
Over 80% of Over 80% of consumers are consumers are willing to pay willing to pay more for food more for food produced from produced from family farmsfamily farms
Environmentally Friendly & Environmentally Friendly & Humanely RaisedHumanely Raised
Fully traceable Fully traceable system with US system with US farm of originfarm of origin
Complies with Complies with Certified Humane Certified Humane production production protocolprotocol
Third party Third party verificationverification
Sustainable Family FarmsSustainable Family Farms
SustainabilitySustainability
At Heritage Acres, At Heritage Acres, each of our farm each of our farm families practice families practice sustainable sustainable production that production that preserve our preserve our environment, our environment, our health and our health and our communitiescommunities
Keys to Successful Keys to Successful Cooperative DevelopmentCooperative Development
A championA champion LoyaltyLoyalty TrustTrust InvestmentInvestment Obligation and Obligation and
right to deliverright to deliver ProfessionalismProfessionalism KnowledgeKnowledge
CompetitiveCompetitive CapitalizationCapitalization MarketingMarketing CommunicationCommunication PlanningPlanning PatiencePatience FlexibilityFlexibility DiversityDiversity
Consumers with a Consumers with a ConscienceConscience
Connecting Connecting Consumers with Consumers with “Their Farmer” “Their Farmer” gives them more gives them more confidence in their confidence in their food choicefood choice
Consumers want to Consumers want to know that their know that their food comes from a food comes from a “real farm”“real farm”
Committed ConsumersCommitted Consumers
Message resonates with affinity Message resonates with affinity consumer groups - labor, faith, chefs, consumer groups - labor, faith, chefs, youth, humane, conservation, youth, humane, conservation, environmental and communityenvironmental and community
Cooperatively Owned Cooperatively Owned Processing PlantProcessing Plant
Building & Sustaining Local Building & Sustaining Local CommunitiesCommunities
Own plant in Own plant in Mountain View, MOMountain View, MO
Impeccable Impeccable sanitation recordsanitation record
Local labor force Local labor force with good wageswith good wages
Securing local, Securing local, inter-local and inter-local and trans-local marketstrans-local markets
Heritage Acres Pork Heritage Acres Pork
Future success Future success depends on depends on working with working with existing marketing existing marketing and distribution and distribution infrastructure and infrastructure and preserving the preserving the identity and identity and authenticity of the authenticity of the story of the farmer story of the farmer controlled brand. controlled brand.