Creating Value at a Commodity Level “I want to make a FUSS.”

Markets around the world are full of examples where someone has broken away from the commodity price, set by supply and demand, and created value above this pricing model. 

Value creation is achieved by solving a value gap created by an unmet customer, or consumer, need.

Consumers form a connection to the food they eat, not the agricultural commodities behind this food.

Typically, this connection is made through storytelling that is consistent, discoverable and focused on supporting consumer’s belief systems.

For an industry to successfully create consumer driven demand it requires a structure that allows it to tell stories that connect to the consumer.

This report does a deep dive into a few of the case studies that helped me to cement my thoughts around value creation.

I offer recommendations for how the Australian grains industry can create this additional value for its producers.