Sustainable Solutions in Moving Commodities to Branded Products

Commodity marketing is not sustainable. Most farmers have now recognized that traditional commodity markets do not ensure the survival of their businesses unless they are the least-cost producer. Most also recognize that they cannot be the least-cost producer. Some, however, have changed their thinking and view depressed commodity prices as opportunities to market products differently. They are doing this by branding, moving beyond commodities to products and in the process are re-connecting with their customers.

The objective of this study was to search out examples where producers and consumers are reconnecting and where branding is being used to move from commodities to products. The method used was to investigate and visit working examples in the UK, Denmark, France, USA and Australia.

Conclusions were drawn from the investigations and are included at the end of the report. Working examples were found where producers have been successful in creating new relationships to reconnect with consumers. As well, consumers were
searching out producers. Brands, whether they be personality, place, product, or values-based, have been developed by producers to move beyond commodities. These processes are working with varying degrees of success. More consumers and
producers are developing more sustainable relationships.