From Long Circuit to Short Circuit
Short supply chains represent "a mode of marketing agricultural products that is carried out either by direct sale from the producer to the consumer, or by indirect sale, provided there is only one intermediary" according to the Ministry of Agriculture.
Long supply chains, on the other hand, are characterized by the involvement of several intermediaries between the producer and the consumer.
How to switch from a long supply chain marketing system to a short supply chain?
Description
Changing your marketing system from a long supply chain to a short supply chain requires considerable reflection and organization.
There may be a period of uncertainty during the transition, but with a good procedure, communication, and proper tools, it is possible.
It is possible to gradually try by offering part of your production for marketing to test your organization, while maintaining the security of the long supply chain.
To ensure this test is successful, it is important to gather information to lay a good foundation.
See also the article: Differentiating yourself in short supply chains.
The short supply chain offers many advantages
You better valorize your prices and create a real contact with consumers. But it should not be forgotten that it is no longer the same job.
With the choice of marketing in a short supply chain, all marketing steps come back to us: prospecting, preparing packages, distribution, customer relations, …
The short supply chain requires dedicated organization
The most significant change will undoubtedly be the time we will have to devote to marketing.
It is imperative to reflect on our capacity to allocate time to this part, and analyze progressively what works and what doesn’t to avoid burnout.
In this article, find information to limit your marketing time.
Building a customer base
To Attract and retain customers in short supply chains there are tips to know as well.
Then, you must ensure you are well equipped, for :
- The customer database.
- Order taking.
- Preparation and management of delivery notes.
Making the task easier
- Digital tools exist and allow you to be more efficient in marketing. It is best to get familiar with them from the start to tailor them to your farm and maximize their benefits.
- To start, you can approach a neighboring farmer who already practices direct sales. This allows you to complement your offer by proposing your products during their sales. The advantages are shared, as our products can attract a new type of clientele to them and it avoids having to create a customer database to start our sales.
In any case, opting for marketing in short supply chains requires asking yourself many questions and will be part of the farm’s continuity.
To implement an effective strategy, the article Short supply chains provides many details on this marketing system.
