Airy Point Farms has been my first stop on Monday mornings for the better part of a decade now. I’ve had the pleasure of watching its herdsman, Derek grow from son to herd manager over these last years. But like most other hundred cow herdsmen Derek has been concerned about what the future holds for his family dairy.
Our Monday morning conversations range from milk prices to finding help, to farm expansions or modernization; none ending with easy solutions.
But several years ago, we did stumble upon a potential solution. A “seed” of something special.
For years Derek has been one of the best agronomy minds I’ve come to know. So, when he came to me one day with a diversification idea that utilized this strength, I was all ears.
He and his wife Nicole wanted to start a fresh-cut flower business. They wanted to grow flowers that paired beautifully together in custom-designed bouquets.
Four years later, I can say it has become their own unique selling proposition. Something so powerful, with so much momentum, that it could help support the farm for the next generation.
Unique Selling Propositions
What they were able to do was create something known as a unique selling proposition. Dairies are in a unique position in that they don’t often get to determine their product’s consumer, much less their price.
Knowing this, how do we leverage USP’s in the dairy industry?
Rather than considering what the consumer may value most, we begin by asking what do you, the farmer, value most?
This is a great starting spot for a USP. For some, it might be agronomy, some genetics, others feed quality, human resources, cheese, bottled milk and so on. I have yet to meet a farmer who doesn’t have an area of passion that differentiates him/herself from the next farm down the road.
These passions and niches make you “better” in that area than your neighbor. They provide you with a competitive advantage. They are your USP.
Knowing this, it’s time we started encouraging more dairies to chase their unique ideas or dreams.
Continue the Conversation
Derek and I spent endless days over the last five years discussing ideas and challenges brought on by their new endeavor. These young farmers with their budding USP’s need support.
We need to realize that gone are the days when more cows will equal business success for every farm. Instead, we need more champions of the modern dairy’s USP.
As part of my farm’s consultant team, this has become my self-selected role, a USP advisor.
- Help the individual ID what they want their dairy to be known for.
- Discuss with them what motivates them. What gets them excited and what they cannot get enough of?
- Help them be brutally honest about where their operation is currently at. ID ways in which they can create systems to achieve an acceptable “average” in non-USP arenas so they can spend more time developing their USP.
- Be a strategic guide. Discuss knowledge growth, application and business potential with them. Help them even implement, overcome, and adapt as they apply their USP.
Find ways to help them with the process that makes their dairy stand out, creating something uniquely theirs.
