A child draws a picture of a farm.
The sun is shining, the water is clean, the animals are happy.
A question could be, ‘What is the name of that picture?’
Our farms, done correctly, are that picture. There’s a heck of a lot of science to validate it as well.
But, like the picture, we’ve never given a name to what and how we do things.
Without a name, we’re undifferentiated from factory farming.
However, the moment we give our responsible pastoralism method a name, then we provide ourselves with a frame for the offer we make to the world.
It is a frame of reference, of expectation, of delivery, of allowing a consumer to connect heart and head for the piece of meat they may be thinking of buying.
It also provides a frame on which to do much more applied science – get the special bits, add lots of margin, create more value from the raw materials, reinvent products.
(This also applies to our forestry, fishing and other biological resources – our strengths, upon which we can build, make much more money).
Because what we want to do is have a relationship with consumers – they too ‘own’ our pasture Harmonies method. By naming it, we can have a conversation, with them, with other world farmers, with the supply chain, with the rest of New Zealand.
And wouldn’t it be nice to be able to positively yarn, rather than always having to be reactive.
Imagine too the competition and labelling opportunities from having children paint pictures and/or come to somewhere/something that is already named!
It all would happen by naming our story, taking control of our destiny.
Or would that be just too simple?