Why it’s vitally important to know your end consumer
Added on 23 November 2022
I’m starting to hear more about an increasing disconnect between plant producers and the end consumer. You’re probably familiar with how the discussions go. Growers have an out-of-sight, out-of-mind mentality with end consumers because they don’t have to interact with them or answer to them when things go wrong.
I’m not here to point the accusing finger. Rather, it is a good time to reemphasize that we all have a responsibility toward ensuring end consumers have a good experience with the plants they buy. We all sooner or later will answer to the end consumer because they vote with their dollars. Without their purchases, there is no product to sell, no product to grow.
When Costa Farms announced in August a shift in its commercial strategy to put increased focus on the end consumer (learn more here), I was intrigued by the following statement in the press release from CEO Joche Smith.
Image by serhii_bobyk on Freepik