Marketing experts say your farm already has a brand, and regardless of whether you give it a moment’s thought, and regardless of whether you try to manage it, that brand is your farm’s identity. It’s how you are perceived. Indeed, the people who devote their careers to thinking about these things have an even simpler way of making their point: Your farm is your brand. For most farms, your brand is conveyed by your last name — a reputation shaped and seasoned by multiple generations. The question is, can you manage your brand to give a boost to your farm business? In the case of Alberta brothers Jim and Bill Hole, their greenhouse business has been built on a brand of trust garnered by their much-loved mother. Today, the brothers’ challenge is to leverage that brand in order to build sales among time-stretched, next-gen customers. Here’s how they plan to do just that.
Winter is disappearing in a swirl of warmth and sunshine in St. Albert, on the northwest edge of Edmonton. Airseeders are poised about the countryside, and calves are nuzzling their mothers. This is the kind of day when Canadians rediscover that their heritage rises from the soil, thanks to the sweat of farm families. Across[...]
"Let's make some food"
Using only 20 per cent of the available supply, there is enough water running through Saskatchewan’s Gardiner Dam at Lake Diefenbaker to irrigate half a million acres. The potential for farm diversification and value-added processing would add billions to the national agriculture economy and cement Canada’s role in feeding a hungry world. And the other[...]
