Market Farming

["Rainbow's End Farms & Orchards" <rainbowsend AT swva.net>]

Exactly! There is no need to sacrifice the
desirability of local image and quality control
while uniting under a common theme that will be a
hallmark of safe, nutritious, flavorful foods
grown by those with some standards involving
quality, environment community and far more.
Yesterday's flavor today by folks you know and
trust. As an ex IBMer I recall a time when the
logo stood for a lot that buyer's could rely
upon...not just one more commodity manufactured
somewhere by somebody at the least possible cost.
The standard of excellence, guild mark,
hallmark...whatever you call it would become a
recognizable symbol to convey the message of trust
like a good housekeeping seal or an underwriters
laboratory seal.
Rainbows End Farms and Orchards
880 Central Academy Road
Stuart, Virginia  24171
276-694-4324
----- Original Message -----
From: "gutierrez-lagatta"
<gutierrez-lagatta AT charter.net>
To: "Market Farming"
<market-farming AT franklin.oit.unc.edu>
Sent: Friday, October 18, 2002 12:27 AM
Subject: [market-farming] New Coke


Willie,
I worked at Coca Cola headquarters in Atlanta
during the New Coke
debacle.  It was considered a disaster and an
embarassment  Similar to
the Andersen, Enron messes, top management was
operating with
blinders, surrounded by egocentric insiders who
convinced themselves
that it was the right thing to do.
> I always thought that the "new coke" thing was a
(very successful)
> publicity gimmick by Coke Inc.

Regarding using Coke analogy relative to finding a
new "organic"
alternative term:  I think the local angle is the
way to go, but there
is still benefit to be had by having some
consistency across state
lines.  I'm in Alabama, but I'm 2 hours away from
Atlanta, a huge
potential market for me.  Why shouldn't my product
be every bit as
"local" as one from in-state Georgia, which might
come from twice the
distance away?  I really like the concept of
"food-miles" in this
respect, but the ability to have some consitent
terminology across
state lines is useful.  I'm sure there are many
other markets which
straddle state lines that could benefit from the
simplicity of a
single term.

Adriana



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