When we little guys are playing in the sandbox with the big boys we simply cannot compete on volume or afford to be exposed to the whims of crooked commodities pricing for our goods. So we have to focus on other value-added attributes that can set us apart from the cacophony, especially in a specialty market like hops. So what are our options? Many folks jump right to "organic" as a mechanism of adding value and hopefully justifying the prices we need to stay solvent. but the marketing juggernaut has turned the principle of organic production into a buzzword and it has lost some of its meaning (not to mention the market for organic hops is iffy at best).
Okay...so how about "local" as an angle? Local can work...if the buyer can translate that into increased revenue and be comfortable with the inherent risk of possibly supply volatility. When coupled with typically higher price points the label of "local" may not be enough to sustain a business.
however, one thing we producers DO have control over is quality (or quality impactors). As a good friend and Master Brewer once said, "I don't care if it was grown in my back yard...if it is crap, I don't want it." To me, that says it all. We must be willing to identify the factors that impact quality and build controls around them to not only provide a framework in which to operate, but also to illustrate our sincerity to our customers. If we build a production system that copies the large producers' operations we can expect a similar outcome...including their price structure and expectations.
So, as a grower you talk of delivering local, high quality product and want a premium for your for it.
Prove it... Demonstrate your know-how and mastery of your craft. Instill confidence to your customer base. This is serious business...act appropriately.
