We are urgently developing research requirements with other European laboratories to make sure we understand and the disease (Schmallenberg) better.FARMA 2010: Top tips from the workshops
FROM farm shops to markets to HR issues to increasing diversification profitability, a packed schedule of workshops and seminars ensured delegates were dealt practical advice that could achieve optimum results – fast. FG takes a look at some of the best.
When trying to gain planning permission
“If you are going to appeal a council’s decision, use the best team of experts you can. It’s not always easy to know who is good and who is bad so use people who come on recommendation, don’t just pick up the Yellow Pages and hope for the best.
“Get pre-application advice from your council on their policy issues and remember you can obtain a copy of the case officer’s report on your proposal, usually available three days before it goes to a planning committee.
“Don’t be afraid of going above the case officer if you need more information – those in a head of planning position are ultimately responsible for making decisions for their council and anything out of their comfort zone makes it too easy for an application to be refused.
Rebecca Wilson, owner of an equine consultancy business
Successful merchandising
“Sometimes less is more. Products should always face the customer and those placed on top shelves will not be well-shopped. If you don’t like the packaging of the products you sell, it is unlikely your customer will either. Utilise your product information by providing recipe cards where appropriate – this can be done with just a phonecall to your suppliers.”
Nigel Chandler, farm shop manager at Garsons in Surrey
“Signage is important. It can work with you and against you. Walking through a supermarket is done at pace and many shoppers do not really look at the product. When they enter your farm shop, their eyes naturally fall on you. Are you really genuine? Are you interested? Do you have a story to tell?
“Compile a features and benefits list. Take a product and make a list of core questions - what is its benefit? Use that benefit as a conversation starter and work out the complimentary products.
“You must see your business through your customers eyes so you can influence their habits to increase your sales.”
Jurek Leon, specialist consultant
Attracting custom
“When was the last time you took two hours out of your day to walk your shop? When you become so consumed with the everyday running of your business it can be hard to walk to the other side of the counter.
“Make a list and comment on each area. For example, what is your overall outside appearance, how focused is your window display? Do you have literature the customer can take away? Are your lights bright for people shop with their eyes? This list becomes your to do list and because it is written down, you are less likely to forget it.
Jeremy Bowen, Trade and Corporate sales manager, Paxman and Whitfield
Think laterally
“In the run-up to Christmas, we reduce the number of cheeses on our counter to make room for the best sellers such as Cheddar, Brie and traditional local stilton.
“We talk to our suppliers in October so we know we have fantastic cheese on its way. We use our deli top to house our cheese and pack it full of cheese, which is cut in blocks bigger than usual. They are always purchased by the customer.
“Your knowledge is key, and customers are coming to you for the experience – so have your crackers merchandised by the cheese and grab your chutneys and figs, or even ready-made hampers as the perfect accompaniment or present.
Georgina, Gobblestone Farm, Nottingham
Use industrial espionage as a tool to make you think about your own business – go and see what other people are doing.