Share the pastured poultry difference with the world.
Pastured poultry is facing a marketing problem and consumers who want to purchase uniquely different poultry and eggs are confused about what to buy, where to buy, and how to buy.
Deceitful marketing separates consumers from pasture-based farmers.
There is little question that pastured poultry is gaining in popularity among a conscientious eating public. Unfortunately, that growing popularity attracts the attention of conventional poultry companies who want to capitalize on that popularity at the expense of real pastured poultry principles. Often the mainstream marketing messages are designed to confuse the consumer into believing they are getting a unique, locally produced craft product.
Not only are consumers getting confused in the marketplace by slick marketing campaigns, but that deceitful marketing separates farmers from their ideal customers. That separation creates a increasingly tough marketing environment for independent, decentralized pastured poultry farmers to overcome.
A Better Way Forward.
In 2017, with the release of "Pastured Poultry: Better Way Forward," the American Pastured Poultry Producers Association tackled this marketing confusion directly by showing the world what pastured poultry is.
Better Way Forward has been viewed over 150,000 times on Facebook and YouTube with $100 in advertising. People are hungry for honesty. APPPA producers show the video at market, at farm events, and to their customers because it shows why pastured poultry is different-outdoor production, sunshine, and movement through fresh grass.
The video along with the companion producer directory and pastured poultry buying guide has successfully connected new consumers and APPPA producers. Many APPPA producers have reported new sales and growth opportunities that can be traced back through the directory and Better Way Forward video.
We can't stop with one video.
Millions of people purchase value-added chicken, turkey, and eggs every day with the expectation they are purchasing something aligns with the pastured poultry ideal. In reality, these unsuspecting consumers are being duped into buying conventionally produced products under under various labels.
Video is a powerful way to share the pastured poultry story and educate those consumers who may be convinced to buy differently, but are unknowingly not buying what they think they're buying.
The "Better Way Forward" video showed the world what pastured poultry looks like. It defined the principles and philosophies that make pasture-raised poultry and eggs different.
APPPA is asking APPPA members and the larger pastured poultry community to crowd source the funding for a multiple video series to brand and differentiate pastured poultry. Based on the success and reach of Better Way Forward, we believe a $20,000 budget for 2018-2019 will create impactful marketing collateral that our members and the community at-large can use to reach new customers.
The APPPA board has identified pasture-raised eggs as the most urgent follow-up video to Better Way Forward. The next video will showcase what pasture-raised egg production looks like across a variety of pasture-raised egg farms in a positive and proactive way. We believe the good news of pasture-raised stands above the rest, and our intent is to highlight the vibrant health, welfare, and community of pastured poultry.
We believe the message is important enough to contract with professional videographers and storytellers.
jHere are the ways you can make a donation:
Consumers are confused by the all the labels.
Pastured Poultry Differention Video Series
Support the creation and marketing of a Pastured Poultry Differentiation video series.
As each video in the series is funded, we'll commission the production.
Video 1: Pastured Poultry: Better Way Forward. Funded and released.
Video 2: Pasture-Raised Eggs (Funding goal: $5,000)
Video 3: TBD
Video 4: TBD
Video 5: TBD