I can’t think of one of our farming neighbours that make any attempt to connect with customers. Social media provides an opportunity to reach people, describe what we do and hopefully that leads to a long term relationship.
This week I had to leave a Facebook group. The membership were all BBQ and smoked food enthusiasts, some spending many hundreds of pounds on their barbecue equipment, indeed many have more than one piece of kit.
It quickly became apparent that many of the energetic members were keen to trumpet how little they’d paid for meat, often at a cash and carry. Oddly, this was set against the expense of their barbecue and the various spices they would buy to add flavour.
I just don’t get it.
I enjoy watching how professional chefs and amateur cooks go about sourcing and cooking the meat they prepare. Social media offers an opportunity that we wouldn’t otherwise get to learn from others that haven’t written a book or don’t appear on TV.
Surely then a meat enthusiast would take a keen interest in provenance? One group member was very proud of a large pork joint he had bought from a supermarket. It cost less than £10. I asked how it was farmed. He wasn’t exactly sure. We had a chat and he explained how he had kids to feed, his wife joined in. Then another member who found it unacceptable to ask about sourcing.
I asked if welfare was a consideration - it wasn’t. Time to switch off. One member expressed frustration that others would spend hundreds on a barbecue and then buy cheap meat and flavouring. That was ignored. Not everyone will agree on everything, then again it’s not a good use of my time to change dietary habits or home budgeting.
A key lesson for social media and marketing in general - sell to people that believe in the same things as you.