Stories overcome commoditisation … you’ve probably wondered if that just a convenient saying or is it real?
When you have a restaurant where the cheapest item on the menu is an entrée for $125, the story behind what's on the plate is everything.
The same restaurant cancelled their premium beef supplier contract for one reason, it wasn’t the quality of the beef, it was because the supplier could not provide the contact details of the beef producers who supplied him. Why? Because he had no product traceability.
As Jane Bennett, CEO of TasFoods puts it so eloquently … “Today, you’re either cheap food or story food’.
If you are in the food sector are you supplying “story food” or a commodity?