Overseeing a farm is no longer just about chores in the fields and barns. Direct-to-consumer marketing is changing the game, and South Dakota ranchers see digital platforms as another way to promote what they raise, and how they do it.
In western South Dakota, Gwen Kitzan of Kitzan Family Farms says they’re now active on sites like Facebook, in hopes of expanding their customer base for products like lamb. She says people want to hear the farm’s story and how it’s evolved, like adding sustainable practices to enhance the product’s value.
“They know that if they want good food, it’s going to cost a little bit more, but they know they’re not going to be buying inferior products.”
Those guiding their fellow producers on digital marketing say it’s important to educate the prospective customer and answer all their questions with the facts. Overall, Kitzan sees the ag industry welcoming this newer spirit, while staying true to its traditional identity.
“What I’m seeing with the younger generation – you’re going to have young producers out there and they are just great sellers, and they’re great communicators. Then you’re going to have the producers that they just want to be out there doing their job day to day, managing the land, managing the livestock.”
Kitzan says carving out an online presence comes down to a farmer’s comfort level, but those who are tech savvy are in a good position to boost profits. She does warn that the presence of artificial intelligence is complicating things, with people sometimes asking questions that stem from misinformation.
Story courtesy of Public News Service.
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