Consistency of supply

I rate consistency as one of the ‘Big Five’ in fresh produce marketing, along with supply, demand, quality and communication.

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Producers who either do not understand or simply cannot be bothered to apply these principles are the ones who seem to complain most about prices, the market, the salespeople, the weather, the economy or whatever else comes to mind.

Reputation for reliability 
I saw an excellent example of this at Joburg Market recently during two days of power outages. I visited the veg hall on the second morning and found the place in eerie semi-darkness, with only standby power for the computer terminals.

There was none of the buzz and noise one associates with a hectic market. But when I stopped at the Rugani Carrots
section (Farmer’s Weekly carried a most interesting article on the brand in its 31 January issue), salesperson Linda Krause was relaxed and cheerful – unlike most of her colleagues around the market.

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I asked why, and she promptly replied: “Sold out.” Here was a producer who was getting it right. Even with a power outage,
Rugani had no serious problems, because the‘Big Five’ marketing basics were all in place. No brand will succeed if it does not have consistency in its supply. Prices can seesaw between peaks and lows, but it’s crucial for the product to be seen by the buyers at all times.

This is proof of the fact that the brand is always available, which in turn helps to build brand loyalty amongst buyers.  Having a consistent supply of the same product on their shelves also assists in building loyalty amongst end-consumers, both to the brand and the retailer. 

Producer profit 
Availability helps producers in another important way: price no longer becomes the overriding consideration for the buyer. He knows he can get the product at any time, so is more likely to pay a slight premium for this ready availability. What counts for him, after all, is the average price paid over time. By the same token, a good average price ensures steady profits for the producer.

Quite simple, really: when there is consistency of supply, everyone wins!