< Previous East Midlands Business Link www.eastmidlandsbusinesslink.co.uk AGRI-BUSINESS SPOTLIGHT F rom cultivating crops and raising livestock, to distributing quality products nationwide and beyond, a business mindset helps farmers accomplish each one as efficiently and profitably as possible. For those just starting out in large-scale farming, it may be best to consider this approach as a toolbox with certain implements better suited for certain needs. Two areas you can be certain you’ll need a properly thought-out business model are in your farming practices, and in distribution once you’ve reaped the vast amounts of valuable produce from your hard work. Here we’ll be looking at how you can implement the tools of agribusiness in both of these, for the greatest benefit to you and your commerce. Plenty of guidance and resources are available to farmers on maximising yield and quality while minimising failure and waste. Continuous research and development provide access to improved seeds and fertilisers, pesticides and technical expertise that will assist you in planting fruitful and disease-resilient crops. By investing in this research, or collaborating with research institutions, universities and government agencies, your business can help develop new technologies and crop varieties, and benefit from them in tandem through the farming methods you then implement. This research-driven approach helps agribusinesses stay at the forefront of innovation, providing farms with cutting-edge solutions to enhance production efficiency, and overcome the many challenges this line of work can bring. Livestock management can benefit just as much as arable farming when provided with improved animal breeds, animal health products and nutritional supplements. Inquiry and investigation into these areas enhances the productivity of livestock, while contributing to their wellbeing and ensuring animals live the longest and happiest life possible. Agribusiness techniques also support farmers in implementing best practices for animal care, feeding and breeding, ensuring efficient and sustainable processes for every stage of the working relationship between farmer and the animals that provide their wages. Even at ground level, precision agriculture, irrigation techniques and soil management can be employed to optimise productivity. Such examples of sustainable farming supporting quality input keeps the old rituals of farming ahead of the curve, bringing them into the future with forward-thinking ideals. Preparatory and crop maintenance practices which are compassionate to our planet and its resources, not just its yield for our benefit, keep the The push for sustainable farming By utilising sustainable farming and market analysis, agribusiness can align their production and distribution strategies with evolving consumer preferences and gain an edge in a competitive market. 32 Áwww.eastmidlandsbusinesslink.co.uk East Midlands Business Link AGRI-BUSINESS SPOTLIGHT © stock.adobe.com/Taras Rudenko East Midlands Business Link www.eastmidlandsbusinesslink.co.uk AGRI-BUSINESS SPOTLIGHT land healthier and richer for years to come as well as communicating good ethics to an ever more discerning customer base. From organic farming and conservation agriculture – which utilise natural methods like crop rotation and soil disturbance reduction – to urban farming’s space maximisation, modern techniques help in resource optimisation, reducing environmental impact and enhancing farms’ overall productivity. Providing knowledge and training in sustainable practices, including up-to-date machinery and technology such as precision farming technologies and data analytics software, enables crop monitoring, resource management and data-driven decisions for still greater productivity as these technologies continue to be refined. Agribusiness aligns farming practices with the newest developments by assisting integration, seeing them all the way through to meeting consumer demands. All of which brings us neatly on to matters of distribution to, and feedback from consumers, as market analysis matters at either end of the production line. It’s important for agribusinesses to understand consumer preferences by gathering and analysing data on consumer behaviour, buying patterns and emerging market trends. Collecting data through various sources such as surveys, focus groups, sales data and trade statistics provides data for extracting insights and identifying patterns in the values people prefer to invest their money in. This information helps businesses further ally their production and distribution strategies with consumers to stay competitive in the market, identifying gaps for the development of new agricultural products that meet evolving demands. Agribusiness requires a deep understanding of market dynamics and trends. As such, analysing consumer preferences and forecasting demand while adapting production accordingly are crucial for success. But once all the data gathering is done, it’s time to plan next steps for how to respond to demand, and manage any risks that may be involved with your evolving plans. For www.eastmidlandsbusinesslink.co.uk East Midlands Business Link AGRI-BUSINESS SPOTLIGHT © stock.adobe.com/Budimir Jevtic instance, you may engage in processing agricultural commodities, adding value and transforming them into consumer- ready products. On the plus side, refining, canning or freezing can lengthen the shelf life of certain produce or ingredients, and add to their marketability in catering to diverse consumer preferences. But in rethinking which crop varieties would be best to ease this diversification of output, any professional must manage risks associated with factors like weather, commodity price fluctuations and regulatory changes. Two linked areas in which it’s essential to manage risk effectively are food safety and quality control. Agribusinesses are responsible for ensuring both throughout the supply chain, and so any change to processes – or addition of food crops or products – should bear public health and safety in mind at every stage. Working in the food industry on an industrial scale requires rigorous quality control measures, adherence to food safety standards and regulations, and regular inspections and testing to maintain the integrity of agricultural products. Any food production organisation must adapt to evolving consumer preferences, including demands for organic, locally sourced and ethically produced food. Planning for these demands doesn’t just make acquiring materials, making changes and supplying for them simpler through better organisation. Managing your supply chain also becomes easier, enabling resource optimisation, better inventory oversight and more streamlined order fulfilment. By actively participating in the production and distribution aspects of the agricultural industry, agribusinesses contribute to the efficient and effective flow of products from farm to fork, ensuring the availability of quality food for consumers while supporting growth and profitability. Agribusiness and its tools can be applied at any and every stage, from planting and processing to a timely delivery. With their careful and skilled use as and when needed, providing food and drink to a discerning mass market becomes more precise, structured and even exciting with emerging trends at your fingertips. East Midlands Business Link www.eastmidlandsbusinesslink.co.uk LOGISTICS A cross the globalised, interconnected food and drink industry we benefit from today, logistics is the support system for the efficient movement of products to a large and far-flung market. Logistical importance is particularly high in the food sector, where freshness, quality and safety are crucial to keeping customers as well as looking after their health. The intricate balance between speedy transportation, effective inventory management and careful distribution often involves keeping many plates spinning at once. Working out how to cope with such high demand effectively can feel overwhelming, but here we’ll outline some of the weightiest concerns and how you as a business operative can provide the best for every customer. Perishable items, such as fruits, vegetables, dairy and meat, are a point of high tension because of their limited shelf lives. When providing these kinds of products to the public, you’re right to feel a certain amount of worry in preparing for them to be transported swiftly with as few delays as possible. But this needn’t become stressful, as there are many solutions to maintaining food safety and preventing spoilage in transit. Temperature-controlled transportation is essential in food logistics, and cold chain management is one of the most reliable means of preserving food even during delays or multiple drop-offs. But Streamlining logistics Efficient supply chain management can enhance product freshness, reduce waste, and improve overall performance. Streamlining logistics Efficient supply chain management can enhance product freshness, reduce waste, and improve overall performance. www.eastmidlandsbusinesslink.co.uk East Midlands Business Link LOGISTICS monitoring systems can then be employed in every containment area, to ensure products always remain within the required temperature range. Efficiency of transportation is also essential for preserving freshness, as food or its packaging may also sustain damage if mishandled or kept in unfavourable conditions. However, this can be a crossover concern for overall product quality, safety and customer satisfaction. Logistics managers must plan transportation routes to minimise transit time and reduce exposure to external contaminants. Route optimisation and load consolidation are both key to minimising travel distances and reducing the number of required trips, maximising the capacity of your appropriately selected vehicles. Advanced route planning software and algorithms can help identify the most for this method to be effective, specific temperature-controlled environments must be maintained throughout the entire supply chain, from production and transportation to warehousing and distribution. Arranging for cold storage facilities in your factories before products are loaded onto refrigerated trucks is the best way to keep foods at a stable temperature, as it’s this factor which is the foremost concern for products of animal origin in particular. Specialised 36 Á © stock.adobe.com/Gorodenkoff East Midlands Business Link www.eastmidlandsbusinesslink.co.uk LOGISTICS efficient routes based on factors such as distance, traffic conditions and delivery schedules, while combining multiple smaller shipments into one reduces transportation costs and fuel consumption. Decide on your most efficient load consolidation by coordinating deliveries and discussing available space with your suppliers and distributors. This way, your products can reach their destination at their freshest after minimal travel distance and holding times. Packaging your products correctly and giving thought to how they will be handled is another crucial concern in keeping your products safe and stable. Packaging materials should be selected based on the specific requirements of the products, providing adequate protection and maintaining product integrity. For perishable items, packaging may include insulation, moisture control or breathable materials to extend shelf life. But product handling is a concern that’s largely based in being able to rely on your distributors. Here open communication is once again fundamental, as you will feel better equipped to gauge your trust in the people carrying your goods with these regular interactions. Keeping lines open also makes it easier to update any delivery operatives on changes in schedule, handling instructions, or any other related aspects of your logistical strategy. On top of seeing your products delivered to customers on time, efficient logistics also enables effective inventory management in the food industry. With perishable and time-sensitive products, maintaining optimal inventory levels is essential. Data-led demand forecasting, keeping tabs on stock, and verifying and checking details attached to orders will help prevent excess inventory or stockouts, which can lead to product wastage or customer dissatisfaction. Even when stock levels aren’t an issue, proper rotation techniques such as ‘first in, first out’ should be integrated as part of your approach to logistics, seeing to it that older stock is used or dispatched before it can spoil in storage. This simple, low hassle yet successful tool of the trade can www.eastmidlandsbusinesslink.co.uk East Midlands Business Link LOGISTICS be teamed with real-time inventory tracking systems, which enable better visibility and control over stock levels, help prevent overstocking and lower the risk of product expiration even further. Overseeing inventory, choosing the best mode of transportation, and efforts towards every item being picked and packed with care are all part of the gold standard of food production that is supply chain efficiency. Streamlined stock rotation, transportation and distribution all contribute to highly efficient supply, which ensures that products or services are delivered to customers on time, at the right quality and quantity, and at the lowest possible cost. By minimising delays, reducing transportation costs, and optimising storage and handling, logistics eliminates bottlenecks and ensures a smooth flow of food products from suppliers to consumers. This means your business can achieve shorter lead times, increasing your attractiveness to customers compared to competitors while boosting overall performance. Less time wasted on shipping out product also grants more freedom of movement when adjusting to market dynamics such as shifting supply and demand, and updating pricing strategies or marketing tactics to stay ahead of the competition. Logistical factors directly impact many concerns that any food business operative needs to be mindful of. Product freshness, food safety and customer satisfaction are just a few, but they’re a strong start when considering your logistics strategy. By being open to trying out new techniques and refining processes, anyone in the food industry can achieve cost-effective operations, reduce waste and ultimately provide consumers with a reliable food supply they’re willing to invest in. Beginning with these pillars of customer satisfaction, and ensuring you remain accountable and responsible through traceability, sets you up for expanding into seasonal and regional demand variations or international trade. Once the essentials are all in place, there’s unlimited freedom to how you can expand on your solid, safe and market-pleasing plan of action. © stock.adobe.com/hit1912 East Midlands Business Link www.eastmidlandsbusinesslink.co.uk PUBLIC RELATIONS L ast summer, I began to quietly launch an award writing service. Just ahead of the annual ‘Bricks Awards’ run by this very publication, which will be open for nominations by the time you read this - hint, HINT! Why? Well, it made commercial sense, obviously, but the WHY in terms of the market was simple… MOST small businesses are REALLY BAD at awards, and by that I mean they simply do not include them in their planning. Or often, they don’t feel they deserve one. ‘Bricks Awards’ or not, if you’ve survived the last couple years in business, there is an award out there for you! Let’s imagine you have all this covered and are merrily scribbling away at your ‘Bricks’ entry or any other award you may have your sights on - there are LOADS and I have lists if you are interested. Perhaps you’ve even completed it already, you clever sausage. Go straight to the top of the class. After all, you’ve done the hard work now right? You can just sit back and await the adulation, the confetti, the champagne and the reminder and the invariable (almost) deadline extension reminder. However, once they have got the submissions in, their opportunities to push the message dwindles until they get to the big day of revealing the winners. Most will announce a shortlist, but sadly most shortlisted entries will NOT do anything proactive themselves. Nevermind proactive, they don’t even join in with the posts from the organisers reactively! This is different, you will! You might even consider congratulating your fellow shortlisted folk (most won’t be competitors and even if they are, you look by FAR the BIGGER brand if you share the glory and play the magnanimous card!) publicly on social media, tagging them merrily and spreading the word across their channels when they thank you and wish you well too. P.S. the awards marketing folk will LOVE you for pushing the awards message. This doesn’t mean you will sway the judges, but it won’t hurt! So, share the good news on social Greg Simpson, founder of Press for Attention PR, illustrates how to make the most of your award nominations and wins. plaudits. Customers will flock from miles around, crawling out of the woodwork, blinking in the dazzling glare of your magnificence! All from you winning an award. Right? Well…they MIGHT. They COULD. But why would you sit and wait and hope? Why wouldn’t you grab the bull by the horns and actually run a campaign around the award? I had a chat with a new client the week before writing this article about an awards entry they’d submitted a few weeks back and the first question I asked was this: “Are you shortlisted and is it public?” The reason I asked this is simply because the shortlisting itself is your first bite of the cherry. Now, not ALL awards folk will allow you to publicise your shortlisting before the final reveal but most will. Why? Well, think about it. The awards folk, their partner media titles and the sponsors backing the awards want the most bang from their marketing buck. They spend big money and time on pushing their awards in the run up to their launch, the reminders, the FINAL www.eastmidlandsbusinesslink.co.uk East Midlands Business Link PUBLIC RELATIONS media, joining in with anything the organisers do, but don’t be afraid to take control here too. You should be writing about your shortlisting and why you are in with a shout on your blog. You might do a little video about it. What about an announcement in your newsletter? But what if we don’t win? Yep, I get this. You want to keep your powder dry. You don’t want to look “foolish” if you don’t actually go on and win. NEWSFLASH! Other than you, nobody will care, and most people won’t notice. There isn’t an audit committee lurking within your audience tutting about you guys not winning! There IS, however, an audience out there noticing that you are nominated, shortlisted or are a finalist and this is not an opportunity to be missed. It’ll be alright on the night So, there you are, sitting in the crowd or around the table in your finest awards garb, studiously trying not to get TOO relaxed from the free booze ahead of your category announcement. You’ve invited some valuable clients and prospects, right? OH. Well, you’ve at least prepared a few lines of thanks, right? No? Do it. Do it way before the event and be sure to mention your fellow finalists. Not only is it courteous, it may well lead to other opportunities down the line. Now, imagine you’ve WON! The champagne is flowing, you vow to make the most of this, but WILL YOU? Will you be asking the organisers about WHEN they will be publishing the results (if they haven’t already). Are you tweeting your thanks and LIVE pics from the event? Have you scheduled your blog post to go LIVE tomorrow using some of the pics your team have taken on the night? You can do all of this, just check with the organisers ASAP so that you don’t tread on any toes embargo-wise - another good way to show how keen you are once shortlisted by the way! So, your blog’s gone out, your newsletter has been issued, the dust is settling. Now the magazine publishes its coverage of the event. What do you do? You go and buy a LOT of copies. Yes, a LOT. Like 50. One of which you frame in reception and the rest of which you send out to your dream list of prospects because it is probably the best damn sales letter your business has had in years! You sweat the asset. You don’t sit and wait for the adulation, you control the narrative, you control the effort, and you make bloody well sure that your best prospects are fully aware of the good news. How’s that for an award-winning campaign? A former business journalist, Greg Simpson is the author of The Small Business Guide to PR and has been recognised as one of the UK’s top 5 PR consultants, having set up Press for Attention PR in 2008. He has worked for FTSE 100 firms, charities and start-ups and conducted press conferences with Sir Richard Branson and James Caan. His background ensures a deep understanding of every facet of a successful PR campaign – from a journalist’s, client’s, and consultant’s perspective. Next >