How to Position Your Pastured Poultry as a Premium Product, and the Economics and Challenges of Doing It with Paul Greive of Primal Pastures (PVP124)


If you are listening to this and you are selling a product, how have you positioned your product in your market?

Are you selling the premium product, the mid range product, or are you the cheap option in your product category?

If don’t know then you have a problem.

If you know then your whole marketing and branding strategy should revolve around how you have positioned your product.

If you are the cheap option in your market, then you are competing on price. And the people who seek out your product are going to be very price sensitive. They are the ones who clip coupons and shop around to hunt for deals. Where price dominates their decision process – not necessarily features or quality.

On the opposite end of the price spectrum are the price insensitive buyers.

And when you are selling to this market, price doesn’t matter so much.

As you will hear from my guest today Paul Greive of Primal Pastures “One of the most important things about marketing is not convincing people your product is X, it’s about finding people who actually want X.”

That’s the route that Primal Pastures has gone. They don’t sell a cheap product. They have positioned themselves as the premium product. And that means they don’t try to compete in on price. And they don’t worry about the non-believers or the price discriminant buyers. Because no amount of convincing is going to make that buyer pay up. They already have a price point set in their mind, and the mind is a very hard thing to change as a marketing.

Therefore Primal Pasture’s sole job as marketers is to try to find and sell to the believers. The customers who value their product for what it is and are willing to pay for it.

Over time they have learned that “It’s a really sustainable model when you can start focusing on the customer and then you can figure out what products meet their needs and what your skills are to make those products.” It’s a key distinction that they have made for their brand, Primal Pastures and one that they have stuck too.

Branding and marketing are just one of the topics that Paul Greive of Primal Pastures and I talk about today.

In addition to that you will also learn about how to prepare for a transition from full time job to full time farmer, how to overcome early obstacles in farm startup and Paul tackles the question – is pastured poultry a good business?



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Notes from this episode with Paul Greive

  • Transitioning to farming?  Do you need to take a salary right away? 
    • If so that is going to restrict cash flow for the business to grow.
    • Lifestyle adjustments.
    • Saved up in advance.
    • He didn’t take a salary from the farm the first year.  Worked a job the first year.
  • “Be very aware, and make pivots when you need to make pivots.”
  • Not a business person.  Can you find someone who is to partner with?
    • You farm, they do the business side.
  • Is pastured poultry a good business?
    • It’s a great starter business because…
      • Low cash startup costs.
      • Low infrastructure cost.
        • Start with a cheap infrastructure cost.
      • Allows you to start building customer base right away.
  • “One of the most important things about marketing is not convincing people your product is X, it’s about finding people who actually want X.”
    • Don’t sell the non-believers.
    • Try to find and sell to the believers.
  • “Don’t look at your costs for how you price the product.”
  • How should you price your product? 
    • Where are the folks who are buying something similar?
    • How are others pricing their products?
    • Do you want to be the premium product?
  • The number one step in gaining customers is having something to sell them.
  • “It’s a really sustainable model when you can start focusing on the customer and then you can figure out what products meet their needs and what your skills are to make those products.”
  • [BOOK] – Pastured Poultry Profits by Joel Salatin
  • [BOOK] – Jab Jab Jab Right Hook by Gary Vaynerchuk
  • Primal Pastures
  • Primal Pastures on Facebook

The Guerrilla Marketing Field Guide for Small Farmers – Paul’s PV1 Presentation


Learn practical tips to leverage this powerful and often misunderstood marketing tool. This talk will teach you to focus on generating farm revenue while avoiding the popularity contest trap.


 


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Comments 3

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  1. We really loved this one! We are big fans of Primal Pastures, they are really great people and love supporting them. Thank you for your podcasts, we are learning so much!

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