Today is earth day, a great time to think about sustainability. In Hawaii, before Western contact, the islands were totally self-sustaining. They grew or harvested everything they needed for hundreds of thousands of people.
Admittedly, the islands have grown a lot. There are now about 1.4 million residents and about 180,000 visitors on an average day. But, the islands have changed from an ecosystem that grew its own food to a market that imports about 90% of its food needs. Even though we have some of the most potentially productive agricultural land on the planet, we import most of our produce, eggs, meat (and even seafood).
If you take a step back and look at the big picture, the reason for this state of affairs is really marketing. Marketers have developed highly efficient distribution systems that can bring fresh produce and dairy products from the west coast inexpensively. Marketers have fostered mass production of commodities like lettuce, milk and eggs which provide the consumer with a low price for products sourced from the industrial farms on the mainland. Marketers have also promoted the value of processed/packaged foods and national brands which come from the giant packaged foods manufacturers like Kraft, Procter & Gamble, Purdue Chickens, etc., etc.
With all that marketing power, is it any wonder that local food production has suffered? Locally grown food is more expensive ... and it doesn't have the cachet of national brands. A double whammy.
But, what if marketing were employed to change the equation? What if marketing created more efficient distribution channels to get local produce to market? The rise of farmers' markets is an indicator that this is possible. What if marketing convinced people that they should prefer local products ... because they're fresher and more nutritious (and, incidentally, support sustainability for the state)?
Of course, it isn't easy to change behavior (especially when the current model of off-shore production of food results in lower prices at the check-out). But, people will pay more for something that they value. Whole Foods is testimony to that.
All we have to do is develop an integrated program (all the four Ps of marketing ... Product, Promotion, Distribution, and Price) that provide the consumer with a reason to buy local.
Can we change behavior? Mothers Against Drunk Driving did with their red ribbon campaign. There are lots of examples of using marketing to change behavior. So, I'm sure - with concerted effort - we can create a demand for locally produced food products in Hawaii.
Admittedly, the islands have grown a lot. There are now about 1.4 million residents and about 180,000 visitors on an average day. But, the islands have changed from an ecosystem that grew its own food to a market that imports about 90% of its food needs. Even though we have some of the most potentially productive agricultural land on the planet, we import most of our produce, eggs, meat (and even seafood).
If you take a step back and look at the big picture, the reason for this state of affairs is really marketing. Marketers have developed highly efficient distribution systems that can bring fresh produce and dairy products from the west coast inexpensively. Marketers have fostered mass production of commodities like lettuce, milk and eggs which provide the consumer with a low price for products sourced from the industrial farms on the mainland. Marketers have also promoted the value of processed/packaged foods and national brands which come from the giant packaged foods manufacturers like Kraft, Procter & Gamble, Purdue Chickens, etc., etc.
With all that marketing power, is it any wonder that local food production has suffered? Locally grown food is more expensive ... and it doesn't have the cachet of national brands. A double whammy.
But, what if marketing were employed to change the equation? What if marketing created more efficient distribution channels to get local produce to market? The rise of farmers' markets is an indicator that this is possible. What if marketing convinced people that they should prefer local products ... because they're fresher and more nutritious (and, incidentally, support sustainability for the state)?
Of course, it isn't easy to change behavior (especially when the current model of off-shore production of food results in lower prices at the check-out). But, people will pay more for something that they value. Whole Foods is testimony to that.
All we have to do is develop an integrated program (all the four Ps of marketing ... Product, Promotion, Distribution, and Price) that provide the consumer with a reason to buy local.
Can we change behavior? Mothers Against Drunk Driving did with their red ribbon campaign. There are lots of examples of using marketing to change behavior. So, I'm sure - with concerted effort - we can create a demand for locally produced food products in Hawaii.
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