By Joel Salatin, Plain Values
For decades, I’ve been direct marketing our farm’s production directly to retail customers as a direct-marketed, branded product. That means our farm embraces the role of middle-man and we have a logo.
We practice craft rather than commodity. The Harvard Business Review analyzed the difference and found that although businesses can be profitable in either craft or commodity, success depended on staying in the same column. In other words, a craft trying to scale to a commodity failed, and a commodity trying to present itself as a craft failed. The differences are profound.