When Life Gives You Lemons
This phrase was coined in 1915 when Elbert Hubbard, an American writer, wrote it in an obituary for his dwarf friend Marshall Pinckney. It was mentioned in the context that life had given Marshall a lemon, but he used it to his benefit and made lemonade.
I was reminded of this saying a few weeks ago when a local farmer had his whole potato crop rejected by a supermarket chain. He initially panicked as his whole income for the year was stored in a coolroom with no customer in mind. It was one of our backpackers who suggested why did he not make them into potato fries and set up a stand at a local festival and make chips (chunky French fries). The backpacker offered to fry them at the festival free of charge as long as he and his girlfriend had free entry to the festival. The result was our farming neighbour ran out of potatoes towards the end of the festival, and he had managed to sell them at a premium price. He had discovered the “lemonade” concept.
Agritourism "Lemonade"
Farmers in the agritourism sector are in an ideal position to make “lemonade”.The commodity market governs the majority of farmers. Supermarkets set the price and farmers have to accept that price or let their crop rot. They become “Price Takers”.
At our own farm this year we were offered $2.50 a kilo for our sweet chestnuts. The market is not concerned that it costs us $3.50 to pick the crop, never mind growing it. We would not last long in this “Lemon” scenario.
The only solution for long-term success is to move into “lemonade”, in other words, look at adding value to the crop and become a “Price Maker”.
Farmers in the agritourism sector have a wide range of opportunities to make their own particular “lemonade”, and they have customers coming to their farm gate to purchase their produce.
Plus, the more unique your “lemonade” is, the more premium your offer becomes. The world is full of examples; including
Limes made into Black Limes for Middle Eastern dishes.
Sweet chestnuts made into Chestnut Flour
Apples turned into toffee apples
Barley made into Whisky
The list is endless.
How do you make Lemonade?
Sit down with a computer, whiteboard, or piece of paper, and brainstorm all the opportunities you can think of to add value to your product. Place the commodity product in the centre of the page and then list all the products in a circle around the core product that can be made from that product.
At this stage, do not reject any idea. What you will often find is the craziest idea can often be the most profitable.
In my experience, many farmers “outsource” lemonade making as they do not see it being part of their core job. This is where I would disagree. “Price Making” often means survival, and the world is still full of lemonade opportunities.
