Benefits of Supply Chain Transparency
There are so many reasons to embrace supply chain transparency. Sales are driven by trust and proven data and essentially build brand reputation. If I like my food locally sourced, I need reliable evidence that it did come from my area, such as information on the actual route taken to my store. If I want my food ethically sourced, I need the ability to learn more about how it was produced from an audited dairy farm. All this comes down to data availability. Data that starts out as a differentiator but gradually surfaces as significant, consistent, and reinforcing data.
Data Drives a Competitive Advantage
Farmer’s data used to make sound business decisions can create competitive advantages in a commoditized industry. Consumer demand should trigger supply. When the price is the deciding factor, consumers don’t want to question how it can be produced cheaply, and the suppliers don’t want to tell them. A trusting supply chain has immense value to dairy farmers, but it’s a threat to those who rely upon an opaque supply chain. With any premier brand, the value is to differentiate themselves strategically from generic products. But for commodities, we’ve been hesitant to let people look under the hood, so to speak. Once farmers utilize data to demonstrate their remarkable farming practices, the value of their product will rise.
Providing the Data Consumers Seek
As consumers begin seeking traceable and ethically sourced dairy products, they will naturally expect and select them more. In time, the companies that don’t offer supply chain data transparency will lose customers and eventually fade via reduced sales. There will come a time when ambiguity hinders a brand and risks discrediting its image.
Farmers put a lot of hard work and dedication into caring for dairy cows. They need to share the important message that only happy cows can fully provide sustenance for human life.
The special bond between cows and people extends beyond farmers. It’s time to let people know about the farm behind their food.
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