published Jul 19, 2016
Any agricultural companies understand the importance of Integrated Pest Management but do not benefit from the marketing advantages of using the approach because the public at large is not fully aware of them. These advantages can and should be expressed by emphasizing clear and familiar terms, such as soil conservation and biodiversity. Many agricultural companies take pride in the fact that they support sustainable agriculture.
Well then – what exactly is sustainable agriculture? Why have so many companies adopted this approach and what makes them so proud of themselves? Sustainable agriculture is agriculture that is efficient and economically justified on the one hand, while it preserves the environment and conserves non-renewable resources as much as possible on the other. As such, it can last over time. In light of the constant increase in the world’s population and increasing global demands for food, the conservation of non-renewable resources (primarily – soil, water and energy) unquestionably tops the list of public priorities. A recent survey conducted in the United States indicated that 70% of the growers are aware of sustainable agriculture and are making efforts to integrate its principles into their routine operations. Numerous methods and approaches can be found under the comprehensive heading of sustainable agriculture:
Even after receiving a basic explanation and having a general notion of the meaning of sustainable agriculture, the question still remains – why have so many companies adopted the approach and why do they insist on displaying it publicly? The answer is linked to a general marketing trend that has nothing to do with agriculture, known as Cause Driven Purchasing. A large and ever increasing number of consumers are trying to add meaning to the purchases they make – to see their money being used to promote a worthy case. Consumers do not choose products based on quality and price alone. Identification with the social values that companies and brand names represent also serves as a criterion for the selection of products. Sustainable agriculture is an excellent example of a value that many people identify
with and are more than willing to support. It rests in the core of the public consensus and arouses no objections.
If there are no significant differences in quality or price, purchasing the produce of those companies who claim
to have integrated sustainable agriculture is a very convenient way of identifying with and supporting this principle.
How does all of this relate to Biobee and the farmers who use its products? Or, in other words – nice article, but
what’s in it for us? Well, the use of integrated biological pest management, aside from being effective and
economical, completely coincides with the principles of soil conservation and biodiversity. The problem is that farmers have difficulty deriving marketing benefits from integrated biological management. It is a complex, professional matter that is hard to translate into terms that consumers will want to support. In its publications and advertisements, Biobee emphasizes subjects such as conserving chemical effectiveness, the reduced use of chemicals and meeting minimal risk levels (MRL), which are unquestionably matters of importance to the success of integrated pest management and to agricultural success, but less familiar to the public at large. Therefore, it would be wise for us and for our customers to adopt the approach and publicly declare values that are easier for consumers to understand and to identify with, such as soil conservation and biodiversity.