I read a (sadly) funny article by the consulting firm L.E.K.: “Fresh-Food Nation: The Economic Promise of the ‘Farm-to-Form’ Strategy.” This is a strategy for increasing profits of food stores through using the farm to fork concept, even though, as they say right off the bat “Farm-to-fork principles do not fit naturally within major food companies…” and that attention to their suppliers usually focuses on keeping costs down and maintaining a certain level of quality. The consulting firm suggests that additional profits can be earned by identifying natural ingredients, and finding “new ways and occasions for consumers to enjoy them.”
The primary example of farm to fork is Ocean Spray’s cooperative of cranberry growers, which has been around since the 1930s. The report discusses the success of the craisin and the juice blends available in food stores. Another example is the acquisition of Bolthouse Farms, one of the two leading carrot companies in the US, by Campbell’s Soup (I missed that purchase). When I think of farm-to-fork, these ventures are not what I imagine.
They conclude by asking which farm-to-fork opportunities are available for exploitation.
The consulting firm completely misrepresents what consumers are looking for in a farm-to-fork product. Amazing.