Let's tell the world what real pasture-raised poultry looks like.
The pastured poultry marketing challenge...
In the 2017 Better Way Forward video, APPPA member Terrell Spencer said it like this, "Other people portray themselves as us. We don't do a good job of marketing who we are. The ones that don't do what we do, do a good job of marketing that they do it like us."
Spence articulated the problem well, and it's only getting worse.
We need your help to tell our story.
APPPA invites you to buy-into a cooperative marketing campaign to film, produce, distribute, and advertise a 4 part video series that that shares the pastured poultry story with consumers. It will build upon the work already done with Better Way Forward.
Have you ever wished more consumers understood the pasture-raised difference?
Do you wish more customers would seek you out to buy real pasture-raised eggs, turkeys, and other poultry?
Are you bothered by the greenwashing of the pasture-raised label by corporate poultry companies?
If you want more consumers, if you want a better understanding of pasture-raised, or if you want to fight back against misleading pasture claims, then join us. We need you to unite with us as a member and we need you to support the Real Pastured Poultry campaign.
It's too much for one farm to do.
Countering the confusing and misleading label claims is an impossible marketing burden for any single pastured poultry farm. Even our biggest farms can not compete with the marketing money of investor-lead startups and national brands.
APPPA is not asking you to do this alone. Based on the recurring call for action from our members, we've launched a follow up marketing campaign to the 2017 Better Way Forward video.
As individuals contribute (any amount) into the campaign, APPPA aggregates those funds into a larger pool of focused marketing dollars.
Your farm may not have the budget to professionally produce and advertise 4 videos that drive a national pastured poultry branding. However, when you contribute a small piece, you take an active role in ensuring that APPPA can get the job done.
APPPA needs your support to have an impact.
The reality is that our current membership rates are not sufficient to create a professionally produced video series with a sustained advertising budget and social media push. We need help on this one. All of our operating funds come from members like you.
It's never been more important for our community to speak with a unified voice and tell our upbeat, positive story of change. Pastured poultry is about changing the way chickens are raised; it's about improving the nutrition of our food; it's about healing the land and building soil; it's about connecting communities.
You shouldn't expect that someone else will do this marketing job for you because your margins are small or your don't have enough time or [insert your reason here].
The pastured poultry community hasn't grown over the last 30 years by people waiting for someone else to do the job. It's grown through action and initiative.
The APPPA Real Pastured Poultry campaign is a marketing investment for your farm.
We're not going to stop you from thinking about this as a donation, but the reality is we're really asking you to purchase marketing. Marketing expenses are always a business expense. A charitable donation is not always beneficial to you at tax time, especially if you don't itemize your deductions (talk to your tax accountant).
If you think about the Real Pastured Poultry campaign as marketing, then more possibilities, opportunities, and value should become evident to you.
In return for your investment, you receive marketing assets you can use.
Here is what you receive in exchange for your marketing dollars when you invest in the Real Pastured Poultry campaign.:
to take a small step.
Our Impact Depends On You
Where else in your marketing will you be able to spend $25, $250, or $500 or $1,000 to create $20,000 worth of recurring consumer-focused branding, lead generation, and consumer education?
You can contribute to the Real Pastured Poultry marketing campaign by completing the form below.
Want send a check? Print this form and mail to: PO Box 85 Hughesville, PA 17737.
Pastured Poultry Differention Video Series
Support the creation and marketing of a Pastured Poultry Differentiation video series.
The Campaign in 5 Steps
There are many details within each step, but these five items represent the project overview:
"Corporate America understands that our story and our method resonates with customers. No one is too small to be affected by that." --Bruce Hennessey
About the Goal
In order to fund the filming, editing, project management, publication, consumer education, and initial marketing for four videos, our initial goal is $20,000.
If we exceed our goal, APPPA will invest the funds into additional promotion and marketing, educational outreach for consumers and producers, research sponsorship, and other needs as directed by the board.
In 2017, APPPA commissioned a single educational video titled Better Way Forward. That cornerstone video provides big picture branding for pastured poultry. It set the foundation for the Real Pastured Poultry campaign in 2019.
Watch Better Way Forward for yourself and see if we we have experience to fulfill this marketing mission.
APPPA has been providing education, networking, and resources for pastured poultry farmers since 1997. Members receive: