The main problem the farmer is trying to solve is how to stop selling high quality milk to a big food producer that turns it into mass consumption and not fully natural dairy products. He is looking also for a solution on how to increase his dairy productsincome and avoid intermediaries.
Main results / outcomes
The farmer decided to invest his own funds, accumulated from another business, in the establishment of a dairy for the production of natural dairy products. He increases the herd of elite cows he raises on Natura 2000 pastures, feeds them with special blends to increase milk yield and relies heavily on his own milk. To avoid intermediaries in the chain and to ensure quality and regularity of supply, he buys his own distribution vehicles. The farm reaches the final customer in two ways: 1) directly, through its own shops, where it sells both fresh milk from the milk ATM and dairy products; 2) by cooperating with restaurants and other farmers who run on-line shops.
The control over the quality of milk, dairy products and distribution that the farmer achieves guarantees him the best position in the supply chain. In this way, the farmer offers consumers completely natural and healthy products. This business model is based on the farmer’s best position in the supply chain and on the direct link between farmers and consumers. It has great potential for replication as it has been developed as a solution oriented towards the consumers’ benefit. The innovation of this case lies in the clearly defined problem, focused on the way the farmer thinks about the consumer. He wants to deliver not just food, but uncompromising quality.