The Monster of Urban Ignorance
The Monster of Urban Ignorance
Most folks think that food comes from the grocery store, while most niche, ecological food producers undervalue their product. In this episode, we explore how the ‘Monster of Urban Ignorance’–that is to say, the disconnect between most people and the understanding of what it takes to produce the food they eat–can be an absolute asset to businesses producing nutrient dense food. We take a hard look at how food metrics can serve as a common language for communicating value to your client base and set you apart in a Red Sea of conventional farms touting themselves as sustainable.
Support this Work
If you like this work and want to see it continue you can support via Paypal or Patreon.Selected Links From This Episode
Brix Meter (aka Refractometer)
Permaculture Voices: Radical Mycology Podcast with Peter McCoy
Lesser Beasts by Mark Essig
The Paleo Approach by Sarah Ballantyne, PhD
Show Notes
- The Opportunity of Urban Ignorance [2:15]
- Why is nutrient dense food becoming important? [4:00]
- Flavor, Fasting, and Energy [7:10]
- Technology is becoming affordable [8:40]
- Who is telling us what health is? [10:00]
- Why is brix important? [12:00]
- Reducing Ignorance→ Uncertified Rational [14:38]
- How do you find good food and why do folks ask us where to source theirs? [17:16]
- Who are some examples of great ecological farmers niching in our area? [19:50]
- Why should producers raise their prices? [21:00]
- What story do urbanites need explained about a product? [24:00]
- Why are statistics and metrics on your product important? [27:00]
- What are we paying for food? [29:00]
- Moving through the Monster of Urban Ignorance [30:00]
- What would happen if we had to pay more for food? [31:50]
- The 10:1 Calorie-Hydrocarbon Ratio [32:46]
- Your product isn’t for everyone and that’s okay [35:28]
- “Value is what you get, price is what you pay.” [39:00]
- Metric-based food: a bottom-up opportunity [41:05]
- Hub Marketing [43:45]
- How do we alleviate urban dwellers’ challenges in sourcing good food?[47:00]
- The Confused Mind Says No [49:45]
- The Pay and Play Scenario of Living in North America [51:00]
- How do we create a readable marketing signal in the cacophony of distraction our clients hear daily? [52:15]
- Testing Limiting Beliefs [54:11]
- Business Transparency [56:00]
- An Example of Asking Is This True? [59:55]
- Whatever is rare, has an incredible amount of value [1:02:15]
- How would you want to interact with your business? [1:06:00]
- The Future is Bright for Folks Who Get This–closing remarks [1:06:40]
People
Peter McCoy — Founder, Radical Mycology
Jeff Lawton — Permaculture Consultant
Richard Walker — Food Forester and Herbalist
Dan Jason — Founder, Salt Spring Seed Company
Charlie Munger — Vice Chairman, Berkshire Hathaway
Warren Buffet — Business Magnate, Investor
Paul Slomp — Owner/Operator, Grazing Days
Blake Hall — Owner/Operator, Prairie Gold Meats
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