PMG: On The Road Blog

The Locavore's Mobile Tour

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Photo by Jeremy van Bedijk

We read with interest Steve Mills’ recent article in the Chicago Tribune about the increased interest in mobile butchering operations. Usually built on a flatbed truck, these operations travel to individual farms and butcher on site, allowing producers to keep closer control of their end product and supply it to a consumer who can be assured of the quality and safety they are getting. Not only confined to pigs and cattle, these operations are also being utilized for poultry, shrimp and fish.

Large-scale operations process animals at incredible speeds, and sometimes the end result is less than optimal, as noted by the increasing numbers of meat recalls that have occurred in the last 18 months. 

Everybody appears to win with mobile processing: the producer makes more money with a custom-cut product to sell, and eliminates travel to and from the large scale processor. The consumer stays much closer to the producer and knows what he or she is putting on the table. Chefs could go to their favorite meat purveyor and have a specific animal processed to their liking. Inspection is identical to that of larger processors so a quality product is assured. 

So what does this have to do with custom tours? Everything in our opinion. Custom experiential tours take your product or service directly to prospects who are interested in buying, instead of going to a trade show with a dilution of interest from attendees; this also makes them a much more efficient way to promote your brand. Custom tours promote brand advocacy with experiences that can’t be had in larger venues. It's a win-win.

Are you getting your brand closer to the people who can benefit from it the most? Are you letting them touch and feel it in an experiential way that benefits them and you? Are you creating brand advocates with the ways you promote your product right now?