Inspirational ideas: “We don’t just sell products, we sell the experience!”

“If Craigie’s is about anything, it’s about the pleasure of enjoying good food. So, we’re passionate about the taste of produce that’s really fresh because it is seasonal and local to our farm shop located to the west of Edinburgh.” John Sinclair and his wife Kirsteen are owners of Craigie’s, a farm, a farm shop and deli, a few kilometres outside the capital of Scotland. Craigie’s is an example of an ‘innovative short supply chain’ where farmers sell products directly to customers. But it is not just food they sell, it is about selling ‘the experience’. “In our specific case, we decided not have a webshop. People like to come here and we do everything to give them a nice experience when they do!”

A personal touch

“Hang on, you are almost there!” A sign on the steep upward access road boosts cyclists to make the last stretch to the farm. Craigie’s has a large variety of customers. On a beautiful Spring day a group of cyclists made it to the farm, they are having drinks and a rest in the café. On the terrace outside an older couple is having a bite and enjoying the view over Edinburgh. A young father supervises his kids in the playground. A group has lunch with local products and drinks in one of the plastic tunnels that protect the cherry blossom from strong rain and hail. In the farm shop and butchers it’s business as usual, customers do their shopping and in Summer, people even come to pick their own strawberries.

Short supply chains to increase income and jobs

Innovative short supply chains have different forms. The term covers a range of direct selling, from selling on the farm, at farmers markets, via internet, a diverse centre like Craigie’s doing a bit of everything and there are of course also many other forms. They are often characterised by personal contact between the producer and the customer and other values like food being fresh and locally produced. The EIP-AGRI wants to stimulate innovation in short food supply chains to increase income for farmers. At the same time, short supply chains generate jobs in rural areas. An EIP-AGRI Focus Group of 20 European experts is currently reviewing what types exist and where innovation can be stimulated. The outcome of this work in expected in September.

Adapting to changing markets

John Sinclair from Craigie’s explains: “A large part of what we sell is produced on the farm. We have a history in soft fruits so our jams have been making their way to customers for many years. Besides that, we produce beans, peas, cabbages, beetroot, squashes, cereals and potatoes. We also sell products from small producers nearby. We – and our customers - want to know the origin of what we eat.’ The establishment of Craigie’s was a gradual process. The Sinclair family has a tradition of more than 200 years in farming. John’s father started farming West Craigie as a tenant in 1966. West Craigie was originally a dairy farm, selling milk direct to customers in Edinburgh. As the dairy industry became less profitable, John’s father gave up the dairy. From the mid-eighties the focus was on soft fruits. In 1995 John took over the farm. “Decisions about our farm were always taken consciously. We could settle a contract for strawberry production with a big supermarket chain some years ago but we had doubts about the longer term profitability. So we diversified and looked for other market channels. A change in our tenancy contract towards long term lease meant we could invest in the farm. We opened a new farm shop and café in 2007”. Already in 2009 the size of the shop had doubled. A butchers was added to the shop. Turnover has been steadily growing over the years.

Challenges of growing

“West Craigie is very much a family farm, but obviously as we’ve grown, we’ve taken on more and more staff. We always try to make sure they share our values and understand the unique responsibility of running the farm.” Dealing with staff was new to John Sinclair, “When my father still had the farm, I started working on it. I was young and mainly interested in riding on tractors and other machines so I did that for many years. When we started growing in selling directly to customers, dealing with staff was my biggest challenge. I sat alone on a tractor for 20 years and was not used to having staff. I did some management courses and appointed a manager. This is how we solved that challenge. Meanwhile, I have my hands more free to develop the business”. John is active in various networks to be inspired for new developments. While having staff is a challenge, it also is a blessing for the direct environment. “If I would not have adapted to changing market conditions, I would probably have been a part-time farmer by now. Now I employ more than 20 staff which is good for them and good for me!”

For more information: http://www.craigies.co.uk/

Information about the Focus Group can be found here.