PROJECT ON-FARM

TITLE OF THE CASE STUDY

Pure soybean oil and the need to overcome one's own fears

MAIN DATA OF THE COMPANY

Name of the Company

Sedlák z Hané

Country

Type of the Company

Farming Activity

Direct selling way

SELF – INTRODUCTION OF THE FARMER

The Koutek family has been farming in Topolany near Olomouc, Czech Republic for several generations. The only exception is when they were forced to stop farming in the communist era. In 1989, as soon as it was possible, farming activity was resumed and livestock returned to the farm. The farm now includes about 80 hectares of land, and more than half of it is a private property of the family farm. The farm is dedicated to the cultivation of field crops typical of the Haná region, specializing in the production, processing, and sale of oilseeds and oils, especially from soya (GMO free). Direct sales are made on the farm or at farmers' markets in the surrounding area. They also supply their products marginally to small shops as a supplementary sale. The proportion of income from direct sales is currently around 5 %.

CHANGES / INNOVATIVE SOLUTIONS ADOPTED

Because of the COVID-19 pandemic, Mr. Koutek, alias "The Peasant from Haná" (trademark), was pushed to start adding value to his harvested crops. To not rely only on selling harvested crops to other processors, but also started to focus on direct sales, which he conceived at the moment as complementary. Although direct sale from the farm is not the main activity and income, Mr. Koutek is very pleased that this form of sales serves greatly as PR for his farm and for overall promotion.

WHY AND HOW YOU DECIDED TO INTRODUCE  STRATEGY CHANGES / INNOVATIONS

Previously, the farm really focused purely on the production of the crops as a basic raw material and its subsequent sale to other processors. The main motivation for a change was, of course, to add overall value to the farm’s production and use direct sales as the PR for the farm and its products. Another motivational factor was also to present products of the highest quality and to show customers that oils can be produced without chemical treatments and other artificial additives. The results in this area have been achieved to some extent. In particular, consumers appreciate the possibility of buying regional food, production with clear provenance and a sustainable farming system that ensures its quality and environmental friendliness.

WHAT OBSTACLES DID YOU MEET

Surprisingly, the main obstacle was not the administration, but the internal decision to start. Specifically, overcoming the psychological "block" when the owner was oriented towards selling basic raw materials, which was natural and also easy for him until then. Finding the motivation within himself to change this, to jump into an area that he had not been interested in until then, and to embark on more complex actions such as the shop itself.

EVALUATION OF THE RESULTS

The evaluation of Mr. Koutek, alias "The Peasant from Haná", to enter an unfamiliar environment and focus on direct sales from the farm is definitely positive. Thanks to this decision, he was able to reach customers in the region who were looking for a local and quality product. And overall, his brand has become very well known.

WHAT WOULD YOU DO DIFFERENT AND WHAT ARE THE PERSPECTIVES IN YOUR MIND

The only thing Mr. Koutek would change if he had the opportunity is that he would definitely start the direct sale from the farm earlier. All he would have had to do was not be afraid to step out of his comfort zone and the benefits he would have gained by doing so would be much greater nowadays.

FINAL SENTENCES

General Evaluation

It is generally very difficult for farmers to evaluate their decisions. After overcoming the initial fear and introducing direct sales of processed products, the desired effect came. Awareness of the company was raised in the area, and by cooperating with other fellow farmers and being able to sell the products directly on their farms or in their shops, "Sedlák z Hané" expanded his horizons and established good relations with people in the surrounding area.

Suggestions for other farmers

The main and only advice is not to be afraid to start such actions and innovations. “Jump in and overcome your inner fear and just get started!”