By: Loise Shiimi
Branding in the farming industry enables farmers and businesses to stand out by portraying their unique qualities. This could either be through creating a unique product or service, while establishing a distinctive logo or slogan setting the business apart from its competitors.
On the matter, Eagle FM reached out to several farmers to gather their insights on branding and whether they consider it a crucial factor in their operations.
Vaino Namushinga, a vegetable and rice farmer from Oshikoto region, shared that branding is essential because it helps customers easily recognise products.
“Having a logo and a clear description of what I offer as a farmer allows my products to market themselves effortlessly. When people see my poster, they are more willing to buy my products,” he explained.
Although he currently lacks a logo, Namushinga is actively working on one. When asked how he continues to thrive without one, Namushinga stated that he conducts surveys to enquire about customers’ vegetable preferences and shares the products he has available.
“Surveys have been incredibly helpful because they allow me to understand my customers and their preferences. I also promote my produce on social media, and I have no difficulty attracting customers,” he said.
Moreover, insights from his marketing surveys help him package his products according to customer preferences, motivating him to produce more for his community.
Namushinga urged fellow farmers to conduct research to identify their customers’ needs in order to minimise losses.
Another farmer, Festus Amumwe, told Eagle FM that he initially underestimated the significance of branding until he received training for farmers, which changed his perspective.
“When I started, I didn’t attract many customers because I had no logo. Now, I package my products carefully and include my logo and contact details on every package. This has made it easier for customers to reach out to me whenever they need my products,” he shared.
Despite some challenges associated with brand recognition, Amumwe noted that he sometimes receives calls from potential buyers, but finds that they are not always legitimate. He suspects that these may be scam attempts.
“Every endeavour comes with challenges. Yes, there are individuals who may try to scam you, but we must be cautious. When someone requests products at a specific location, it’s best to meet in public places rather than going alone,” he advised.
Meanwhile, Martin Shuudeni, an agricultural brand analyst, defines branding as the act of placing a logo on products to distinguish them from others. He pointed out that branding helps businesses grow, as potential customers might notice details from packaging, even if they are unknown to the seller.
“Many horticulture farmers and business owners overlook the importance of branding, opting to sell without any identifying marks. For instance, livestock farmers always brand their cattle, making it easier to locate them if they get lost. The same principle applies to farmers and businesses,” he explained.
Regarding the branding process, Shuudeni urged individuals to avoid copying logos from others, as every branding element carries significance.
“It’s crucial to reflect on your goals and vision, even the colours you choose should have a purpose in your logo – without imitation,” he advised.
Additionally, he highlighted that to attract more customers, businesses must register with relevant organisations. This formal recognition facilitates production and distribution to retailers, especially for those already established with branding.
