Getting to Market with a Detour
From tree to table, the average coconut oil has likely changed hands 9 times. Each change of hands hikes up the price and disconnects the consumer from the farmer. By the end, a hierarchy of profits has left the farmer, who usually needs it most, with the least amount of money. “On one side, we see the farmers making so little from their work while the middlemen and big oil companies reap the profits. Then on the other side, many in the West are asking questions of brands like: Who are the people behind the brand that actually made this product? How are they treated? Is my purchase feeding an oppressive system or helping people? We saw an opportunity to benefit both sides.” remarked Erik.
Dignity has had a goal of connecting the local farmer to the global export market, but did not always know how reaching that goal would unfold. A successful Kickstarter campaign in May 2015 provided the necessary funds for Dignity to detour from their original plan of selling in bulk and instead develop their own brand for retail sales. They became the direct bridge between the farmers as well as factory workers, and the end users. This tangible connection between customer and producer has shaped the position of their brand in the market. Read more