Incentives Matter
Tim Hammerich
News Reporter
Every new addition or change to a farmer’s operation comes with risk. So if people want to see changes to the food system, it has to be accompanied by a clear incentive. When Christine Moseley founded Full Harvest, a B2B marketplace for all grades of produce, she garnered support from farmers by keeping their best interests in mind.
Moseley… “Adoption actually has not been nearly as difficult on the ag side and farm side that people assumed. It all goes back to psychology and habit change and incentive, right? If you have something that's a no-brainer, that is very valuable to them, and it's more or less free, there's not much to object to, right? And when these farmers are really struggling for sales, and you're basically telling them you have a free salesforce and you're experts on selling a product that they didn't previously have a market for, you know, it's almost like, what's the catch right. And so we have farmers that we have significantly improved their bottom line that absolutely love us and have told us they've had some of their best financial years ever, or that helped them through the pandemic. And I think that's really important to understand because, you know, I've been watching the food and ag space for over a decade. I think a lot of people come into the space where they think they can just build a product and like, you know, shove it down farmer's throats, but charge for it. I've been very sensitive about not charging suppliers as much as possible because I know that they're so strapped for cash and I don't want to be another risk or another cost center, right.”
Just like any disruption, Moseley said she anticipates early, mid, and late adopters.