Good-Natured Nutrition
Good-Natured Nutrition
What in the world is an AgriCluster? Ultimately, it is a fancy compound word that refers to interconnected agricultural businesses operating within a small radius.
Or, as the North American Food Systems Network says:
In order to support these AgriClusters, the North American Food Systems Network created the AgriCluster Resilience and Expansion (ACRE) program. ACRE, is an incredible resource that provides strategic planning assistance for farmers and small agricultural businesses like LionBerry.
In the featured photo, with all the smiling faces, you can see our AgriCluster. We call ourselves the Kansas East Elderberry Branch or KEEB.
We can support our competitors! Its ok to cheer each other on!!!
I’m hard wired for this, but I should take more time to explain why…
Because if your niche is tiny, you don’t need to “win the market,” you need to grow the market.
A niche doesn’t get big because one company dominates it.
A niche gets big because multiple companies prove the category exists, educate consumers, normalize the product, and make the market safer, easier, and more familiar to enter.
Cheering your competitors on is not charity.
It’s category creation.
When your competitor gets press, or distribution, or a rave review — they’re not “stealing your customers.” They’re doing free education, building demand, and making it easier for the next person in that buyer’s journey to understand exactly what your product is.
You don’t need a bigger slice of the pie.
You need a bigger pie.
Or a Rising Tide that raises all boats!!! (Yey! I caught a fish!)