I call it the Avenger strategy: you’re not just selling Captain America, you’re selling the Avengers. It’s the group, not the ingredient. That can be as simple as going to market with quinoa plus the other ingredient that is crop rotated with quinoa. You don’t have to market 13 ingredients or a whole system — start with two or three. As a farmer, say I’ve got dairy, but then I’ve also got apple trees or walnut trees. That’s the shift in marketing that we need, to start talking about ingredients not as single units, but as groups.
