Year after year the quality of fiber we receive improves significantly and it really shows in the hand of this fall’s product line up. We are really proud to be part of an industry that shows continuous growth and improvement and the timing couldn’t be better. Consumer demand for high quality, eco-friendly, Made in the U.S. products is at an all time high and your farm is in a great position to reap the benefits of your spring fiber harvest. Here are a handful of our product improvements!
Cable and Lace Scarf
We first introduced this product exactly 1 year ago and it has proven to be a big hit across the country. The scarf is light and elegant with a full 68 inch length to be worn in any style. This scarf was already one of the softest items we’ve made but we also adjusted our finishing technique to increase it's wow factor out of the package. The Cable and Lace scarf now comes in 4 colors: White, Light Fawn, Heather Brown, and a Rose Grey.
Cable Knit Scarf
This scarf is the perfect combination of warmth and elegance. It's open knit pattern makes for a stylish accessory that is soft on the skin and eyes! This year‘s clip really shows in the hand. We’ve also increased the scarf’s length and width so it can be worn many different ways. The cable knit scarf now measures approximately 60" by 8" and is available in White, Light Fawn, and Heather Brown.
Heirloom Cable Knit Beanie
Over the last year and a half we have seen this new style of hat quickly become one of our most popular knit hats. It's knit pattern matches the Cable Knit Scarf, and we are happy to announce that the same improvements that went into the Cable Knit Scarf have also been applied to this beanie. It's hand has been improved, and we are happy to now offer it in 4 color choices: Heather Brown, Charcoal Grey, White, and Dark Fawn. With these changes, we expect this item to become even more popular across the country throughout the rest of this year and into next!
NEAFP - Poll Results - The Best Sales Channels for U.S. Alpaca Products
With the launch of the new website we have added a monthly poll that our customers can answer. Each month we will be asking a new question and analyzing the response in the following NEAFP Note.
September 2011: What has been your best sales channel?
The Results
1. Events... 35%
2. Farm Store... 35%
3. Farmer's Markets... 14%
4. Online Store... 10%
5. Retail Stores... 3%
6. Other... 3%
These results help cement our belief that there is a major shift ongoing in consumer's mentality across the United States that directly benefits the U.S. alpaca industry. Over the last 30 years people have been trained to purchase globally produced items in large chain stores; buying products in Country A, that were Made in Country B, with materials grown and produced in Country C, D, and E. This brand of consumerism has been fueled by cheap oil, cheap labor, and cheap natural resources. What the balance sheets don't take into account is the true cost of "cheap" and how the outsource of materials, labor, and manufacturing has had a negative impact on our communities.
As the economy took a nose dive in 2008 and people had to reel in their consumer spending to weather the storm, more started asking harder questions about the goods and their origins that they were purchasing. As people become aware that every dollar spent is a vote for that business or product, their habits change. According to the American Independent Business Alliance, when a consumer spends $100 at a locally owned business, $45 of it stays in the community. When that same $100 is spent at a national chain store, only $13 remains local. Small family alpaca farms have been positioning themselves to take advantage of this surge in local spending. By participating in local events and hosting agricultural events right on their farms, they have raised the general awareness of U.S. Alpaca across the country as well as solidified their relationship with their communities. These strengthened bonds manifest into increased sales of both finished goods and alpacas.
To help meet the new found consumer demand for local food and goods, Farmer's Markets have been popping up at an amazing rate over the last 10 years. The USDA reported in August 2011 that local markets have increased by 17% from 2010.
Alpaca farms actively taking advantage of these sales channels are hitting the target demographics for U.S. Alpaca goods head on! Small family owned farms across the country grow the alpaca fiber, it's manufactured in century old U.S. textile mills, and it's brought direct to market by the alpaca farms themselves, realizing the highest percentage of profit by owning their sales channels. The story behind U.S. Alpaca goods couldn't be any more positive. How is your farm actively positioning itself to take advantage of this shift in consumer mentality? How are you connecting with your local community, supporting other local businesses, and working together to improve the quality of life of everyone within your sphere of influence while still making an honest living? These are the questions you should be asking, and use the answers to shift your business models to reflect this ongoing change in consumer mentality in the United States and across the globe.
Have a suggestion for a future NEAFP Poll Question? Let us know!
Sincerely,
New England Alpaca Fiber Pool Inc.
U.S. Grown, U.S. Made since 1997
