A food writer says spotting hot trends can help farmers cash in on new markets but they have to avoid fads that will die quickly.
David Sax says the return of the popularity of bacon after the low fat craze of the 1980s is one example and the popularity of craft beer that is driving demand for local grains and hops is another.
He says farmers need to be foodies, at least to a degree and understand what makes a trend.
"For food trends to really take off they need to address a deeper need within the population for something that makes them feel healthier, feel more sophisticated, feel better about what they are doing in terms of the environment or the earth," he says. "You really have to know what that market is, so if everybody's jumping on top of the kale bandwagon you have to say 'is this right for me? What are the economics of it? What are the prices people are getting? And where is that going to go in the next couple of years?' "
Sax says chasing trends makes sense for farmers who are already growing a crop. For example a potato grower might try growing red fleshed potatoes. However trying an entirely new crop is more of a challenge.
