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Stokeley Farm Interview. Prose. The farm needed rebranding in order to make enough money. It was too small to make a profit as a typical Devon farm, so it diversified into a fruit farm.
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Prose • The farm needed rebranding in order to make enough money. It was too small to make a profit as a typical Devon farm, so it diversified into a fruit farm. • First it rebranded into a fruit farm and then it developed into a commercial farm shop. The shop stocks local produce from a fifteen mile radius from forty to fifty suppliers. The farm has carried out the Valorisation on the fruit of the farm. Valorisation turns apples into cider and soft fruit into jams and purees. The farm has also sold off barns for conversion- for making 7 homes. They have a brewery and a carpenters on site, as well. Their rebranding strategy involves a target market of the local people who know the area well, and the farm presents a natural whole food healthy image to establish a point of difference. The point of difference is that you could not have the idyllic natural brand from a local supermarket. • The rebranding strategies have been successful with £1 million profit made per annum, a success due to the commerciality of the farm. It employs more than twenty people to ensure it remains a competitive commercial farm and using the local produce puts money back into the local economy so more money can come back into the farm shop making it more profitable.
Results The main words that came out were: • Farm • Local • Money • Commercial • Valorisation • Fruit • Difference (point of)
Justification • With prose it is difficult to see the main answers to your questions as it is a block of text. • Wordle.net is an easy visually appealing way to highlight the key aspects of the interview. • There are no other methods to really portray the interview, as interviews are mainly qualitative data.
Limitations • You do not really know which question the words are in response to as they are taken out of context and you have lost a lot of detail. • Words which are said a lot in normal sentences get more priority over words which are actually important to the question, for example “also” instead of “profitable”.