Jun 2, 2011

Use smartphones to make your orchard, market interactive

Even if you don’t own a smartphone, it’s a safe bet your customers do. According to a recent survey by The Neilsen Co., one in every two Americans has a smartphone of some kind, or will by this fall.

Now, you can put your customer’s phone to work in your orchard, and put more money in your pocket.

There’s an app for that

Maize Quest, known for its corn mazes, has created a tool called Interactive Orchard, for use in orchards and farm markets. The tool allows a smartphone user to take advantage of a Quick Response code (QR). The QR is a link to other media contained in a two-dimensional barcode. Your customer scans the barcode by using the camera from the phone. The code is then read by a free downloadable program, or app, that most smartphone users already have on their phones.

How it works

Maize Quest has created an online system of informational videos and data blocks that are accessed by the codes. It maintains and updates the site. All you do is hang a sign that you purchase from Maize Quest. The signs let guests use the tools they already have to learn more about your apples, said Hugh McPherson, Maize Quest president.

“Farms purchase the special signs, one each for popular varieties of apples, then display the signs in their pick-your-own orchards or in their farm markets,” McPherson said. “Each colorful sign displays a picture of the apple variety and a QR Code that links to the Interactive Orchard’s mobile website, videos and database.”

The apple varieties are limited to 15 for the first year. Growers can choose from Red Delicious, Golden Delicious, Honeycrisp, Gala, Rome, Fuji, Jonagold, Mutsu, Pink Lady, Nittany, Braeburn, York, Stayman, Granny Smith and Empire. Clients will be sent a survey, and the top 10 varieties not offered this year will be added to next year’s selections, McPherson said. The signs are available in two sizes, regular and large. Regular signs are 12 inches high by 18 inches wide. The large signs are 18 inches by 24 inches.

Maize Quest built the mobile website, created the codes, designed the signs and filmed the videos. All the local farm marketer has to do is order and hang the full-color, UV-protected vinyl signs. There are no recurring fees after the signs have been bought, McPherson said.

“The fun part for us is that we can update the pages, movies, fun facts and descriptions without requiring the farm marketers to buy a new package,” McPherson said. “We’ll take suggestions and have a continually improving product that’s good for years of use.”

Interactive Orchard is a creation of Maize Quest, but Maple Lawn Farms, Adams County Nursery, Hollabaugh Orchards and the Pennsylvania Apple Marketing Program contributed to the information and videos displayed after the codes are scanned.

“You’ve got to engage the customer,” said Ellie Hollabaugh Vranich, assistant business manager at Hollabaugh Orchards. “This is a great opportunity for farms to provide information for a public that is interested in learning more about their food. Plus, all you’ve got to do is hang up the signs.”

For more information, visit www.interactiveorchards.com, or call Hugh at Maize Quest, 866-935-6738 ext. 102.

By Derrek Sigler