OBE Organics General Manager Dalene Wray and the next generation of organic beef producers, three-month-old Joshua, at Beef Australia 2015.
OBE Organics General Manager Dalene Wray and the next generation of organic beef producers, three-month-old Joshua, at Beef Australia 2015. Kerri-Anne Mesner

Organic beef company uses social media to sell overseas

THEIR market is global and it comes as no surprise that most of their business is conducted on social media.

OBE Organic, which is a company started by Australian farmers in the early 1990s, is one of the businesses who have a stall at Beef Australia 2015 this week.

OBE General Manager Dalene Wray said the company embraced social media a couple of years ago and are now on every platform - Twitter, Facebook, Instagram, YouTube, Google Plus, LinkedIn and Vine.

She said social media has allowed the company to interact with their consumers and show them where their products are coming from visually.

"We feel it is very important  for us to engage with consumers," Ms Wray said.

"Our largest market is the US, followed by Asia and then the Middle East.

"Our consumers are our eyes on the ground."

She said consumers will report via social media if a product they usually get in their local supermarket (that stocks OBE Organic) is not available or if the product satisfaction is low (smaller portions, etc).

Ms Wray said consumers will also let OBE Organics know what cuts they want to buy.

"It's really powerful for us."

Check out OBE Organics at the following sites: website, Twitter, Facebook, Instagram, YouTube, Google Plus, LinkedIn and Vine

Ms Wray said OBE Organics hired a social media consultant to manage all of their social media accounts.

She said this consultant fits in with OBE Organics main consumer base - young mothers in the United States - to ensure OBE Organics was engaging with their markets in the appropriate times, using the same terminology and spelling of words as their consumers.


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