Not so long ago the marketers separated mass from niche, now there is a mass of niches. Niche is the future.

Consumers are beginning to feel a stronger social connection to regional products and producers. As an entrepreneur this provides great opportunities.

Doing so gives you access to a whole new target audience as well as generating traffic from reciprocity using your locally produced ingredients and drinks. Not so long ago the marketers separated mass from niche, now there is a mass of niches. Everyone making a food product has access to the market.

This holds true not just for the products, but for the stories behind the products. The internet has been responsible for an explosion of these stories. And while the sheer abundance may make it hard to be noticed, it’s also true that the truly unique stories find a way regardless. Before the internet, when the publishers and media empires had these narratives on lockdown, this would have been impossible. The mass media decided what was published and attention and success depended mostly on the size of the budget. Thankfully, small time players have a significantly easier time putting their special product in the spotlight. Niche is the future.

Read more about the subject in the magazine.