In a tough economy, farming goes high-tech to get an edge. Harold Kelly of Carolina Plantation Rice is reaping the rewards of e-farming. The Darlington-based company has made internet sales a part of their business model, tranforming them from a local row farm to a statewide player.
"As technology in the world changes, different ways to meet the customer and the customer wants to meet you so why not use the internet as a tool to both problems," says Kelly.
Wednesday various state organizations debuted the online network known as market maker. The website connects farmers to retailers, restaurants and consumers. Kelly calls it a natural extension of the roadside stand.
"It's not a replacement, but it's definitely a tool farmers and the public can use to find each other," says Kelly.
For local farmers it levels the playing field against foreign competition. For customers it places anything from organic oranges to specialty rice at their fingertips. It puts what Kelly calls the "e-food generation" in direct contact with his company, regardless of location.
"So, they're not only looking for us, but we're looking for them through markets," says Kelly.
Kelly says he likes any technology that can help his bottom line and tapping into the needs of a mobile society can help keep it healthy.
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