Business Commons^™

New Product Launch – Syngenta, Kendra C. Legge

Agricultural Education and Communication

Launching any type of new product poses a risk of failure. To ensure success, it is important to know the audience to which a company is launching a product. In Joshua Grossnickle’s book The Handbook of Online Marketing Research: Knowing Your Customer Using the Net he writes, “It's the first rule of business: Know your customer.” It is significant to not only know what makes up an effective product launch, but what the target customers believe make an effective product launch. The chemical company Syngenta is about to launch a new insecticide “Minecto Pro.” Direct feedback from customers about this …

Malene Wines: The Beginning Of A Brand, Tyler Menane

Agricultural Education and Communication

Malene Wines is the most recently developing brand under the Crimson Wine Group. Currently, the brand is being produced and managed under Chamisal Vineyards. Malene Wines started off with one brand of rosé wine, that has only been available for purchase in the Chamisal tasting room or wholesale. This has caused confusion for the consumer in differentiating the two brands. To help begin the separation of the two brands, Malene Wines has recently received a modified Airstream trailer to serve as a mobile tasting room.

Whereas Chamisal Vineyards is a brand focused on Chardonnay and Pinot Noir with small production …

Mission Produce, Davis Cracknell, Kendall Moore, Salvador Lopez

Case Studies in Agribusiness

Mission Produce's founding, growth and expansion into oversea's markets is discussed. In particular, Mission Produce's ripening centers are presented as an innovation in avocado marketing.

Business Model: California Agriculture Marketing Agency, Mary M. Alameda, Emma L. Larson

Agricultural Education and Communication

The importance of creating a marketing agency specializing in agriculture is to bridge the gap between producers and consumers. The lack of transparency from the producer has created a torn industry causing the average consumer to be questioning his or her food, or simply not understanding the agricultural way of life. An agricultural marketing firm in California can represent and advocate for local businesses to start closing the producer to consumer gap.

The American farmer excels at many things, but lacks in public communications. Modern day farmers have been able to produce more food than ever despite fewer resources and …

Buchanan Hollow Nut Company Rebranding And Research, Lindsay Robson

Agricultural Education and Communication

A marketing plan was designed for Buchanan Hollow Nut Company (BHNC) in the summer of 2016 to redesign the company brand. Additionally, the author conducted research to determine if the implementation of bar codes and scanning would improve internal efficiency.

Utilizing the company’s owner, and famous artist, Sharleen Robson, the author created a tasteful watercolor design to update the logo for BHNC. Furthermore, by contacting the current packaging company, Legend Packaging Group, the author received estimated costs for adding a bar code to each product. These barcodes were then printed and added to the processing boxes in the storage facility …

Panorama Meats/Western Grassfed Beef: Better Beef, Better You, Kelsey King, Gretchen Montague, Jasmine Singh, Danielle Wood

Case Studies in Agribusiness

Western Grasslands, Inc. started in 2001, to process and market grass-fed beef. Grass fed, though about only 1% of the US beef market, is a quickly growing market. Today, WGI markets its Panorama meat through Whole Foods and other grass-fed brands on-line.

Kiler Ridge Olive Oil Farm, David Ayala, Martin Andersen, Rudy Raimondi

Case Studies in Agribusiness

Gregg Bone, a Cal Tech trained engineer, is a serial entrepreneur who has started 13 successful businesses, mostly in the tech industry. After a bicycle trip through Tuscany, his wife Audrey wanted to plant 40 olive trees in their backyard, which Gregg thought would be an expensive hobby. Better to plant 835 trees on a 58 acre property near Paso Robles, CA, in 2010. Five years later Gregg modified and installed an Italian olive mill for his own olives and as a custom crush operation. As a craft olive oil business, they marketing similarly to how neighboring wineries market their …

Driscoll's: The Global Brandje, Jesus Morales, Edgar Lopez, Noah Lilien, Jack Stradley

Case Studies in Agribusiness

With a mission “to continually delight berry consumers”, Driscoll’s is the arguably the world’s largest berry company. They started as strawberry breeders, expanded in raspberries, blueberries and blackberries, and have been leaders in packaging and marketing of berries. They do not grow berries for market, but develop the nursery stock, which they provide to their growers, and market the output. They also provide theirs growers with advice and guidance on issues ranging from sustainable growing practices to labor management.

Shanley Farms: Premium Produce That People Care About, Maggie Andrada, Bryce D’ Arelli, Melissa Gurvis

Case Studies in Agribusiness

When Jim Shanley retired from an executive position with a large commodity and feed company, he bought avocado farms in Morro Bay and Visalia. He soon expanded into Finger Limes and innovative marketing of his avocados.

Driscoll's: The Global Brand, Jesus Morales, Edgar Lopez, Noah Lilien, Jack Stradley

Case Studies in Agribusiness

How Driscoll's grew to become the world's largest berry marketer is presented.

Firestone-Walker Brewing Company, Joe Hare, John Fitche, John Mazzilli

Case Studies in Agribusiness

Starting in 1996, Firestone-Walker Brewing Company grew to become the 16th largest craft brewer in the U.S. by 2013. Much of their success can be attributed to taking advantage of opportunities when they present themselves. Their “805” brand is an example of many factors coming together to the company’s benefit.

Tap It Brewing Company: Raising The Bar, One Pint At A Time, Alex Flint, Jordan Long, Keith Inokuchi, Meera Vyas

Case Studies in Agribusiness

Johns and Miles Gordon had started and sold a successful pet food company in Texas and decided to move to the Central Coast. Their shared love of beer led to starting Tap It as a craft brewery in San Luis Obispo. The case discusses the history of beer, the emergence of craft beer in the US, and the issues and problems a small brewery faces as it gets started.

Law Estates Wine, Devon Pitts, Cheyenne Jepsen, Will Akkaya

Case Studies in Agribusiness

Law Estate Wine differentiates its high end wines through quality and highly personal wine tastings. Believing that word of mouth and personal experience is the best way to market high end wines, Law offers tastings only through appointments, with 4-6 people per tasting. They also submit wines to selective wine journals and competitions. This selective business model appears to be successful for this boutique (under 10,000 cases) winery.

Opolo Vineyards Sip Certification Analysis, Brett Champlin, Ashley Edwards, Megan Jonson, Sebastian Silveira

Case Studies in Agribusiness

Opolo Vineyard decided to pursue a "Sustainability in Practice" certification for their winery operation. The process is discussed along with how Opolo plans to communicate what the certification means.

Consumer Perception Of Organic Milk, Christina Puetz

Dairy Science

The objective of this study was to determine the potential factors, reasons and beliefs that contribute to college aged consumers’ choice to purchase organic milk. The data were from survey of students using questions that were modeled after consumer issues and concerns over conventional milk as discussed in the literature review. This study was particularly interested in exploring differences between students in agriculture classes and non-agriculture classes. The literature referenced came from a variety of sources, including scientific journals, online articles, milk advisory boards, and governmental agencies. According to the literature review, consumer concerns and reasons for purchase of organic …

Redesigned Wine Labels And Consumer Preferences, Alison (Ali) Maddox

Agribusiness

When purchasing a bottle of wine, the first impression the consumer gets is from the wine label. In today’s competitive market, it is important that wineries understand consumer preferences and purchasing decisions when evaluating a wine bottle. This study was undertaken to determine the relationship between redesigned wine labels and consumer preferences. A survey was distributed to residents of San Luis Obispo and 194 people responded. It was found that consumers preferred the original label to the redesigned label. Respondents listed quality, good value, and varietal and the most important wine feature and unique, eye-catching, and colorful as the most …

Mueller Game Bird Farm Business Plan, Karl Mueller

BioResource and Agricultural Engineering

This senior project discusses the results from the development of a business plan for Mueller Game Bird Farm which specializes in raising bobwhite quail for hunters, falconers, and other hobbyists. The plan uses current research with personal experience to develop a realistic approach to fit the needs of this business.

A business plan is a document that will continually change as the business grows and develops. This plan is for the business at the current stage of producing 500 bobwhite quail per year and discusses plans for growth over the next three years as well as strategies to obtain that …