Agribusiness Commons^™

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 …

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 …

Sales And Marketing, Nancye Gannaway

Farm Systems and Economics published reports

Plan, prepare, Prosper - workshop

This document is part of the Plan, Prepare, Prosper program that was developed under the Pilot of Drought Reform Measures ('the pilot'), a joint initiative between the Australian Government and the Western Australian Government. The program aims to support businesses to prepare for drought, climate variability, financial and other challenges.

Today we will be working through your marketing program, and possible strategies for increasing its effectiveness and impact.

We will explore the advantages of target marketing - of focusing your marketing on those customers which best suit your business, and have the greatest potential for …

Western Australian Arable Crops Industry - Overview For Potential Investors And Other Stakeholders, Virginia Wilkinson, Tim Morris, Nicki Hall, David Hughes Professor

Farm Systems and Economics published reports

When looking at opportunities for investment in the Western Australian arable crop production system, one must consider by whom? If you were to judge purely from the popular press, you would believe Western Australia agriculture was totally controlled by billionaires and foreign speculators. Nothing could be further from the truth.

The largest farmer, the largest farmland owner, the largest investor, the largest employer and the largest agrifood research funder in Western Australia (WA) is the government. The government is also the largest builder of the infrastructure used by the industry. At the same time, the government invests in food safety …

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 …

Putting The Honey On The Table: A Business Plan To Create A Successful Part-Time Beekeeping Operation, Samuel L. Goll

Agricultural Economics and Agribusiness Undergraduate Honors Theses

The objective of this thesis was to use a survey targeted at different niche markets to gain insights about different honey bee products and thereby to provide information for their economic feasibility when produced on a small, local scale for retailers that support such producers and cater to such consumer demand. Since cost of production information about operating an apiary is widely available, the focus of this work was on gaining marketing knowledge. One of the aspects of the survey was to develop a better sense of what potential resellers of honey bee products considered locally-produced. Another objective was to …

Straight From The Horse's Mouth: An Examination Of Social Media Usage And Advertising Methodologies In The Sale Of Sporthorses, Michael Willham

Undergraduate Distinction Papers

This study discovered general market conditions as well as buyer and seller behavior in the sporthorse market for the disciplines of Dressage, Show Jumping, and Eventing. The efficient sale of sporthorses in these disciplines is equally as important of a consideration as the marketing and advertising decisions for any other product such as automobiles or electronics. Equids differ from regular products in that they typically have markedly higher inventory costs associated with the maintenance of holding onto a live animal. Therefore, it is arguably more imperative for businesses to determine the quickest and most efficient means to sell them. This …

2017 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

1. Editorial Board
2. President's Letter
3. SIEC-ISBE International

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 …

Sheep Updates 2016, Mick Keogh, David Cornish, Michael Chilvers, Gerry Hinkley, Danielle England, Rosemary Bartle, Brad Wooldridge, Norm Santich, John Young, Ashley Herbert, Jamie Heinrich, Graeme Howie, Bruce Mullan

Sheep Updates

This session covers eleven papers from different authors:

1. Forward, Dr Bruce Mullan, Director Sheep Industry Development, Department of Agriculture and Food Western Australia

2. The Australian sheep industry in 2025, Mick Keogh, Australian Farm Institute

3. Decision making in a risky environment, David Cornish, Cornish Consulting

4. Business Transitioning, Michael Chilvers, Nile Tasmania

5. Advisory Boards in WA Agriculture - making life 'easier' for everyone, Gerry Hinkley, Producer, Tincurrin and Danielle England, Aginnovate

6. Principles of Successful Family Business Succession Strategies, Rosemary Bartle, Succession Planning Facilitator, Rabobank

7. Diversifying the Feedbase...is the …

Visual Brand Identity Of Food Products: A Customer’S Perspective, Panagiota Moutaftsi Ms, Panagiotis Kyratsis Dr

Journal of Applied Packaging Research

Purpose – The aim of this research is to explore the benefits of a customer based approach on food packaging design. A case study of a small production honey brand is used.

Design/methodology/approach – For the design process, a survey that involved visual elements was conducted as an online questionnaire. The final size of the sample consists of 285 questionnaires.

Findings – The research findings indicate that packaging is a great influencer for consumers and the synergy of consumers with companies can be a catalyst for the product design process resulting in package designs, which engage potential customers and drive …

2016 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

1. Editorial Board
2. President's Letter
3. SIEC-ISBE International

Establishing A Brand: How To Create A Household Name For A Wine Brand Through Social Media And Image, Megan Rodrigues

Journalism

This paper was conducted as a Senior Project for the Journalism Department at California Polytechnic State University in San Luis Obispo, California during a 10 week quarter. This paper explores the topic of wine branding through social media and image. The research for this paper consisted of interviews with three experts that are currently working in the wine industry as well as a literature review of several articles and books that support the topic. The questions that arose about wine branding, brand recognition, social media, wine label and image during the literature review were then asked to the three experts: …

Home Cooking And Willingness To Pay: Local Blueberry Pancake, Muffin, And Banana Bread Mixes In A Take-And-Bake Experiment, Yves T. Ilunga

Theses and Dissertations--Agricultural Economics

This study explores measurable factors that influence consumer willingness to pay (WTP) for locally produced blueberry mixes: pancake mix, muffin mix and banana bread mix. The innovative aspect of this study is that the experiment took place at participants’ home. The post-preparation survey used a payment card approach to elicit WTP for each product tried as well as for the hypothetical third product not tried. A total of 101 out of 102 participants (99.01%) completed the process and returned the survey. Participants were instructed to prepare the products at home, sample the prepared product, and then evaluate the product and …

Economic Considerations Of Aggressively Treating The Influenza Virus In Equines, Charlotte R. Hansen

Theses and Dissertations--Agricultural Economics

The equine influenza virus is a significant cause of respiratory disease in horses. Even though horses generally recover from this virus, sometimes horses with equine influenza develop secondary bacterial infections which can cause severe pneumonia, thereby increasing recovery times. Owners and managers are faced with the decision of whether to delay preventative treatment in hopes of the horse avoids contracting a secondary bacterial infection (“wait and see”) or aggressively treat the horse with an antibiotic in hopes of avoiding a serious infection (“treat now”). From a decision making standpoint, the economic considerations include explicit treatment costs as well as nonmonetary …

Legitimacy Of Local Food In The U.S. Market: Comparative Consumer Perspectives, Ali Asgari

Theses and Dissertations--Agricultural Economics

Measures of legitimacy have been described in terms of four legitimacy types, regulatory, normative, cognitive, and industry. This study provides one of the first and only empirical examinations of legitimacy, particularly with an application to local foods and sheds light on how consumers view various types of legitimacy related to local food. To apply the concept of legitimacy to local foods marketing, we take an empirical survey asking about consumer perspectives of local food, along with different shopping behavior questions.

Using cumulative logit models, results of the legitimacy models suggest that core consumers are more likely to place a high …

Price Analysis Under Production Differentiation In Green Coffee Markets, Xi-Le Li

Theses and Dissertations--Agricultural Economics

To better understand the world green coffee market especially from the perspective of the coffee producing countries, I study three topics to overview and identify a puzzle: why growing differentiation of the coffee industry in final product markets has not been reflected in a similar pattern of differentiation to coffee farmers.

My first essay is a descriptive overview of the world coffee market, based on the framework and definition of competitiveness to understand both the demand and supply side of the coffee market. This paper then focuses on product differentiation as the source of competitiveness in the industry. Coffee as …

An Exploratory Analysis To Understand Organic Food Market In The United States In Comparison To Europe, Alfiya Ansar, Ismet Anitsal, M. Meral Anitsal

Atlantic Marketing Association Proceedings

To meet the increasing continuous demand of food, many techniques are used for mass production food but these techniques in turn have diminished the quality of many products. The negative effects associated with such production methods make them controversial in nature and thus requires discussion. One such method is the use of Genetically Modified Organisms (GMO), which involves genetically modifying the Deoxyribose Nucleic Acids (DNA) of plants or animals of interest to introduce certain traits such as resistance to pests or diseases. Food allergies are on a rise and researchers estimate that up to 15 million Americans suffer from vast …

Being Green And Social Responsibility: Basic Concepts And Multiple Case Studies In Business Excellence, Alan D. Smith, Steven R. Clinton, William T. Rupp

Atlantic Marketing Association Proceedings

Through a qualitative business case approach, three major manufacturing firms in Pittsburgh, PA were reviewed for their eco-friendly sustainability strategic initiatives and products/services. Undoubtedly, use of green best practices are value adding steps for a company may be initially difficult to justify to spend the time and resources developing such a process. This is especially true when other core business needs are present, such as driving revenue, product development and meeting governmental or consumer expectations. However, green and sustainability initiatives may not be currently dictated needs, but many companies feel strongly that charting such a course would be to their …

A Research Agenda For Advancing The Marketer's Understanding Of Ethical Consumption In A Post-Modern World, Julie M. Pharr

Atlantic Marketing Association Proceedings

The attribution of moral significance to the choice of everyday consumer goods may well mean that personal consumption is increasingly viewed as an ethical exercise and not simply an economic transaction.

Consumer behavior has emerged as an important moral battleground in the 21^st century. Those in doubt of this statement need look no farther than their local Catholic church. In a church encyclical released 06.18.15, Pope Francis called for radical transformation not only of global politics and economics but of individual lifestyles in the battle to confront the environmental deterioration of Earth. An encyclical is a document that serves …

2015 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

1. Editorial Board
2. President's Letter
3. SIEC-ISBE International

From Grapes To Wine To Brands To Culture: A Qualitative Study Of Kentucky Wineries And Kentucky Wine Producers, Benjamin J. Triana

Theses and Dissertations--Communication

The Kentucky wine industry has grown from six wineries in 1999 to more than sixty wineries as of 2013. However, the industry has reached a crucial point in its development as funds allotted from the Tobacco Master Settlement Agreement ended in 2014. As a result, Kentucky wine producers must navigate the demands of local, regional, national, and international wine markets without the same amount of economic support provided in the early stages of the industry’s development.

The purpose of this study was to investigate (1) how Kentucky wine producers use cultural associations to manage their brands, (2) communicate with multiple …

The Impact Of Local On Meat Purchasing Decisions, Steven Mclennan

Master's Theses

The research examines the target market for a meat product produced by the local university. Further, desirable attributes of meat and how consumers definition of “locally produced and/or raised” are identified. A total of 290 personal interviews were completed in San Luis Obispo County, California on the consumers’ willingness to purchase Cal Poly meat. Likely purchasers are found to be 31 percent of the San Luis Obispo population. The target buyer of Cal poly meat products are both male and females, who tend to be older, and make more than $60,000 a year. Local is defined by 31 percent of …

Sustainability: An Examination Of Trends In The Floral Industry, Emily Gaul

Recreation, Parks, and Tourism Administration

Sustainability in the floral industry is a constantly changing subject. As more products are created for florists to use in their designs, sustainability will evolve and be redefined. The purpose of this study was to examine the sustainable trends in growing, designing, and marketing within the floral industry. As seen in the companies analyzed, each business plan constitutes a different set of practices that are utilized for the benefit of that company. An applied best practices analysis was conducted on the floral industry’s trends in sustainability. In the floral industry, businesses are shifting away from importing and focusing on local …

A Transformative Partnership Between Socially And Historically Disadvantaged Farmers, 1890 Land Grant Institutions, And Walmart, Walter A. Hill, Raymon Shange, Miles Robinson, Tasha M. Hargrove

Professional Agricultural Workers Journal

Ensuring a sustainable future for socially and historically disadvantaged farmers (SHDFs) remains a central mission of many 1890 land grant universities. As major corporations adopt socially responsible and sustainable policies they are exploring new partnerships, including those with the aforementioned farmers and institutions. This article explores the opportunity presented by the partnership between Tuskegee University and Walmart during 2011, 2012, and 2013 that focused on assisting SHDFs to work together to expand their produce marketing opportunities to include large commercial retailers. This article provides perspective for the articles that follow in this issue of the Professional Agricultural Workers Journal (PAWJ). …

A Case Study Analysis Of A Regional Food System: The Sustainable Agriculture Consortium For Historically Disadvantaged Farmers Program, Tasha M. Hargrove, Walter A. Hill, John Brown, Miles Robinson, Iris Cole-Crosby, Elizabeth Myles, Billy Lawton, Karla Martin

Professional Agricultural Workers Journal

The Sustainable Agriculture Consortium for Historically Disadvantaged Farmers Program (SACH) was designed to carry out an experiment by five 1890 Land-Grant Universities in partnership with five farmer based cooperatives in five states to assess marketing fruits and vegetables to Walmart from a regional perspective. Using the Consortium as a case study, this study assessed the Consortium within the framework of implementation evaluation; data were collected using semi-structured interviews and document analysis. The study answered questions such as, what did the Consortium do, and what were some of the accomplishments of the Consortium? The farmers were able to: negotiate price points; …

Small Farmers Agricultural Cooperative Launched, Miles Robinson, John Brown, Alice Paris, Walter A. Hill, Tasha M. Hargrove, Barrett Vaughan, Raymon Shange, Al Hooks, Demetrius Hooks, Thomas Turner, Bobby England, Audrey Zeigler

Professional Agricultural Workers Journal

The Walmart Initiative was designed to provide technical support to train at least 200 farmers on best practices in marketing produce to larger companies and corporations like Walmart. This support was provided through specialized training, workshops, informational group meetings, and overall awareness of market opportunities. The specialized training included Food Safety Standards and Food Safety Certification requirements, effective production techniques, harvesting, grading, packaging, refrigeration/cold chain requirements, transportation, fiscal responsibility, financial management, record-keeping, and insurance and product liability. As part of a five state initiative, Tuskegee University identified and assisted in the formation of the Small Farmers Agricultural Cooperative comprised of …

The Story As A Cultural Transmitter: Applications For Business Education, Carol Blaszczynski, Ph.D.

International Journal for Business Education

Stories assist in transmitting cultural wisdom, including wisdom about the business community. The role of stories in various contexts such as education (including international management), management, and marketing, as well as the job search is explained. The article concludes by presenting instructional activities for business education that develop cultural competence through stories.

2014 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

1. Editorial Board
2. President's Letter
3. SIEC-ISBE International

The Effects Of Country Of Origin Image And Patriotism On Consumer Preference For Domestic Versus Imported Beef, Thong Meas

Theses and Dissertations--Agricultural Economics

Country of origin (COO) effect is a well-researched topic in the international marketing literature. It is well recognized that consumers are biased against imports, due to consumer ethnocentrism or patriotism tendency. However, the research on COO effects also suggests that consumers form certain image of origin countries (COO image) and favorable image, be it associated with the countries, their people, or general product quality, improves the evaluation and acceptance of foreign imports.

The publications related to COO effects which focus on consumer durables are abundant. However, the contrasting COO effects on food products are much less investigated. This study surveys …