Customer Communication of Regional Quality Efforts: A Case From the Grain Sector

Christian H. Meyer, Melanie Fritz and Gerhard Schiefer

No 100595, 2010 International European Forum, February 8-12, 2010, Innsbruck-Igls, Austria from International European Forum on System Dynamics and Innovation in Food Networks

Abstract: Usually, marketing communication efforts in the agrifood sector address the end consumers and concentrate on products that are processed and ready for consumption, thus quality efforts often concentrate on the final product. Moreover, there’s a widespread view that agricultural commodities like wheat aren’t suitable neither for product focused marketing nor branding. However, recent developments in the in agrifood sector challenge this view. The increasing use of biotechnology, the globalisation of markets and changing consumer demands for quality, food safety and process attributes require improved communication concepts and information sharing along whole production chains. This paper considers the development of a quality communication system to support a regional wheat brand and prerequisites for quality management efforts.

Keywords: Agribusiness; Agricultural and Food Policy; Farm Management; Food Consumption/Nutrition/Food Safety; Production Economics; Research Methods/ Statistical Methods (search for similar items in EconPapers)
Pages: 8
Date: 2010-10
New Economics Papers: this item is included in nep-agr and nep-mkt
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Persistent link: https://EconPapers.repec.org/RePEc:ags:iefi10:100595

DOI: 10.22004/ag.econ.100595

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