Case Studies of Direct Marketing Value-Added Pork Products in a Commodity Market

Brian L. Buhr

Review of Agricultural Economics, 2004, vol. 26, issue 2, 266-279

Abstract: Differentiation and branding of fresh pork products have created interest in the potential for swine producers to invest further up the pork supply chain to capture a greater share of the consumer's dollar. However, the ultimate success of producer-owned ventures will depend on their ability to identify market opportunities and execute merchandising strategies to maintain sales of a perishable and seasonally variable pork product in a commodity market environment. To better understand the competitive issues in pork marketing on a small scale, three firms already engaged in direct marketing of fresh pork products are examined and reported as case studies. Copyright 2004, Oxford University Press.

Date: 2004
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