Case studies of direct marketing value-added pork products in a commodity market

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15 Scopus citations

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 stud'ies.

Original languageEnglish (US)
Pages (from-to)266-279
Number of pages14
JournalReview of Agricultural Economics
Volume26
Issue number2
DOIs
StatePublished - Jun 1 2004

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