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 language | English (US) |
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Pages (from-to) | 266-279 |
Number of pages | 14 |
Journal | Review of Agricultural Economics |
Volume | 26 |
Issue number | 2 |
DOIs | |
State | Published - Jun 2004 |