Corporate branding has been a key marketing strategy for many decades, but the nature and focus of branding activities has evolved along with the interests and buying motivations of consumers, especially in the food sector. An increasing number of food companies are creating loyal customers by...

Social networking services are becoming an increasingly popular medium for marketing and advertising. The growth in usage of these sites, together with an increasingly active local food system in Northern Colorado, motivated this study examines the effectiveness of social marketing for...

Two Rivers Winery & Chateau, established in 1999, has rapidly emerged as a key asset to the Colorado winery and regional tourism infrastructure on the West Slope of Colorado. The case study presents evidence of how Two Rivers’ entrepreneurship has helped an emerging business flourish, a...

Two Rivers Winery & Chateau, established in 1999, has rapidly emerged as a key asset to the Colorado winery and regional tourism infrastructure on the West Slope of Colorado. The case study presents evidence of how Two Rivers’ entrepreneurship has helped an emerging business flourish, a...

Although the growth in direct markets suggests a significant jump in local food purchasing by households, direct marketing still only accounts for a small percentage of total food sales because conventional food supply chains account for the great majority of food dollars. Since these...

Recent bovine spongiform encephalopathy (BSE, a.k.a. mad cow disease) discoveries in Canadian and U.S. beef cattle have garnered significant media attention, which may have changed consumers’ meat-purchasing behavior. Consumer response is hypothesized and tested within a meat demand...