Colorado Homestead Ranches is one of a number of emerging value-added agricultural enterprises exploring the use of direct marketing to improve profitability and manage the risk inherent in commodity markets. This case study presents the market analysis and marketing channel information they...

In response to (a) growing demand for high safety and quality fresh food products; (b) increasingly stringent standards on chemical residues, and (c) concern regarding the sustainability of chemical input intensive agriculture, the adoption of sustainable production systems (IPM, Pesticide-Free,...

Portions of the U. S. have recently or are currently experiencing extended periods of drought. Producers considering the purchase of breeding stock to rebuild herds while forage supplies recover could be doing so at or near the top of the current cattle price cycle. This research investigates...

Environmental concerns have gained increasing general media attention and a number of producers seized this opportunity by marketing their products with environmental claims. It is still unknown to which degree consumers reacted to the intensified environmental debate by changing their...

Even with increased consumer awareness of sustainable products, the importance of sustainability is unclear relative to other credence product attributes such as quality control and traceability in wine purchasing. Companies speculate whether their marketing strategies can be standardised across...

In the last few months, there hasn't been a single week without an article appearing in one of the various wine magazines and wine news telling the story of a winery or a wine region being engaged in a sustainable programme. At the same time, very little is known about consumers' preferences and...

In this study, an online choice task was combined with a separate informed sensory hedonic test to understand the interplay of wine sensory characteristics and extrinsic attributes such as packaging, price and brand awareness. This approach simulates the process of a consumer choosing a product...