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Customer Communication of Regional Quality Efforts: A Case From the Grain Sector

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  • Meyer, Christian H.
  • Fritz, Melanie
  • Schiefer, Gerhard
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    Abstract

    Usually, marketing communication efforts in the agrifood sector address the end consumers and concentrate on products that are processed and ready for consumption, thus quality efforts often concentrate on the final product. Moreover, there’s a widespread view that agricultural commodities like wheat aren’t suitable neither for product focused marketing nor branding. However, recent developments in the in agrifood sector challenge this view. The increasing use of biotechnology, the globalisation of markets and changing consumer demands for quality, food safety and process attributes require improved communication concepts and information sharing along whole production chains. This paper considers the development of a quality communication system to support a regional wheat brand and prerequisites for quality management efforts.

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    Bibliographic Info

    Paper provided by International European Forum on Innovation and System Dynamics in Food Networks in its series 2010 Internatonal European Forum, February 8-12, 2010, Innsbruck-Igls, Austria with number 100595.

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    Date of creation: Oct 2010
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    Handle: RePEc:ags:iefi10:100595

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    Web page: http://www.fooddynamics.org/

    Related research

    Keywords: prototyping; quality communication system; region of origin; Agribusiness; Agricultural and Food Policy; Farm Management; Food Consumption/Nutrition/Food Safety; Production Economics; Research Methods/ Statistical Methods;

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    1. Klaus G. Grunert, 2005. "Food quality and safety: consumer perception and demand," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 32(3), pages 369-391, September.
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