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Creating a Geographically Linked Collective Brand for High-Quality Beef: A Case Study

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  • Babcock, Bruce
  • Hayes, Dermot J.
  • Lawrence, John
  • Clemens, Roxanne L.

Abstract

Many farmers who produce high-quality products do not use market mechanisms that would allow them to differentiate their products and take the fullest advantage of price premiums. This paper describes a pilot program to develop and commercialize an origin-based collective brand for very high quality US beef. We hypothesized that, by using specific market mechanisms to differentiate the beef, cattle producers might be able to capture a greater share of price premiums often captured elsewhere in the marketing channel. Specifically, the pilot program analyzed the feasibility of two mechanisms for differentiating and marketing beef: a certification mark and a USDA Process Verification Program. The research indicates that small producers groups could reasonably protect high-quality products with a certification mark but large groups would be required to justify the high costs of a process verification.

Suggested Citation

  • Babcock, Bruce & Hayes, Dermot J. & Lawrence, John & Clemens, Roxanne L., 2008. "Creating a Geographically Linked Collective Brand for High-Quality Beef: A Case Study," ISU General Staff Papers 200801010800001480, Iowa State University, Department of Economics.
    • Handle: RePEc:isu:genstf:200801010800001480
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    References listed on IDEAS

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    1. Roxanne Clemens, 2003. "Meat Traceability and Consumer Assurance in Japan," Midwest Agribusiness Trade Research and Information Center (MATRIC) Publications (archive only) 03-mbp5, Center for Agricultural and Rural Development (CARD) at Iowa State University.
    2. Dermot J. Hayes & Sergio H. Lence & Andrea Stoppa, 2004. "Farmer-owned brands?," Agribusiness, John Wiley & Sons, Ltd., vol. 20(3), pages 269-285.
    3. Bruce A. Babcock & Roxanne Clemens, 2004. "Geographical Indications and Property Rights: Protecting Value-Added Agricultural Products," Midwest Agribusiness Trade Research and Information Center (MATRIC) Publications (archive only) 04-mbp7, Center for Agricultural and Rural Development (CARD) at Iowa State University.
    4. Roxanne Clemens, 2003. "Meat Traceability and Consumer Assurance in Japan," Center for Agricultural and Rural Development (CARD) Publications 03-mbp5, Center for Agricultural and Rural Development (CARD) at Iowa State University.
    5. Roxanne Clemens, 2004. "Keeping Farmers on the Land: Adding Value in Agriculture in the Veneto Region of Italy," Midwest Agribusiness Trade Research and Information Center (MATRIC) Publications (archive only) 04-mbp8, Center for Agricultural and Rural Development (CARD) at Iowa State University.
    6. Roxanne Clemens, 2004. "Keeping Farmers on the Land: Adding Value in Agriculture in the Veneto Region of Italy," Center for Agricultural and Rural Development (CARD) Publications 04-mbp8, Center for Agricultural and Rural Development (CARD) at Iowa State University.
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    Cited by:

    1. Alexander E. Saak, 2012. "Collective Reputation, Social Norms, and Participation," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 94(3), pages 763-785.

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    • A10 - General Economics and Teaching - - General Economics - - - General

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