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Market‐orientated Positioning of On‐farm Processed Foods as a Condition for Successful Farm Diversification

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  • Xavier Gellynck
  • Jacques Viaene

Abstract

Farm diversification is stimulated within the reform of the common agricultural policy. On‐farm processing and direct marketing are options, but farmers often lack a marketoriented approach. This paper illustrates the problem by presenting a consumer survey regarding on‐farm processed yoghurt. Conjoint analysis is used to define the most preferred yoghurt in different market segments. Results of the price sensitivity meter are similar to the conjoint analysis. Farmers' price setting is not always adequate, which means that opportunities and additional income are lost. Providing the necessary assistance in collecting market information and commercial training is essential in obtaining sustainable benefits from on‐farm processing and direct marketing.

Suggested Citation

  • Xavier Gellynck & Jacques Viaene, 2002. "Market‐orientated Positioning of On‐farm Processed Foods as a Condition for Successful Farm Diversification," Journal of Agricultural Economics, Wiley Blackwell, vol. 53(3), pages 531-548, November.
    • Handle: RePEc:bla:jageco:v:53:y:2002:i:3:p:531-548
    DOI: 10.1111/j.1477-9552.2002.tb00036.x
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    References listed on IDEAS

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    1. repec:ags:uexaea:260465 is not listed on IDEAS
    2. Golan, Elise H. & Kuchler, Fred & Mitchell, Lorraine, 2000. "Economics Of Food Labeling," Agricultural Economic Reports 34069, United States Department of Agriculture, Economic Research Service.
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    1. Butinya, Lluis & Velazco, Jackeline & Rigall-I-Torrent, Ricard, 2014. "Determinants of on-farm diversification: The case of farmers in Catalonia," Revista Espanola de Estudios Agrosociales y Pesqueros, Ministerio de Medio Ambiente, Rural y Marino (formerly Ministry of Agriculture), issue 238, pages 1-28.
    2. Brunella Arru & Roberto Furesi & Pietro Pulina & Fabio A. Madau, 2022. "Price Sensitivity of Fish Fed with Insect Meal: An Analysis on Italian Consumers," Sustainability, MDPI, vol. 14(11), pages 1-21, May.
    3. Xavier Gellynck & Bert Vermeire, 2009. "The Contribution of Regional Networks to Innovation and Challenges for Regional Policy," International Journal of Urban and Regional Research, Wiley Blackwell, vol. 33(3), pages 719-737, September.
    4. Nicholson, Charles F. & Stephenson, Mark W., 2006. "Financial Performance and Other Characteristics of On-Farm Dairy Processing Enterprises in New York, Vermont and Wisconsin," Research Bulletins 121583, Cornell University, Department of Applied Economics and Management.

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