IDEAS home Printed from https://ideas.repec.org/p/ias/mpaper/07-mbp13.html
   My bibliography  Save this paper

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

Author

Abstract

Worldwide, a segment of consumers can afford to pay substantial price premiums for very high quality agricultural products with attributes those consumers value. At the same time, many U.S. farmers are producing these high-quality products but are not using market mechanisms that allow them to take fullest advantage of price premiums. This paper describes a pilot program developed to commercialize an origin-based collective brand for very high quality beef. We hypothesize that, if successful, the program would create potential for cattle producers to take fuller advantage of price premiums often captured elsewhere in the marketing channel. Specifically, the pilot program analyzed two mechanisms for differentiating and marketing very high quality beef: a certification mark (a type of U.S. trademark that links products to their geographic origin) and a USDA Process Verification Program (a federal program that allows producers to provide documented assurances to their customers that a stated set of minimum production standards are met). This paper describes how we identified target markets, defined product specifications and determined potential supply, protected property rights using the U.S. trademark system, prepared documentation for a USDA process verification program, and attempted to commercialize Iowa-80 Beef. We also discuss the costs and feasibility of small firms or producer groups obtaining and maintaining a certification mark and a process verification program. Finally, we discuss the challenges and lessons learned from attempting to brand and commercialize very high quality beef.

Suggested Citation

  • Bruce A. Babcock & Dermot J. Hayes & John D. Lawrence & Roxanne Clemens, 2007. "Creating a Geographically Linked Brand for High-Quality Beef: A Case Study," Midwest Agribusiness Trade Research and Information Center (MATRIC) Publications 07-mbp13, Midwest Agribusiness Trade Research and Information Center (MATRIC) at Iowa State University.
  • Handle: RePEc:ias:mpaper:07-mbp13
    as

    Download full text from publisher

    File URL: https://www.card.iastate.edu/products/publications/pdf/07mbp13.pdf
    File Function: Full Text
    Download Restriction: no

    File URL: https://www.card.iastate.edu/products/publications/synopsis/?p=1057
    File Function: Online Synopsis
    Download Restriction: no

    Other versions of this item:

    References listed on IDEAS

    as
    1. Dermot J. Hayes & Sergio H. Lence & Andrea Stoppa, 2004. "Farmer-owned brands?," Agribusiness, John Wiley & Sons, Ltd., vol. 20(3), pages 269-285.
    2. 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 04-mbp7, Midwest Agribusiness Trade Research and Information Center (MATRIC) at Iowa State University.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    certification mark; collective brands; consumer assurance; geographic origin; process verification.;

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ias:mpaper:07-mbp13. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (). General contact details of provider: http://edirc.repec.org/data/maiasus.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.