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Farmer-Owned Brands?

Author

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  • Hayes, Dermot J.
  • Lence, Sergio H.

Abstract

The paper lays out the economic arguments in favor of the establishment of farmer-owned brands in midwestern agriculture and presents four case studies based on successful efforts in this area in the United States and European Union. The case studies involve Parma Ham, Brunello di Montalcino wine, Vidalia onions, and a third-party verification organization. The studies show that these brands can be profitable for farmers and emphasize the importance of restricting the supply of any successful brand. One of the case studies shows that this type of supply control can conflict with antitrust regulations.
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Suggested Citation

  • Hayes, Dermot J. & Lence, Sergio H., 2002. "Farmer-Owned Brands?," Staff General Research Papers Archive 12707, Iowa State University, Department of Economics.
  • Handle: RePEc:isu:genres:12707
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    1. Roxanne Clemens, 2002. "Why Can't Vidalia Onions Be Grown in Iowa? Developing a Branded Agricultural Product," Midwest Agribusiness Trade Research and Information Center (MATRIC) Publications 02-mbp3, Midwest Agribusiness Trade Research and Information Center (MATRIC) at Iowa State University.
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    Cited by:

    1. Sergio H. Lence & Stéphan Marette & Dermot J. Hayes & William Foster, 2007. "Collective Marketing Arrangements for Geographically Differentiated Agricultural Products: Welfare Impacts and Policy Implications," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 89(4), pages 947-963.
    2. 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.
    3. Stephan Marette & Roxanne Clemens & Bruce Babcock, 2008. "Recent international and regulatory decisions about geographical indications," Agribusiness, John Wiley & Sons, Ltd., vol. 24(4), pages 453-472.
    4. Bouamra-Mechemache, Zohra & Yu, Jianyu, 2011. "Quality Choice, Competition and Vertical Relationship in a Market of Protected Designation of Origin," 2011 Annual Meeting, July 24-26, 2011, Pittsburgh, Pennsylvania 103607, Agricultural and Applied Economics Association.
    5. Inderhees, Philipp & Theuvsen, Ludwig, 2006. "Farmers' strategies in globalization markets: Empirical results from Germany," 98th Seminar, June 29-July 2, 2006, Chania, Crete, Greece 10053, European Association of Agricultural Economists.
    6. Alexander E. Saak, 2011. "A Model of Labeling with Horizontal Differentiation and Cost Variability," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 93(4), pages 1131-1150.
    7. Roxanne Clemens, 2003. "Meat Traceability and Consumer Assurance in Japan," Midwest Agribusiness Trade Research and Information Center (MATRIC) Publications 03-mbp5, Midwest Agribusiness Trade Research and Information Center (MATRIC) at Iowa State University.
    8. Sanjeev Agarwal & Michael J. Barone, 2005. "Emerging Issues for Geographical Indication Branding Strategies," Midwest Agribusiness Trade Research and Information Center (MATRIC) Publications 05-mrp9, Midwest Agribusiness Trade Research and Information Center (MATRIC) at Iowa State University.
    9. Deaton, Brady J., Jr. & Hoehn, John P., 2003. "Information As A Double-Edge Sword: Implications For Food Standards And Labels," 2003 Annual meeting, July 27-30, Montreal, Canada 22235, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    10. Zago, Angelo M. & Pick, Daniel H., 2004. "Labeling Policies in Food Markets: Private Incentives, Public Intervention, and Welfare Effects," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 0(Number 1), pages 1-16, April.
    11. Brian Innes & John Cranfield, 2009. "Consumer preference for production-derived quality: analyzing perceptions of premium chicken production methods," Agribusiness, John Wiley & Sons, Ltd., vol. 25(3), pages 395-411.
    12. Herrmann, Roland & Marauhn, Thilo & Teuber, Ramona, 2008. "Der Schutz geographischer Herkunftsangaben: Herausforderungen für agrarökonomische, rechtswissenschaftliche und interdisziplinäre Forschung," German Journal of Agricultural Economics, Humboldt-Universitaet zu Berlin, Department for Agricultural Economics, vol. 0(Number 7), pages 1-4.
    13. 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.
    14. Bontemps, Christophe & Bouamra-Mechemache, Zohra & Simioni, Michel, 2012. "Quality Labels and Firm Survival in the French Cheese Industry," TSE Working Papers 12-335, Toulouse School of Economics (TSE).
    15. Sanjeev Agarwal & Michael J. Barone, 2005. "Emerging Issues for Geographical Indication Branding Strategies," Center for Agricultural and Rural Development (CARD) Publications 05-mrp9, Center for Agricultural and Rural Development (CARD) at Iowa State University.
    16. Bruce A. Babcock & Dermot J. Hayes & John D. Lawrence & Roxanne Clemens, 2007. "Creating a Geographically Linked Brand for High-Quality Beef: A Case Study," Center for Agricultural and Rural Development (CARD) Publications 07-mbp13, Center for Agricultural and Rural Development (CARD) at Iowa State University.
    17. Innes, Brian G. & Kerr, William A. & Hobbs, Jill E., 2007. "International Product Differentiation through a Country Brand: An Economic Analysis of National Branding as a Marketing Strategy for Agricultural Products," Commissioned Papers 6131, Canadian Agricultural Trade Policy Research Network.
    18. Martinez, Stephen W., 2008. "Estimating the Value of Retail Beef Product Brands and Other Attributes," 2008 Annual Meeting, July 27-29, 2008, Orlando, Florida 6455, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    19. Gruere, Guillaume P. & Smale, Melinda & Giuliani, Alessandra, 2006. "Marketing Underutilized Plant Species for the Poor," 2006 Annual Meeting, August 12-18, 2006, Queensland, Australia 25742, International Association of Agricultural Economists.
    20. Bontemps, Christophe & Bouamra-Mechemache, Zohra & Simioni, Michel, 2011. "Quality Labels and Firm Survival in the Food Industry," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 114263, European Association of Agricultural Economists.

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