Articles
BRANDED PRODUCE: POTENTIAL IMPACTS ON THE FOOD SYSTEM
Article number
203_19
Pages
165 – 174
Language
Abstract
In response to changes in demographic structure, consumer incomes, and tastes and preferences, food marketing firms have developed a marketing strategy involving the sale of branded fresh produce.
If successful, this strategy could increase the average quality of fresh produce sold.
But it could also result in increased marketing margins and increased levels of concentration in the fresh produce distribution system.
Unless consumer demand increases producer welfare could be adversely affected.
Cost and technical constraints will likely mitigate against quick successes since the products are so highly perishable and knowledge as to their individual post-harvest requirements is still sub-optimal.
Nonetheless, branded produce may find a market niche of 10–15 percent over the next 5 years.
If successful, this strategy could increase the average quality of fresh produce sold.
But it could also result in increased marketing margins and increased levels of concentration in the fresh produce distribution system.
Unless consumer demand increases producer welfare could be adversely affected.
Cost and technical constraints will likely mitigate against quick successes since the products are so highly perishable and knowledge as to their individual post-harvest requirements is still sub-optimal.
Nonetheless, branded produce may find a market niche of 10–15 percent over the next 5 years.
Authors
D. Jolly
Keywords
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