MARKETING COLORADO POTATOES AS A VALUE-ADDED PRODUCT: A CASE STUDY

Potato producers in Colorado (and nationwide) have been facing a continued downward trend in potato commodity prices. In an attempt to increase demand for potatoes, these growers had Colorado State University (CSU) researchers perform a market study regarding the viability of marketing a value-added potato. A survey was performed which asked consumers to identify important potato characteristics, their willingness to pay for these characteristics, and what might prompt them to purchase more fresh or processed potatoes in the future. This paper discusses the results and recommendations that CSU made to the Colorado potato producers.Marketing,

UNDERSTANDING CONSUMERS' PERCEPTIONS TOWARD BIOTECHNOLOGY AND LABELING

Risk perceptions about biotechnology and genetically modified (GM) foods drive the choices made by many consumers. In this paper, we address two important issues; namely, consumer preferences for mandatory labeling of products using biotechnology, as well as consumer response toward three different types of genetically modified processes (biotechnology applications to increase the nutritional content of potatoes, increase potato flavor, and a decrease in pesticide use). We identify socio-demographic characteristics that affect consumer preference for mandatory labeling as well as the support level that might be associated with biotechnology techniques that could improve upon potato characteristics identified as important by the consumer.Research and Development/Tech Change/Emerging Technologies,

DISCOVERING NICHE MARKETS: A COMPARISON OF CONSUMER WILLINGNESS TO PAY FOR A LOCAL (COLORADO GROWN), ORGANIC, AND GMO-FREE PRODUCT

Demand for value-added products is highly segmented among different types of consumers. In this paper, we assess consumer preferences for local, organic, and GMO-free potatoes in order to discover their potential niche markets. We identify socio-demographic characteristics that affect consumer preferences and compare the effects of different attributes on consumers' willingness to pay. Results suggest that the attribute "Colorado-Grown" carries a higher premium than organic and GMO-free attributes.GMO-free, local product, organics, payment card, willingness to pay, Consumer/Household Economics,

DISCOVERING NICHE MARKETS: A COMPARISON OF CONSUMER WILLINGNESS TO PAY FOR LOCAL (COLORADO GROWN), ORGANIC, AND GMO-FREE PRODUCTS

Demand for value-added products is highly segmented among different types of consumers. In this article, we assess consumer preferences for local, organic, and GMO-free potatoes in order to discover their potential niche markets. We identify sociodemographic characteristics that affect consumer preferences and compare the effects of different attributes on consumers' willingness to pay. Results suggest that the attribute "Colorado grown" carries a higher willingness to pay than organic and GMO-free attributes.Colorado grown, GMO-free, local product, niche market, organics, payment card, willingness to pay, Consumer/Household Economics, D12, Q13,

SUPPLY CHAIN COORDINATION: A CASE STUDY OF VEGETABLE GROWERS IN COLORADO

Small agricultural producers around the country are finding it increasingly difficult to remain competitive in a market place dominated by the consolidation of agricultural production. This consolidation has had a serious impact on vegetable growers in northeastern Colorado who have recently banded together to form a cooperative in the hopes that they would be in a better position to market their vegetables. This paper discusses the results of the market and feasibility study. Section I provides a review of the literature on vertical coordination. Section II details the analysis of the fresh and processed vegetable market. Section III then provides a discussion of the processing feasibility study and addresses the importance of incorporating knowledge management into production decisions-even for producers with small operations. The paper then closes with recommendations and directions for future studies.Industrial Organization,

Vertical Integration in Produce Markets: A Colorado Cooperative’s Strategic Response to Change

An evolving produce industry has placed vegetable growers in northern Colorado at a competitive disadvantage. The Colorado producers’ strategic response is to form a value-added, cold storage processing cooperative in the hopes of establishing a better position for marketing their vegetables on a year-round basis. This case study discusses the results of both a market demand and processing feasibility study conducted for these vegetable growers.cooperative, feasibility study, vegetable processing plant, Crop Production/Industries, Marketing,

The Economic Impacts Associated with Locally Owned Agricultural Cooperatives: A Comparison of the Great Plains and the Eastern Cornbelt

Agribusiness,

MARKETING PREMIUM FOOD PRODUCTS IN EMERGING ECONOMIES: THE CASE OF MACEDONIAN CHEESE

Developing food products with higher standards or brands in newly emerging markets presents a challenge to processors. This study focused on attributes that may increase cheese demand in Macedonian. Demand for higher quality, taste, consistency and certified "safe" cheese at premiums is relatively high. Income, region, shopping behavior and various other demographics all delineate potential consumers of premium cheese.Marketing,

Colorado's agribusiness system: its contribution to the state economy in 1997

Includes bibliographical references.This paper describes economic contribution in four ways: employment, income, value added, and gross sales. Includes Executive summary.Sponsored by the Colorado Department of Agricultur

Driving Forces and Success Factors for Mergers, Acquisitions, Joint Ventures, and Strategic Alliances among Local Cooperatives

Agribusiness,