![](https://d3ilqtpdwi981i.cloudfront.net/c5A-SBbAHshRhMz-1CldnCC0Znc=/425x550/smart/https://bepress-attached-resources.s3.amazonaws.com/uploads/3b/8f/59/3b8f59ca-deec-405d-9f17-74098f4159ac/thumbnail_3df2e184-a28b-4d80-9c3c-fbf910825c6e.jpg)
Many farmers who produce high-quality products do not use market mechanisms that would allow them to differentiate their products and take the fullest advantage of price premiums. This paper describes a pilot program to develop and commercialize an origin-based collective brand for very high quality US beef. We hypothesized that, by using specific market mechanisms to differentiate the beef, cattle producers might be able to capture a greater share of price premiums often captured elsewhere in the marketing channel. Specifically, the pilot program analyzed the feasibility of two mechanisms for differentiating and marketing beef: a certification mark and a USDA Process Verification Program. The research indicates that small producers groups could reasonably protect high-quality products with a certification mark but large groups would be required to justify the high costs of a process verification.
Available at: http://works.bepress.com/dermot_hayes/170/
This is an article from Journal of Innovative Marketing 4 (2008): 16. Posted with permission.