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Creating a Geographically Linked Collective Brand for High-Quality Beef: A Case Study
Journal of Innovative Marketing
  • Bruce Babcock, Iowa State University
  • Dermot J. Hayes, Iowa State University
  • John Lawrence, Iowa State University
  • Roxanne L. Clemens, Iowa State University
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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.

This is an article from Journal of Innovative Marketing 4 (2008): 16. Posted with permission.

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Bruce Babcock, Dermot J. Hayes, John Lawrence and Roxanne L. Clemens. "Creating a Geographically Linked Collective Brand for High-Quality Beef: A Case Study" Journal of Innovative Marketing Vol. 4 Iss. 2 (2008) p. 16 - 24
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