Brand Management Case Study

Topics: Local food, Farmer, Agriculture Pages: 3 (625 words) Published: February 25, 2013
|Case Study on |Product and Brand Management |

1.0 Summary

Communities across the United States are enjoying healthier food grown by local farmers; and farmers are reaping better returns and helping to revitalize rural and urban communities by selling close to home instead of through distant markets. Local marketing has expanded beyond farmers’ markets and farmlands, although these are still popular and the number of US farmers’ markets is growing rapidly. New regional supply networks are linking farmers with their customers in innovative ways and taking advantage of opportunities for marketing to institutions such as public schools, hospitals and universities. In the process, they are bringing a host of other benefits to communities within the networks. But significant barriers must be overcome to increase the potential of these new marketing mechanisms and expand them to meet the needs of underserved farmers and customers.

2.0 Different Policies

To do marketing easily, there are different policies that we should adopt. Some of the key policies are given below:

• Identify infrastructural gaps and other barriers that prevent local and regional farmers from marketing more of their crops, livestock and value‐added products within the region.

• Give small‐scale and mid‐scale farmers the tools they need to meet growing consumer demand for local and regional products, such as financing and technical assistance to make the transition to crops customers want and more sustainable production methods.

• Expand the infrastructure needed for local agricultural production and the processing and distribution of locally grown produce, meats, dairy, and other products.

• Ensure that farmers and consumers who have been underserved by farm...
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