2013 Autumn - Will supermarkets save or enslave agriculture

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FPJ1001C - Cook R - Fundamental forces affecting fresh produce growers and marketers in the United States

Cook R (2013), Fundamental forces affecting fresh produce growers and marketers in the United States , Farm Policy Journal, Vol. 10, No. 1, pp. 01-11, Autumn, Surry Hills, Australia. 

The United States (US) fresh fruit and vegetable – produce – industry is very diverse, including over 300 products, each with its own structure at the production and first-handler marketing levels. Despite this diversity, virtually all fresh produce shares two fundamental attributes: perishability and seasonality. The high level of risk observed in the fresh produce sector arises from the combination of product perishability and weather variability. Weather factors can always undo the best-laid plans by unexpectedly shifting short-run supply or demand. Perishability limits storability and the ability of firms to adjust to short-run disequilibria in supply and demand, other than through price, making markets volatile. This article analyses the US fresh produce industry based on Michael Porter’s Five Forces model plus two additional forces, as described in Choices by Olson and Boehlje (2010). It is one of a series of articles – published by various authors in Choices in 2010 and 2011 – which utilise this expanded forces model to frame the discussion of forces for change in various commodity sectors and industries. The forces include: (1) rivalry among existing competitors, (2) threat of new entrants, (3) bargaining power of suppliers, (4) bargaining power of buyers, and (5) the threat of substitute products (Porter 2008). The two additional forces affecting competition are: (6) technology and (7) other drivers of change. Please see Olson and Boehlje (2010) for an explanation of the combined methodology.

 

 

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Farm Policy Journal - Vol 8 No 3 2011 Spring - Full Journal - A private future for food and fibre quality

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Historically, public authorities specified safety and quality standards for agricultural products, and provided reassurance to consumers that products were safe. Increasing consumer demands and the rise of food and fibre brands, and retailer brands have led to the development of private quality and safety standards. These private standards are a form of risk management for food and fibre brands, and retailers; but also create barriers to entry and exit for farmers supplying these brands and retailers. The Spring 2011 Farm Policy Journal sheds light on the pros and cons for the farming sector of these new trends – analysing impacts on domestic and international trade and economics. The Journal also provides useful tools for upgrading your knowledge of this topic, including a lexicon, and case studies from China and South-East Asia.

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