PROMOTE


Concept Plan

Food and Agriculture Enterprise


Consumer Driven

•  Population growth drives increases in food

demand
•  Income growth drives increases in per capita
food expenditures
•  U.S. food expenditures to rise 26 percent, or
$208 billion, between 2000 and 2020

Food Review 25(1): 2-9. USDA-ERS, May 2002

Food and Agriculture Enterprise


Consumer Driven

•  Demand for Value-Added Products

•  Demand for Quality-Differentiated Foods

Food Review 25(1): 2-9. USDA-ERS, May 2002

 Food and Agriculture Enterprise

Consumer Driven

•  Demand for Value-Added Products

“Benefits” that Add Value

Food Review 25(1): 2-9. USDA-ERS, May 2002

 Food and Agriculture System

Benefits that Add Value

•  Production - An economic livelihood for farmer producers

•  Manufacturing - A business opportunity for entrepreneurs
•  Consumption - A market source of nutrition for society

Food and Agriculture Enterprise


Consumer Driven

•  Demand for Value-Added Products

“Benefits” that Add Value

•  Demand for Quality-Differentiated Foods

“Distinctions” that Differentiate Quality

Food Review 25(1): 2-9. USDA-ERS, May 2002

 Food and Agriculture System

Consumer Driven

Benefits that Add Value

•  Production - An economic livelihood for farmer producers
•  Manufacturing - A business opportunity for entrepreneurs
•  Consumption - A market source of nutrition for society

Distinctions that Differentiate Quality

•  Needs
•  Wants
•  Values

Agriculture-Food System

Consumer Driven

Benefits that Add Value

•  Production - An economic livelihood for farmer producers
•  Manufacturing - A business opportunity for entrepreneurs
•  Consumption - A market source of nutrition for society

Distinctions that Differentiate Quality

•  Needs - I need food to live (my lifestyle experience)

Lifestyle Experience

Distinct Needs

•  By 2020 more than one-third of the American

population will be over fifty
•  Over 68 percent of the population is using vitamins
and minerals
•  Over 25 percent of the population are using herbs
and related supplements
•  American consumers are constructing new personal
wellness regimes

Natural Products Census, The Hartman Group

 Food and Agriculture System

Consumer Driven

Benefits that Add Value

•  Production - An economic livelihood for farmer producers
•  Manufacturing - A business opportunity for entrepreneurs
•  Consumption - A market source of nutrition for society

Distinctions that Differentiate Quality

•  Needs - I need food to live (my lifestyle experience)
•  Wants - I want foods that are …

Convenience Products 

Distinct Foods

Dashboard Dining Makes Tracks

Focused on the growing niche

of mobile foods, Deli Dashers®
Premium Meal Oriental Cups,
with a decidedly regional
Chinese influence, are hitting
the mark.

PreparedFoods.com
http://www.preparedfoods.com/CDA/ArticleInformation/features/BNP__Features__Item/0,1231,113739,00.html

Stand-Up,
Zip-Lock,
Pop-Top,
Squeeze Bottle,
Surprise Inside
Products
 Food and Agriculture System

Consumer Driven

Benefits that Add Value

•  Production - An economic livelihood for farmer producers
•  Manufacturing - A business opportunity for entrepreneurs
•  Consumption - A market source of nutrition for society

Distinctions that Differentiate Quality

•  Needs - I need food to live
•  Wants - I want foods that are …
•  Values - I appreciate (and benefit from) foods that are …

Consumer Trends

Distinct Values

Food and Agriculture System


Consumer Driven

“Benefit Mix” that Adds Value

•  Production
•  Manufacturing
•  Consumption

“Distinction Mix” that Differentiates Quality

•  Needs
•  Wants
•  Values
 Benefit Mix
Food

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Entrepreneurship

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Opportunities

pt
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g
Needs

Be
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Distinction Mix

s
+
Co Di
Wants
st
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Consumer
Values Satisfaction

Increasing Value-Added
Products

Benefit

Increasing

Distinction

Quality-Differentiated
Foods

Increasing Value-Added
Products

Benefit

Increasing

Distinction

Quality-Differentiated
Foods
 Important Web Resources

•  AgMRC Website - Agricultural Marketing Resource Center

http://www.agmrc.org/agmrc/whatsnew/whatsnewmkt.htm

•  Supermarket Guru Product Archive Search Website

http://www.supermarketguru.com/page.cfm/5820

Promote – Class Activity

•  Describe the “Benefit Mix” for a product

–  How are production, manufacturing, and/or
consumption factors used to add-value to the
product?
•  Describe the “Distinction Mix” for a product
–  How are consumersʼ needs, wants, and/or values
considered to quality-differentiate the food?
•  Describe the targeted consumer

10 minutes!