Shifting the Paradigm: Agricultural Marketing in a Product Conscious Age

Abstract

Australian agriculture needs a new business model. The traditional broad acre food and fibre industries (wool, meat, grains)are coming under increasing competitive pressure. Effective resource management is one side of the competitive response. Improving returns through innovative marketing is another. Value chain development and management is an increasing focus by innovative food and fibre businesses. These industries have been slow to adopt alternatives to the traditional auction and trading arrangements. What then are the critical considerations underpinning the development of a value chain approach? And how can value chain development and performance be monitored and improved?