Innovations in the Food System Exploring the Future of Food: Proceedings of a Workshop (2020) / Chapter Skim
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6 Innovations in Food Marketing and Food Value Chains and Implications for Food Systems
6 Innovations in Food Marketing and Food Value Chains and Implications for Food Systems
Pages 49-58
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From page 49... ...
He showed a series of maps displaying the geographic shift in total U.S. cropland from the 1860s to the late 1990s, with farms being located continually farther west as the country developed until they became concentrated in the central United States by the mid-20th century.
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From page 50... ...
He distinguished transdisciplinary research from multidisciplinary or interdisciplinary research by explaining that trans disciplinary research involves partners from multiple disciplines (including academia and elsewhere) working together to address a common question, problem, or solution (Kajikawa, 2008)
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From page 51... ...
Peters added that moving fresh broccoli sourcing from the southern portion of the eastern United States to the northern states reduces the seasonality of broccoli production and creates a year-round supply in the eastern states. Peters referenced a study that examined the potential cost savings from moving a portion of broccoli production to the eastern states, considering various increases in broccoli acreage, production costs, and transport costs.
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From page 52... ...
In Washington State, she elaborated, apple growers pay assessments to the Washington Tree Fruit Research Commission, and the funds are used to support research. Example: The Cosmic Crisp® Apple McCluskey used the example of the Cosmic Crisp apple variety to explain the process of the development and commercialization of new plant varieties.
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From page 53... ...
Her team found that a two-part tariff (a combination of a one-time, per-tree fee and a per-box royalty) maximizes joint profits when the level of innovation is high, as is the case with Cosmic Crisp, and a perunit royalty does so when the innovation level is low.
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From page 54... ...
MARKETING CHANNELS AND PRODUCTION CLAIMS/ CONSUMER BEHAVIOR RELATED TO FOOD LABELS Brenna Ellison, University of Illinois at Urbana-Champaign, spoke about marketing channels and production claims and consumer behavior related to food labels. Marketing Channels Ellison began her presentation by describing the multiple channels through which food reaches consumers, ranging from direct (producer to consumer)
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From page 55... ...
Ellison's research also found that healthy products, such as produce carrying the organic label, are typically purchased based on perception of taste; however, less healthy products labeled as organic, such as cookies or ice cream, are perceived as more healthful than their nonorganic counterparts (Ellison et al., 2016)
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From page 56... ...
She stressed that while labels can be useful in differentiating between products, conumers s must be able to understand and use them relatively quickly if they are to make a difference, and that may be difficult given the large amount of i nformation they currently contain. AUDIENCE DISCUSSION Khoo opened the audience discussion by asking Ellison and McCluskey to what extent consumer preferences influence production changes at the farm level.
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From page 57... ...
In addressing a question from Barbara Schneeman, University of California, Davis, about how consumers might respond to seeing a front-of package label with both positive and negative nutrition information, Ellison responded that she expects consumers would continue to make decisions based on habit, as the front-of-package information would compete with other label claims. She added that some production label claims address food production issues rather than nutrition or health, but that some consumers may still think they are making a healthy choice when selecting a product based on such claims.
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