28pgs, If you are farming to be profitable, you need to be more than a farmer. You need to be the executive director of your farm business. Moving product to a paying customer, a.k.a. marketing, is the core of that business. And we have learned that product moves based on the meanings that we associate with it. Consumers buy from farm stands, for example, because they want to support local businesses, eat fresher, or know their farmer. In other words, consumers are buying the story of your farm as much as they are buying your physical farm products. This publication helps you take control of your farm story and develop a farm brand that will connect with your customers.
12 pages., via online journal., Respecting ethical beliefs of consumers is an important precondition for food manufacturers in their attempt to improve their positioning in the European food market. Based on a cross-cultural survey of 2511 European participants, this research demonstrates how ethical beliefs affect consumer perceptions of “blue” (i.e. environmentally friendly) aquaculture products. The study further emphasises that the positive effect of ethical beliefs on purchase intention operates via an indirect route mediated by consumers’ trust in a product category. Consumer involvement has limited moderation effect on the above relationships. To expand its “blue” business, a key policy recommendation to aquaculture product manufacturers and policy makers is to urge stable and reliable standards of control in environmentally responsible aquaculture production so that consumers can rely on the information source and increase their trust in aquaculture products.
