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In the last few decades, the emergence of mid-scale, intermediated marketing channels that fall between commodity and direct markets has attracted growing interest from scholars for their potential to preserve small and mid-sized farms while scaling up alternative agrifood sourcing. When such mid-scale supply chains are formed among multiple business partners with shared ethics or values related to the qualities of the food and the business relationships along the supply chain, they may be termed “values-based supply chains (VBSCs).” Most of the research on VBSCs to date has relied primarily on a case study approach that investigates the performance of VBSCs from the perspective of VBSC founders or leaders. In contrast, this research seeks out the perspectives of farmers who participate in VBSCs. A nationwide farmer survey conducted in 2017 offers original insights on farmer motivations for participating in VBSCs and how they are being used by farmers relative to other marketing channels. We find that VBSCs serve farms of all sizes. Overall, smaller farms were more likely to market a higher percentage of overall sales through their VBSC and more likely to rank their VBSC as one of the top three marketing channels in their portfolio. But it was the larger farms that were more likely to perceive VBSC-specific benefits. Our findings confirm that while there is a limited volume of product that such regional supply chains can currently handle, farmers view VBSCs as a valuable marketing option that aligns with their own values and preserves their product’s identity.
Hikaru Hanawa Peterson; Gail Feenstra; Marcia Ostrom; Keiko Tanaka; Christy Anderson Brekken; Gwenael Engelskirchen. The value of values-based supply chains: farmer perspective. Agriculture and Human Values 2021, 1 -19.
AMA StyleHikaru Hanawa Peterson, Gail Feenstra, Marcia Ostrom, Keiko Tanaka, Christy Anderson Brekken, Gwenael Engelskirchen. The value of values-based supply chains: farmer perspective. Agriculture and Human Values. 2021; ():1-19.
Chicago/Turabian StyleHikaru Hanawa Peterson; Gail Feenstra; Marcia Ostrom; Keiko Tanaka; Christy Anderson Brekken; Gwenael Engelskirchen. 2021. "The value of values-based supply chains: farmer perspective." Agriculture and Human Values , no. : 1-19.
Ornamental horticulture businesses in the United States (U.S.) face challenges to stay economically viable, particularly in rural areas. Marketing with new-media tools (e.g., websites, HTML newsletters, social media, and blogs) has the potential to increase sales over traditional methods of advertising. A survey was conducted to gauge the extent of the use of new-media marketing by ornamental horticulture businesses across the U.S. Responses from 161 businesses showed that marketing practices varied widely across business size in terms of expenses and the labor hours allocated. A majority of the sample (89%) were involved in new-media marketing, and all new-media users made use of at least one new-media tool. Facebook was used by more than 90% of new-media users, followed by the business’ own website, which was used by 82% of respondents. Respondents’ perception of how various new-media marketing tools affected sales followed the extent of use, in general.
Hikaru H. Peterson; Cheryl R. Boyer; Lauri M. Baker; Becatien H. Yao. Trends in the Use of New-Media Marketing in U.S. Ornamental Horticulture Industries. Horticulturae 2018, 4, 32 .
AMA StyleHikaru H. Peterson, Cheryl R. Boyer, Lauri M. Baker, Becatien H. Yao. Trends in the Use of New-Media Marketing in U.S. Ornamental Horticulture Industries. Horticulturae. 2018; 4 (4):32.
Chicago/Turabian StyleHikaru H. Peterson; Cheryl R. Boyer; Lauri M. Baker; Becatien H. Yao. 2018. "Trends in the Use of New-Media Marketing in U.S. Ornamental Horticulture Industries." Horticulturae 4, no. 4: 32.
The sustainability of the food system is at the forefront of academic and policy discussions as we face the challenge of providing food security to a growing population amidst environmental uncertainty and depletion, social disruptions, and structural economic shocks and stresses. Crafting a sustainable and resilient food system requires us to go beyond disciplinary boundaries and broaden critical and creative thinking skills. Recent literature calls for examples of pedagogical transformations from food systems courses to identify successful practices and potential challenges. We offer a recipe for what to teach by framing systems thinking concepts, then discuss how to teach it with five learning activities: deductive case studies, experiential learning, reflective narrative learning, system dynamics simulations and scenarios, and inductive/open-ended case studies, implemented with collaborative group learning, inter/trans-disciplinarity, and instructor-modeled co-learning. Each learning activity is animated with concrete examples from our courses at Oregon State University, University of Minnesota, and University of Vermont, USA. We discuss opportunities and challenges implementing these strategies in light of student, instructor, and institutional expectations and constraints. But the challenge is worth the effort, because food system transformation requires active learners and systemic thinkers as engaged citizens, food system advocates, entrepreneurs, and policy makers.
Christy Anderson Brekken; Hikaru Hanawa Peterson; Robert P. King; David Conner. Writing a Recipe for Teaching Sustainable Food Systems: Lessons from Three University Courses. Sustainability 2018, 10, 1898 .
AMA StyleChristy Anderson Brekken, Hikaru Hanawa Peterson, Robert P. King, David Conner. Writing a Recipe for Teaching Sustainable Food Systems: Lessons from Three University Courses. Sustainability. 2018; 10 (6):1898.
Chicago/Turabian StyleChristy Anderson Brekken; Hikaru Hanawa Peterson; Robert P. King; David Conner. 2018. "Writing a Recipe for Teaching Sustainable Food Systems: Lessons from Three University Courses." Sustainability 10, no. 6: 1898.
New labels for food products continue to be introduced in the United States. This paper estimates interaction effects among labeled attributes for eggs to investigate cases where affixing labels of “premium” attributes would indeed gain additional premiums in the U.S. market. A latent class analysis identified four consumer segments (Attribute Seekers, Price Checkers, Local Supporters, and Combination Responders). Several interaction effects were sufficiently large in magnitude to neutralize the main effects, but differently for each segment. While the combination of certified-organic with cage-free or local label yielded negative premiums in certain segments, the premium Attribute Seekers were willing to pay were considerable. Across all segments, preferences for locally produced products were robust singly or in combinations. Consideration of interaction effects and consumer segments are recommended for effective labeling strategies.
Yan Heng; Hikaru Hanawa Peterson. Interaction Effects among Labeled Attributes for Eggs in the United States. Journal of International Food & Agribusiness Marketing 2017, 30, 236 -250.
AMA StyleYan Heng, Hikaru Hanawa Peterson. Interaction Effects among Labeled Attributes for Eggs in the United States. Journal of International Food & Agribusiness Marketing. 2017; 30 (3):236-250.
Chicago/Turabian StyleYan Heng; Hikaru Hanawa Peterson. 2017. "Interaction Effects among Labeled Attributes for Eggs in the United States." Journal of International Food & Agribusiness Marketing 30, no. 3: 236-250.
A primary factor limiting the expansion of many Kansas garden centers is marketing. Most of these businesses spend the majority of advertising dollars on traditional media (newspaper, radio, etc.). However, new-media tools such as social-media can be an effective method for developing profitable relationships with customers. The purpose of this qualitative study was to explore the perceptions and experiences of garden center stakeholders as they use new-media to market their businesses. Grunig’s Excellency Theory served as the theoretical framework for this study. Results indicate garden center operators prefer to use traditional media channels to market to their customers and asynchronously communicate with their target audiences. Stakeholders often have inaccurate or conflicting views of traditional media and new-media in regard to advertising and tend to approach new-media marketing from a public information or asynchronous viewpoint.
Scott Stebner; Cheryl R. Boyer; Lauri M. Baker; Hikaru H. Peterson. Relationship Marketing: A Qualitative Case Study of New-Media Marketing Use by Kansas Garden Centers. Horticulturae 2017, 3, 26 .
AMA StyleScott Stebner, Cheryl R. Boyer, Lauri M. Baker, Hikaru H. Peterson. Relationship Marketing: A Qualitative Case Study of New-Media Marketing Use by Kansas Garden Centers. Horticulturae. 2017; 3 (1):26.
Chicago/Turabian StyleScott Stebner; Cheryl R. Boyer; Lauri M. Baker; Hikaru H. Peterson. 2017. "Relationship Marketing: A Qualitative Case Study of New-Media Marketing Use by Kansas Garden Centers." Horticulturae 3, no. 1: 26.