MARKETING MODELS - AN OVERVIEW IN THE VEGETABLE INDUSTRY

ISHS Acta Horticulturae 247: Research and Development Conference on Vegetables, the Market and the Producer

MARKETING MODELS - AN OVERVIEW IN THE VEGETABLE INDUSTRY

Author:

J.D. Baker

Abstract:
For fresh product, Australia has a strong, if limited, domestic market and on the export market opportunities exist to take advantage of out-of-season markets in the northern hemisphere. Similar opportunities exist for both short and longer shelf life value-added processed vegetable products.

If the full potential of marketing opportunities are to be met then product-based organisations, comprising key players from the industry, need to be established to identify and address the issues related to that industry. For any product those issues include:

developing an industry data base to determine current and future production estimates
product development - expanding the range of product uses
market development - expanding the exposure of products to a wider range of consumers
market access - quarantine, transport and distribution
providing service or support for the product - particularly education and promotion
development of industry standards

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