Creating a Geographically Linked Brand for High-Quality Beef: A Case Study
Worldwide, a segment of consumers can afford to pay substantial price premiums for very high quality agricultural products with attributes those consumers value. At the same time, many U.S. farmers are producing these high-quality products but are not using market mechanisms that allow them to take fullest advantage of price premiums. This paper describes a pilot program developed to commercialize an origin-based collective brand for very high quality beef. We hypothesize that, if successful, the program would create potential for cattle producers to take fuller advantage of price premiums often captured elsewhere in the marketing channel. Specifically, the pilot program analyzed two mechanisms for differentiating and marketing very high quality beef: a certification mark (a type of U.S. trademark that links products to their geographic origin) and a USDA Process Verification Program (a federal program that allows producers to provide documented assurances to their customers that a stated set of minimum production standards are met). This paper describes how we identified target markets, defined product specifications and determined potential supply, protected property rights using the U.S. trademark system, prepared documentation for a USDA process verification program, and attempted to commercialize Iowa-80 Beef. We also discuss the costs and feasibility of small firms or producer groups obtaining and maintaining a certification mark and a process verification program. Finally, we discuss the challenges and lessons learned from attempting to brand and commercialize very high quality beef.
Keeping Farmers on the Land: Adding Value in Agriculture in the Veneto Region of Italy
Italy's relatively small area, high population density, and high land and labor costs have created the challenges of ensuring profitably for agricultural producers, slowing urban encroachment onto arable land, and keeping farm families on land that has been handed down within the families for generations. As part of the solution to these issues, the European Union is enacting policies to reduce producer dependence on direct subsidies while increasing the competitiveness of agricultural products and returns to producers, reinvigorating rural communities, and encouraging environmentally sound production methods. These regulations provide incentives for producers to add value to their products by obtaining legal recognition of typical products, participating in agritourism, and helping to promote traditional products for regional food systems. This paper examines how E.U. and national policies are encouraging farmers in the Veneto region of Italy to adopt an agricultural production model that encourages limited production of high-quality, high-value products and more diversified land use.
Simulating the Illuminance and Efficiency of the LEDs Used in General Household Lighting
Abstract The advantage of the LEDs illumination in general household lighting was proposed. High efficiency white LED as the light source was provided the energy saving illumination of the general household lightings. Different spaces in general household with different standards of average illuminance were designed and simulated by LightTools and DIALux software. The power consumptions and efficiency of traditional illuminated light sources and LED light source in lighting the household environment were analyzed and compared with each other at the same standard of average illuminance. Finally, it provided the advantage of using white LEDs in different spaces of the general household lighting.