Browsing by Author "Ferreira, Gustavo C."

Now showing 1 - 5 of 5
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    Beyond the Glass: Examining Wine Tasting Room Profitability Using the 4Ps of the Marketing Mix
    Adams, Meredith Elaine (Virginia Tech, 2016-06-14)
    Recent exponential increases in attendance at wine tasting rooms resulted in growing research in this subject area as producers seek to learn more about wine tasting room customers and identify ways to capitalize on additional revenue-generating opportunities. Direct wine sales are big business with $3.4 billion in sales in the United States in 2010. Research has shown that small and medium-sized wineries have become financially dependent on direct sales linked to wine tasting rooms with an average of 70 percent of winery sales coming from the tasting room. With limited sources outlining best practices within wine marketing, there is a clear need to identify and classify the literature on this topic. This research applies a marketing theoretical approach using the 4Ps (product, place, price, and promotion) of the marketing mix in conjunction with a comprehensive citation-based global literature review, with the goal of assessing those factors, if any, which may impact wine tasting room profitability. Our findings highlight key differences in individual wine tasting room marketing mix strategies which emphasize the need to understand consumer tastes and preferences for the wine tasting experience. Research shows that investing in the product and promotion of the wine tasting room has a positive impact on profitability. Key profit drivers include investing in branding, tasting room staff, and aggressively pursuing word-of-mouth recommendations to enhance wine tasting room profitability.
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    A Descriptive Study of Grain Production, Consumption, and Storage in Virginia
    Caffarelli, Peter Anthony (Virginia Tech, 2016-01-20)
    Agriculture is an important industry in Virginia, with an array of crops grown and animals produced. Virginia's crop, livestock, and poultry sectors sold agricultural products worth $1.4 billion and $2.4 billion, respectively, in 2012. One of the products, grain, serves as an important input for raising livestock and poultry. Virginia needs to import grain from other states (Eastern Corn Belt states) to meet current livestock feed requirements, an expense that raises the cost of production over locally sourced grains . Further, such movements of grain from producing-areas to demand-areas rely on the efficient and timely interaction of grain storage and transportation. Describing the details of the grain supply chain provides insights into the interplay and relationships among production, storage, transportation, and end users of grains and oilseeds in Virginia. Results of a state-wide survey of Virginia grain producers shed light on the following topics: current cropping practices; current grain storage practices; available farm-level storage and its use, age, and expected life; and future storage plans and constraints. Overall findings include, grain production in Virginia has generally increased over the last decade, yet storage capacity remains constant and continues to age; livestock and poultry populations are declining leading to less demand for feed grains and oilseeds; grain farmers report satisfaction with their current storage situation and higher returns to stored grain may encourage "non-storers" to build storage; and the majority the grain leaving the farm is hauled by truck over short distances (25 miles or less). Overall, the results provide a foundation for understanding the grain supply chain in Virginia and offer useful information to Virginia's agricultural stakeholders.
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    New Market Access in Fresh Fruit and Vegetable Imports to the United States
    Jankovska, Olivera (Virginia Tech, 2011-07-14)
    Imports of fresh fruits and vegetables to the United States have grown by more than 350 percent since 1989. Factors such as rising consumer incomes, the desire for greater variety and availability of fresh produce throughout the year, and a reduction in trade barriers through multi-lateral and bi-lateral trade agreements have contributed to this growth in imports. In addition, since the implementation of the Agreement on Agriculture and the Agreement on the Application of Sanitary and Phytosanitary Measures from the Uruguay Round of the World Trade Organization negotiations, there have been numerous requests to export fresh fruits and vegetables to the United States. From 1996 to 2008, the United States has granted new market access to 204 exporter/commodity combinations. Given this large increase in new market access, this thesis assesses the success of the new entrants in terms of contributing to the increase in fresh fruit and vegetable imports and whether they exported on a continual basis after gaining import eligibility. In addition, this thesis estimates a gravity model to assess the differences in fresh fruit and vegetable exports from new entrants subject to phytosanitary measures relative to those with no such restrictions in place and to determine whether these effects vary by commodity sector and exporter's size. The major finding of this thesis is that in general, new entrants have contributed little to the growth in U.S. fresh fruit and vegetable imports. For most commodities, new entrants do not provide a significant proportion of imports potentially because new entrants are not able to compete with existing suppliers. This study finds differences in fresh fruit and vegetable exports from new entrants subject to specific phytosanitary treatments relative to entrants with no such restrictions in place.
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    Understanding Organic Prices: An Analysis of Organic Price Risk and Premiums
    McKay, Sarah Michele (Virginia Tech, 2016-06-29)
    Organic food products are produced without synthetic chemicals, including herbicides, pesticides, and fertilizers. Food grown in organic systems that are certified organic by the United States Department of Agriculture command a price premium, whether it is direct to consumer via farmers markets or in conventional grocery stores. Organic food and food products are representing a relatively larger portion of overall food sales in recent years, and the demand for organic meat has also increased. However, there is a lack of available U.S.-grown organic grains and soybeans to feed the growing number of organic certified livestock to produce organic meat to meet this demand. This shortage results from many factors, yet is primarily due to organic production requirements for significantly more land and operating capital when compared to conventionally grown counterparts. There is a lack of information detailing the relative costs and returns of organic grain production, and, limited understanding of organic premiums. The overall goal of this study is to examine differences in price levels between organic and conventional corn, soybeans, wheat, oats, and barley between 2007 and 2015, as well as factors that may affect the organic premium. For organic grain and soybean producers, study findings reveal that the least risky organic commodities to grow include corn and soybeans, especially if sold in the cash market. However, the author suggests that growers may consider growing wheat, barley, and oats if they have a buyer willing to contract in advance to ensure a premium and reduce price risk. For purchasers of organic grains and soybeans, including major food companies as well as livestock producers, it is recommended they continue to study developments in organic grain supplies as producers continue to consider adoption of organic production methods.
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    Virginia Agritourism: A Profitability Analysis
    Lucha, Christopher Ryan (Virginia Tech, 2014-09-11)
    Agritourism in Virginia is a rapidly growing industry that adds additional income to a farming operation, and helps mitigate risk. Therefore it has become a good strategy for farmers to generate higher levels of profit, but much of the literature in Virginia and surrounding states focuses more on the motivations of operators for starting their agritourism venture. Thus, the purpose of this paper is to empirically analyze demographic, operational, and financial factors and evaluate their correlation with higher levels of profit. The first step was to apply key factors in industrial location discussed by Sloagett and Woods (2003) to agritourism in Virginia. Next, a survey was conducted to produce primary source data on Virginia agritourism operators and how these success factors relate to their ventures. Initial findings suggest a very homogenous demographic amongst operators. In addition, there were four other main findings. First, promotion is highly important and there is a need for increased road signage in Virginia. Second, additional income is a large motivator among operators and 76% of operations indicated their business was somewhat profitable. Third, those near the metropolitan areas of Virginia Beach, Roanoke, and Washington, D.C. tended to have the highest perceived profitability. Finally, operators are highly afflicted by obstacles such as road signage, finding qualified employees, and taxation, all of which can be addressed or mitigated by the state government. The final portion of this paper tests the relationship between these factors and profitability of agritourism operations in Virginia. The empirical results reveal that those operators with a motivation for addition income and higher levels of education, with more acreage, with a higher percentage of their gross farm income attributed to agritourism, and those, on average, that have greater money spent per visitor all correlate with higher levels of profit. On the other hand, the following characteristics appear to have a negative effect on agritourism profits: wineries, greater estimated time to the nearest interstate and difficult access to capital. Assuming operators of agritourism venues seek to maximize profits, these findings illustrate to current and future operators how to adjust procedures and improve their business strategies.