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dc.contributor.authorDuBreuil, Katherine Michelleen_US
dc.date.accessioned2013-07-23T08:00:08Z
dc.date.available2013-07-23T08:00:08Z
dc.date.issued2013-07-22en_US
dc.identifier.othervt_gsexam:1334en_US
dc.identifier.urihttp://hdl.handle.net/10919/23313
dc.description.abstractAgribusinesses are multifaceted businesses that may be involved in all the phases of agricultural production, processing, manufacturing, distributing, and retailing. Although US agriculture is a multi-billion dollar industry, the majority of agribusinesses are considered small firms, having less than $250,000 in annual gross sales. This study investigates potential innovative marketing approaches for US agribusinesses, specifically for small farms and agribusinesses. One marketing approach involves an agritourism marketing tool based on an agricultural geocaching program, AgCache. The second proposed marketing approach explores the specialty crops marketing channel to institutional foodservice establishments.  For AgCache, exploratory qualitative analysis was first conducted through a series of in-depth interviews with current AgCache site owners. This was followed by survey data collection and analysis using a probit model to assess the interest in hosting an AgCache. For the specialty crops marketing channel, a probit model was utilized in order to assess the barriers faced by small-scale specialty crop producers as well as their interests in selling to institutional foodservice establishments. Specific attention was paid to logistic and food safety marketing constraints. The results reveal that with adequate attention towards specified barriers, the two marketing approaches can be implemented by US agribusinesses.  As well, there is also a strong interest by small farms and agribusinesses to implement these two marketing approaches. This study provides information valuable not only to small farms and agribusinesses, but also to rural communities\' economic development and stakeholders involved in the agricultural industry. Results will be of interest to those in, and seeking to support agribusinesses and small-scale farms.en_US
dc.format.mediumETDen_US
dc.publisherVirginia Techen_US
dc.rightsThis Item is protected by copyright and/or related rights. Some uses of this Item may be deemed fair and permitted by law even without permission from the rights holder(s), or the rights holder(s) may have licensed the work for use under certain conditions. For other uses you need to obtain permission from the rights holder(s).en_US
dc.subjectagribusinessen_US
dc.subjectmarketingen_US
dc.subjectagritourismen_US
dc.subjectspecialty cropsen_US
dc.subjectUnited Statesen_US
dc.titleExploring Potential Innovative Marketing Approaches for US Agribusinessesen_US
dc.typeThesisen_US
dc.contributor.departmentAgricultural and Applied Economicsen_US
dc.description.degreeMSen_US
thesis.degree.nameMSen_US
thesis.degree.levelmastersen_US
thesis.degree.grantorVirginia Polytechnic Institute and State Universityen_US
thesis.degree.disciplineAgricultural and Applied Economicsen_US
dc.contributor.committeechairBoys, Kathryn Aen_US
dc.contributor.committeememberWhite, William A.en_US
dc.contributor.committeememberGroover, Gordon Een_US
dc.contributor.committeememberTaylor, Daniel Ben_US


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