TY - JOUR
T1 - Agricultural Show Awards
T2 - a Brief Exploration of Their Role Marketing Food Products
AU - HENRYKS, Joanna
AU - TURNER, Bethaney
AU - Denness, Bonnie
AU - Zobel-Zubrzycka, Halina
PY - 2016
Y1 - 2016
N2 - ABSTRACT: Drawing on interviews with 12 agriculture show winners across a range of different food industries, this report provides a preliminary analysis of the role that agricultural show awards play in branding and marketing food products for commercial sale. In keeping with findings from previous studies, show awards were found to be regarded by producers as prestigious, signifying product excellence. Further, the assessment of the quality of products, the opportunity to receive expert feedback on new products, and a comparative, competitive effect of the show system was found to provide a mechanism to improve quality, helping to support industry standards and foster a culture of innovation. Show awards were identified as especially important in supporting small-scale entrepreneurial endeavors that depend on niche marketing strategies. However, winning awards was shown to contribute more to perceived brand equity of products rather than actual economic gain. To strengthen the impact of show success, participants indicated the need for increased consumer awareness of the meaning of the awards. The authors identify key future directions research could take to maximize the impact of agricultural award systems on the businesses of competitors.
AB - ABSTRACT: Drawing on interviews with 12 agriculture show winners across a range of different food industries, this report provides a preliminary analysis of the role that agricultural show awards play in branding and marketing food products for commercial sale. In keeping with findings from previous studies, show awards were found to be regarded by producers as prestigious, signifying product excellence. Further, the assessment of the quality of products, the opportunity to receive expert feedback on new products, and a comparative, competitive effect of the show system was found to provide a mechanism to improve quality, helping to support industry standards and foster a culture of innovation. Show awards were identified as especially important in supporting small-scale entrepreneurial endeavors that depend on niche marketing strategies. However, winning awards was shown to contribute more to perceived brand equity of products rather than actual economic gain. To strengthen the impact of show success, participants indicated the need for increased consumer awareness of the meaning of the awards. The authors identify key future directions research could take to maximize the impact of agricultural award systems on the businesses of competitors.
KW - Agricultural shows
KW - awards
KW - branding
KW - food marketing
UR - http://www.scopus.com/inward/record.url?scp=84969903584&partnerID=8YFLogxK
UR - http://www.mendeley.com/research/agricultural-show-awards-brief-exploration-role-marketing-food-products
U2 - 10.1080/08974438.2015.1110547
DO - 10.1080/08974438.2015.1110547
M3 - Article
SN - 0897-4438
VL - 28
SP - 315
EP - 329
JO - Journal of International Food and Agribusiness Marketing
JF - Journal of International Food and Agribusiness Marketing
IS - 4
ER -