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Growers’ Input in a Changing Market. Thomas Carpenter IFA Potato Committee Chairman. Changing Markets. Supply & Demand Variations Increased Competition Retailer Price Wars Falling Consumption Import Substitution. Supply & Demand. Co-ordinated marketing with end user -

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growers input in a changing market

Growers’ Input in a Changing Market

Thomas Carpenter

IFA Potato Committee Chairman

changing markets
Changing Markets
  • Supply & Demand Variations
  • Increased Competition
  • Retailer Price Wars
  • Falling Consumption
  • Import Substitution
supply demand
Supply & Demand
  • Co-ordinated marketing with end user -
    • Volume contracts or Volume & Price contracts
  • Producer Organisations - concentration of supply
  • Pre-season - plan annual planting, yield & production volume
supply demand1
Supply & Demand
  • Supply profile:
      • early,
      • main crop direct harvest,
      • early season storage,
      • end of ambient storage periodand
      • end of cold stored period.
  • Establish & maintain annual market intelligence statistics & make use of these
supply demand2
Supply & Demand
  • Targeted supply to consumer use - remove speculative nature of business
  • Re-establish lost markets - salads, chipping, other processing
  • Research required to produce agronomy blueprint - variety, nutrition, harvesting, storage
  • Structured marketing required when production established
competition from imports
Competition from Imports
  • Branding/Labelling Irish Potatoes
  • Marketplace Inspection
      • Department of Agriculture – legislative inspections
      • Bord Bia – Quality Assurance
  • Competitive Pricing
marketing
Marketing
  • Structure required within the industry
  • Re-educate consumer on key attributes - health, cooking, convenience
  • Establish premium brands with controlled growing situations
  • Annual medium/long term program for marketing potatoes
quality assurance schemes
Quality Assurance Schemes
  • Vital part of maintaining consumer confidence
  • Ensure quality attributes & brand of potatoes - constantly monitored, no compromise
  • Participation in quality assurance scheme - reward in farm-gate price
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