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Growers’ Input in a Changing Market

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

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  1. Growers’ Input in a Changing Market Thomas Carpenter IFA Potato Committee Chairman

  2. Changing Markets • Supply & Demand Variations • Increased Competition • Retailer Price Wars • Falling Consumption • Import Substitution

  3. 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

  4. 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

  5. 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

  6. Competition from Imports • Branding/Labelling Irish Potatoes • Marketplace Inspection • Department of Agriculture – legislative inspections • Bord Bia – Quality Assurance • Competitive Pricing

  7. 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

  8. 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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