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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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