June 2010 Issue 37
Strategic Agri Business Review

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Inside This Issue

Tractor In Field

 

Ag Biz Buzz

 

 From farm to food, the agricultural value chain has undergone a transformative period of technology adoption.  Precision agriculture and mainstream technology is rapidly changing production, transportation, processing, and merchandising.  At a Crossroads: Understanding Precision Agriculture's Pivotal Role for the Ag Value Chain 2015-2020 is Entira's latest multi-client study.  We're bringing together technology leaders, key food and ag players, and a significant representation of the production chain to deliver a comprehensive examination of the current benefits and gaps in ag technology.  A prospectus with full details is available here.  Contact Karol Aure-Flynn (661.330.3238) or Mike Karst (901.753-0470) at Entira for more information.

 

  

SAR Archives

Innovative Marketing or Greenwashing?
New Campaign Takes Precision Ag Message Direct to Consumers

By Karol Aure-Flynn, Entira

Over the past twenty years, technology has revolutionized nearly every facet of agricultural production.  From precision farming to biotech seeds to modern livestock production facilities, farmers have used technology to deliver higher quality products more efficiently with a smaller impact on the environment.

However, the average consumer's image of agriculture has likely not changed with the times.  Say "farmer," and the average grocery shopper in a suburban supermarket will likely have images of her grandfather's farm with a red barn, 80 acres and a few pigs, complete with roaming cows and chickens.  In fact, the words "technology" and "agriculture" often bring negative associations for many consumers.

That's why the recent campaign from Earthgrains bread caught our attention.  It is one of the first to take a positive message about agriculture, technology and sustainability direct to consumers. 

Earlier this year, Earthgrains launched a campaign centered around its "Eco-Grain Wheat" grown by farmers and used in one line of its bread products.  According to the company, Eco-Grain farmers "use satellite imagery to help determine fertilizer requirements in any given area of the field. This "precision agriculture" or "variable rate technology" helps apply precisely the right amount of fertilizer every time to maximize yield and grain quality, while protecting the environment."  [Read More...]

Published by Entira
Copyright © 2010. All rights reserved.

Mike Karst
Senior Partner, Managing Editor
mkarst@entira.net
901-753-0470
2485 Stratfield Drive, Germantown, TN 38139