Modern Food Marketing Research Articles

No Taste for Health: How Tastes are Being Manipulated to Favour Foods that are not Conducive to Health and Wellbeing

No Taste for Health: How Tastes are Being Manipulated to Favour Foods that are not Conducive to Health and Wellbeing

Taxonomical classification and origin of Kamut® wheat

Bioagriculture and healthy lifestyle are trends of the twenty-first century. Bioagriculture involves the breeding of crops without using modern synthetic substances. Kamut brand wheat is one of the popular biocereals grown mainly in the USA and Europe. This cereal has the status of ancient wheat, not only because it has been grown since the era of the ancient Egyptian civilization, but also for its properties favorable for modern breeding programs and modern food marketing. In spite of Kamut’s® interesting history and stable place in the market, it is not a common subject of genetic studies. It is also interesting that it has not been successfully taxonomically classified yet. There are a few studies which classify this tetraploid wheat as Triticum polonicum L., T. turanicum Jakubz., T. turgidum L. and T. durum Desf. These studies are based on cytological and comparative methods. We chose molecular (transposable element resistance gene analog polymorphism, diversity arrays technology, sequencing of genes SBEIIa, and ψLpx-A1_like) and statistical methods to classify Kamut® wheat. According to our experiments we suggest that Kamut brand wheat originated as a natural hybrid between Triticum dicoccon conv. dicoccon and T. polonicum and is not original ancient Egyptian wheat. We suggest that Etruscan wheat has the same parents as Kamut®.

Vertical coordination, access to capital, and producer loyalty in the Polish dairy sector

AbstractNumerous studies have shown that processing and retail industries have actively assisted farmers in joining the modern food marketing systems. Data from the Polish dairy sector show that assistance is provided not only for the traditional‐channel farmers wishing to modernize, but also for farmers already included in the modern marketing channel. Two explanations can be provided to account for this phenomenon. One, even modern‐channel farmers may lack sufficient funds to maintain required quality/quantity on their own. Two, it may be the case that even after undertaking necessary adjustments, modern‐channel farmers are more likely to quit their relationship with a processor and turn elsewhere, in which case assistance is provided to prevent them from defecting. Using farm‐level data, we investigate the impact of supply chain modernization on farmers’ access to credit and their loyalty toward processors. Our results do not provide compelling evidence to support either hypothesis, suggesting at most a partial explanation for the existence of vertical linkages between processors and modern‐channel farmers in Poland.

Technology, transport, globalization and the nutrition transition food policy

Diet and activity have been affected by the rapid worldwide shifts in technological innovations reducing energy expenditures during leisure, transportation, and work; globalized modern food processing, marketing and distribution techniques; global mass media. The increases occur increasingly in rural areas on all continents. The resultant global increase in obesity increasingly is shifting the burden of obesity to the poor. While few direct linkages between globalization of trade in goods, services, and technology can be directly linked to diet and activity, a strong case exists for globalization’s role as a key underlying force behind this stage of the nutrition transition.

Combating deceptive advertisements and labelling on food products – an exploratory study on the perceptions of teachers

AbstractPeople are becoming more health conscious nowadays, but most of them are not able to adopt a lifestyle with adequate physical exercise and a healthier eating pattern. Many attempt to compensate by taking ‘health foods’. Despite the recent economic recession, the functional food market is expanding rapidly in Asian countries. Recent statistics indicate a huge increase in weight loss and functional food product advertising expenditure in Hong Kong and other Asian countries. In a large scale survey conducted by the Hong Kong Consumer Council on advertisements, it was found that 85% of the medicines, health food and therapies sampled contain questionable claims and misleading messages, which was the second most problematic category of the survey. In addition, young people do not understand much about modern food processing, in particular with regard to low energy and functional foods, and they know very little about modern food marketing strategies. The situation is potentially detrimental to consumer welfare, especially to the younger generation. This study was conducted to reflect critically on implications of the issue on the health and well‐being of young people in Hong Kong. Attempts are made to explore directions for designing relevant and effective education programmes to empower young people's abilities in understanding food advertising strategies and making informed decisions on food choice. This paper begins with a critical review of the current situation with regard to Hong Kong. Then, the results of an interview survey and a questionnaire survey on pre‐service and in‐service teachers’ perception towards misleading food advertising and labelling are reported. The situations at schools are defined and problems faced by teachers in providing relevant consumer education programmes to students are identified. Finally, some prospective foci for further investigation of this important issue, with a view to developing students’ critical skills in evaluating claims offered in food advertisements, will be considered.

EXTENSION OPPORTUNITIES IN MARKETING1

SummaryIn summary I would like to make the following points:1. There are numerous opportunities for educational programs in agricultural marketing that would be of value to farmers, to the management of marketing firms, and to consumers.2. In Colleges and Departments of Agriculture our first responsibility is still to farm people, even though they are actually performing fewer marketing services today.3. Marketing information of most general use to farmers is that which helps them understand the economic situation and outlook, and important economic principles related to marketing.4. Developing educational programs with marketing firms requires a change in direction from primary concern with farm problems to concern with the problems of the private marketing firm. While this may be difficult to accept, there is really no direct conflict of interest between programs for farmers and those for marketing firm personnel and the methods and kinds of information available can often be used in both areas.5. Programs with marketing firms are as varied as the needs of the firms themselves. The extension specialist well versed in a particular phase of business management, or equipped with a particular set of analytical tools, or familiar with recent research findings, can make considerable improvement in the efficiency of operation of most marketing firms.6. A major policy question at present is how far we should go in working with marketing firms. There is considerable agreement that some work is desirable from the point of view of providing greater knowledge of marketing, and that it can be done with little additional help and few special studies.7. Arguments presented in favor of considerable expansion in marketing work are that legislators are willing to provide public support, the need is great in view of rising marketing costs and obvious inefficiencies, and benefits to agriculture are as great as for some of the farm production work.8. Those who caution against moving too rapidly in this area are reluctant to divert resources away from agricultural programs, and argue that once work with marketing firms is initiated there is no logical place to draw the line on extension programs.9. The case for marketing information for consumer programs is largely based on the complexity of modern food marketing. The growth of new products and more processing would indicate that educational programs in buying foods for homes or institutions will expand in the future.10. Extension programs in marketing can be successful if the educational feature is stressed, and the programs are based on sound research, conducted by competent personnel using appropriate methods, and given the freedom and administrative support necessary for the job.