Promoting and marketing Asian crops

C. A. Miles, Deanna G Alleman

Research output: Contribution to journalArticle

4 Citations (Scopus)

Abstract

Asian crops can provide growers with a means to diversify crop production and marketing options. However, before expanding into Asian crops, growers should determine consumer expectations regarding a new crop. Existing market criteria for each crop (i.e., maturity, color, size, shape) must be considered for all markets including traditional Asian use as well as for the general North American market. If growers decide to target general consumers in North America, then consumer awareness and acceptance must be addressed in a marketing and promotion program. Extension publications, popular magazines, and newspapers are useful tools in a marketing and promotion program. Crop production information must be available to enable growers to successfully produce Asian crops. Yet, most growers are unlikely to invest heavily in new production equipment and systems until a market has been established for the crop. It is a challenge for university scientists and extension agents to concurrently create supply and demand for new Asian crops. To accomplish this, multidisciplinary teams that include university and community experts should initiate a diversified program of Asian crop production, promotion, and marketing.

Original languageEnglish (US)
Pages (from-to)517-520
Number of pages4
JournalHortTechnology
Volume11
Issue number4
StatePublished - 2001
Externally publishedYes

Fingerprint

Marketing
marketing
growers
crop
crops
markets
crop production
market
Newspapers
North America
news media
extension agents
Publications
new crops
Color
supply balance
Equipment and Supplies
Crop Production
color
programme

Keywords

  • Consumer awareness
  • Extension publications
  • Market criteria

ASJC Scopus subject areas

  • Agricultural and Biological Sciences (miscellaneous)
  • Horticulture
  • Environmental Science(all)

Cite this

Promoting and marketing Asian crops. / Miles, C. A.; Alleman, Deanna G.

In: HortTechnology, Vol. 11, No. 4, 2001, p. 517-520.

Research output: Contribution to journalArticle

Miles, CA & Alleman, DG 2001, 'Promoting and marketing Asian crops', HortTechnology, vol. 11, no. 4, pp. 517-520.
Miles, C. A. ; Alleman, Deanna G. / Promoting and marketing Asian crops. In: HortTechnology. 2001 ; Vol. 11, No. 4. pp. 517-520.
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