Publication Date: January 1, 2006
Reference: Agricultural Outlook Forum Presented: February 17, 2006
Summary:
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Contracts at the Production and Marketing Phase are Evolving Coordination of the Chain
Continues
Forces Encouraging Coordination
• Branding of Various Kinds to Capture
Consumer Surplus and Overcome
Destructive Cost Competition as Only
Viable Strategy
• Traceability as a both a Legal and
Branding Requirement
• Critical Mass for Up-Chain
Negotiation
• Food Safety/Bio-Terrorism Issues
• Emerging Animal Welfare Issues
• Co-Permitting Threats









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