08/01/2006 American marketing Ingenuity

Whether it's a new winery, innovative growing technology or beef promotion there is an urgency to promote brand recognition. Navigating beef section in the supermarket today means we now can opt for breed type, how the animal was raised , (grass grain, organic, and even choose from oodles of packaging selections; fresh, frozen, precooked or pre-seasoned. Unlike any other time in history consumer's echoic memory (memory of things we hear) and iconic memory (memory of things we've seen) is on overdrive. When it comes to branding, niche marketing has been great for our farmers, giving them a leg up in domestic markets and abroad. When South America under cut us by price , classical marketing dictates competing on factors, like Quality, Image and Safety. In my opinion the outlook's rosy for our farmers because they produce food in a country that knows how to pay premium for a product, and it's all thanks to a rich cup of coffee named Starbucks that paved the way.