The Agribusiness System ObjectivesThe “agribusiness system” approach to marketing
Size and scope of agribusiness
Marketing in the economy
Functions of marketing
Marketing in agribusiness firms HistoryWhat is agriculture to most people? Farming, ranching, fishing??
This was true until the early 1960s when “agribusiness” evolved into a complex system reaching well beyond the farm
The big picture included all things needed to bring food to the consumer.
As it turned out aquaculture shares many similarities to traditional agribusiness. Agribusiness HistoryThe agribusiness system includes many facets:
Not only production (e.g., farmers, hatchery managers), also
Organizations which provide inputs (e.g., fry, chemicals, feed)
Processors the output (e.g., processing plants)
Manufacturers (e.g., shrimp microwavable products)
Transporters/Sellers/Brokers (e.g., retail grocery stores, seafood wholesalers, etc.) Agribusiness: Evolution1870’s: self-sufficient farms!
War was profitable even back then too! Increased produce prices, stimulated production (Recall: demand and supply).
Mechanization was developed largely due to labor shortages.
Crop production became a focus of farmers. (They started purchasing inputs; this is where aquaculture is today!)
Much of the manufacturing and processing was relocated off the farm to become businesses themselves.
Preservation of raw products was also improved.
This made food more convenient to consumers. ...