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Papers/Reports | May 6, 2012

Branding Agricultural Commodities

The Development Case for Adding Value Through Branding

Raising the value of commodities can do much to reduce poverty. By using commercial marketing principles and supply-chain innovations, farmers in developing countries can create consumer demand, giving producers leverage in negotiations with major buyers.

CONTENTS

  • Executive Summary
  • 1. The Case for Commodity Branding
  • 2. How Commodity Branding Works
  • 3. Case Studies: Barbados Sugar and Maibian Beef
  • 4. Recommendations
  • Conclusion
  • Selected Bibliography
  • References