an introduction to the food system bread
DESCRIPTION
An Introduction to the Food System Bread. AG BM 102. Bakery in Serbia. A jug of wine , a loaf of bread and thou. A jug of wine , a loaf of bread and thou. The Rubaiyat of Omar Khayyam. The Story of Bread. Very ancient product Important in diet Important in culture - PowerPoint PPT PresentationTRANSCRIPT
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An Introduction to the Food SystemBread
AG BM 102
Bakery in Serbia
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A jug of wine, a loaf of bread and thou
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A jug of wine, a loaf of bread and thou
The Rubaiyat of Omar Khayyam
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The Story of Bread
• Very ancient product
• Important in diet
• Important in culture
• Omar Khayyam
• Bible – loaves and fishes
• Marie Antoinette – “Let them eat cake.”
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Important Agents in Bread
• Farmer
• Elevator
• Miller
• Baker
• Retailer
• Trucker
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Who Gets the Money?
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Share of Money to Functions
• Farmer 4% - 3.4% for wheat – rest other
• Elevator – almost zero
• Miller – 2%
• Baker – 69.3%
• Retailer –18.3%
• Trucker – 4%
• Non-farm ingredients –1.9%
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Marketing Defined
• The set of economic and behavioral activities involved in coordinating the various stages of economic activity from production to consumption
• In simple terms, it is what occurs to farm products from the time they leave the farm gate until they reach the consumer.
• It provides time, form, and place utility.
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Stages of MarketingFood at Home
• Farmer
• Assembler
• Processor
• Wholesaler
• Retailer
• Consumer
Wheat Harvest in Kansas
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Stages of MarketingFood Away from Home
• Farmer
• Assembler
• Processor
• Distributor
• Food Service
• Consumer
Terminal Grain Elevator
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Functions of Marketing
• Exchange Functions
• Physical Functions
• Other Functions
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Exchange Functions
1. Buying
2. Selling
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Physical Functions
1. Storage
2. Transportation
3. Processing
Holsum Bread Truck
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Other Functions
1. standardization
2. financing
3. market intelligence gathering
4. risk bearing
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Summary
• Why is marketing important?
• It is the biggest item in food costs!
• Provides valuable services
• Everyone has an essential job
• Everyone gets paid to do it
• Does farmer get enough?