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Marketing and Added Value

Now you have learned a few things from Toni and Lisa about possible marketing channels for agricultural products. Now try to show the most common marketing channel using the terms below. If you click on the terms you will receive a short description which can help you to make your selection. In every step of the marketing channel there are advantages and disadvantages that are summarized at the end.

The channel of distribution most used today





Retail and wholesaleAbattoirs / processing industry Producer / agricultural operationConsumer

Here once again are the advantages and disadvantages of this channel of distribution:

  • Strengths

    Large amounts can be purchased in a short time. Long-term contracts allow for good planning options.

  • Weaknesses

    Producers must be able to make continuous deliveries with the same levels of quality. Low regional added value.

  • Opportunities

    In many instances, good prices are obtainable.

  • Risks

    Dependency on a single wholesale buyer. Market prices can fluctuate. Regulations are subject to change.

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