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This paper provides a detailed look at the orange juice production chain in Brazil including, the recent downturn of orange juice consumption seen in the global markets. This study is intended to provide more transparency and serve as a basis for deeper analysis for researchers, citrus growers, entrepreneurs and other stakeholders in the citrus industry. Looking to the future, the paper suggests a list of actions which need to be taken in order to increase the chain competitiveness., The IFAMR is published quarterly by the International Food and Agribusiness Management Association. More info: www.ifama.org

Fundecitrus, an industry association in Brazil which serves as a consortium of orange juice related industries and producers recently created a new contribution model for its organization. The model was developed based upon four pillars: (1) Benchmarking with other associations, both national and international companies. (2) Interaction with the chain community, through questionnaires, a consulting panel and workshops. (3) Formulating a collection model that was more equitable to the participating stakeholders. (4) A management and control system plan for implementing the project. The model was developed by working closely with the Fundecitrus Management Board. This research will be relevant to managers of other trade associations who are interested in restructuring their own contribution model by utilizing a process which can be replicated., www.ifama.org

This article addresses the importance of having a research agenda that is useful to industries, government and organizations in the future. The authors propose and share 10 topics with the research community. It builds upon the sustainability of business operations critical in the next era, 2010-2020, and the importance of considering the company as a network of relationships and contracts. These topics include: empowerment, simplicity, technology, emerging consumers and markets, integration of economy, climate and environment, risk management and network value reengineering. A research agenda is outlined for each topic., www.ifama.org

The beef business is composed of several networks, called here the agri-food networks. These are defined as a group of suppliers and distributors of an analyzed firm (in an individual case), or of the alliance being analyzed (in case of firms that manage a common brand). In this article a scenario analysis is done based on a review of the recent data and trends on Brazilian and global beef market, and many impacts to the beef business are identified. The main contribution from this scenario analysis is the observation of the emergence of 4 main networks that will rest stronger in global beef market in 2010. These networks will operate and coexist in 4 different market segments, with different needs.

O setor do agronegócio mudou drasticamente nas últimas décadas. O advento da profissionalização do produtor e consolidação em todo setor modificou as práticas de marketing e os recursos alocados pelas empresas de insumos agrícolas. Se antes o relacionamento era feito apenas com alguns produtores, agora é possível observar investimentos para aumentar o contato e desenvolver o relacionamento com todo o mercado. Nesse cenário, o business-to-farmer (B2F) marketing surge como uma prática gerencial chave das empresas no campo, que estão trabalhando com os diferentes aspectos do produtor se comparado com um negócio tradicional. No entanto, pouco se sabe o que caracteriza o B2F marketing e se esse conceito se sustenta na literatura de marketing. Esse estudo tenta avançar para essa definição e discutir como o chamado B2F marketing tem sido utilizado pelos profissionais nesse mercado. Para explorar esse tópico, uma abordagem exploratória foi escolhida devido à escassez de informações na literatura. Cinco entrevistas semi-estruturadas foram organizadas com executivos de diferentes indústrias de insumos. Os resultados deste estudo apontam que o B2F marketing pode ser reconhecido como uma dimensão particular do marketing, diferente do B2B e B2C marketing. Enquanto empresas lidando com produtores precisam se preocupar em gerar valor antes, durante e depois dos processos e operações da fazenda, considerando os aspectos funcionais do negócio, os aspectos emocionais e sociais do produtor também devem ser parte do B2F marketing. O estudo desse tópico é relevante para a literatura e prática de marketing. Considerando a literatura, este estudo propõe um framework para analisar o B2F marketing. Para a prática, este estudo é valioso para empresas de insumos, revendas e cooperativas, uma vez que visa esclarecer as estratégias de marketing das empresas que lidam diretamente com o produtor. The agribusiness industry has changed dramatically in the past decades. The advent of the professionalization of the farmer and consolidation across the industry has changed marketing practices and resource allocation of farm input companies. Whereas the relationship was made only with a few farmers, now it is possible to observe investments to increase the touchpoints and develop a relationship with a mass market. In this context, business-to-farmer (B2F) marketing has emerged as a key managerial practice in the field by companies, who are embracing the different aspects of the farmer if compared to a traditional business. However, a few are known about what characterizes B2F marketing and whether this concept sustains in the marketing literature. This study attempts to advance toward this definition and subsequently discusses how the so-called B2F marketing has been used by agribusiness managers. In other to explore this topic, a perspective from farm input companies was chosen due to the lack of scholarly insights. Five semi-structured interviews were organized with executives from different farm input companies. The results of this study point out that B2F marketing can be recognized as a particular dimension of marketing, different than the B2B and B2C marketing. While companies dealing with farmers need to worry about generating value before, during, and after the farm processes and operations, considering the functional aspects of the farm business, the emotional and social aspects of the farmer may as well be a part of the B2F marketing. The study of this topic is relevant to both marketing academics and practitioners. Regarding academia, this study aims to propose a framework to analyze B2F marketing. To practitioners, this study is valuable to input companies, dealers, and co-ops as it aims to clarify the marketing strategies of companies that deal directly with farmers.