Case Studies of Value Added Production and Marketing

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Prior to the site visits and also during the site visits, the following outline was presented to individuals to allow time for collection and preparation of materials and to organize and consider their responses. Outline Sent to Case Study Participants The following list of items are a wish list of items we would like to have to understand and describe your firm. Not all firms will have detailed information available or will be willing to share complete information in sensitive areas. That is understandable. The summary list is intended to help you prepare for our site visit as well as to consider in providing appropriate documentation and background information. Any information you can provide prior to our site visit and interview will help speed that process and result in a much better representation of your activities. I. External Market Environment - Context within which firm operates 1. Owners’ perspective on how this affected their decision. 2. Secondary data on market structure for region. (Participant’s input is not needed) a. Swine production, processor capacity, competitors, population centers, population demographics. II. History and Development of Firm 1. Time line of operation and growth. 2. Critical decision points. III. Organizational Structure of Firm 1. What are operational linkages? Hog production - Processing - Retail? 2. Ownership or alliances structure (proprietorship, LLC)? Is this a significant facet of business? 3. Schematic of operations and production flows. IV. Production Description 1. Production protocols (e.g., genetics, nutrition, custom cutting, processing, etc.) 2. Listing of full product line and characteristics 3. Business plan if available. 4. All phases - farm, packer, processor, retailer 5. Critical linkages or production feedback. 6. Labor/employment management, flexibility. V. Marketing Description 1. Quantity Sales Volume - hogs, carcasses, retail cuts, etc. - over time 2. Sales or market outlets - retail, catalog, internet, etc. 3. Pricing structure - hogs, carcasses, retail 4. Market Development/Plan - Identification of new customers or products, market penetration or entry strategies, future growth. 5. Regulatory Issues - Inspection, HACCP, Labeling, Environmental Permitting? 6. What are core risks (production, marketing, customer?) -7-
7. Is there ongoing customer response or feedback? 8. Advertising and promotion programs? VI. What have you learned? 1. Describe the key points you think makes your operation successful. 2. Describe the key failures from which you have learned and offer insights on how to avoid similar mistakes. 3. What would you have done differently if you had it to do all over again? The case studies which follow were conducted strictly following these guidelines. -8-
Page 1 and 2: CASE STUDIES OF VALUE ADDED PRODUCT
Page 3 and 4: CASE STUDIES OF VALUE ADDED PORK PR
Page 5 and 6: Customer Service Cost Structures Ul
Page 7 and 8: Case Study Summary Issue Nahunta Go
Page 9: Unit of Analysis: Pork producers ac
Page 13 and 14: Marketings of swine in Utah have in
Page 15 and 16: Although unrelated with the Utah Po
Page 17 and 18: The following table illustrates the
Page 19 and 20: The packing plant purchased is loca
Page 21 and 22: typical supermarkets. The two LaRan
Page 23 and 24: Pricing Consistent with the earlier
Page 25 and 26: As with many producers, they faced
Page 27 and 28: Exhibit A - Whole Carcass Cutout Il
Page 45 and 46: Exhibit B - Packing plant layout -
Page 47 and 48: CASE STUDIES OF VALUE ADDED PORK PR
Page 49 and 50: Customer Service Cost Structures Ul
Page 51 and 52: Case Study Summary Issue Nahunta Go
Page 53 and 54: Unit of Analysis: Pork producers ac
Page 55 and 56: 7. Is there ongoing customer respon
Page 57 and 58: Marketings of swine in Utah have in
Page 59 and 60: Although unrelated with the Utah Po
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The following table illustrates the
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The packing plant purchased is loca
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typical supermarkets. The two LaRan
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Pricing Consistent with the earlier
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As with many producers, they faced
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Exhibit A - Whole Carcass Cutout Il
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Exhibit B - Packing plant layout -
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In 1981, Jim attended an artificial
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The plant is separated from the pig
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Wholesale Marketing squeal, is the
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cookbooks which will then be offere
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Summary of Sales Outlets During the
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Although seasonal data was unavaila
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piece. However, he doesn’t attrib
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The Market Niche Table 5. 1998 Cost
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Exhibit A - Newsletter Sample - 1 o
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Exhibit A - Newsletter Sample - 3 o
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Exhibit B - Sanitary Standard Opera
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Figure 1. General Operations Schema
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Not included in the schematic are t
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We were unable to obtain seasonal d
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usy that it distracted from their p
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Marketing and Customer Service Spen
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Exhibit A - Label Samples - 1 of 2
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Exhibit B - HACCP Plans - 1 of 8 -8
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Conclusions of Case Studies Each ca
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Merchandising and Seasonality Regul
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311 Disposal of diseased or otherwi
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Sanitary Operating Procedures (SOP
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• Safe Handling Instructions (if
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Occupational Safety and Health Admi
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APPLICABILITY OF INDUSTRY RULES 201
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Appendix A FSIS Field Office Locati
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Appendix B EPA Regional Offices Reg
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Colorado Department of Agriculture
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Iowa Department of Agriculture Henr
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Maryland Department of Agriculture
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Mississippi Department of Agricultu
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North Carolina Department of Agricu
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Pennsylvania Department of Agricult
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References Carawan, Roy E. March 19
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Case Studies of Value Added Production and Marketing

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