‘Considerations for Marketing Vertical Farm Food Products to Consumers’ by Dr. Bridget Behe (Michigan State University)
This presentation given by Dr. Bridget Behe discussed marketing indoor farm produce. Dr. Behe emphasizes that marketing is the communication of the value with consumers and “Why” to sell or buy is the important focus to connect producers and consumers. Dr. Behe also shared her latest research on consumer perceptions on price vs value, and COVID-19 pandemic related ‘shopping anxiety’. Indoor Ag Science Café is an outreach program of a project OptimIA, funded by USDA SCRI grant program (http://www.scri-optimia.org). The café forums are designed to serve as precompetitive communication platform among scientists and indoor farming professionals.
The Café presentations are available from YouTube channel.
Contact Chieri Kubota at the Ohio State University (Kubota.firstname.lastname@example.org) to be a Café member to participate.