Escolar Documentos
Profissional Documentos
Cultura Documentos
Joanna Henryks, Saan Ecker, Bethaney Turner, Bonnie Denness & Halina
Zobel-Zubrzycka
To cite this article: Joanna Henryks, Saan Ecker, Bethaney Turner, Bonnie Denness & Halina
Zobel-Zubrzycka (2016) Agricultural Show Awards: A Brief Exploration of Their Role Marketing
Food Products, Journal of International Food & Agribusiness Marketing, 28:4, 315-329, DOI:
10.1080/08974438.2015.1110547
Article views: 94
Download by: [b-on: Biblioteca do conhecimento online UP] Date: 04 October 2016, At: 04:24
JOURNAL OF INTERNATIONAL FOOD & AGRIBUSINESS MARKETING
2016, VOL. 28, NO. 4, 315329
http://dx.doi.org/10.1080/08974438.2015.1110547
ABSTRACT KEYWORDS
Drawing on interviews with 12 agriculture show winners across Agricultural shows; awards;
a range of different food industries, this report provides a branding; food marketing
preliminary analysis of the role that agricultural show awards
play in branding and marketing food products for commercial
sale. In keeping with findings from previous studies, show
awards were found to be regarded by producers as prestigious,
signifying product excellence. Further, the assessment of the
quality of products, the opportunity to receive expert feedback
on new products, and a comparative, competitive effect of the
show system was found to provide a mechanism to improve
quality, helping to support industry standards and foster a
culture of innovation. Show awards were identified as especially
important in supporting small-scale entrepreneurial endeavors
that depend on niche marketing strategies. However, winning
awards was shown to contribute more to perceived brand
equity of products rather than actual economic gain. To
strengthen the impact of show success, participants indicated
the need for increased consumer awareness of the meaning of
the awards. The authors identify key future directions research
could take to maximize the impact of agricultural award
systems on the businesses of competitors.
Agricultural shows
Agricultural shows are public events showcasing animals, food, equipment,
skills, and recreation associated with agriculture. They provide a venue for
producers to enter their goods in competitions to be assessed for their quality,
enabling benchmarks to be set for particular industries and products. Variants
of these agricultural shows appear in the numerous settler societies with links
to colonial Britain (Anderson, 2003, p. 17), and they are similar to the county
or state fairs held in the United States. Since their beginnings in Australia in
the 1820s, agricultural shows have been found to provide significant economic
and social benefits for local communities, particularly in relation to building
social capital, educating nonrural residents about agricultural practices, and
Method
Exploratory qualitative research was undertaken in 2012 by the Australian
Bureau of Agricultural and Resource Economics and Sciences (ABARES) in
conjunction with the University of Canberra to understand the role of agricul-
tural show awards in the branding and promotion of food products among
producers who currently make use of awards in their marketing. This study
sought to better understand the contribution of shows in promoting pro-
duction and sale of food products, to the overall improvement of quality stan-
dards of products in food industries, and in supporting excellence in
Australian agriculture.
JOURNAL OF INTERNATIONAL FOOD & AGRIBUSINESS MARKETING 317
through the use of the awards in marketing products for commercial sale
such as in market stall displays, websites, product labeling, and publicity.
These awards were perceived as being useful marketing tools due to parti-
cipants identification of the attributes of agricultural show awards as revolv-
ing around quality assurance, excellence, and credibility. These are
represented in Figure 1 below.
agricultural shows. As one participant put it, producers are leveraging off the
branding of the agricultural show. Associated with the belief that consumers
respect show awards were also comments that show societies could be doing
more to promote the value of agricultural shows to consumers, as will be
discussed later.
When asked whether they had noticed a change in sales since using awards
in their marketing, five of the 12 participants (value-added nuts and honey;
coffee blends; preserves; preserves and baked goods/pasta, meals; and teas
and beverages) explicitly stated that the awards sell more products, although
attribution to increased sales was difficult and participants generally lacked
evidence (such as sales data) that awards had exclusively increased sales.
One respondent believed the awards to be one of the key reasons for the suc-
cess of their branded meat, saying that he had observed a growth in sales in
connection with marketing using agriculture show awards. Another partici-
pant did not believe that the medals impacted on consumers, citing his
own market research as evidence. He alleged that medals were important
solely to the industry. However, not surprisingly, given that the sample con-
sisted of producers using awards in their marketing, participants generally
acknowledged that agricultural show awards were a useful tool to promote
their products, helping to influence consumer perceptions in a crowded mar-
ketplace, and thus aiding brand differentiation at the point-of-purchase. The
main advantage is perceived to be that the award provides validation of quality
of products, thereby providing consumers with an assurance that your
products have some standards.
As well as picturing awards on their websites, participants also promoted
awards: on product packaging, in shops, through word of mouth, in brochures
and business cards, and even on company documents. However, they also
indicated that not all of their agriculture show awards were used in all mar-
keting. Use depended on the attributes of the product (whether it was easy to
use the award on the packaging), the methods of sales, and the distribution
channels used. For instance, those selling through farm gate or market stalls
found awards useful in establishing product credibility.
In contrast, one participant, who has been successful at winning awards
over a 6-year period, questioned the relevance of awards once a reputation
was established, stating:
We sold our olive oil without sticker (as in, no medals). It is not worth the money.
We sold our oil anyway. Next year we will be thinking very hard whether we will
continue entering the shows in future since we won awards in last 6 years. We
believe that we demonstrated that we are consistently making a good product.
He added:
some people are drawn to stickers, but experts will know the difference. People who
know what good oil is, they can tell. Educated consumers know what is good.
322 J. HENRYKS ET AL.
Personal selling. Several larger producers in this study had agents selling their
products into retail outlets, whereas other participants acted as their own sales
force. Regardless of the sales method, award-winning products were seen to
be easier to get onto retail shelves as awards provided a key selling point: pro-
ducts that were independently and externally judged to be superior. Some
participants attributed the increase in the number of wholesalers and retailers
stocking their product to their awards. This was particularly true for produ-
cers that expanded their geographic reach. For example, two producers
(one located in South Australia and one in Western Australia) were able to
expand into other regions (Sydney, New South Wales) and grow the market
for their products.
One participant expressed a view that the significance of medals and
awards was limited to distributors or gatekeepers, such as Coles and
Woolworths,1 who are more likely to stock your product if you have a medal,
but as far as the consumer is concerned that does not make any difference.
One participant (a lamb producer) believed that consumers may not recognize
awards because of lack of promotion from the Royal Agricultural Society, the
main body overseeing Australian agricultural shows. In his view, agricultural
shows are fundamentally an industry event targeted at the producer and awards
have a meaning only to industry. Accordingly, he used awards to market his
products only to a gatekeeper to assist getting them onto supermarket shelves.
Producer concerns
Despite the overwhelming positive view of agricultural show awards and their
value in marketing within this study, participants also voiced their concerns.
They suggested that more work could be done on the part of the agricultural
show societies to promote the awards to end users, consumers, to capitalize on
the interest in awards some consumers are showing. Participants inferred that
if more consumers could be reached by promotion of agricultural shows, the
importance of awards in purchasing decisions could spread to a greater con-
sumer population. As mentioned previously, a number of participants
believed that shows are more focused on industry and, as a consequence, their
significance is not always communicated to consumers.
A further perceived challenge is the cost of producer entry for competition
categories. Costs to enter products into agricultural shows vary from $0 to
around $100, and entry costs were cited as a barrier to submitting numerous
products to be judged. Negative implications of not winning were also men-
tioned by a few. One participant voiced a concern that judgment may be
subjective and down to individual taste and that this subjectivity of assessment
may depreciate awards. This is in contrast to the perceived rigorous standards
enforced in the judging process discussed earlier and thus highlights a diver-
gence in participant views. In this context, it was important for participants to
receive quality feedback from judges that would enable them to understand
why they did not win and draw on feedback to potentially improve their
products.
A final producer concern pertained to the participation of major supermar-
kets in agricultural show awards. Some participants suggested that show
entries from the major supermarket chains in Australia, namely Coles and
324 J. HENRYKS ET AL.
Marketing implications
Marketing implications exist for both producers and agricultural show
societies. From a producer perspective, agricultural show awards are a
comparatively inexpensive mechanism for small food producers to add value
to their brands through marketing. Entering products into awards can help to
establish the quality and credibility of a brand and can act as a component of a
long-term product-marketing strategy.
Agricultural shows awards are clearly valuable to various food industries
through their promotion of quality, excellence, and benchmarking. These
shows have potential to educate not only producers about the value of
326 J. HENRYKS ET AL.
Note
1. Australia has one of the highest concentrations of supermarkets in the developed world.
Coles and Woolworths are the two main supermarket chains in the Australian marketplace.
JOURNAL OF INTERNATIONAL FOOD & AGRIBUSINESS MARKETING 327
Between them they control almost 80% of the market [Australian Competition and
Consumer Commission. Report of the ACCC Inquiry into the Competitiveness of Retail
Prices for Standard Groceries Canberra (Australia): Commonwealth of Australia; 2008
Available from: http://www.accc.gov.au/content/index].
Acknowledgments
Our thanks go to the interviewees in this study and Bill Binks from ABARES for his work in
the early stages of this project. This paper is based on an earlier version Agricultural Show
Awards and their Use in the Marketing of Food Products: A Review of the Literature presented
at the Institute of Food Products Marketing Conference, Philadelphia, USA, June 2122, 2012.
Our thanks also go to the conference participants for their thoughtful feedback.
Contributors
Joanna Henryks, PhD, is a Professional Associate, Faculty of Arts and Design, University of
Canberra. She is currently working as a consultant in the non-profit sector focusing on mar-
keting, communication and strategic planning. Her current research into food includes food in
remote Australian Indigenous communities.
Saan Ecker, PhD, is a consultant social and environmental researcher drawing on a multidis-
ciplinary background including human ecology, anthropology, psychology and ecology. From
2008 to 2014, Saan worked in the Australian Bureau of Agricultural and Resource Economics
and Sciences (ABARES) Social Sciences research team and was team leader from 2010. In this
role she led projects considering uptake of sustainable agriculture, attitudes to environmental
stewardship and diversification options for farmers in regional Australia.
Bethaney Turner, PhD, is an Assistant Professor in the Faculty of Arts and Design at the
University of Canberra. Her current research explores how more sustainable urban living
behaviors can be developed and fostered in a time of human-induced climate change.
Her interdisciplinary research draws on many fields including human geography, political
ecology and cultural theory and, in practice, focuses on the food system from production
to waste.
Bonnie Denness was the UVEP Summer Scholar at Australian Bureau of Agricultural and
Resource Economics and Sciences. She currently works in policy for the Australian
Government.
Halina Zobel-Zubrzycka, PhD, has multidisciplinary background in economics, political and
social sciences. She has more than 15 years experience in Commonwealth government
agencies developing and implementing government policies in partnership with industry sta-
keholders, including the preparation of significant legislative changes, and identification and
accommodation of stakeholder priorities by developing consultative processes.
References
Allen, M. P., & Germov, J. (2010). Judging taste and creating value: The cultural consecration
of Australian wines. Journal of Sociology, 47(1), 3551. doi:10.1177/1440783310380988
Anderson, K. (2003). White natures: Sydneys Royal Agricultural Show in post-humanist per-
spective. Transactions of the Institute of British Geographers, 28(4), 422441. doi:10.1111/
j.0020-2754.2003.00102.x
Ataman, M. B., Van Heerde, H. J., & Mela, C. F. (2010). The long-term effect of marketing
strategy on brand sales. Journal of Marketing Research, 47(5), 866882. doi:10.1509/
jmkr.47.5.866
328 J. HENRYKS ET AL.
Australian Council of Agricultural Societies. (2000). Assessing the social and economic impact
of Australian agricultural shows. Sydney, Australia: Environmetrics.
Bernard, H. R., & Ryan, G. W. (2010). Analyzing qualitative data: Systematic approaches.
Thousand Oaks, CA: Sage Publications.
Bianchi, C. (2015). Consumer brand loyalty in the Chilean wine industry. Journal of Food Pro-
ducts Marketing, 21(4), 442460. doi:10.1080/10454446.2014.885859
Boyatzis, R. E. (1998). Transforming qualitative information: Thematic analysis and code devel-
opment. Thousand Oaks, CA: Sage.
Darian-Smith, K. (2011). Histories of agricultural shows and rural festivals in Australia. In C.
Gibson & J. Connell (Eds.), Festival places: Revitalising rural Australia (pp. 2543). Bristol,
UK: Channel View Publications.
Darian-Smith, K., & Wills, S. (1999), Agricultural shows in Australia: A survey. Melbourne,
Victoria: The Australian Centre, University of Melbourne.
Dunphy, R., & Lockshin, L. (1998). A contemporary perspective of the Australian wine show
system as a marketing tool. Journal of Wine Research, 9(2), 107129. doi:10.1080/
09571269808718140
Fader, G. (2006). Commonalities and contributions of Australian country shows. Hunters Hill,
Australia: Federal Council of Agricultural Societies.
Howden, S. (2012, February 19). Aldis show win has artisans cheesed off. The Sydney Morning
Herald. Retrieved from http://www.smh.com.au/nsw/aldis-show-win-has-artisans-cheesed-
off-20130218-2eng3.html
Keller, K. L. (2013). Strategic brand management-building, measuring, and managing brand
equity. Upper Saddle River, NJ: Pearson.
Lockshin, L., & Hall, J. (2003, July). Consumer purchasing behaviour for wine: What we know
and where we are going. International Colloquium in Wine Marketing, Adelaide, Australia.
Lockshin, L., Mueller, S., Louviere, J., Francis, L., & Osidacz, P. (2009). Development of a new
method to measure how consumers choose wine. The Australian and New Zealand Wine
Industry Journal, 24(2), 3742.
Matthews, B., & Ross, L. (2010). Research methods. Essex, UK: Pearson.
Meyer, P., & Edwards, D. (2007). The future of volunteer managed festivals-where do we go
from here? Council for Australasian Tourism and Hospitality Education: Tourism Past
Achievements, Future Challenges. Retrieved from http://hdl.handle.net/10453/2990
Mueller, S., Lockshin, L., Louviere, J., Francis, L., & Osidacz, P. (2009). How does shelf infor-
mation influence consumers wine choice? The Australian and New Zealand Wine Industry
Journal, 24(3), 5056.
Queensland Chamber of Agricultural Societies Inc. (2012). An economic and social impact
study of Australian agricultural shows. Brisbane, Australia: QCAS.
Scott, J., & Laurie, R. (2010). When the country comes to town: Encounters at a metropolitan
agricultural show. History Australia, 7(2), 35.135.22. doi:10.2104/ha100035
Sims, R., & Demediuk, P. (2003, SeptemberOctober). Small Wineries - balancing the making
and the marketing. 16th Annual Conference if Small Enterprise Association of Australia and
New Zealand, Ballarat, Australia.
Stahl, F., Heitmann, M., Lehmann, D. R., & Neslin, S. A. (2012). The impact of brand equity
on customer acquisition, retention, and profit margin. Journal of Marketing, 76(4), 4463.
doi:10.1509/jm.10.0522
Yarwood, R., Tonts, M., & Jones, R. (2010). The historical geographies of showing livestock: A
case study of the Perth Royal Show, Western Australia. Geographical Research, 48(3), 235
248. doi:10.1111/j.1745-5871.2009.00623.x
JOURNAL OF INTERNATIONAL FOOD & AGRIBUSINESS MARKETING 329