Food and Agricultural Marketing
The food and agricultural industries are experiencing changes that, in many ways, are as profound as those of the industrial revolution in 19th century continental Europe. There are commercial challenges related to the globalisation of food production, food technology, retailing and distribution; social and environmental challenges related to growth in world population and changes in our planet's climate; and there are changing attitudes amongst consumers towards factory farming, food safety, movements such as organics or free trade, and an increased level of activism enabled by new communication technologies. The Food and Agricultural Marketing Series aims to explore these issues in a rigorous and yet very applied manner and from the perspective of food and agribusiness communicators; brand managers, policy makers, or members of the media reporting. The series brings together the best original research from around the world and offers commentary and practical advice on its implications and applications. The objective is to provide readers with the understanding of the opportunities and risks associated with the industry and the confidence to communicate with and engage consumers and others in the food supply chain in an authoritative, ethical and effective way.