Abstract
Branding has become a vital element in the agricultural industry, enhancing the marketability and perceived value of agricultural products. This article examines the role of branding in differentiating agricultural goods, fostering consumer trust, and creating market competitiveness. By leveraging packaging, labelling, and certifications (organic, fair trade, non-GMO), branding helps producers move away from commodity-based competition and adds unique identities to their products. The study highlights how branding allows farmers to command premium prices and align with consumer demands for transparency, sustainability, and ethical sourcing. However, small-scale producers face challenges due to limited resources, making it essential to explore strategies like collective branding and digital marketing. This article provides insights into how branding can elevate the value of agricultural products and drive sustainable market growth.
Keywords: Agricultural Branding, Product Differentiation, Consumer Trust, Certifications, Premium Pricing, Sustainability, Collective Branding, Agricultural Marketing
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