The Crisis of Food Brands

The success of the agri-food industry and many household brand names depends how well companies can deliver secure and competitive products in the face of consumers' changing expectations and attitudes about food safety and quality, the environment, human diet and nutrition, and animal welfare. This work gathers European contributors to present the latest research on controversies in food and agricultural marketing, especially in terms of the consequences for businesses and appropriate marketing strategy plans. A section on food crisis and responsibility looks at critical incidents which demonstrate that global brand power is no insulation against errors in judgment in food quality and safety. Chapters on agri-food systems, product innovation, and assurance detail controversial systems and ingredients such as genetically modified foods, organic wine production, and functional foods. A section on the consumer views looks at attitudes on animal welfare and food safety, and green consumerism. The final section offers chapters on the role of retailers, supply channel equity, and the role of fair trade in the global economy. The book will be of interest to anyone with responsibility for marketing food, communicating about the food industry, or engaging with consumers. Lindgreen is professor of strategic marketing at Hull University Business School, UK. The book is distributed in the US by Ashgate. Annotation c2009 Book News, Inc., Portland, OR (booknews.com)

Dr Adam Lindgreen is professor of marketing at Cardiff University. Previously he was professor of strategic marketing at Hull University Business School, U.K. After graduating in engineering, chemistry, and physics, Dr. Lindgreen first finished an MSc in food science and technology at the Technical University of Denmark and is now a European Engineer (EurIng); he then finished an MBA at Leicester University. In 2000, he received his Ph.D. at Cranfield University. He has published widely, and his awards include Industrial Marketing Management's Outstanding Article 2005. His research interests include business and industrial marketing management, consumer behaviour, experiential marketing, and corporate social responsibility. Dr Martin K. Hingley is professor of strategic marketing at Lincoln University. Previously he was a Reader in marketing and supply chain management at Harper Adams University College, the leading UK university specializing in agri-food business. He is a visiting fellow to the University of Hull Business School and held a fellowship endowed by Tesco Plc. He graduated in agricultural and food marketing from the University of Newcastle upon Tyne; has an MPhil in marketing from Cranfield University; and a PhD in marketing from the Open University. Dr Hingley also has wide business experience in the international food industry and has spent time in provision of market and business analysis with the Institute of Grocery Distribution. He has presented and published widely in applied food industry marketing and supply chain relationship management. He serves on the board of several scientific journals. Dr JoA?lle Vanhamme is associate professor at the IESEG School of Management, Catholic University of Lille. She has a degree in business administration and two master degrees from the Catholic University of Louvain. She has been awarded the CEMS master degree from the Community of European Management Schools. Dr. Vanhamme received her Ph.D. from the Catholic University of Louvain and is currently visiting professor with Hull University Business School. Her research has appeared in several journals.