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Title: Towards a Branded Food Economy in China
Authors: McLoughlin, Damien
Bourne, Steve
Shelman, Mary
Bradley, Frank
Connolly, Aidan J.
Authors (Email): Connolly, Aidan (
Editors (Email): IFAMR, IFAMA (
Keywords: branded food
food safety
supply chains
Issue Date: 2012-11-01
Series/Report no.: Volume 15
Issue 4
Abstract: The Chinese economy has achieved extraordinary levels of economic growth and prosperity over the past 30 years. This has evolved into a desire for greater quantities, quality and variety of food products both from its newly enriched citizens and political leaders. These changes have affected the rest of the world, most notably in the demand for the commodity products needed to feed an expanding agricultural industry and its citizens. This paper discusses the six forces which are currently shaping the food industry: an expanding middle class; concerns for food security, safe-ty and quality; the integration and consolidation of industry supply chains; the simultaneous complexity and simplicity of Chinese culture. These forces will shape food production and consumption; the emergence of a Chinese consumer market, the emergence of food retailing and a we conclude a branded food economy.
Notes: The IFAMR is published quarterly by IFAMA.
Identifiers: ISSN #: 1559-2448
Institution/Association: International Food and Agribusiness Management Review>Volume 15, Issue 4, 2012
Total Pages: 8
From Page: 177
To Page: 185
Collections:Volume 15, Issue 4, 2012

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