Marketing identity preserved grain products: The case of American White Wheat Producers Association

Increasing demand for identity preserved grains in the production of new food and nonfood products may stimulate a parallel development of new marketing channels. Observations of strategic issues that must be addressed by firms seeking to market identity preserved grains were obtained from studying the development of the American White Wheat Producers Association. Potential backward integration by marketing firms and forward integration by farmers presents each group with new risks and uncertainties. For any single firm, barriers to entry will be a crucial component of the profitability of identity preserved grain marketing. © 1996 John Wiley & Sons, Inc.