AGMARDT has initiated the development of an international executive immersion programme called the Food and Agribusiness Market Experience - or FAME. The three module course will be offered every two years through a joint venture between Otago, Lincoln and Massey Universities and will be open to young leaders involved in the food and agribusiness sector, be they from a research provider or a global marketing company.
The programme provides first-hand, in market experience of:
- integrated global value chains
- consumer and customer needs
- world-class marketing systems
- innovation for market leadership
- business and marketing networks
The University of Otago's School of Business has joined forces with Lincoln and Massey Universities to offer a new and innovative course for emerging business leaders in the food and agricultural manufacturing and exporting sectors.
The Food and Agribusiness Market Experience (FAME) program is a joint venture between Lincoln, Massey and Otago in conjunction with the Agricultural Marketing and Research Development Trust (AGMARDT).
According to Professor David Buisson, Dean of the University of Otago's School of Business, the initiative is an excellent example of business schools and universities enhancing the business sector.
The FAME course is split into a number of modules, and will involve overseas travel with participants visiting some of the best food and agricultural manufacturing sites in North America and Europe.
In Europe, participants will visit Wageningen University & Research and Aarhus Business School in Denmark. The European program focuses on cooperatives, chain networks, cultural aspects and new developments in and for the European Agro food market.
In Wageningen, participants will also be offered a cultural tasting dinner to explore the central thesis: Taste = Acceptation * Product properties.
In a 4 course meal, basic products like meat and fish will be prepared in two different ways to compare the two components of taste - product properties and quality and acceptation based on presentation, preparation methods and individual expectations and assumptions about a product. This dinner will put in practice the theory of cultural differences and specific European market and chain dynamics.
The Dutrch visit further includes a visit to a typical cooperative auction, FloraHolland and the visit to a world market leader in ornamental flower breeding.
During the stay in Aarhus, delegates will further explore the possibilites of organic and healthy products and will round up their European visit with presentations on 5 major European themes on agriculture and food -
- How do European consumers perceive food quality and what is the role of cultural differences in quality perception?
- How does the European food sector deal with the challenges of healthy eating?
- What is your evaluation of the future of organic food products in Europe?
- What are the main developments in European retailing as regards retail concepts, branding, retailer-manufacturer relationships, and consumer positioning?
- What are the main issues in the European food service sector with regard to consumer and institutional demands, product development, and cooperation of food service providers with manufacturers and other relevant actors?