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Abstract
The reform of the Common Agricultural Policy (CAP) in 2003 and particularly the
introduction of the Single Payment Scheme (SPS) is intended to make farmers more
market orientated and competitive. In this context, the purpose of this paper is to
discuss whether performance-related communication strategies present the possibility
of improving farmers’ market orientation. This is studied through the case of
McIntosh Donald, a beef processor located in the North East of Scotland and a major
red meat supplier for Tesco, and Qboxanalysis, a performance-related
communication system, introduced by the processor to its beef Producer Club
members in March 2005. Results indicate that the enhanced communication strategy
has the potential to increase farmers’ performance and market orientation, not only
through the use of the Qboxanalysis system but also through the Producers’ Club
activities. However, additional efforts are required to engage producers that are less
proactive