Crop Certification – Functions, Benefits and Usage For Agri-Businesses

The certification of agricultural products is being increasingly discussed in contemporary agribusiness. There are still many uncertainties regarding the value it adds, considering the relatively high costs and efforts related to implementing a certification of international credibility. This contribution aims to discuss the value of certification by comparing the concept with one of the most important concepts of marketing: the brand of products.

Brands have been defined as a name, term, symbol or combination thereof, with the intention of identifying goods or services of one seller and differentiate them from competition. For companies, the main functions of brands are:
– Positive product associations, together with a perception of quality and consequently sales increases;
– Increased product price and a lower price sensitivity;
– Higher interest of the consumer into the communication of the product and thus a higher efficiency of communication;
– Increased shelf space at the point…

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