Agricultural Marketing
Resource Center
Overview of AgMRC
Madeline Schultz
Iowa State University
www.AgMRC.org
History of AgMRC
• Iowa State University – leader in valueadded agricultural efforts
• Improve upon Iowa’s value-added
economy; assist producers nationally
• Named as part of Farm Bill
• Funding secure through 2008
www.AgMRC.org
AgMRC
• Brings together experts from:
– Iowa State University
– Kansas State University
– University of California
• To collect and interpret information about
value-added agriculture
www.AgMRC.org
Mission of AgMRC
To provide independent
producers and processors
with critical information
needed to build successful
value added agricultural
enterprises.
www.AgMRC.org
Goals of AgMRC
• Create an electronic, Web-based library
• Provide information on business principles,
legal, financial and logistical issues
• Coordinate research and outreach systems
• Develop a mass of national specialists
• Sustain the activities of the center
www.AgMRC.org
Building the Center
Development of the Web
site
– Began in earnest in
March 2002
– Represented more than
33 major commodities
– More than 2,000 links
– Commodities were first
area of emphasis; business
development second area
of emphasis
– Content added daily
www.AgMRC.org
Web Site Measurements
• Measure hits, downloads and time to gauge
usage
• Hits in 2002
– just over 1 million
• Hits in fiscal year 2006
– 30.5 million
• Hits to date in fiscal year 2007
– 20.7 million
– Average 3,500 visits/day;
40,000 downloads/month
www.AgMRC.org
Web Site Sections
• Broken down into:
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Commodities &
Products
Markets & Industries
Business Development
Research
Directories & State
Resources
What’s New
Calendar of Events
About AgMRC
www.AgMRC.org
Commodities & Products
• 12 main sections
• 175 niche
opportunities
• Different ways to add
value to products
– New marketing
avenues
– On-farm processing
– Cooperatives
www.AgMRC.org
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Markets & Industries
• Examines trends,
structures, outlooks,
international issues
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Food
Energy
Fiber
Bio-products
Pharmaceutical
Transportation
www.AgMRC.org
Markets & Industries, cont.
• For example:
• Food section
contains
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Market trends
Industry structure
Direct markets
Food safety
Branded products
Labeling issues
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Business Development
• Walks users through
process of establishing
a business
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Analysis
Creation
Governance
Financing
Personnel
Expansion
www.AgMRC.org
Business Development
• More than 100 categories
– 320 sub-categories
• Specific information files posted on the
site that contain business development
educational information
• Section contains links to specific business
development articles located on other
Web sites
www.AgMRC.org
www.AgMRC.org
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Online Tools
• Continue to add business tools to site
– Additional area of focus in coming year
– Streaming videos – focus on biorenewable
energy conferences and programs
– Feasibility tools and calculators on wine,
small processing plants, flour mills, smallscale slaughter facilities and more
www.AgMRC.org
www.AgMRC.org
www.AgMRC.org
Research
• Home to papers
from partners
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Center for Ag and Rural
Development
Kansas State University
University of California
Other universities
www.AgMRC.org
Research
• CARD Topics:
– Traceability
– Quality management
systems
– Alliance marketing
– Cluster development
– Farmer owned brands
– Animal welfare guides
www.AgMRC.org
Research
• Kansas State
University Topics:
– Business planning
process
– Alternative financing for
value-added
– Process verified
manual
– Business execution
www.AgMRC.org
Research
• University of California Topics:
– Labeling of genetically modified foods
– Dairy industry marketing structure
– Estimates of California consumption of
agricultural products
– Research papers written on the wine industry
and dairy industry
– Marketing orders
www.AgMRC.org
Directories & State Resources
• Searchable calendar of events
• Searchable database of 282 value-added
consultants
• Searchable database of 132 value-added
businesses
• Directory of AIC information
• Each state has a specific page with individual
contacts and state specific links & laws
www.AgMRC.org
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www.AgMRC.org
National Coordination/Cooperation
• Information provided by AgMRC not
duplicative of other service providers
across the U.S.
• Member of Cooperation Works!
• Coordinate AIC web site
hosting/assistance
• Direct users to local assistance/resources
www.AgMRC.org
Contact Information
Ag Marketing Resource Center
1111 NSRIC
Ames, IA 50011-3310
Phone: 866-277-5567
E-mail: agmrc@iastate.edu
Web site: www.agmrc.org
www.AgMRC.org
Ag Decision Maker
National Farm Management Conference
June 12, 2007
Ann Holste
Extension Program Specialist
www.extension.iastate.edu/agdm
History
• 1979- Idea began by Don Hofstrand
– Sent a handbook out across Northern Iowa
• 1990’s - printed version expanded and it
was renamed Ag Decision Maker
• 2001 - Internet version began
– Monthly e-mails are sent to notification list
• 2006 - Added a CD-ROM option and
sponsorships began
www.extension.iastate.edu/agdm
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Visits per Day
Visits per Day
3,500
3,000
2,500
2,000
1,500
1,000
500
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Month
www.extension.iastate.edu/agdm
What is it?
• Four main subject matter areas
– Crops
– Livestock
– Whole Farm
– New Business Development (Value-added)
www.extension.iastate.edu/agdm
Subject matter areas
Delivery Methods
• Five components to obtain information
– Newsletter – Printed monthly
– Information Files – 333 files
– Decision Tools – 102 spreadsheets
– Teaching Aids – 48 assignments
– Voiced presentations, and videos – just
began adding these – 3 available
www.extension.iastate.edu/agdm
Delivery Methods
Other information
Other Information
• About AgDM
– Information on how to use the web site
– Contact information
– Subscription information
• Specialists
– Campus and Farm Management staff info
• Update notification for monthly e-mail
• Related web sites
– Links to other ISU resources, and similar web sites
from other universities
www.extension.iastate.edu/agdm
Decision Tools
Decision Tools
• Electronic Spreadsheets
• Require Excel
• Comments and instructions are included in
each Decision Tool along with a link to the
corresponding Information File
• Links are also included to outside web sites
for information (loan rates, CBOT, etc.)
• Operator safe
– Locked to prevent errors
– Not password protected
www.extension.iastate.edu/agdm
Questions or Comments
Thank you!
Website: www.extension.iastate.edu/agdm
Contact: agdm@iastate.edu