Food Science and Technology

Food Market and Business

Food marketing is defined as the activities that take place within the food systems between the farm gate and the end consumer. This includes processing, wholesaling, retailing, food service, and transportation functions and excludes all functions performed by producers on the farm. A food business is any undertaking, whether carried out for profit or not, and whether public or private, involved in any of the following: preparation, processing and packaging of food.

The four components of food marketing are often called the "four Ps" of the marketing mix because they relate to product, price, promotion, and place. One reason food manufacturers receive the largest percentage of the retail food dollar is that they provide the most differentiating, value-added service. The money that manufacturers invest in developing, pricing, promotion, and placing their products helps differentiate a food product on the basis of both quality and brand-name recognition. Overall, the marketing mix can add value to a food organisation's product.