Flint River Valley Farms cantaloupe brand naming feasibility study
Wolfe, Kent L.
Doherty, Brigid A.
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This study examines the potential and feasibility of a brand named cantaloupe to be produced in Georgia. A group of cantaloupe producers in five counties of southwest Georgia (Baker, Miller, Mitchell, Decatur and Seminole Counties) believe the cantaloupes they grow have an added sweetness and flavor that excels other cantaloupes. This group would like to form a cooperative, called Flint River Valley Farms, that would work together to market the sweeter cantaloupe. In this marketing process, the group feels developing a brand name would allow them to capture higher prices and market share. In order to determine the feasibility of this proposal, several issues had to be addressed. The first section of this paper discusses branding. The discussion includes the topics: what a brand is, how to acquire a trademark to protect a brand, and truth in advertising. The second portion of this paper examines the claim by the growers which asserts the Flint River grown cantaloupe is superior to other cantaloupe. This claim was tested by University of Georgia researchers in a scientific taste test. The results of this test are presented in this section. Finally, cooperatives and cooperative structure will be discussed.