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Marketing Organic Pasta from Big Sandy to Rome: It's a Long Kamut ®
Author(s) -
Brester Gary W.,
Grant Brenna,
Boland Michael A.
Publication year - 2009
Publication title -
applied economic perspectives and policy
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.4
H-Index - 49
eISSN - 2040-5804
pISSN - 2040-5790
DOI - 10.1111/j.1467-9353.2009.01442.x
Subject(s) - variety (cybernetics) , product (mathematics) , taste , business , agriculture , wheat flour , marketing , agricultural economics , agricultural science , advertising , agronomy , mathematics , food science , economics , geography , biology , statistics , geometry , archaeology
Bob Quinn spent 20 years propagating an ancient Egyptian wheat variety that is generally known as Khorasan wheat. Bob trademarked his wheat variety using the brand name “Kamut ® .” Kamut ® brand wheat contains some nutritional, health, and taste advantages over modern wheat varieties, but lacks some of modern wheat's agronomic advantages. Kamut ® brand wheat is organically produced, and is used to make cereals, breads, cookies, snacks, pancakes, bread mixes, bulgur, pasta, and baked goods. Whole wheat products produced from Kamut ® brand wheat are less bitter than those produced from modern wheat varieties. Europe represents approximately two‐thirds of the market for this product.