Case Study

Renaissance Ag: Identifying the Who, How, and Where of Marketing a New Technology

Chanden Westover(a) and Tanner McCarty(a)
(a)Utah State University

JEL Codes: JEL Codes: Q12, Q13
Keywords: Feed, hydroponics, marketing, strategy, target market

Publish Date: February 23, 2024
Volume 6, Issue 2

View Full Article (PDF) | Request Teaching Notes/Supplemental Materials

Abstract

This case study explores the marketing decisions facing an agricultural technology company in Utah. Renaissance Ag recently developed a technology that converts shipping containers to hydroponic feed production systems. One shipping container produces 1.5 tons of livestock feed per day and requires less water compared to conventional agriculture. This technology has promise in a world food system being constantly forced to produce more with less. However, promoting adoption of new technologies in agriculture is always challenging. Renaissance Agâ€™s long-term viability is dependent upon efficiently channeling its limited marketing budget toward regions and agricultural sectors likely to receive the largest benefit from their technology. This case study challenges students to conceptualize and quantify the trade-offs associated with selling in different markets. It also has them consider impacts of different payment structures on equipment sales. The intended audience for this case is freshman and sophomore students in agribusiness and agricultural economic programs.

About the Authors: Chanden Westover is a Masters Student at Utah State University. Tanner McCarty is an Assistant Professor at Utah State University (Corresponding Author Email: tanner.mccarty@usu.edu)

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