In 2012, global trade in alfalfa hit 1.7 MMT and there was great optimism that it would continue to grow as a valuable forage crop. In fact, it hit the milestone a few years earlier of being the most cultivated forage legume in the world. But ongoing expansion was not to be. Since 2012, the amount of alfalfa traded globally has shrunk by an average -0.8 percent per year. It is the fourth most widely grown crop in the U.S. but remains a niche product, both in terms of where it is produced and the animals that consume it. Some blame the approval of GM alfalfa in 2010, but other field crops yield more energy and thus win the economic battle. ...
From WPI Consulting
Accountability and a comprehensive approach to export programming
WPI’s team helped construct a strategic approach to develop, implement, and track promotional activities in 8 key regions across the globe for an agricultural export association. With continued progress measurement and strategic advisory services from WPI, the association has seen its ROI from investments in promotional programming increase by 44 percent over the past 5 years. Not only does this type of holistic approach to organizational strategy provide measurable results to track and analyze, it fosters top-down and bottom-up organizational accountability.