In addition to adding value through post-harvest processing like the Chambers, added value can be achieved by raising high quality crops or animals. Some products command a premium price in the marketplace simply because they are considered to be higher in quality. For instance, people are willing to pay more for the high quality of a microbrewed beer or a vintage Oregon pinot noir. The same holds true for certain varieties of fresh apples and pears, and for free-range chicken. And niche markets have become a lucrative source of income for some entrepreneurial farmers.
Consumers are now willing to pay more for food products with specific attributes.
But growers have just about fully exploited this production capacity, so we need to identify other possibilities. Potential gains to Oregon's agricultural industry by increasing value-added activities are enticing, but they will not occur easily in the competitive global economy. The challenge is often in controlling the costs associated with additional processing or marketing activities. To do so requires ingenuity, efficiency and the right technology. But the possibilities are numerous.