Rod Hawkes

Rod Hawkes

Senior Extension Associate

475A Warren Hall
(607) 255-7939

My work focuses on the food marketing and distribution industries in the U.S. and around the world to understand the economics, opportunities, and trends impacting the safe delivery of food to consumers. This knowledge is extended to industry audiences ranging from front line level managers to senior executives in companies and organizations operating throughout the food system. The goal is to improve food distribution efficiency through sharing best practices. I also teach courses focused on the food industry: AEM2480-Dynamics of the Food & Consumer Packaged Goods (CPG) Industry and AEM4460-Food Marketing Colloquium and provide leadership for the Food Marketing Fellows program for undergraduates interested in careers in the food industry.

Research Focus

My focus is applied research regarding current or looming food industry issues. The result of these projects is output that food industry practitioners and managers can use to directly improve their practices or operations. A recent example is an investigation of the changes affecting the fresh fruit and vegetable procurement practices of supermarket buyers and category managers. This project was a collaboration with Edward McLaughlin and Kristen Park.

Outreach and Extension Focus

My outreach focus is on the challenges facing food industry practitioners and managers. Most of my contact with these audiences is through executive education programs.

Teaching Focus

My teaching activities range from executive education to guest lectures to undergraduate course teaching. While all of my teaching activities focus on applied economics and management, the topics vary across a wide range of management topics. I have taught or co-taught Cornell University courses in Marketing Management (ARME342), Negotiations (AEM499), Agriculture in Developing Nations I & II (IARD401 & IARD601), Food Industry Strategy (AEM4430), Food Marketing Colloquium (AEM4460), Food Merchandising (AEM4480), and AEM2480-Dynamics of the Food and Consumer Packaged Goods (CPG) Industry. I also have taught a course in Investment Management as part of the LEAD Program at the Johnson Graduate School of Management. I have been a guest lecturer in courses such as AEM2400- Marketing, AEM3350: International Technology Marketing of Biotechnology, AEM4470- Retail Speaker Series, AEM494: Introduction to System Dynamics Modeling, FDSC1500- Food Choices and Issues, IARD6020- Agriculture in Developing Nations II (Mexico), and NBA5530: Marketing Management. In addition, I teach many hours of executive education programs each year on a wide range of management topics related to the food industry.

Selected Publications

Extension Bulletins

  • McLaughlin, E. W., Park, K. S., & Hawkes, G. F. (2015). Produce Industry Procurement: Changing Preferences and Practices. Dyson School of Applied Economics and Management, Ithaca, NY, USA.

Presentations and Activities

  • Supermarket Management Computer Simulation. Food Executive Program. July 2015. Cornell University. Ithaca, NY.
  • Critical Issues in the U.S. Food Industry. Massey University Executive MBA Study Tour Program. May 2015. Massey University. Ithaca, NY.
  • Produce Procurement. United Fresh Executive Development Program. March 2015. Dyson School of Applied Economics and Management. Cornell University, Ithaca, NY.
  • U.S. Dairy Industry Consumer Trends. Japanese Dairy Council Program. October 2014. Japanese Dairy Council Program. Cornell University, Ithaca, NY.
  • Super Natural Growth – The Rise of the Natural/Gourmet Grocery Segment. ADC Refresh Conference. September 2014. Clearwater, FL.
  • U.S. vs. Japan – Food Industry Trends and Implications. Tokyo Agricultural University (NODAI) Program. September 2014. Food Science Department, Cornell University. Ithaca, NY.
  • Room At The Top? What U.K. Retailers Can Learn from the U.S. Natural/Gourmet Retail Sector. London Produce Show & Conference. June 2014. London, England.
  • U.S. Retail Trends: Retailers Respond to Changing Consumers. Cornell University Retail Management Program of Japan. October 2012. Tokyo, Japan.
  • India's Food Distribution and Retailing Challenges: Opportunities for Research. India Symposium. November 2010. Dyson School Fall Seminar Series, Cornell University. Ithaca, NY.