Ferdinand F. Wirth, Ph.D.

Associate Professor
Office: 224 Mandeville hall
Phone: (610) 660-2246
Email: fwirth@sju.edu

Ferdinand Wirth joined the SJU Department of Food Marketing as an Associate Professor in 2008 after spending ten years as a University of Florida faculty member.  He has more than 20 years of marketing employment experience in industry and government, including service as Administrator of Agricultural Marketing and Development for the Delaware Department of Agriculture.

Ferd has a Ph.D. in Agricultural Economics from Louisiana State University, with Ph.D. minors in both Marketing and Economics.  His research program, focusing primarily on fruit and seafood marketing, has generated more than $1 million in grants and external funding and 24 refereed journal articles.


Doctor of Philosophy in Agricultural Economics (Ph.D. Minors: Marketing and Economics), Louisiana State University.

Master of Science in Agricultural Economics. University of Delaware.  

Bachelor of Arts in Psychology and Biological Sciences (dual majors). University of Maryland.

Professional Experience

Boards, Associations, Committees

International Association of Aquaculture Economics and Management, 2003 - Present

Food Distribution Research Society, 1990 - Present

Courses Taught

FMK711 Food Marketing Management

FMK202 Overview of the Global Food Industry

FMK312 New Product Development

FMK316 Selling Skills

FMK488, 489, 490 Food Marketing Co-op I, II and III


Selection of Scholarly Articles

Stanton, John, James Wiley and Ferdinand Wirth. 2010. “Locavores: To Target or Not to Target." Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Conference 2010, November 29 – December 1, 2010, Christchurch, New Zealand.

Palma, Marco A., Ferdinand F. Wirth, Charles M. Adams, and Robert L. Degner. 2010. “Market Preferences toward Farm-Raised Sturgeon in the Southeastern United States: A Conjoint Analysis.” Aquaculture Economics and Management, 14(3): 235-253.

Wirth, Ferdinand F., Leigh A. Love and Marco A. Palma. 2007. “Purchasing Shrimp for At-Home Consumption: The Relative Importance of Credence versus Physical Product Features.” Aquaculture Economics and Management, 11(1):17-37.

Netemeyer, Richard G., Balaji Krishnan, Chris Pullig, Guangping Wang, Mehmet Yagci, Dwane H. Dean, Joe Ricks, and Ferdinand Wirth. 2004. “Developing and Validating Measures of Facets of Customer-Based Brand Equity.” Journal of Business Research, 57(2): 209-224.

Wirth, Ferdinand F. and Kathy J. Davis. 2003. “Seafood Dealers’ Shrimp Purchasing Behavior and Preferences.” Journal of Shellfish Research, 22(2), August: 581-588.

Selection of Industry Articles

Ferdinand F. Wirth, John L. Stanton, and James B. Wiley. 2010. “Consumer Value for Organic versus Locally Grown.” Selected poster accepted for presentation at Economics of Local Food Markets, Northeastern Agricultural and Resource Economics Association Post-Conference Workshop, Atlantic City, New Jersey, June 15-16, 2010.

Wirth, Ferdinand F. and Siddhartha Dasgupta. 2007. “The Role of a Market Orientation in Developing a Sustainable Aquaculture Industry.” Selected paper presented at World Aquaculture 2007, the Annual Meeting of the World Aquaculture Society, San Antonio, Texas, February 26-March 2, 2007.

Wirth, Ferdinand F. and Kathy J. Davis. 2006. “Shrimp Purchasing Preference Differences Across U.S. Seafood Market Segments.” Selected paper presented at World Aquaculture 2006, the Annual Meeting of the World Aquaculture Society, Firenze (Florence), Italy, May 9-13, 2006.

Wirth, Ferdinand F. and Kathy J. Davis. 2005. “Determinants of At-Home and Away-from-Home Consumption of Shrimp.” Selected paper presented at Aquaculture America 2005, the National Conference and Exposition of the U.S. Aquaculture Society, Chapter of the World Aquaculture Society, New Orleans, Louisiana, January 17-20, 2005.

Wirth, Ferdinand F. and Kathy J. Davis. 2004. “Assessing the U.S. Market for a Cultured Flounder Industry.” Selected paper presented at Aquaculture 2004, the International Triennial Meeting of the World Aquaculture Society, Honolulu, Hawaii, March 1-5, 2004.

Recent Industry Talks / Speeches

Stanton, John. L. and Ferdinand F. Wirth. 2010. “The Apple Opportunity – Capitalizing on Consumer Preferences Regarding Organic vs. Local.” Invited Presentation, New York Produce Show and Conference, New York, New York, November 10, 2010.

Wirth, Ferdinand F. 2010. “Niche Marketing of Fresh Produce: Organic versus Locally Grown.” Invited Presentation, Philadelphia Society for Promoting Agriculture, Philadelphia, Pennsylvania, April 1, 2010.

Wirth, Ferdinand F. 2006. “Marketing Research and Market Assessment for Florida Food-Species Aquaculture Development.” Presentation at W1004: Marketing, Trade, and Management of Fisheries and Aquaculture Resources, USDA Multistate Project Meeting, Cedar Key, Florida, April 19-21, 2006.

Wirth, Ferdinand F. 2005. “Introduction to Marketing & Marketing Planning.” Invited Seminar at CCA/CEU Agronomic Seminar, Chateau Elan Hotel and Spa, Sebring, Florida, April 20 - 22, 2005.

Wirth, Ferdinand F. 2002. “Marketing Fresh Produce: Introduction to Marketing & Marketing Planning.” Invited Seminar at Tropical Fruit Growers Marketing Seminar Series. Palm Beach County Cooperative Extension Service, West Palm Beach, Florida, October 23, 2002.

Selection of Published Books

Gempesaw II, C. M., F. F. Wirth, J. R. Bacon, and L. Munasinghe. "Economics of Vertical Integration in Hybrid Striped Bass Aquaculture." in Aquaculture: Models and Economics, Upton Hatch and Henry Kinnucan, eds. Westview Press. Chapter 6, pp. 91 - 105, 1993.

Grants and Awards

Recent Grants

PA Center for Dairy Excellence. PA Dairy Industry Image Study: Consumer Attitudes about Dairy Farmers.

PA Institute for Food Marketing Education Research (PIFMER). Pennsylvania Organic Apple Consumer Market Research Study.

USDA Cooperative State Research, Education, and Extension Service. Case Fellow - Enhancing Global Competitiveness of the U.S. Seafood Industry: Educational Case Studies in International Trade and Marketing

Florida Department of Environmental Protection. Florida Residents’ Perceptions of and Willingness to Pay for Invasive Plant Management on Public Lands.


Gold IMAGE Award in the Event category for UF/IFAS Citrus IQ Test, UF/IFAS 2004 IMAGE Awards Program, IFAS Marketing & Communications, 2005.

Bronze ACE Award, Non-Credit Educational Video, Agricultural Communicators in Education for producing “Citrus BMPs: Protecting the Estuary” 30-minute video documentary, 2001.

1998 Distinguished Dissertation Award, College of Agriculture, Louisiana State University, 1998.

Outstanding Dissertation, Department of Agricultural Economics & Agribusiness, Louisiana State University, 1998.

Inducted into Gamma Sigma Delta, Honor Society of Agriculture, 1997.

Food Distribution Research Society Outstanding Master's Thesis Award, 1990.