The Introduction of the Euro - Opportunity and Challenge for Agricultural Marketing EnterprisesAfter the introduction of the euro on January 1st, 1999 the EU agricultural market finally has it's adequate monetary framework. In the context of further changes in agricultural policy, of innovations in information and communication technologies as well as of structural changes in industry and commerce significant changes within the structure of the agricultural markets are to be expected. The need for reorientation and adjustment of the agricultural marketing companies remains unchanged.With nearly one year of the transition period (1999-2001) has gone, most of the agricultural marketing companies are prepared to work with the euro as money of transfer. The dynamic effects of the euro (transparency of prices, competition) will affect markets more strongly as the transition period proceeds and when the euro will replace cash in hand.
