Over 300 participants attended the International Cooperative Agricultural Organization (ICAO) workshop held in conjunction with the ICA ROAP Regional Assembly on November 30, 2005 Chiang Mai Thailand. The Cooperative League of Thailand was the local host for the event entitled ¡°New Strategies in Agricultural Marketing¡±. Mr. Reginald Clause from Iowa State University and Mr. Richard van der Maden from the National Cooperative Council in the Netherlands described the evolving market situation and the response of food marketers from a US and EU perspective respectively. ICAO ROAP Director, Mr. Shil-kwan Lee, followed by speaking about the role of cooperatives in enhancing global welfare. Mr. Niphond Wongtra-Ngan, Director of the Marketing Organization for Farmers, opened the afternoon session discussing the marketing environment in Thailand. Mr. Dong-Hwan Kim, Director of the Agro-food New Marketing Institute in Korea and Mr. Kozo Hara from ZEN-NOH the largest agricultural marketing cooperative in Japan, looked at the marketing trends in their respective countries. Both Mr. Kim and Mr. Hara pointed out that marketing must focus more on consumers than in the past increasing the need for traceability and transparency.   Program - ICAO/ICA ROAP/CLT Joint workshop    ICAO President's welcoming speech    Presentation by Mr. Kozo Hara (Assistant General Manager, Sales Promotion Department, ZEN-NOH, Japan)    Presentation by Mr. Reginald Clause (Field Specialist, Iowa Beef Industry Center / Specialist of Extension Value Added       Agriculture of Iowa State University)    Presentation by Mr. Richard van der Maden (National Cooperative Council for agriculture and horticulture, The Netherlands)