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- Title
Marketing Strategy Selection for Small-Scale Fruit and Vegetable Growers: Lessons from the Mid-Southern United States.
- Authors
Popp, Michael; Mahamba, Grace; Thompson, Jada; Malone, Trey; Popp, Jennie
- Abstract
This study uses primary data analysis to investigate market outlet choices of small-scale fruit and vegetable growers in the Mid-South region. Factors such as distance to market, marketing costs, sales volume, and production methods significantly influence growers' decisions. Policy implications include the need for industry-specific guidelines and networking opportunities for wholesalers, streamlined regulatory processes, support for local sourcing by restaurants, and support for educational efforts. Overall, this study sheds light on the market outlet choices of smallscale fruit and vegetable growers, offering guidance for policy makers to foster the success of these growers in the Mid-South and beyond.
- Subjects
FRUIT growers; MARKETING strategy; MARKETING costs; FARMERS; PRODUCTION methods; OUTLET stores
- Publication
Journal of Food Distribution Research, 2023, Vol 54, Issue 3, p78
- ISSN
0047-245X
- Publication type
Article