We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Evaluating marketing channel options for small-scale fruit and vegetable producers.
- Authors
LeRoux, M. N.; Schmit, T. M.; Roth, M.; Streeter, D. H.
- Abstract
An analytical framework and ranking system is developed to summarize the primary factors affecting marketing channel performance and to prioritize those channels with the greatest opportunity for success. An application of the model is conducted using case-study evidence from four small-scale diversified vegetable crop producers in Central New York. The relative costs and benefits of alternative wholesale and direct marketing channels are investigated, including how the factors of risk, owner and paid labor, profits, lifestyle preferences and sales volume interact to impact optimal market channel selection. Given the highly perishable nature of the crops grown, along with the risks and potential sales volume of particular channels, a combination of different marketing channels is needed to maximize overall firm performance.
- Subjects
NEW York (State); MARKETING of fruit; MARKETING channels; DIRECT marketing; RETAIL industry
- Publication
Renewable Agriculture & Food Systems, 2010, Vol 25, Issue 1, p16
- ISSN
1742-1705
- Publication type
Article
- DOI
10.1017/S1742170509990275