NDLI: Evaluating Marketing Channel Options for Small-Scale Fruit and Vegetable Producers: Case Study Evidence from Central New York

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Evaluating Marketing Channel Options for Small-Scale Fruit and Vegetable Producers: Case Study Evidence from Central New York

Content Provider	AgEcon Search
Author	LeRoux, Matthew N. Schmit, Todd M. Roth, Monika Streeter, Deborah H.
Abstract	An investigation of the relative costs and benefits of marketing channels used by typical small-scale diversified vegetable crop producers is conducted. Using case study evidence from four small farms in Central New York, this study compares the performance of wholesale and direct marketing channels, including how the factors of risk, owner and paid labor, price, 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. Accordingly, a ranking system is developed to summarize the major firm-specific factors across channels and to prioritize those channels with the greatest opportunity for success based on individual firm preferences.
Related Links	https://ageconsearch.umn.edu/record/49044/files/EB%202009-03.pdf
Page Count	29
File Format	PDF
DOI	10.22004/ag.econ.49044
Language	English
Publisher Date	2009-01-01
Access Restriction	Open
Subject Keyword	Applied Economics Agricultural Economics Agri-economic Open Access Database Research in Applied Economics Research in Agricultural Economics Higher Study On Agricultural Economics Higher Study On Applied Economics Agricultural Research Documents Agrarian Economy & Research Higher Study Agri-economics Research in Economics Agri-economic Open Access Repository Statistics in Agricultural Economics Marketing Channel, Small-scale, Fruit and Vegetable Producers, Case Study Marketing Channel Small-scale Fruit and Vegetable Producers Case Study Agribusiness Crop Production/industries Financial Economics
Content Type	Text
Resource Type	Article
Subject	Economics, Econometrics and Finance

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