Marketing Fresh Fruits and Vegetables

Marketing Fresh Fruits and Vegetables
Author: Richard B. How
Publisher: Springer Science & Business Media
Total Pages: 365
Release: 2012-12-06
Genre: Technology & Engineering
ISBN: 1461520312

This book has evolved out of experience gained during 15 years of teaching a course on fruit and vegetable marketing to Cornell University undergrad uates. Initially it was difficult to assemble written material that would intro duce the students to the industry and provide examples to illustrate market ing principles. Apart from a few major studies like the U. S. Department of Agriculture's survey of wholesale markets that came out in 1964 or the re port of the National Commission on Food Marketing published in 1966 there was little research to turn to in the early 1970s. Trade association meetings, trade papers, and personal contacts with members of the industry were the major sources of information. It became necessary to collect infor mation from many different sources to fill the need for a descriptive base. Now there are many good research reports and articles being published on various phases of the industry. There still remains a pressing need, however, to consolidate and interpret this information so that it provides an under standing of the total system and its various parts. Fresh fruit and vegetable marketing is different in many respects from the marketing of other agricultural and nonagricultural products. Hundreds of individual commodities comprise the total group. Each product has its own special requirements for growing and handling, with its own quality attributes, merchandising methods, and standards of consumer acceptance.

Locally Grown Produce as a Marketing Strategy

Locally Grown Produce as a Marketing Strategy
Author: James Andrew Davis
Publisher:
Total Pages: 89
Release: 2012
Genre: State-sponsored marketing
ISBN:

State programs promoting their own agricultural products have proliferated in response to increased consumer interest in locally grown foods). Tennessee, for example, currently has two state-funded programs promoting the consumption of Tennessee agricultural products: Pick Tennessee Products (PTP) and Tennessee Farm Fresh (TFF). The goal of this study is to examine the factors affecting producer awareness and participation in these state-sponsored marketing programs. This goal was achieved using survey data gathered from Tennessees fruit and vegetable producers. These results should interest individuals attempting to increase producer awareness and participation in these types of programs. This thesis examines both producer awareness and participation in state-sponsored marketing programs. The first essay of the thesis focuses on factors affecting Tennessee fruit and vegetable producer awareness of TFF and PTP. The second essay examines factors that affect Tennessee fruit and vegetable producer participation in TFF and PTP. The factors affecting producer awareness of Tennessees two state-sponsored marketing programs were evaluated using a bivariate probit' model. Factors used in the analysis included observed producer, farm, and regions characteristics. Findings suggest that producer awareness was associated with education, percentage of income from farming, use of University/Extension publications, attendance at University/Extension education events, and operation location. A bivariate probit model was used to examine the effect of observed producer, farm, and county characteristics on producer participation in TFF and PTP, given awareness of these programs. Results suggest that farmer participation in these programs was associated with size of operation, education, use of Extension resources, and sale of fresh produce.

Circular

Circular
Author:
Publisher:
Total Pages: 432
Release: 1977
Genre: Agricultural extension work
ISBN:

The Fight Over Food

The Fight Over Food
Author: Wynne Wright
Publisher: Penn State Press
Total Pages: 313
Release: 2015-06-17
Genre: Social Science
ISBN: 027103498X

“One problem with the food system is that price is the bottom line rather than having the bottom line be land stewardship, an appreciation for the environmental and social value of small-scale family farms, or for organically grown produce.” —Interview with farmer in Skagit County, Washington For much of the later twentieth century, food has been abundant and convenient for most residents of advanced industrial societies. The luxury of taking the safety and dependability of food for granted pushed it to the back burner in the consciousness of many. Increasingly, however, this once taken-for-granted food system is coming under question on issues such as the humane treatment of animals, genetically engineered foods, and social and environmental justice. Many consumers are no longer content with buying into the mainstream, commodity-driven food market on which they once depended. Resistance has emerged in diverse forms, from protests at the opening of McDonald’s restaurants worldwide to ever-greater interest in alternatives, such as CSAs (community-supported agriculture), fair trade, and organic foods. The food system is increasingly becoming an arena of struggle that reflects larger changes in societal values and norms, as expectations are moving beyond the desire for affordable, convenient foods to a need for healthy and environmentally sound alternatives. In this book, leading scholars and scholar-activists provide case studies that illuminate the complexities and contradictions that surround the emergence of a “new day” in agriculture. The essays found in The Fight Over Food analyze and evaluate both the theoretical and historical contexts of the agrifood system and the ways in which trends of individual action and collective activity have led to an “accumulation of resistance” that greatly affects the mainstream market of food production. The overarching theme that integrates the case studies is the idea of human agency and the ways in which people purposefully and creatively generate new forms of action or resistance to facilitate social changes within the structure of predominant cultural norms. Together these studies examine whether these combined efforts will have the strength to create significant and enduring transformations in the food system.

Local Food Systems; Concepts, Impacts, and Issues

Local Food Systems; Concepts, Impacts, and Issues
Author: Steve Martinez
Publisher: DIANE Publishing
Total Pages: 87
Release: 2010-11
Genre: Social Science
ISBN: 1437933629

This comprehensive overview of local food systems explores alternative definitions of local food, estimates market size and reach, describes the characteristics of local consumers and producers, and examines early indications of the economic and health impacts of local food systems. Defining ¿local¿ based on marketing arrangements, such as farmers selling directly to consumers at regional farmers¿ markets or to schools, is well recognized. Statistics suggest that local food markets account for a small, but growing, share of U.S. agricultural production. For smaller farms, direct marketing to consumers accounts for a higher percentage of their sales than for larger farms. Charts and tables.