An Assessment of Market Strategies for Small-Scale Produce Growers

This study examines marketing strategies for small-scale producers by comparing the risk and return properties of direct (farmers’ markets) and wholesale marketing channels. Farmers’ market prices for fresh produce were collected at sixteen markets in Utah and Colorado. San Francisco terminal market prices were used to represent wholesale prices. A simulation model combined price, yield, and market risk to construct probability distribution functions showing the likelihood of differing levels of profit for eleven marketing options. The results show that risk-averse producers prefer a combination of channels (40% direct/60% wholesale), while risk neutral producers prefer to market exclusively through farmers’ markets.


Editor(s):
IFAMR, IFAMA
Issue Date:
Sep 01 2014
Publication Type:
Journal Article
DOI and Other Identifiers:
(ISSN#: 1559-2448) (Other)
PURL Identifier:
http://purl.umn.edu/183494
Published in:
International Food and Agribusiness Management Review, Volume 17, Issue 3
Page range:
187-204
Total Pages:
18
JEL Codes:
Q13
Note:
The IFAMR is published quarterly by the International Food and Agribusiness Management Association. Visit website: www.ifama.org
Series Statement:
Volume 17
Issue 3




 Record created 2017-04-01, last modified 2017-11-09

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