MARKETING INEFFICIENCIES IN OKLAHOMA'S PRODUCE INDUSTRY: GROWER AND BUYER PERCEPTIONS

Shida Rastegari Henneberry and Charles V. Willoughby

Journal of Food Distribution Research, 1989, vol. 20, issue 2, 13

Abstract: Fruit and vegetable production is relatively new for many Oklahoma producers. A major concern for growers is marketing. Responses from a survey of growers and buyers were used to identify structural characteristics and marketing activities in the Oklahoma produce industry. The survey results suggest that direct marketing outlets are the most often used. However, the majority of respondents are interested in using new outlets. Oklahoma producers can meet the demands of quality in indirect marketing channels, but some of the required post-harvest service can be very costly for many of the small volume producers.

Keywords: Marketing (search for similar items in EconPapers)
Date: 1989
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:jlofdr:26687

DOI: 10.22004/ag.econ.26687

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