Evaluating Marketing Channel Options for Small-Scale Fruit and Vegetable Producers: Case Study Evidence from Central New York
Matthew N. LeRoux,
Monika Roth and
Deborah H. Streeter
No 49044, EB Series from Cornell University, Department of Applied Economics and Management
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.
Keywords: Agribusiness; Crop Production/Industries; Financial Economics (search for similar items in EconPapers)
New Economics Papers: this item is included in nep-mkt
References: Add references at CitEc
Citations: View citations in EconPapers (3) Track citations by RSS feed
Downloads: (external link)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:ags:cudaeb:49044
Access Statistics for this paper
More papers in EB Series from Cornell University, Department of Applied Economics and Management Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().