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HOME|FRUIT AND VEGETABLE MARKETING FOR SMALL-SCALE AND PART-TIME GROWERS
Fruit and Vegetable Marketing for Small-Scale and Part-Time Growers
Marketing is important to all farm enterprises, regardless of size.
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Fruit and Vegetable Marketing for Small-Scale and Part-Time Growers - Articles UPDATED: JUNE 20, 2005
Fruit and Vegetable Marketing for Small-Scale and Part-Time Growers
Some farmers, such as cash grain farmers or dairy farmers, have large, well-established markets. They can use existing organizations to perform the marketing function for them, or they can band together, form a cooperative, and market their products jointly. Small-scale fruit and vegetable growers generally have more difficulty finding established markets; therefore, they usually develop marketing systems tailored to their unique situations.
Major Markets
Fruits and vegetables are produced seasonally, but the market requires products throughout the year. For many decades, this problem of matching product availability with consumer demand was solved in two ways:
Selling fresh products during harvest and shortly thereafter
Processing the rest to meet demand during the rest of the year
As technology improved and consumer incomes increased, it became possible to provide fresh produce year-round. American consumers now expect fresh tomatoes, strawberries, and sweet corn every month of the year. In addition, a strong demand remains for processed fruits and vegetables.