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Market and Pricing Potential for Extended Season Fresh Produce Sales: An Intermountain West Example

Author

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  • Curtis, Kynda R.
  • Yeager, Irvin
  • Black, Brent
  • Drost, Daniel
  • Ward, Ruby

Abstract

This study assesses the potential for extending the farmers’ market season in the Intermountain West by evaluating producer and market manager perceptions regarding product availability, pricing, and marketing realities through web-based surveys conducted in 2011. Potential extended season fresh produce pricing was evaluated through forecasting models using pricing data collected at farmers’ markets in the region. Study results show that both producers and market managers perceive potential benefits to extending the market season, but detail potential obstacles, such as location and costs. Produce price premiums in the extended season are likely, but vary by product in magnitude and timing.

Suggested Citation

  • Curtis, Kynda R. & Yeager, Irvin & Black, Brent & Drost, Daniel & Ward, Ruby, 2014. "Market and Pricing Potential for Extended Season Fresh Produce Sales: An Intermountain West Example," Journal of Food Distribution Research, Food Distribution Research Society, vol. 45(2), pages 1-20, July.
    • Handle: RePEc:ags:jlofdr:186924
    DOI: 10.22004/ag.econ.186924
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    References listed on IDEAS

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    Cited by:

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    2. Jablonski, Becca B.R. & McFadden, Dawn Thilmany & Sullins, Martha & Curtis, Kynda R., 2017. "Determinants of Effective Beginning Farmer Programming and Implications for Future Programs," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 42(3), September.
    3. Vosloo, Jodie, 2021. "A profitability and risk assessment of market strategies for potato producers in South Africa," Research Theses 334757, Collaborative Masters Program in Agricultural and Applied Economics.

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