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Supermarket market-channel participation and technology decisions of horticultural producers in Brazil

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  • Mainville, Denise Y.
  • Reardon, Thomas

Abstract

This paper examined the relationships between growers’ choice of market channel (emphasizing the supermarket market-chan-nel versus others), technology use, and grower characteristics such as human capital and farm size. Three key findings emerged. First, both tomato and lettuce growers selling to the supermarket market-channel had more human capital than those not participating. Second, while farm size was important in whether lettuce growers sell to supermar-kets, it was not important for tomato growers. Third, technology use was significantly more capital-intensive among lettuce growers selling to the supermarket channels, however, that was generally not the case for to-mato growers. These results are important to agribusiness researchers and policymakers interested in technology design and research and ex-tension to enable producers to adapt to the needs of changing agrifood markets, with new requirements of attributes of products and transac-tions, which in turn have implications for technology adoption and hu-man capital investment among growers. This is particularly pressing in places like Brazil where the market for horticultural products is chang-ing quickly, conditioned by the rapid rise of supermarkets.

Suggested Citation

  • Mainville, Denise Y. & Reardon, Thomas, 2007. "Supermarket market-channel participation and technology decisions of horticultural producers in Brazil," Brazilian Journal of Rural Economy and Sociology (Revista de Economia e Sociologia Rural-RESR), Sociedade Brasileira de Economia e Sociologia Rural, vol. 45(3), pages 1-23, September.
    • Handle: RePEc:ags:rdecag:161516
    DOI: 10.22004/ag.econ.161516
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    References listed on IDEAS

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    2. Thomas Reardon & Lenis Saweda O. Liverpool-Tasie & Bart Minten, 2021. "Quiet Revolution by SMEs in the midstream of value chains in developing regions: wholesale markets, wholesalers, logistics, and processing," Food Security: The Science, Sociology and Economics of Food Production and Access to Food, Springer;The International Society for Plant Pathology, vol. 13(6), pages 1577-1594, December.

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