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Evaluating Marketing Channel Options for Small-Scale Fruit and Vegetable Producers: Case Study Evidence from Central New York

Author

Listed:
  • LeRoux, Matthew N.
  • Schmit, Todd M.
  • Roth, Monika
  • Streeter, Deborah H.

Abstract

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.

Suggested Citation

  • LeRoux, Matthew N. & Schmit, Todd M. & Roth, Monika & Streeter, Deborah H., 2009. "Evaluating Marketing Channel Options for Small-Scale Fruit and Vegetable Producers: Case Study Evidence from Central New York," EB Series 49044, Cornell University, Department of Applied Economics and Management.
    • Handle: RePEc:ags:cudaeb:49044
    DOI: 10.22004/ag.econ.49044
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    File URL: https://ageconsearch.umn.edu/record/49044/files/EB%202009-03.pdf
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    Cited by:

    1. Vassalos, Michael & Lim, Kar Ho, 2016. "Farmers’ Willingness to Pay for Various Features of Electronic Food Marketing Platforms," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 19(2), pages 1-19, May.
    2. Rimal, Arbindra, 2016. "Purchasing Locally Produced Fresh Vegetables: National Franchise vs. Locally Owned and Operated Restaurants," Journal of Food Distribution Research, Food Distribution Research Society, vol. 47(2), pages 1-11, July.
    3. Rimal, Abrindra & Onyango, Benjamin, 2013. "Attitudes toward Locally Produced Food Products: Households and Food Retailers," Journal of Food Distribution Research, Food Distribution Research Society, vol. 44(1), March.
    4. Nganje, William E. & Skilton, Paul F. & Jensen, Helen H. & Onyeaghala, Raphael, 2011. "Traceability in Food Systems: An Economic Analysis of LGMA and the 2006 Spinach Outbreak," 85th Annual Conference, April 18-20, 2011, Warwick University, Coventry, UK 108776, Agricultural Economics Society.
    5. Steve W. Martinez, 2016. "Policies Supporting Local Food in the United States," Agriculture, MDPI, vol. 6(3), pages 1-13, August.

    More about this item

    Keywords

    Agribusiness; Crop Production/Industries; Financial Economics;
    All these keywords.

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