Shelf Space Allocation In The Produce Department: Implications For Marketing Specialty Produce
In recent years, fresh fruits and vegetables have attracted attention as potential alternative agricultural enterprises. The produce section also has grown in importance in the supermarket industry. Yet, there is little known about the produce shelf space allocation process within supermarket chains. This research describes the organization of fresh produce marketing within retail supermarket chains. Implications are derived for market penetration by new produce suppliers, particularly growers of specialty produce items. Results are reported form personal interviews conducted with the person most responsible for produce merchandising within each of 17 supermarket chains operating in the Virginia area.
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115796, Regional Research Project NE-165 Private Strategies, Public Policies, and Food System Performance.
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