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Marketing Strategy Selection for Small-Scale Fruit and Vegetable Growers: Lessons from the Mid-Southern United States

Author

Listed:
  • Popp, Michael
  • Mahamba, Grace
  • Thompson, Jada
  • Malone, Trey
  • Popp, Jennie

Abstract

This study uses primary data analysis to investigate market outlet choices of small-scale fruit and vegetable growers in the Mid-South region. Factors such as distance to market, marketing costs, sales volume, and production methods significantly influence growers’ decisions. Policy implications include the need for industry-specific guidelines and networking opportunities for wholesalers, streamlined regulatory processes, support for local sourcing by restaurants, and support for educational efforts. Overall, this study sheds light on the market outlet choices of small-scale fruit and vegetable growers, offering guidance for policy makers to foster the success of these growers in the Mid-South and beyond.

Suggested Citation

  • Popp, Michael & Mahamba, Grace & Thompson, Jada & Malone, Trey & Popp, Jennie, 2023. "Marketing Strategy Selection for Small-Scale Fruit and Vegetable Growers: Lessons from the Mid-Southern United States," Journal of Food Distribution Research, Food Distribution Research Society, vol. 54(3), November.
    • Handle: RePEc:ags:jlofdr:339708
    DOI: 10.22004/ag.econ.339708
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    References listed on IDEAS

    as
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    2. Aaron J. Staples & Dustin Chambers & Trey Malone, 2022. "How many regulations does it take to get a beer? The geography of beer regulations," Regulation & Governance, John Wiley & Sons, vol. 16(4), pages 1197-1210, October.
    3. Maples, McKenzie & Morgan, Kimberly L. & Interis, Matthew G. & Harri, Ardian, 2013. "Who Buys Food Directly from Producers in the Southeastern United States?," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 45(3), pages 509-518, August.
    4. Monson, Joseph & Mainville, Denise Y. & Kuminoff, Nicolai V., 2008. "The Decision to Direct Market: An Analysis of Small Fruit and Specialty-Product Markets in Virginia," Journal of Food Distribution Research, Food Distribution Research Society, vol. 39(2), pages 1-11, July.
    5. Trey Malone & Jayson L. Lusk, 2018. "If you brew it, who will come? Market segments in the U.S. beer market," Agribusiness, John Wiley & Sons, Ltd., vol. 34(2), pages 204-221, March.
    6. Timothy Park & Ashok K. Mishra & Shawn J. Wozniak, 2014. "Do farm operators benefit from direct to consumer marketing strategies?," Agricultural Economics, International Association of Agricultural Economists, vol. 45(2), pages 213-224, March.
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    8. Krafft, Manfred & Goetz, Oliver & Mantrala, Murali & Sotgiu, Francesca & Tillmanns, Sebastian, 2015. "The Evolution of Marketing Channel Research Domains and Methodologies: An Integrative Review and Future Directions," Journal of Retailing, Elsevier, vol. 91(4), pages 569-585.
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