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Overview of Successful Produce Wholesaling Opportunities

James Hanson and, David Rada (1993)

Summary

Other factors being equal, consumers show a strong preference for local produce in season. Local farmers have had considerable success in providing produce to consumers in the Mid-Atlantic region through direct marketing efforts. Farmers’ markets and onfarm retail stands have expanded rapidly in recent years. Pick-your-own operations are still popular, but they may have reached their maturity because many households have two income earners and lack free time. Even with these successes, however, local farmers’ market share of the Mid-Atlantic produce market is minimal.