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Premium Tree-Ripened Fruit - A Ripening Market Opportunity

Wen-fei Uva and, Sandra Cuellar (June, 2005)

Summary

We’ve all heard consumers’ complaints on that they could not find good, ripe fruit in their supermarkets. Should we just let consumers accept that unless they have a home garden with fruit trees in the backyard, they can’t find real tree-ripened fruit? Or can fruit growers capture this marketing opportunity?