Market Channel Evaluation: Produce
Rebecca Dunning/Fall 2014
Market channel analysis is used to compare the costs and returns for the sale of products through different market outlets (e.g., direct to consumer at a farm stand, retail, wholesale). By comparing these costs and returns and the relative risks associated with each channel, growers can make informed decisions about primary and secondary markets for their products.
Small and mid-scale fruit and vegetable growers have a variety of possible market channels through which they can theoretically sell their product. This report was created to provide insights into the experiences of small and mid-scale produce growers that had recently entered, or were considering entering, the market channels of NCGT grocery and food service partners in 2013 and 2014.