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

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  • 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

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    1. Aaron J. Staples & Trey Malone & J. Robert Sirrine, 2021. "Hopping on the localness craze: What brewers want from state‐grown hops," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 42(2), pages 463-473, March.
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