The New Dynamics of Produce Buying and Selling: Marketing and Performance Menchmarks for the Fresh Produce industry

Abstract

The way in which produce companies do business has changed quite dramatically from a decade ago. Documenting many of these changes is the objective of this report. The report is the third in a series of annual research projects conducted by The Food Industry Management Program at Cornell University for the Produce Marketing Association (PMA). This year the theme is “the new dynamics of produce buying and selling.” The method guiding this study has three principal components: (1) a review of the relevant trade and academic literature on the fresh produce industry, (2) an extensive mail questionnaire directed at produce retailers, and (3) personal interviews with shippers around the United States, including three extensive focus group sessions in the Northeast, Northwest and California.