This paper presents the results of field interviews conducted in the Fall of 1965 and Winter of 1966 among Puerto Rican farmers, truckers, and processors. Each type of respondent was asked questions which were appropriate to his occupation, but all interviews were composed of four general sections: (1) economic aspects of the firm or operation, (2) personal characteristics of the operators, (3) attitudes toward economic environment and modernization, and (4) communication habits of the respondents. The results of the survey were confined to the western end of the island in the Mayaguez region. The area was chosen because the Department of Agriculture had initiated their regional plan for agricultural program coordination there. Therefore, considerable information was available from previous studies in the region. Also, the producer marketing associations described and analyzed elsewhere were concentrated in the Mayaguez area. Thus, it was possible to observe and compare association member farmers and non-member farmers.