This article is a business strategy case study of a group of agricultural producers. One aspect of their strategic decision is whether or not to establish a firm to market their organic vegetables jointly. Another aspect of the decision is which distribution channel to pursue. Data for the paper were obtained from multiple sources, including trade journals, academic journals, and directed interviews with key informants from industry, academic institutions, and government. Face-to-face, structured interviews with members of the grower group were also conducted to obtain data about their resources and skills. An overview of conditions facing the organic vegetable industry (especially demand conditions) is included. The results could apply to other vegetable producers (organic or conventional) who are evaluating new distribution channels.


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