The study shows that the implementation of the recognition plan has given the group members specific benefits connected with generating competitive advantage for farms. Market gardeners have gained, for example, warranty of merchantability for fruit and vegetables via newly acquired distribution channels, at an advantageous price. The capacities of the producers have increased as regards quality improvement and increase in the value of product sold. Furthermore, the members’ farms witnessed an inflow of equipment as part of group purchasing and use of fixed assets, as well as reduced production and distribution costs.


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