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The objective of this study was to delineate and measure the effects of selected economic demographic characteristics of Mississippi counties on the number and type of direct marketing of fruits and vegetables. A combination of primary data collected through a survey of county agents and secondary data from government sources were assembled to achieve the objective. Regression equations representing pick-your own marketing, farmers' markets and farm stands were estimated with the iterative three stage least squares technique. Results indicated that economic factors such as income, employment, acreage, and demographic factors (e.g., total population of county, and the size of cities and towns within county boundaries) have varied impacts on the different types of direct marketing.


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