MARKETING INFORMATION AS A CONSTRAINT TO LOCALLY GROWN PRODUCE: EVIDENCE FROM OHIO

A random sample of 200 Ohio fruit producers were surveyed in January 1988, regarding their use of information for decision making. Survey responses were used to determine if improved marketing information increases the likelihood of Ohio fruit producers gaining a larger share of Ohio's produce market. Results from the production adequacy equations show that larger producers and those marketing a predominate share of their fruit through wholesalers and retailers are the ones most likely to agree that their fruit production is limited by insufficient marketing information. These results suggest an opportunity for Ohio to gain a larger share of the produce market.