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Abstract

This study investigated various marketing strategies involving market windows at wholesale fruit and vegetable terminal markets. Data used in the analysis included weekly prices for okra, sweet corn, strawberries, and green cabbage at terminal markets located in Dallas, St. Louis, Atlanta, Chicago, Cincinnati, and Detroit. Strawberries showed relatively high profit margins for small farmers operating in southwest Mississippi. Sweet corn and okra showed more narrow profit margins, while green cabbage appeared to yield negative net returns (generally) for these farmers. Furthermore, stochastic dominance analysis of various combinations of crop/market/window revealed the following as the preferred marketing strategies: (1) strawberries in all markets in the last third of the calendar year; (2) sweet corn in all six markets in the first third of the calendar year; and (3) okra in St. Louis and Cincinnati in the first third of the calendar year.

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