The need to expand the market share of Alabama fruits and vegetable producers necessitates an understanding of the attributes that would attract potential wholesale-produce buyers in the Lower Mississippi Delta Region (LMDR). A survey was developed and administered to over three thousand produce wholesale buyers in the LMDR; 317 returned surveys were analyzed for this study. Results indicate that non-Alabama wholesale-produce buyers would buy Alabama produce if the produce meet expected quality if adequate volume existed, if it were convenient, and if they were aware that the produce existed in Alabama. Produce such as peaches, sweet corn, beans, potatoes, and watermelons have greater market potential if volume is adequate and price competitive.


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