This study looks at the urban consumption patterns of fresh fruits and vegetables and the major supply chain systems used in the distribution of fresh produce. The study integrates issues of supply chain organization and performance into the analysis of consumer demand for fresh produce. In particular, the study looks at how system organization and performance affects the ability of the system to satisfy consumer demand for fresh produce. The study pursues these main objectives, namely, to estimate the household consumption of fruits and vegetables per adult equivalent; to examine the shopping patterns of fresh produce consumers as compared to other food purchases; and to examine the various supply chain systems for fresh produce.


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