Strategic Marketing Decisions for Organic Agricultural Producers

A group of organic agricultural producers facing a strategic decision is featured. If they decide to form an organization to market their produce jointly, they will have to select a distribution channel. This case presents the demand conditions, requirements, advantages, and disadvantages of different distribution channels for organic vegetables, both on a general level and as they relate to this particular group. The following channels are addressed: roadside stands, farmers' markets, distributors, retailers, restaurants, institutions, and processors. Study questions for use in an academic course or workshop are included.

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Journal Article
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International Food and Agribusiness Management Review, 10, 1
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 Record created 2017-04-01, last modified 2020-10-28

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