Marketing Fresh Fruits and Vegetables

  • R. Brian How

Table of contents

  1. Front Matter
    Pages i-xv
  2. Markets, Sources, and the Marketing System

  3. The Marketing Environment

  4. Marketing Operations and Firms

    1. Front Matter
      Pages 229-229
    2. R. Brian How
      Pages 231-252
    3. R. Brian How
      Pages 253-265
    4. R. Brian How
      Pages 266-283
    5. R. Brian How
      Pages 301-318
    6. R. Brian How
      Pages 319-327
    7. R. Brian How
      Pages 328-339
  5. Epilogue

    1. Front Matter
      Pages 341-341
    2. R. Brian How
      Pages 343-348
  6. Back Matter
    Pages N1-357

About this book


This book has evolved out of experience gained during 15 years of teaching a course on fruit and vegetable marketing to Cornell University undergrad­ uates. Initially it was difficult to assemble written material that would intro­ duce the students to the industry and provide examples to illustrate market­ ing principles. Apart from a few major studies like the U. S. Department of Agriculture's survey of wholesale markets that came out in 1964 or the re­ port of the National Commission on Food Marketing published in 1966 there was little research to turn to in the early 1970s. Trade association meetings, trade papers, and personal contacts with members of the industry were the major sources of information. It became necessary to collect infor­ mation from many different sources to fill the need for a descriptive base. Now there are many good research reports and articles being published on various phases of the industry. There still remains a pressing need, however, to consolidate and interpret this information so that it provides an under­ standing of the total system and its various parts. Fresh fruit and vegetable marketing is different in many respects from the marketing of other agricultural and nonagricultural products. Hundreds of individual commodities comprise the total group. Each product has its own special requirements for growing and handling, with its own quality attributes, merchandising methods, and standards of consumer acceptance.


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Authors and affiliations

  • R. Brian How
    • 1
  1. 1.Cornell UniversityUSA

Bibliographic information