Road side stand marketing of fruits and vegetables
Wolfe, Kent L.
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Producers are looking for alternative ways to market their produce to increase farm income. Marketing directly to consumers through a roadside stand provides the opportunity to increase farm income and offers consumers access to fresher, higher quality foods. Freshness is important in consumers purchasing decisions. One possible explanation for the freshness issue is that today, most wholesale produce is harvested before it is fully ripened because the produce has to be shipped and stored before it can be presented to consumers in supermarkets and grocery stores. As a result, fresh fruits and vegetables loose some of their flavor. Roadside stands offer consumers the opportunity to purchase farm-fresh produce as it ripens. The results of a 1997 HealthFocus Trend survey indicate that product “freshness” has become more important than less fat, convenience, price or other product considerations. Roadside stands have the advantage of offering “fresher produce” than supermarket chains. The purpose of this publication is to provide roadside stand marketing information for people interested in marketing directly to consumers.