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They can then meet their need for a variety of produce without having to contract many different sources.

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A full line of produce is needed, so they can buy mixed loads.They also desire to have a variety of consumer and wholesale packs available from the source, so they can meet the varied demands of their retailers. A consistent quality of the product and as high a quality as can be purchased at the market price.A dependable supply which will be available over a long period of time, so they do not have to keep locating new sources.A large volume from one source is needed, so they do not have to make many small purchases.Although their requirements may vary slightly, they generally are looking for the following characteristics from their source of supply:

Terminal market buyers include buyers for chain stores or large wholesalers. Terminal markets in Texas are located in Dallas and Houston. Producers truck their commodities in large amounts to terminal markets where buyers purchase and then redistribute the goods to local markets. Terminal markets are assembly and distribution centers located in large metropolitan areas. Small acreage producers should be aware of their abilities and shortcomings relative to the needs and requirements of buyers. Buyers may demand certain quantity levels of produce for specified time periods. Buyers may desire certain grades and varieties of produce, and they may require that the specific produce be packaged in certain containers. Important factors to be considered when choosing a non-direct marketing alternative are buyers’ needs, requirements, and the abilities of the producer to meet those needs and requirements. Non-Direct Market AlternativesĪs mentioned earlier, fruit and vegetables may be marketed directly by producers to consumers or non-directly through terminal market firms, wholesalers, brokers, processors, cooperatives, private packing facilities or buyers for retail outlets.

The following discussion will explain the characteristics, advantages, and disadvantages of the principal direct and non-direct market outlets for fresh produce. The non-direct markets include terminal market firms, shipping point firms, processors, grower cooperatives, brokers, and retail outlets.

Non-direct markets involve producer interaction with market intermediaries. Direct markets involve producer interaction with consumers on a one-on-one basis, and include pick-your-own operations, roadside stands, community supported agriculture (CSA) and farmers markets. Fruit and vegetable marketing alternatives may be classified as direct or non-direct markets. Producers may be better able to use or develop more alternatives if they know the major characteristics of each marketing alternative. Volume of produce grown, location of the grower, time available for marketing activities and quality of the produce are a few of the important factors to consider when choosing a market or combination of markets to use. Each alternative has characteristics that make them more advantageous for different types of producers. Instead, marketing alternatives need to be considered even before production takes place.įruit and vegetable growers in Texas have numerous alternatives for marketing fresh produce. However, contrary to popular belief, marketing does not begin after a crop is produced.

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These decisions range from deter-mining the most marketable crops for production to deciding how to best deliver quality produce to the consumers at a profit.

Marketing includes all the operations and decisions made by producers. Marketing is one of the most important factors in determining the success of any fruit and vegetable farming enterprise.