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Pb1711 Direct Marketing Guide For Producers Of Fruits, Vegetables And Other Specialty Products, The University Of Tennessee Agricultural Extension Service

Financial Management

Direct farmer-to-consumer marketing includes any method by which farmers sell their products directly to consumers. Justification for establishing a direct farmer-to-consumer marketing outlet is based primarily on the producers’ desire to increase the financial returns from farm production by (1) reducing marketing costs (and capture profits) attributed to intermediaries (middlemen) in the supply chain, and (2) capitalizing on the desire of consumers to buy (and willingness to perhaps pay a premium for) riper, fresher, higherquality fruits and vegetables. However, if growers expect to receive prices similar to those at retail outlets, they must provide the same value of services consumers …