Marketing Fresh Fruits and Vegetables

Richard B. How (Autor)

Buch | Softcover

357 Seiten

2012 | Softcover reprint of the original 1st ed. 1991
Springer-Verlag New York Inc.
978-1-4613-5841-1 (ISBN)

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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 andinterpret 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.

1 Markets, Sources, and the Marketing System.- 1. The United States Market for Food.- 2. The United States Market for Fresh Fruits and Vegetables.- 3. Sources of Fresh Fruits and Vegetables.- 4. Major Sources of Supply: California, Florida, and Mexico.- 5. The Marketing System and Firms Involved: An Overview.- 6. Marketing Systems for Three Major Fruits and Vegetables: Oranges, Apples, and Tomatoes.- 2 The Marketing Environment.- 7. Market Information: Agricultural Statistics, Grading and Inspection, Market News, and Other Information Sources.- 8. Market Prices and Price Analysis.- 9. Trade Practices, Credit Ratings, and Regulation of Trading (Perishable Agricultural Commodities Act).- 10. Cooperative Marketing.- 11. Marketing Orders.- 12. Pesticide Use and Food Safety.- 13. Nutritional Quality and Nutrition Marketing.- 14. Generic, Brand, and Private Label Advertising and Promotion.- 3 Marketing Operations and Firms.- 15. International Trade.- 16. Shipping Point Operations and Firms.-17. Long Distance Transportation.- 18. Wholesaling at Destination and Terminal Market Facilities.- 19. Food Retailers and Retailing.- 20. The Foodservice Industry.- 21. Direct Marketing by Farmers to Consumers.- 4 Epilogue.- 22. Future Prospects.

Zusatzinfo	XV, 357 p.
Verlagsort	New York, NY
Sprache	englisch
Maße	152 x 229 mm
Themenwelt	Naturwissenschaften ► Chemie
	Technik ► Lebensmitteltechnologie
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	1-4613-5841-8 / 1461358418
ISBN-13	978-1-4613-5841-1 / 9781461358411
Zustand	Neuware