Marketing and purchasing Oklahoma fruits and vegetables.
Henneberry, S. R.; Barron, C.;
Current Farm Economics Year: 1990 Vol: 63 Issue: 3 Pages: 15-24 Ref: 5 ref.
1990
บทคัดย่อ
During the 1980s, some Oklahoma farmers looked to fruit and vegetable production as a means of supplementing farm income. According to the Bureau of Census, the number of produce farms in Oklahoma increased over 8% between 1982-87. However, a majority of enterprises in the state are five acres or less and most growers can be categorized as small volume producers. Because of the small size of their operations, Oklahoma fruit and vegetable growers tend to market their produce through direct outlets, namely farmers' markets, roadside stands, and pick-your-own operations. These markets require a wide variety of good quality, reasonably priced produce. This survey of buyers and growers in Oklahoma, conducted in 1988, investigates problems unique to this sector of the marketing channel. Results indicate that many small volume produce growers in Oklahoma do not dedicate enough time to marketing practices. Indirect outlets deal with suppliers with the marketing skills and expertise to deliver what buyers demand. Indirect outlets generally require large volume deliveries of high quality produce from suppliers, which many Oklahoma growers cannot satisfy alone. Moreover, buyers demand postharvest services such as packaging in specific containers, grading, direct delivery, and pre-cooling which can be costly and uneconomical for small volume producers to provide. Small volume growers cannot be supply sources for most indirect outlets if they act individually and small Oklahoma growers cannot compete with large producers in other states who have advantages in growing conditions and extensive experience in fruit and vegetable marketing and production. However, if local farmers are willing to diversify their production practices and work together in groups or form cooperatives, Oklahoma growers have the potential to be supply sources for large wholesale handlers, and other indirect outlets in Oklahoma and throughout the USA. Currently, Oklahoma produce growers seem to possess the knowledge and skills to grow fruits and vegetables successfully but lack expertise in marketing their products. If growers can obtain information on what to grow, where to sell, and services that are expected of them, there is a potential for individual horticultural enterprises and the fruit and vegetable industry in Oklahoma to expand.