Evaluating marketing channel options forsmall-scale fruit and vegetable producers

An analytical framework and ranking system is developed to summarize the primary factors affecting marketing channelperformance and to prioritize those channels with the greatest opportunity for success. An application of the model isconducted using case-study evidence from four small-scale diversified vegetable crop producers in Central New York. Therelative costs and benefits of alternative wholesale and direct marketing channels are investigated, including how the factorsof risk, owner and paid labor, profits, lifestyle preferences and sales volume interact to impact optimal market channelselection. Given the highly perishable nature of the crops grown, along with the risks and potential sales volume ofparticular channels, a combination of different marketing channels is needed to maximize overall firm performance