ศูนย์นวัตกรรมเทคโนโลยีหลังการเก็บเกี่ยว

Problem identification of the Oklahoma produce industry: the marketing challenge.

Henneberry, S. R.; Barron, C.;

Bulletin - Agricultural Experiment Station, Oklahoma State University Year: 1990 Issue: No. B-790 Pages: 32pp. Ref: 15 ref.

1990

บทคัดย่อ

During the past decade, Oklahoma, USA, experienced a decline in its agricultural economy. Cash farm receipts for traditional commodities such as cattle and wheat dropped, placing stress on many Oklahoma farmers. Alternative enterprises were sought by farmers as a supplementary source of income. Among these enterprises was horticultural production, namely the production of fruits and vegetables. A grower may choose to sell his products either directly or indirectly. This study examines existing marketing inefficiencies in Oklahoma's fruit and vegetable industry. It identifies and describes demographic and structural characteristics, marketing activities, production, harvesting and postharvest practices of the Oklahoma produce growers. It identifies and describes the requirements Oklahoma produce buyers place on produce and what their perceptions and current buying activities are concerning Oklahoma grown produce. To conclude, it uses the findings of these surveys to make recommendations for improved marketing efficiency in Oklahoma's produce industry.