Skip to main content
Open Access Publications from the University of California

Teaching Direct Marketign and Small Farm Viability, 2nd Edition. Unit 2 - Overview of Produce Marketing

  • Editor(s): Perez, Jan
  • Brown, Martha
  • Miles, Albie
  • et al.

The choice of a produce marketing channel is one of the most critical decisions produce farmers must make. This unit introduces students to the history of produce marketing and provides information on the most common marketing options.

Lecture 1 provides an historical overview and discusses the changes growers made to their marketing practices after the advent of supermarkets and 20th century technology. It also introduces Agricultural Marketing Orders and their unique role in marketing produce. Three main conventional market channel options (wholesale buyers, grower/ shipper/packers, and brokers) are also reviewed, including their advantages and disadvantages for small-scale growers.

Lecture 2 discusses alternative marketing options (Direct to Retail & Restaurants, Farmers’ Markets, and Community Supported Agriculture); these topics will be covered in detail in later units. The lecture concludes with questions to consider in choosing a marketing strategy.

Main Content
Current View