Marketing Strategy Selection for Small-Scale Fruit and Vegetable Growers: Lessons from the Mid-Southern United States

This study uses primary data analysis to investigate market outlet choices of small-scale fruit and vegetable growers in the Mid-South region. Factors such as distance to market, marketing costs, sales volume, and production methods significantly influence growers’ decisions. Policy implications include the need for industry-specific guidelines and networking opportunities for wholesalers, streamlined regulatory processes, support for local sourcing by restaurants, and support for educational efforts. Overall, this study sheds light on the market outlet choices of small-scale fruit and vegetable growers, offering guidance for policy makers to foster the success of these growers in the Mid-South and beyond.

本研究采用一手数据分析方法，对美国中南部地区小型果蔬种植户的市场销售渠道选择行为展开探究。研究发现，市场距离、营销成本、销售规模及生产方式等因素，均对种植户的决策产生显著影响。本研究的政策启示包括：需制定行业专属指导准则、为批发商搭建交流合作平台，简化监管流程，支持餐饮企业开展本地采购，并强化教育培训支持。总体而言，本研究阐明了小型果蔬种植户的市场渠道选择逻辑，可为政策制定者提供决策参考，助力美国中南部乃至更广范围内的小型果蔬种植户实现经营成功。