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.