Wholesale Marketing of Fresh Vegetables

The wholesale marketing structure for fresh vegetables includes linkages between groups of producer-oriented, consumer-oriented, and redistribution markets. Archaic conditions within this structure have contributed to faster rises in prices of fresh than of processed vegetables. The marketing of fresh vegetables is changing rapidly, however, as chain stores and other large firms seek to lower costs through bypassing segments of the structure and through purchasing directly from shipping points. A new structure seems to be emerging; bargaining associations are replacing producer-oriented markets; small, inefficient markets are being eliminated; direct shipping is increasing; facilities are being improved; and some terminal markets are merging with wholesale food distribution centers that serve larger areas than are presently served by most terminals.