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Retail consolidation, technological change in production and
marketing, and growing consumer demand for produce have altered the
traditional market relationships between producers, wholesalers,
and retailers. Increasingly, produce suppliers are asked to provide
additional marketing services and incentives in exchange for volume
purchases and other commitments by buyers. This report synthesizes
the results from a multiphase project that examined the dynamics of
produce marketing, the produce shipper-retailer relationship, and
how changes in the produce market affect the relative market
influence of producers, retailers, and consumers.
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