Buying and Selling practices in the fresh fruit and vegetable industry in the USA: a new research

Abstract

This paper proposes a research agenda based on the current buying and selling practices of the channel members in the USA fresh fruit and vegetable industry. The key buying and selling were first identified in an industrywide survey that represented approximately 75 per cent of the total sales of USA supermarket chains. The likely growth of supermarket fresh fruit and vegetable sales is discussed, followed by a series of suggested research inquiries organized into four major categories: system structure, vertical co-ordination, produce/supplier attributes and pricing/performance. New empirical evidence is introduced for each category and research questions and procedures are put forth. This research is required as both consumers and retailers around the world put more emphasis on fresh foods.

Keywords:

• Fresh fruits and vegetables
• vertical co-ordination
• distribution channels