Guide to Marketing Channel Selection: How to Sell Through Wholesale and Direct Marketing Channels

LeRoux, Matthew. 2010. Guide to Marketing Channel Selection: How to Sell Through Wholesale and Direct Marketing Channels. Cornell Cooperative Extension of Tompkins County. Accessed at: <http://smallfarms.cornell.edu/files/2014/07/Guide-to-Marketing-Channel-1ib5phn.pdf>

Published by the Cornell Cooperative Extension of Tompkins County in 2010 with funding from the New York Farm Viability Institute, this piece represents a guide to marketing channel selection, either direct or wholesale, based on your farms business model. Although the guide focuses on fresh market produce, it can be used as a general principle regarding marketing strategies for a variety of farm enterprises. When thinking about moving towards different marketing channels, certain factors must be considered e.g. risk, sales volume, price, produce standards, and labor requirements. The guide also goes through market channel combination strategies and planning tools to help growers decide what is the best decision for their specific operation.

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