University of Maryland Extension

3. Place

Ginger S. Myers, Extension Specialist, Marketing, University of Maryland Extension and Kim Rush Lynch, Extension Educator, University of Maryland Extension

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Growers in Maryland have several marketing alternatives. Each alternative has characteristics that make it more advantageous for different types of producers. Important factors to consider when choosing a market or combination of markets include:

  1. the volume of produce grown;

  2. location of the grower;

  3. the time available for marketing activities;

  4. and product quality. Producers may be better able to use or develop more alternatives if they know the major characteristics of each marketing alternative.

Marketing alternatives for product may be classified as direct or non-direct markets. Direct markets involve producer interaction with consumers on a one-on-one basis, and include pick-your-own operations, roadside stands, and farmers' markets. Non-direct markets involve producer interaction with market intermediaries. The non-direct markets include processors, grower cooperatives, and retail outlets.

The discussion which follows explains the basic concepts of marketing, regardless of the market outlet, followed by an exploration of the characteristics, advantages and disadvantages of the principal non-direct or direct market outlet.

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