Massachusetts Agricultural Highlights, 1 988 



DIRECT MARKETING 



In the broad view of American agriculture, the output of Massachusetts is a minor part of the national 

 whole. Massachusetts agriculture, however, is significant because it has one of the best markets in the country: 

 a high percentage of high income consumers. Commercial farms, therefore, usually specialize in crops of high 

 value such as market vegetables, fruits, nursery materials and more for direct consumption. Many farmers are 

 ingenious individuals who study market possibilities and develop a specialty to satisfy a particular need. For 

 example, there are gardeners who raise an assortment of exotic vegetables exclusively for Chinese restaurants 

 and food shops. There are those who produce sod for landscape contractors, flowers for wholesale florists, and 

 game birds for gourmet restaurants and delicatessens. Farmers may have their own sales stand or direct contact 

 with wholesale or other retail outlets. The direct market is for many Massachusetts farmers a particular 

 advantage. 



The pages that follow present the state-wide distribution pattern of two direct marketing outlets;roadside 

 stands and farmers' markets. Although not apparent from the table, the propensity for roadside stands is 

 greatest near fruit and vegetable growing areas in close proximity to consumers in urban areas. Farmers' 

 markets, however, are generally located in population centers. 



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