Over the past several years there has been an expansion in so- 

 called "convenience stores." These stores are relatively small in size 

 and provide quick, easy-to-shop facilities, and remain open at late 

 hours . 



Impact of Chansins Market Structure 



The changing structure of both production and marketing has had 

 sharp impact upon the relationship among and within groups in the fruit 

 and vegetable industry. Marketing today is a complex matter and a 

 highly competitive business. The picture is complicated by various in- 

 tegration and contractual arrangements and by the quality and quantity 

 requirements of a mass distribution system. Producers have responded 

 in various ways to the changing market structure. 



Production has been concentrated in fewer hands and many farmers 

 have turned to cooperatives, bargaining associations, marketing orders, 

 and other arrangements in efforts to assure themselves of a voice in 

 and a larger share of the returns from the processing and marketing of 

 their production. 



Farmers, through marketing cooperatives, have sought to improve 

 their returns and to achieve greater bargaining power. Cooperatives 

 have been most successful in connection with fruits and of lesser im- 

 portance in the marketing of vegetables. In a number of cases, grower 

 cooperatives are involved in processing--as in raisins, dried prunes, 

 and some fruits and vegetables. Several are dominant factors in the 

 industry. There are approximately 650 fruit and vegetable marketing 

 cooperatives with sales of fresh and processed products in excess of 

 one billion dollars annually. 



Promotion 



Since few farmers are large enough to justify or support broad in- 

 dividual promotion of their product, various agricultural groups with 

 common interest in particular commodities have given increased attention 

 to promotion and advertising as a means of increasing demand for their 

 products. In some cases dominant cooperatives have supported promotional 

 activities over extended periods. In other cases, promotional efforts 

 of producers have been supported by processors, shippers, retailers, or 

 others in the industry. However, many agricultural groups engaged in 

 promotion and advertising are organizations established pursuant to 

 State or Federal legislation. These are usually operated as Commissions 

 or Boards, and derive their funds through a small assessment on products 

 marketed. 



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