Understanding Ornamental Plant Market Shares to Rewholesaler, Retailer, and Landscaper Channels
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Market channel alternatives that include garden centers, landscapers, mass merchandisers,
and rewholesalers have contributed to the growth of ornamental crops sales in the United
States. The impact of growers’ business characteristics on shares of sales to these channels by
firm size was estimated using the two-limit Tobit model. Important explanatory variables
were regions of the United States, sales of plant groups, kinds of contract sales, and channel
diversity. There were important differences in behavior by grower size. Overall, the results
indicate a stronger than expected role for the rewholesaler channel as a preferred channel for
ornamental plant sales.