RETAIL BUYERS' EXPECTATIONS CONCERNING THE GROWTH OF VALUE-ADDED PRODUCE AND PERCEPTIONS OF THE IMPORTANCE OF PROMOTIONAL VEHICLES USED TO SELL VALUE-ADDED PRODUCE
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The research was conducted through the use of a telephone survey of produce retail buyers during a two-year period, May 1996 through May 1998. This research shows that retail buyers expect value-added produce sales to continue to increase and that they rate promotional vehicles, related to pricing, as important factors in increasing their willingness to carry a value-added produce product. Branding is somewhat important in increasing their willingness to carry a value-added produce product.