Perceptions of Southern Mindanao Farmers On the Quality of Temperate Vegetables
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In Barangay Kapatagan, Digos City, Southern Mindanao Philippines, vegetable
farmers hold a specific worldview on what quality vegetables are. This paper aims to
define this worldview, compare this with expectations of marketing intermediaries
down the vegetable supply chain, and assess the gaps between these views.
Discrepancies between and among the definitions of the different groups affect the
entire chain because of incompatible decisions in production, marketing and quality
management. These decisions contribute to the efficiency or inefficiency of the entire
chain.
Introduction