GRAIN PRODUCERS' ATTITUDES TO NEW FORMS OF SUPPLY CHAIN COORDINATION
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This paper reports the analysis of two groups of wheat producers: American White Wheat Producers Association members who produce white wheat under contract with the cooperative and those who have chosen not to do so. The results show the diversity of producers' attitudes, preferences, knowledge and decision making. Nonmembers tend to rely more on short-term profitability and are less willing to risk innovation for unproven profits. Nonmembers also are less supportive of contract production and less inclined to use a young cooperative in that situation. This study demonstrates that the development of a new coordination mechanism entails much education of participants and that producer involvement also depends on learning on the part of everyone in the supply chain.