Vertical Integration in Produce Markets: A Colorado Cooperative’s Strategic Response to Change
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An evolving produce industry has placed vegetable growers in northern Colorado
at a competitive disadvantage. The Colorado producers’ strategic response is to
form a value-added, cold storage processing cooperative in the hopes of establishing
a better position for marketing their vegetables on a year-round basis. This case
study discusses the results of both a market demand and processing feasibility
study conducted for these vegetable growers.