MARKETING WINTER VEGETABLES FROM MEXICO
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The North American winter-vegetable industry is highly integrated, with Mexican production supplying a large part of U.S. winter consumption needs. Imports from Mexico undergo a rigorous inspection procedure before entering the United States. In addition to Mexican firms, many U.S. firms are also involved in sourcing winter vegetables from Mexico. To compete well, both U.S. and Mexican firms must adapt to the changing market pressures, which reward firms that can source from many locations to provide a year-round supply and vertically integrated or coordinated firms that can control quality and pursue aggressive marketing.