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Problem statement: He transaction of public wholesale markets accounts for the highest rate in the distribution of agricultural and fishery products. Though the physical distribution system has improved through the revolution in distribution of 32 nationwide wholesale markets, the evaluation system in wholesale markets has not been established properly. With a rapid change of distribution environment surrounding wholesale markets such as change of consumers spending structure and stiff competition resulting from diversification of distributional channels, there needs to be an urgent improvement of evaluation system of agricultural wholesale markets. The purpose of this study is to identify the problems of evaluation system in wholesale markets, to examine the operating performance of existing evaluation system and to suggest the improvement of the system. Approach: In this context, the study reviews the whole area of evaluation system in wholesale markets and suggests the following policies for improving the system: Reclassification of evaluation objects, change of evaluation frequency and method, revision of evaluation index, effective measure of evaluation result and adjustment of weight for evaluation index. Result: The evaluation result of wholesale market should be announced earlier than present to solve the above problem. Through the early announcement, it is possible to reflect the effort for improving poor management. Conclusion: This study reviewed the evaluation system in wholesale markets and suggested the methods for improving the system such as reclassification of evaluation objects, change of evaluation frequency and evaluation method, revision of evaluation index, effective measure of evaluation result and adjustment of weight for evaluation index. Key words: Agricultural wholesale market, evaluation system, market-wholesaler, INTRODUCTION The transaction in public wholesale markets (hereinafter referred to as wholesale markets) accounts for the largest portion in the distribution of agricultural and fishery products. And the wholesale markets [...]

Local food system potentials were studied in Washington County, Nebraska. As a departure from most studies of locally based systems, farmers were surveyed in addition to consumers for potential participation. Data about the current food system and opinions and preferences for local production, marketing, and purchasing of food were collected using self-administered mail questionnaires. The response rate was 35% for the farmer survey and 37% for the consumer survey. Results indicated that, on the farming side of the food system, conventional corn and soybean production and marketing predominated in Washington County, and farmer interest in producing for local markets was low. Consumers reported a high level of interest in purchasing food from farmers' markets, local grocery stores, local restaurants and directly from farms, and indicated a willingness to pay a price premium for local foods. They also reported that quality and taste were the most important factors in food purchase decisions, but environmentally friendly production and support for local farmers were also important. We conclude that there is tremendous potential for local marketing of farm products, but that there is a large gap between consumer demand and willingness of farmers to meet this demand. Further study of motivations and opinions of farmers is needed, in addition to determining production thresholds for the number of farms and farmers needed to meet local food demands. Key words: consumer survey, farmer survey, direct marketing, local food systems, commodity crops

The overall goal of this research was to better understand the cultural relationships between the food-selling habits of farmers and the food-buying habits of consumers at a farmers market located near three urban centers in North Carolina. The project focused on farmers' and consumers' expectations and was designed to identify how the success of the market can be improved. Such improvement should increase consumers' satisfaction with the market and also increase farmers' quality of life. This study shows that the farmers market itself plays an important role in structuring the relationships between farmers and consumers and in determining whether the experiences of selling and buying at the market are satisfying to them. The market is more than just a physical space for commercial transactions; rather, the market, and the policies and regulations that govern its operation, is an active contributor to the cultural dynamic within which those transactions take place. Our findings emphasize the importance of understanding the market as a context within which farmers and consumers make their marketing and buying decisions. Key words: farmers markets, agriculture, North Carolina

Small farmers urgently need alternative marketing strategies if they are to achieve the goals of a more sustainable agriculture. This study was a survey of nine Pennsylvania wholesale produce auctions, all established between 1984 and 1998. The main goals of the auctions were to serve local communities, provide high-quality produce to local consumers and make profits. The results showed that the auctions typically employ an average of 7-10 people per growing season. The five most common commodities sold were cantaloupe, watermelon, tomato, pumpkin and sweet corn. Asparagus and onions were the least sold during a regular growing season. In terms of market share, roadside market operators purchased the largest proportion of produce (40%), followed by farmers (27%), chain food stores (16%), independent grocery stores (11%) and restaurants (6%), making up an average annual gross sale of $3.5 million per auction. The study revealed that the nine Pennsylvania produce auctions were successful in meeting their goals. The reasons for success included private ownership, excellent quality and freshness of produce, good location, local produce recognition, clientele availability and customer-oriented business. The auction managers identified some weaknesses, including inconsistent and poor grading, limited space in the auction facility, produce unavailability and limited volume, lack of cooling facility, price fluctuation and slow service. The study indicated that local wholesale produce auctions are a useful marketing alternative for small farmers in Pennsylvania, by providing marketing outlets and convenient shopping centers for sellers and buyers; by securing a source of fresh and locally grown produce not found in traditional wholesale terminal markets; and by allowing exchange and networking among farmers and buyers. Consequently, the wholesale produce auction can be a useful model for an alternative marketing strategy and can provide considerable benefits to small farm and rural communities. Key words: alternative agriculture, market share, produce marketing, risk management, roadside market operators, rural America, sustainable agriculture

Studies conducted on agricultural markets in France indicate that direct selling of farm produce may occupy a more environmentally conscious niche. Farmers who sold produce direct were more likely to use ecologically sound agricultural practices, and consumers who bought direct did so in part due to preference for organically grown produce.

A comparison is presented between two direct agricultural markets, the farmers' market and a community supported agricultural system. While farmers' markets establish close ties between farmers and consumers, a community supported system reduces the importance of commodity in food supply exchanges.

Due to recent concerns of bacterial infections from foods, quality control has become an important public issue; this article addresses quality control of foods, focusing on specialty foods in southwest England. Issues discussed include regulatory frameworks, consumer concerns, producers attitudes towards definitions of quality, relations with consumers, and marketing of products.

Marketing boards are lawfully created bodies that perform marketing tasks for commodities from particular segments of the agricultural sector so that farmers can command better prices for their products. They have long been involved in agricultural policies in Canada. The past 10 years has seen tremendous changes in agricultural policies and in the expectations from the government regarding industrial intervention. The role and focus of Canadian agricultural marketing boards are evaluated in light of the developments in the last decade.

The transition from 'interventionism' toward 'laissez-faire' policies vis-a-vis agricultural and food markets in LDCs is examined by focusing on the changing role of the state toward the market. It is concluded that both sets of policies and underlying theories were (and are) not founded on an analysis of the real dynamics of markets. It is argued that a new type of state intervention is needed which will actually promote the development of agricultural markets. At a concrete level the transition from interventionist policies toward liberalization and deregulation of markets and their outcomes are analyzed in the case of Nicaragua, comparing the post-1979 period under Sandinista rule with that of the post-1990 epoch under the UNO government.

South Africa, like many other countries, has in the past pursued a highly interventionist policy in agricultural marketing and pricing, but has recently embarked on a process of at least partial liberalization. The paper reviews the reasons for, nature of, and impact of marketing reform in sub-Saharan Africa and elsewhere. It concludes that the results of reform have in general been positive, although implementation has been more difficult and time-consuming than originally expected, in part because of interest-group politics and in part because of its inherent complexity. The paper highlights some issues of particular relevance to South Africa's current political and economic transition.

Article discusses a conceptual model for examining marketing margin behavior. The model used producer and retail prices of a perishable product and employed season and quality characteristics as variables. Marketing margins declines during the season and increases with quality characteristics. Findings demonstrate the potential for producer gain from improved product quality early in the season.

A study was conducted to evaluate the Connecticut Farmers' Market Project. Hypotheses were that the distribution of Farmers' Market coupons would lead to increased use of farmers' markets and increased frequency of consumption of fresh fruits and vegetables. Four hundred eighty-nine WIC participants were surveyed: 411 from six WIC programs that provided Farmers' Market coupons (treatment group) and 78 from three programs that did not provide the coupons (control group). Data were collected through a pre-assessment interview and follow-up by telephone or mail. One hundred seventy-two treatment and 44 control group subjects completed the follow-up. Participants who received Farmers' Market coupons were significantly more likely to go to farmers' markets, but the use of coupons was not significantly associated with differences in the overall consumption of fresh produce. However, treatment subjects who spent their own money or food stamps in addition to coupons at the farmers' markets and/or went back to the farmers' markets after using their Farmers' Market coupons showed significantly greater increases in the consumption of fresh fruits and vegetables than treatment subjects who did not do so.