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Supermarkets as Alternative Market Outlets for Virginia-Grown Berries

448-508 (SPES-121NP) Nearly two-thirds of Virginia’s berry crop producers sell through direct markets such as pick-your-own operations, roadside stands, farmers markets, and Community Supported Agriculture (CSA) programs. Some producers are also interested in selling to alternative markets such as supermarkets. This publication assesses the potential demand for berry crops among supermarkets in Virginia and examines the requirements producers must adhere to, in order to successfully sell to supermarkets. Information on Virginia berry markets is drawn from interviews with produce buyers for major supermarket chains, produce suppliers known as distributors, as well as from producers selling to various types of markets. 8.5 x 11, color, DS, 5 pages, single staple upper left, 24#

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