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...

Although marketing principles and strategies are taught in all major agribusiness management programs in the country, few agribusiness student groups use these very principles in the planning of their own activities. This article describes a market research project developed by the AgriBusiness...