foodreview volume 23 issue 2 14 structural change in the us food industry s ales of fresh fruits and vege tables to consumers through supermarkets other retail stores meals snacks eaten foodservice establishments direct sales by farmers were 70 8 billion 1997 up from 34 6 a decade earlier supermarket pro duce departments have expanded dramatically increasing an average 173 items 1987 335 many these prepackaged salads cilantro bok choy reflect demand for added convenience variety ethnic growing consumer vegetables changing structure produce wholesalers retailers affected how travels farmer both sig nificantly consolidated as they attempted take advantage economies size procurement information technologies see grocery demonstrate urge merge elsewhere this more is being shipped directly grower ship pers large that operate their own distribution centers while less whole salers at central markets terminal major cities within retailing amount
