as the us fresh fruit and vegetable marketing system enters twen ty first century there is increasing focus within industry on adding value decreasing costs by streamlining distribution under standing customer needs this dynamic has evolved toward predominantly direct sales from shippers to final buyers both foodser vice retail with foodservice channels absorbing a growing share of total volume product form packaging are changing more firms introduce added products such cut produce that designed respond demand for convenience in food preparation consumption continues be critical element competitive strategy retailers its year round availability now necessity overview key trends fundamentals international trade challenge supply seasonal perishable favored imports increased horizontal vertical integration among regionally nationally internationally generally speaking no country produces all fruits vegetables it demands every week creating opportunity other countries responding market s aggressively
