This book details the total marketing system for fresh fruit and vegetables in America - its environment, operations and future. Coverage includes the ultimate market, foreign and domestic supply sources, how market and supply are linked, market prices, trade practices, food safety, nutritional quality, cooperatives, advertising and promotion. Here, too, are actual marketing processes and the firms that implement them, including destination wholesaling, retailing, farmers' direct marketing to consumers, transportation, international trade and shipping point operations, and the foodservice industry.