Selection of marketing channels by intensive horticultural crop growers in Almeria [Spain]

Abstract

The province of Almería is home to the largest concentration of greenhouses in Europe. Its produce is now one of the main sources of vegetables for the continent between autumn and spring, but the growth experienced by this system would not have been possible without the simultaneous development of marketing systems at origin, in particular those of auctions and associative organisations. A survey of horticultural crop growers in the Almería province showed their preferences for different marketing channels. The influence of characteristics such as grower age, aversion to risk, family size and holding size on these preferences was determined using Logit models.