A Independência da Escolha dos Canais de Marketing nas Rendas dos Produtores Orgânicos Americanos

Empirical research was conducted in California, United States, in which 60 organic producers were surveyed to determine whether direct distribution is the preferred type of distribution channel utilized by small producers. The results indicate that the choice of distribution channel, direct or indirect, and the type of channel within this category, is not directly related to producer income. There are indications that the choice of the appropriate channel is more connected to producers’ motives, quality of life, and perspectives on the growth of their business.

Moreover, diversification of marketing channels may be an important mechanism to reduce the risks involved in the marketing their products.