Shippers Some growers sell their product directly to buyers located in major growing areas, through the services of shippers. Shippers locate buyers, normally chain stores and wholesalers in major metropolitan areas. If necessary, lower price adjustments at the receiving end are worked out to deal with quality dissatisfaction. Shippers may also assist the grower with production cost financing and may agree to suffer varying financial loss in the event of unsatisfactory crop yield. Shippers may also grow their own product but will consolidate with other growers in order to augment their market share.
Some growers are able to market their product directly to large volume chain stores.
The buyer assumes responsibility for transportation and for the arrival of the product on the retail shelf. Farmer's profit per item sold is usually increased. However, this approach is limited by the growers lack of extended reach and network sophistication. Direct marketing methods include farmers' markets, roadside stands, U-picks, and direct sales to restaurants or other retailers. By doing this, small farmers buffer their risk in the competitive world of produce marketing.