Exploring international marketing management for fresh produce in the world: A potential issue for more business?

Highlighting the gap between the theories of agricultural marketing and general marketing: that the former has developed with a policy orientation, whereas the latter with a business one, this article argues the necessity of a marketing management approach for international marketing of fresh produce. The empirical investigations incorporate excerpts of seven case studies on international marketing of fresh fruit and vegetables from Belgium, Chile, New Zealand, Canada, South Africa, and Turkey. Each case has been investigated in terms of specific marketing management components, and a brief demonstration of product, price, distribution, and promotion concepts in modern marketing has been made for fresh produce. It is concluded that international marketing of fresh produce through the adoption of marketing management provides scope for academic contributions as well as commercial practices.