ISHS Acta Horticulturae 203: IX Symposium on Horticultural Economics, XXII IHC
USING THE MARKET WINDOW TECHNIQUE TO ASSESS MARKET POTENTIAL FOR VEGETABLES |
| Authors: | Larry L. Bauer, P. James Rathwell, R. Caines, Gary J. Wells |
| Abstract:
The concept of market windows is discussed. Basically the technique attempts to determine the time period when a commodity can potentially be marketed with an expected price sufficient to cover costs of production and marketing. Data on shipments, unloads at major markets, and prices are analyzed. Variability of prices is included as a way of considering risk. To determine profit feasibility, potential prices are compared to costs of production. Preliminary empirical analysis on eleven commodities that have production potential in the Southeastern United States is used to illustrate the concept. The eleven commodities are broccoli, cabbage, cantaloupe, snap beans, sweet corn, green peppers, sweet potatoes, watermelon, cucumbers, tomatoes, and squash. | |
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