Branding a Commodity
There is no doubt that prices for horticultural produce are influenced by several factors that equally depend on the conditions of supply and demand. Location, seasons, storage, and the need for ready cash are some of the factors that influence supply. Demand for agricultural products originates from the consumer perspective and it often involves several intermediaries, quality of the product, and price (Labaste, 2005). For this reason, marketing agricultural products incorporates considering the logistics involved in sales, purchasing, transportation, storage, financing, and other added risks. Sales and purchases involve exchange of ownership, storage entails transferring surplus products to periods ...