Journal of Co-operative Studies, 36(1), 22-44

Abstract

Agricultural co-operatives represent a significant percentage of the fruit and vegetable production in Europe. The objective of this paper is to analyse the marketing behaviour of the agricultural co-operatives, relating that behaviour to their performance. Information was collected from the managers of the co-operatives via personal interviews with a structured questionnaire. The results revealed that the co-operatives with more experience, resources and skills followed a diversification strategy, obtaining a higher efficiency (sales per asset) as a result of implementing marketing activities addressed to the last stages of the distribution channel and the consumer.