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This system has been effective and cost efficient but is no longer meeting the needs of the customer in our ever changing society. Following the growing trend of “green” living many customers are now searching for produce that is fresh, locally grown, and environmentally friendly. Many consumers have questioned the quality of produce sold at retail giants such as Wal-Mart and Kroger. In response, the mass merchandisers have begun to “cut out” the produce wholesale services and have begun to directly deal with large production operations. While this move was necessary, mass merchandisers have still not been able to combat their reputation of offering low quality produce...
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