INTEGRATION OF POSTHARVEST TECHNOLOGY AND MARKETING
The domestic and export markets for Australian horticultural produce are highly competitive. Success in these markets has become increasingly dependent on the ability to supply produce of the required type and quality. The need for quality assurance increases with the time/distance to the market. This is especially true for shipments by sea from Australia to overseas markets. To ensure success it is necessary to adopt an interdisciplinary team approach which includes expertise in postharvest technology and marketing as well as in production. The starting point in developing a market is to specify the product required including the method of presentation and then to work back to the source of the product. Some Australian examples of the successful integration of postharvest technology with marketing have been discussed.
McGlasson, W.B. (1989). INTEGRATION OF POSTHARVEST TECHNOLOGY AND MARKETING. Acta Hortic. 247, 277-283