J.E. Holt, D. Schoorl, D.G. Mayer
The challenge facing contempory horticulture is not one of production - it is the matching of production and distribution to market opportunities. The new demands on the industry require new ways of thinking. This paper suggests that systems thinking combined with a basically deterministic modeling approach provides a powerful tool for understanding and evaluating marketing options for fresh fruit and vegetables.

Six essential constituents of the horticultural marketing system are defined viz. production and market supplies, consumption patterns and market demand, direct costs of distribution, quality maintenance and deterioration, market price formation and the politics of trade and protectionism. The paper shows how each of these components may be modeled quantitatively. It then provides a framework for integrating them so that business proposals for marketing produce may be evaluated in terms of overall system performance.

Holt, J.E., Schoorl, D. and Mayer, D.G. (1989). SYSTEMS THINKING AND MODELING IN HORTICULTURAL MARKETING. Acta Hortic. 247, 284-284
DOI: 10.17660/ActaHortic.1989.247.54

Acta Horticulturae