Abstract
This paper investigates the marketing channels of fruits and vegetables (F&Vs), focusing on the conduct of farmers and wholesalers around Khon Kaen city, northeast Thailand. Multi-staged channels have been developed around F&V marketing in northeast Thailand, with most farmers shipping produce mainly to primary wholesalers who secure produce at farm gates. Some primary wholesalers try to attract farmers by selling agricultural inputs and giving detailed price information. Secondary wholesalers do business at the wholesale market in the city. Their business scale is relatively large, but they are still negative about transacting with big supermarkets. Preliminary margin analysis reveals a large difference between the farm gate price and the wholesale price for retailers.
