Direct marketing requires a change in the focus by growers. They have to focus production around their market rather than produce a commodity. The underlying concept is that there is a difference between marketing and selling. It’s possible to add value to products by direct marketing when producers assume the marketing functions traditionally done by others. By doing this, producers become price makers in their market, not price takers. Direct marketing of fruits and vegetables can be done through marketing channels .
There are many steps in marketing of fresh fruit and vegetables, including picking, cleaning, packing, transporting, possible broker services, wholesaling, shipping from wholesale to a retail outlet, and retail sales.