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Abstract: It gives me great pleasure to share with you some observations and conclusions on the future potential market for mushrooms in the United States. Unless you in the mushroom industry—growers, packers, shippers, processors, food manufacturers and distributors alike—know what the market is, as well as the competitive structure in which you operate, it is highly unlikely that you can make the most profitable decisions regarding 1 ) the kind and type of product to produce, 2) facility expansion and improvements, 3) market tactics and strategy to follow and 4) the most effective ways and means to advertise, promote, and merchandise your products. In the United States we still operate in a relatively "free enterprise system," where entrepreneurs (farmers, marketers, and businessmen) are at liberty to venture their capital and engage their management talents in economic activities which they believe will reward them adequately for the risk and efforts involved. Likewise, the consumer— 185 million in the United States today—is at liberty to exercise his "free choice in the market place" to purchase the types, kinds and quantities of food products he wants. With a minimum of regulation by government and a maximum of self-direction and self-regulation from the industry, when needed (through effective trade groups) competition determines the degree of efficiency and resultant level of productivity at which individual firms operate. The consumer, through a competitive price structure at the retail level, decides what his best alternatives are with respect to his many, many choices at his favorite food supermarket. These stores account for over 70 percent of food sales in this Country.
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