SOUTHERN JOURNAL OF AGRICULTURAL ECONOMICS DECEMBER, 1978 EVALUATING VEGETABLE PRODUCTION FOR MARKET WINDOWS AS AN ALTERNATIVE FOR LIMITED RESOURCE FARMERS

Increased vegetable production for the fresh not be adequate as a planning horizon. Often market often has been suggested as an agricul- growers use only a "naive " price expectation tural alternative that will improve the income model such as the price received the previous situation of small-scale farmers. Because vege- year or the fresh market price just prior to the table production is an intensive activity and planting season. The simple cobweb model is high incomes per acre are possible, it has politi- one illustration of this practice. Year to year cal appeal as a quick solution to the low income fluctuation in production often results from levels generally associated with small farm the partial adjustment reaction of producers operations. This study was developed from the using these "naive " planning tools. The effect small farm program of the University of Flori- of price variability between years and even be-da, which has concentrated on the northern tween weeks of the same season often appears and panhandle areas of Florida. Trials con- to be overlooked. Because marketing alterna-ducted by the Vegetable Crops Department of tives for fresh market vegetables are limited, the University of Florida in 1974 and 1975 price variability translates directly into income indicate that by variation of the planting sea- variability for the grower. Limited resourc