Contract farming and other forms of vertical integration are among the most potent forces in our agriculture today. Integration may vitally affect the role of farmers in our agricultural economy by shifting to others their responsibilities as managers. Farmers themselves can largely determine the extent to which their management decisions are controlled by other firms. If farmers continually seek to improve their production and marketing methods and the quality of their products, there will be less need for contract farming.

The ninth edition of "Marketing of Agricultural Products" contains completely updated content, tables, figures, and references including the 1997 Census of Agriculture and Business, as well as Trade data, and U.S. Department of Agriculture studies. It blends marketing and economic theory with real world analytical tools to assist readers in better understanding the food system and making profitable marketing decisions. This edition includes increased treatment of food value-adding and marketing management, including advertising, new product development, sales promotion, pricing, and logistics. For farmers, consumers, or those in food marketing.