rket - of any market - is affected by the extent to which those who buy from it prefer some products to others. In some industries the products are regarded as identical by their buyers; this is true of nearly all basic farm crops. (It is, of course, also true that in some markets the products are in fact differentiated in some way so that various buyers prefer various products - some people want to drive VW Bugs, others SUVs, for example).
Positioning agricultural products is relatively difficult to do because most consumers see bananas - or apples or spinach - as interchangeable, so long as it is not spoiled. Those agricultural companies that have been able to position their products most successfully have tended to be those that offer locally grown and/or organic products, such as this Australian avocado firm, which has used the following positioning strategy in its success:
As a leading marketer of Avocados in t
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