A farmer in St. Lucia grows organic bananas and sells them directly to hotels and restaurants on the island. Which channel of distribution is the farmer using?

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Question

A farmer in St. Lucia grows organic bananas and sells them directly to hotels and restaurants on the island. Which channel of distribution is the farmer using?

Accepted Answer

Producer → Consumer — Award 1 mark for identifying the direct channel where the producer sells directly to the consumer (hotels and restaurants are the final users). A is incorrect — this involves two intermediaries. B is incorrect — this involves one intermediary. D is incorrect — this involves multiple intermediaries including an agent.

Answer

Producer → Agent → Wholesaler → Consumer

Answer

Producer → Wholesaler → Retailer → Consumer

Answer

Producer → Retailer → Consumer

Answer

Producer → Consumer

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