A collaborative approach to marketing: Your tax dollars at work

Increasing globalization of world economics requires a new approach to marketing all sorts of items-including horticultural products. International trade in "green" goods is limited only by phytosanitary considerations, transportation costs, and currency concerns. Technological advancements increase production and facilitate sales and delivery, but also reduce employment opportunities and increase feelings of deprivation and distrust among those who feel their economic security is threatened. Changing balances between urban and agricultural interests create a climate of conflict between producers and consumers. Smaller and less centralized governments must devise new methods to assist industry in creating strategic linking alliances, based on mutual benefit and trust, between buyers and growers. This work reviews one project to build positive and productive relationships between producers and buyers of cut flowers in the wholesale markets of a major metropolitan region.