NEW ORLEANS -- Consumer-direct buying habits are so fragmented that they're currently difficult to measure. But make no mistake: the burgeoning market represents a wealth of opportunity for supermarket retailers. This conclusion was shared by panelists who discussed produce merchandising via home delivery, on-line shopping and Web sites during a seminar at the Produce Marketing Association's annual convention here. A study by Andersen Consulting, Chicago, estimates that the current size of ...

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