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Conversely, small local farms are able to capitalize on the growing organic movement,
relying on local markets, such as restaurants or farmers markets, to pay premiums for fresh
produce. Both of these trends are expected to continue in the five years to 2021, with large
farms getting larger and small farms popping up around the country.

Drastic changes are not expected within the industry over the next five years. Revenue is
projected to increase at an annualized rate of 1.7% in the five years to 2021, to $28.6
billion. Vegetable consumption will likely remain steady or perhaps slightly increase as
industry associations promote healthy eating through marketing campaigns that tout the
benefits of eating vegetables.

Lastly, imports of industry products will continue to pressure domestic farmers. However,
international trade levels will remain constrained because the industry's primary product
(fresh produce) cannot be easily transported.

Prepared for Growers Ice Company, Inc.
35
Jim White, PhD --- JL White International