In other words, NGCs have been established by
producers to increase their share of the consumer
dollar and to add value to their basic commodities
through processing and forward linking to the
market place by selling processed products instead
of raw commodities. NGCs are expanding into
value-added enterprises and forming creative joint
ventures and strategic alliances with successful
marketing companies. NGCs allow farmers to work
together in marketing, while maintaining
independence on their own farms (Cropp). Many
consumers prefer and trust food that is produced
and sold by farmers. By moving up the food chain,
NGCs take advantage of this opportunity (Morris).