“…Moreover, according to Slamet and Nakayasu [17,18], the modern retail formats share of urban Agriculture 2017, 7, 11 3 of 16 consumer purchasing was almost 20% for vegetables and more than 35% for fruit in 2015, compared with traditional retail formats. It is expected that the share of FFV sales and modern food retail will continue to increase along with the rapid growth in economic and consumer demand for qualitative attributes such as food quality, safety, variety, healthfulness, easiness, availability, store convenience, brand, and traceability [1,6,17,18]. On the farmer side, the rapid growth of supermarkets and FFV sales presents small-scale farmers with new opportunities to participate in supermarket channels, which could potentially increase their income [7,8,20].…”