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Transaction costs are endemic in the fresh produce industry because of the technical and economic characteristics of the products, which give rise to high levels of uncertainty and the need for greater control in the supply chain. The study reported here used an NIE approach to explore the market conditions and producer motivation that determine the sale of citrus fruit in the Comunidad Valenciana, and to suggest whether the introduction of standard seller–buyer contracts would facilitate producers' marketing decisions and reduce uncertainty, thereby lowering transaction costs. Primary data collection involved conducting the first survey among Spanish citrus producers in respect of their choice of marketing channels. The population was the Valencian mandarin and orange producers. The results suggest that producers can be grouped according to their marketing orientation. Furthermore, marketing factors in …