Regulated marketing provides a framework for producer economic stability. It is intended to benefit producers, the sector’s value chain, and the public.

​Regulation should be strategic and effective in meeting the evolving needs of all stakeholders.
 
Market competitiveness is also an important consideration and needs to be considered at the industry level rather than between agencies and producers within the regulated vegetable industry. The ideal marketing structure should help producers make sound business decisions that work for them, while promoting industry competitiveness, adaptability, and growth.