This project has identifed that a lack of data about supply and demand has led to carrot growers receiving decreased returns on their produce. Accessing and gaining information about supply and demand can lead to increased returns to growers, packers and other stakeholders in the supply chain. It was recommended that the vegetable industry implement a pilot Well Informed Carrot Grower project for an initial period of 12 months that would obtain the relevant data to help growers maximise their returns.