Delta Pride Catfish, a supplier group of catfish farmers in Mississippi, formed a cooperative to process their own fish, thus bypassing ConAgra and Farm Fresh, their previous processing contractors. By 2014 , Delta Pride Catfish controlled over 40 percent of the U . S . catfish market. This is an example of an increase in the
O bargaining power of suppliers
O bargaining power of byers
O threat of substitute products
O backward integration of producers