For fruit, the price negotiation always tries to drive down the price, but there are something like 10 big buyers of fruit in USA alone, so Coscto and Walmart don't have a monopoly and the fruit sellers go elsewhere when the buyers turn the screws too hard. If Walmart ever becomes the only grocer in the USA, then yes, the farmers are toast. Otherwise, I know of one big fruit grower in my town with a Mediterranean yacht and another that drove in to the office with his Ferrari, inspected fields all day, being flown in the company helicopter, then showed up the next day in his other Ferrari. Huge grower, but then regulation and compliance is killing small growers in USA. Soon you won't be able to farm unless you can have a lawyer on staff.