I don't know, I think that's only partially the problem. But just so we're clear, I'm not saying you're wrong. I'm saying there are other factors. Mostly, I think it's the way distributors and retailers form their contract deals, which spills to the farmers. I've never done food, but I know some of the deals work similarly to what I experienced in security. Camera manufacturers for example, give you a discounted price when you buy a certain amount every year. The more you sell, the better your discount. Typically 3 tiers, some did 4. This is both good and bad. It protects the loyal and well experienced integrators from the fly by night folks from making quick turn and burn dollars. Fly by night folks get lower margins compared to the bigger guys. But at the same time, it makes it a serious pain in the ass to get a foot in the door when starting out. On top of that, if you're a middle of the field player, you don't take too much risk in a new or alternative brand because it'll hurt your yearly number, thus hurt your discount, thus hurt your margins, thus hurt your overall profit. I assume big box grocery stores have a similar instance with distributors, with nuances of course.
Part 2. There are farmer markets (real ones, not the hipster kind) with local farmers and it's a good 20%-50% cheaper. Plus, those farmers make a better margin. Problem, lower volume in comparison. Typically (near me) these are part of the weekly flea markets or literally a dude in his pickup truck on the side of the road. These places don't have a good... PR look. But I'm also in Florida and I grew up white trash. Nearly everything grows here and I'm fine if things aren't pristine/well-marketed.
I think over marketing, bad lock in deals and piss poor public perception of real food production are the main problems. Real strawberries look like Frankenstein's face. And they're fucking delicious.