Abstract: A system for real time marketing of perishable commodities, for example food, is presented. The system comprises quality sensors (103) for obtaining information related to quality of the perishable commodities, a sale monitoring system (104) for producing sale monitoring data indicative of consumer demand of the perishable commodities, and a processing and data transfer system (105) for producing quality indicator data on the basis of the information obtained with the quality sensors. The processing and data transfer system is configured to determine selling prices of the perishable commodities in accordance with at least the quality indicator data and the sale monitoring data so that a weakening in the quality tends to decrease a selling price whereas an increase in the consumer demand tends to increase the selling price. Thus, the portion of the perishable commodities which remain unsold can be reduced without excessively sacrificing the price level.