Journal of Eco-friendly Agriculture
Year : 2018, Volume : 13, Issue : 2
First page : ( 39) Last page : ( 43)
Print ISSN : 2229-628X. Online ISSN : 2582-2683.

Marketing strategies for vegetable crops

Rai R.K., Kumar Rajendra

U.P.Council of Agricultural Research, 8th Floor, Kisan Mandi Bhawan Vibhuti Khand, Gomti Nagar, Lucknow-226010, U.P.

Online published on 30 November, 2019.

Abstract

The marketing strategies of fruits and vegetables, and that this is leading to high and fluctuating 3–4 times of consumer price and only a very small share of the consumer rupee reaching the farmers. Marketing of vegetables crop is complex especially because of permissibility, seasonality and bulkiness. The examine of their marketing focusing particularly on wholesale markets for vegetables which have been established to overcome deficiencies and improve the marketing efficiency. The high percentage of margin to farmer-consumer price difference is inductive of large inefficiency and relatively poor marketing efficiency. There is great need to improve the marketing of vegetables. One important measure would be to bring more market under regulation and supervision of well represented market committee. Another measure would be the promotion and perhaps enforcement of open auctions in the markets. Yet other measures could be efforts to bring more buyers and sellers into the market, bringing them closer perfect markets. The direct participation of farmers should be increased. Market infrastructure should be improved through storage (go-down) facilities cold storage, loading and weaning facilities. Improvement of road network, and cold- chain facilities are also of substantial importance. Greater transparency of operations through supervision and systems can also help substantially. The market integration and efficiency can also be improved by making up-to-date market information available to all participants through various means, including a good market information systems, internet and good telecommunications facilities at the markets. In order to ensure quality of food, the cultivation practices adopted by farmers need to be relooked and awareness to be disseminated among farming community to enhance food quality and fetch good price for the vegetable produce.

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Keywords

Marketing strategies, vegetable crops.

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