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Horticultural marketing - a resource and training manual for extension officers

Year of publication 1991

Author Rural Infrastructure and Agro-Industries Division

Product type Book (stand-alone)

ISBN 92-5-102710-2

Series title FAO Agricultural Services Bulletin

Series number 10101365|1010-1365

Edition 1

Synopsis (short abstract) If farmers are to increase production, more attention needs to be paid to the fact that their output must be marketed at a rewarding price. Commercialization of the small farm sector requires the development of market-orientated production, as opposed to the occasional sale of subsistence surpluses. Success in commercializing this sector thus depends on the orientation of production to meet market demand and on the removal, or reduction, of a broad range of marketing constraints. In most count ries marketing problems are currently regarded as beyond the scope of field-level agricultural extension workers who are the officers in direct contact with the farmers. Even when extension workers are able to identify marketing problems faced by farmers their lack of expertise in this field, or knowledge of appropriate sources of assistance, makes them unable to help. This manual, which has been prepared by G. Dixie of High Value Horticulture plc, U.K. on behalf of the Food and Agriculture Or ganization of the United Nations (FAO), aims to provide appropriate resource and training material on marketing for extension officers working with farmers who produce horticultural produce for both domestic and export markets. Although the manual is too detailed for everyday use by most extension workers, it is hoped that it will be used by agricultural colleges for their training courses in agricultural marketing and, indeed, may encourage such colleges to devote a greater part of their curric ula to marketing. Further, it is also expected that this manual will be used by marketing officers working with ministries of agriculture in training field-level extension officers and that it will be a valuable reference work for marketing extension workers where resources permit such specialization. The manual should also prove of value to processing organizations, traders' associations and others working in the area of horticultural marketing.

Language English

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    The number of countries afflicted by human-induced disasters has jumped up from an average of five in 1980s to 22 in the year 2000. This unpleasant development has further underlined the needed rehabilitation of men and women who have been physically disabled due to these conflicts, or for any other reasons, with the aim of ensuring them a normal life in the society. Many persons with disabilities have settled in villages and have adopted farming as the main means for living. However, in spite of their disability, they are not given any special attention by extension workers. In view of the increasing emphasis on developing clientfocused agricultural extension approaches, FAO conducted a study in rural areas of the Islamic Republic of Iran in 2001 to identify extension and training needs of the farmers with physical disabilities. This publication is an edited version of that unique and elaborate study.
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