Highvalue crops
-
Upload
anil-chauhan -
Category
Food
-
view
96 -
download
3
description
Transcript of Highvalue crops
Marketing of High Value Crops
What is Marketing ?
• Definition
The management process through which goods and services move from concept to the customer. It includes the coordination of four elements called the 4 P's of marketing:
(1) identification, selection and development of a product,
(2) determination of its price,
(3) selection of a distribution channel to reach the customer's place, and
(4) development and implementation of a promotional plan
High Value Crops
• High value crops (HVCs) are those which give significantly higher value productivity or net income per unit of resource used for their production, compared to other competing activities
Reasons for Shifting towards HVC
• Changing food consumption pattern
• Rise in per capita income
• Crop diversification
• New Research and Development and availability of technology
• Availability of Finance
• Government focus
High Value Vegetable Crops• Broccoli
• Cherry Tomato
• Lettuce
• Asparagus
• Leeks
• Brussels sprouts
• Knol khol
• Celery
• Parsley
High Value Vegetables
Sorting and Grading
• Important post harvest operation
• Grading on the basis of physical characteristics like weight, size, colour, shape, specific gravity, and freedom from diseases
• Generally three grades
• Extra Class : 5 % tolerance for errors
• Class I : 10 % tolerance for errors
• Class II : Should be fit for consumption
Advantages of Grading
• Increase marketing efficiency
• Fairness to buyer and seller
• Saves marketing time (less or no inspection by buyer)
• Improves hygiene ( as infected vegetables are removed)
• Less marketing cost
Market Information
• Through Direct Contact
• Through Media (print and electronics)
• Through Agmark portal www.agmarknet.nic.in
• Through SMS portal
Marketing Channels• Direct Marketing
Producer - Consumer (Direct retailing, Farmer’s Market)
• Marketing Through APMC :
Producer-commission agent- retailer- consumer
Producer- commission agent-Loader- Retailer- Consumer
• Contract farming
Producer-contract farming entity- retail stores- consumer
Arrival of Vegetable is Hamirpur Yard
Apr/0
5
Jul/0
5
Oct/0
5
Jan/
06
Apr/0
6
Jul/0
6
Oct/0
6
Jan/
07
Apr/0
7
Jul/0
7
Oct/0
7
Jan/
08
Apr/0
8
Jul/0
8
Oct/0
8
Jan/
09
Apr/0
9
Jul/0
9
Oct/0
9
Jan/
10
Apr/1
0
Jul/1
0
Oct/1
0
Jan/
11
Apr/1
1
Jul/1
1
Oct/1
1
Jan/
12
Apr/1
2
Jul/1
2
Oct/1
2
Jan/
130
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
Total Arrival of Vegetables in Hamirpur Yard (in Qts)
Arrival Trend of vegetables in 2011 and 2012 APMC Yard Hamirpur (in Qts)
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
Price trend of tomato in Hamirpur Yard(Rs per Qt.)
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 190
1000
2000
3000
4000
5000
6000
2013 2014
1 700 2400
2 1100 2400
3 1100 2500
4 1600 3000
5 1500 4000
6 1500 4800
7 1600 4000
8 1600 3200
9 1400 3600
10 1400 3000
11 1400 3000
12 1600 3500
13 1500 4000
14 1800 3500
15 1500 3600
16 2500 3400
17 4000 3400
18 4000 3200
19 3800 3200
Initiatives of APMC Hamirpur
• Construction of Collection Centres
• Construction of new market yards
• Process of starting retail markets
• Dissemination of market Information
• Organising farmer’s awareness camps
Thank You