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