Highvalue crops
This document discusses marketing of high value crops. It defines marketing as the process of moving goods from concept to customer, which involves identifying a product, determining its price, selecting distribution channels, and developing promotions. High value crops give higher productivity and income than competing crops. Reasons for shifting to high value crops include changing diets, rising incomes, diversification, new technologies, finance availability, and government focus. Examples of high value vegetables are provided. Sorting, grading, and the advantages of grading are outlined. Information sources like Agmark and SMS portals are provided. Marketing channels like direct, APMC, and contract farming are described. Arrival and price trends for vegetables in Hamirpur yard are shown. Initiatives
Highvalue crops
- 2. 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
- 3. 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
- 4. 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
- 5. High Value Vegetable Crops • Broccoli • Cherry Tomato • Lettuce • Asparagus • Leeks • Brussels sprouts • Knol khol • Celery • Parsley
- 7. 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
- 8. 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
- 9. Market Information • Through Direct Contact • Through Media (print and electronics) • Through Agmark portal www.agmarknet.nic.in • Through SMS portal
- 10. 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
- 11. Arrival of Vegetable is Hamirpur Yard 0 2000 4000 6000 8000 10000 Apr/05 Aug/05 Dec/05 Apr/06 Aug/06 Dec/06 Apr/07 Aug/07 Dec/07 Apr/08 Aug/08 Dec/08 Apr/09 Aug/09 Dec/09 Apr/10 Aug/10 Dec/10 Apr/11 Aug/11 Dec/11 Apr/12 Aug/12 Dec/12 Total Arrival of Vegetables in Hamirpur Yard (in Qts)
- 12. Arrival Trend of vegetables in 2011 and 2012 APMC Yard Hamirpur (in Qts) 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
- 13. Price trend of tomato in Hamirpur Yard (Rs per Qt.) 0 1000 2000 3000 4000 5000 6000 1 3 5 7 9 11 13 15 17 19 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
- 14. 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
- 15. Thank You