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Horticultural marketing - a resource and training manual for extension officers


FAO AGRICULTURAL SERVICES BULLETIN 76

FOOD AND AGRICULTURE ORGANIZATION OF THE UNITED NATIONS
Rome, 1989

Copyright

Permission to make digital or hard copies of part or all of this work for personal or classroom use is hereby granted without fee and without a formal request provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and full citation on the first page. Copyright for components of this work owned by others than FAO must be honoured. To copy otherwise, to republish, to post on servers, or to redistribute to lists, requires prior specific permission and/or fee.

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(c) FAO 1989


Contents


Acknowledgments

Foreword

Introduction

Chapter 1 - The marketing process

What is marketing?
Why is marketing important?
Summary

Chapter 2 - Successful case studies in horticultural marketing

Introduction
Case 1 - Starting marketing, Hunza, northern Pakistan
Case 2 - Loose cooperation to fully exploit market opportunities, Al Bayda, Yemen
Case 3 - Market-oriented production by an individual small farmer, Antigua
Case 4 - Large successful farmer exploiting new technology and a changing market, Egypt
Case 5 - Starting a fresh fruit and vegetable export operation, Antigua
Case 6 - Improving horticultural exports, Kenya

Chapter 3 - The basic preparatory work

Introduction
Phase 1 - The audit of local resources and facilities
Phase 2 - What the market wants in terms of product - now and in the future
Phase 3 - The marketing system
Summary and conclusions

Chapter 4 - Decision making and agreeing on an action plan

Introduction
Identification of problems and opportunities
Extension techniques
Agreeing on an action plan

Chapter 5 - Implementation of action plans

Introduction
Pre-production advice
Post-production advice
Markets and selling
Miscellaneous activities
Summary and conclusions

Chapter 6 - Eight common mistakes in horticultural marketing

Further reading