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-oriented 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.

Horticultural farmers frequently consider marketing as being their major problem. However, while they are able to identify such problems as poor prices, lack of transport and high post-harvest losses, they are often poorly equipped to identify potential solutions. Successful marketing requires learning new skills, new techniques and new ways of obtaining information. Extension officers working with ministries of agriculture or NGOs are often well-trained in horticulture production techniques but usually lack knowledge of marketing or post-harvest handing. This guide, which has been prepared by Grahame Dixie, aims to help them develop their knowledge in these areas in order to be better able to advise those working with farmers who produce horticultural produce for both domestic and export markets. The guide should also prove of value to processing companies, traders' associations and others working in the area of horticultural marketing.

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