Wholesale marketing systems for fruit, vegetables and other fresh foodstuffs, such as livestock and fish, are often inadequate. They neither maximize benefits to producers, nor to consumers. Experience demonstrates that there are substantial benefits to be gained from giving positive encouragement to the development of more professional approaches to the provision of marketing infrastructure.
This manual has been compiled to provide a systematic methodology for market planning based on the sequence of steps normally adopted in the development process. The manual should be of practical value, both to senior professionals and to technicians, in undertaking marketing and engineering surveys, in the preparation of feasibility studies and master plans, and in formulating proposals for the provision of physical facilities.