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 horticultural production techniques but usually lack knowledge of marketing or post-harvest handling. This Guide seeks to help them to develop their knowledge of these areas, in order to be better able to advise farmers about market-oriented horticulture. The emphasis is on assisting farmers to form mutually beneficial relationships with private-sector traders and agroprocessors.