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. 

In most countries marketing problems are currently regarded as beyond the scope of field-level agricultural extension workers who are the officers in direct contact with the farmers. Even when extension workers are able to identify marketing problems faced by farmers their lack of expertise in this field, or knowledge of appropriate sources of assistance, makes them unable to help. 

This manual, which has been prepared by G. Dixie, aims to provide appropriate resource and training material on marketing for extension officers working with farmers who produce horticultural produce for both domestic and export markets. Although the manual is too detailed for everyday use by most extension workers, it is hoped that it will be used by agricultural colleges for their training courses in agricultural marketing and, indeed, may encourage such colleges to devote a greater part of their curricula to marketing. Further, it is also expected that this manual will be used by marketing officers working with ministries of agriculture in training field-level extension offices and that it will be a valuable reference work for marketing extension workers where resources permit such specialization. The manual should also prove of value to processing organizations, traders' associations and others working in the area of horticultural marketing. 

To order copies of Horticultural Marketing, AGS Bulletin No. 76 US$ 8.00 from FAO (Available in English, French, Spanish and Arabic). 

To download the English version 

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