Horticultural marketing - a resource and
training manual for extension officersHorticultural marketing - a resource and
training manual for extension officersFAO AGRICULTURAL SERVICES BULLETIN 76
FOOD AND AGRICULTURE ORGANIZATION OF THE UNITED
NATIONS
Rome, 1989
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Chapter 1 - The marketing process
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