Market development plan/Strategy for Highland Agriculture

Professorial Chair Lecture

Metro Manila Commission Professorial Chair Lecture

Place

College of Human Ecology (CHE) Conference Room, UP Los Banos, College Laguna

Date

3-14-2002

Abstract

The paper designed a market development plan/strategy to appropriately address the identified problems and constraints affecting the marketing of cabbage, potato, and carrots in the Cordilleras. The proposed market development plan adopted an integrated approach in order to holistically address all the marketing constraints prevailing in the area. The focal point of the plan was termed as the Agribusiness Marketing Services Development Center (AMSDC). Specifically the AMSDC shall be mainly responsible to organize, plan, strategize, package, implement and evaluate marketing assistance to its clientele-beneficiaries. The center shall be composed of three (3) sections namely: (i) Market Promotion and Development Section (MPDS); (ii) an Agribusiness Management/Credit Section (AMCS); and (iv) a Postharvest and Agro-processing Section (APHS).

The approach to market promotion and development for highland vegetables shall generally focus on the provisions of market information to the relevant players in the industry and market matching services particularly between the sellers (e.g., farmers/farmers' group) and the buyer-traders of highland vegetables. The overriding objective of AMCS is to provide technical assistance in terms of demand-driven agribusiness opportunities, preparing feasibility studies and business plans, arranging joint venture contracts and provide other essential technical advice to farmer groups/cooperatives, buyers and private investors in the area of agribusiness management. The APPHS shall complement the activities of the other units of the AMSDC in terms of addressing the postharvest losses and increasing the value added to the farmers' produce. The implementation of the proposed marketing strategy is expected to address the inadequacies of the marketing facilities including the lack of farm-to-market roads, postharvest facilities, and market information that characterize the current marketing system in the highlands. The expected end result of this market intervention is a marketing system characterized by: (i) high farmgate prices; (ii) high marketing margins, and (ii) low consumer prices.

Location

UPLB Main Library Special Collections Section

Call Number

Sp. Col.

Pages/Collation

32 leaves

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