Study of Non conventional Marketing Models for High Value Agricultural Commodities

Abstract

An attempt was also made to find out the performance of the existing agricultural marketing channels and challenges faced by farmers, to analyze the performance of various emerging non-conventional agriculture marketing models operating in the region and to find out expectations of farmers from Government and other organizations. newline newlineThe detailed research has led to certain conclusions which are being discussed here. Study revealed that demand for high-value crops is growing and it is opening up new opportunities for farmers. The study revealed various challenges faced by farmers while using non-conventional marketing models (FPC, Farmers market, contract farming, Agro export, organized retailing, digital marketing etc.) for marketing of their farm produce. Government need to take into consideration these challenges and try to solve these challenges to help farmers to get good returns from their farm produce. Finding of the study confirmed that combination of both conventional and nonconventional marketing models will help farmers in the change environment. newline newlineIt is revealed from the study that, farmers have certain expectations from Government and from various Government organizations. For example farmers are expecting hand holding support from Government for initial five years so that by this time farmers can develop their management skill, marketing skill and strategic decision skill to run the FPC in a sustainable way. Farmers are expecting new technologies for farming and processing and marketing of agricultural produce from Agricultural Universities. They are expecting help from ATMA and KVK for demonstration of new technologies and training to the farmers. They are expecting effective extension from Agriculture Department. The use of information and communication technologies (ICTs) in agricultural marketing is an effective approach to linking small and marginal farmers to markets.It has been revealed from the study that consumers are ready to purchase agricultural commodities through digital marketing.