Field Guide of Discovery-based Exercises for - Aseanipm ...

Section 8 • Organic Vegetable Product Certification Process and Marketing Strategies
Exercise No. 8.03
UNDERSTANDING MARkETING CHAIN FOR
PROFITABLE GROWING OF ORGANIC VEGETABLE
CROPS 280
BaCKGroUND aND raTIoNalE
Buying and selling operations are at the heart of marketing
process. Markets and marketing middlemen develop to facilitate buying and selling operations.
How well these operations are carried out affects consumer welfare. This is so because goods take
on value only when they are in the right place at the right time so that customers can own them 281 . For
organically grown vegetable crops, marketing chain varies with different types of organic products
(e.g., mature, immature fruits, flowers, leaves, etc.) and different types of consumers. This chain
passes through different types of intermediaries (e.g., households, neighbors, village collectors,
traders, wholesalers, etc.) between farmers and consumers.
In FFS , innovative experiences in maintaining appropriate marketing chain for organic vegetable
products must be shared among farmers to further improve their productivity and profitability. The
foregoing exercise was specifically designed to achieve this purpose.
How long will this exercise take?
• Two hours for field visit to some community-based market intermediaries, where market chain
for organic vegetable selling operations is appropriately demonstrated (optional for FFS);
• Thirty minutes for mini-workshop in small groups; and
• At least one hour for participatory discussion in a big group.
learning objectives
• To discuss participants’ problems, issues, and concerns affecting market chain in organic
vegetable selling operations and how these are addressed; and
• To develop strategies for improving farmer-intermediaries relationship in organic vegetable
selling operations to increase farmers’ income.
280 Smolders, H. and Caballeda, E. 2006. Field Guide for Participatory Plant Breeding in FFS: With Emphasis on Rice and Vegetables. Participatory
Enhancement of Diversity of Genetic Resources in Asia (PEDIGREA) Publication. Center for Genetic Resources, the Netherlands. pp. 120-121.
281 McCarthy, E.J. and Perreault, Jr., W.D. 1987. Learning Aid for Use With Basic Marketing: A Managerial Approach. 9 th Edition. Richard D. Irwin, Inc.,
Homewood, Illinois 60430, USA. pp. 1-9; 1-14.
411
when is this exercise most
appropriate?
ɶ In FFS, TOT, and VST
sessions, after discussions
of the topic ‘Post-harvest
Handling and Primary
Processing of Vegetables’.