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Egypt: Smallholder contract farming for high-value and ... - IFAD

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Retailers. Retailers supply all the horticultural produce consumed in villages except <strong>for</strong> the produce<br />

consumed by the smallholder-producers.<br />

• Home stalls are small enterprises operated from homes. They supply nearby neighbourhoods<br />

in urban districts. The average income of these enterprises does not exceed the daily wage <strong>for</strong><br />

a transient farm worker, around EGP 5 to EGP 7 per day.<br />

• Street stalls are located in busy streets <strong>and</strong> are larger than the home stalls. They are often<br />

tended by employees (who may be household members).<br />

Governorate town <strong>and</strong> city marketing<br />

The marketing structure at the governorate town <strong>and</strong> city levels has three additional dimensions<br />

not found at the village level: purveyors, grocery stores <strong>and</strong> small supermarkets.<br />

Purveyors. Many purveyors buy from wholesale markets <strong>and</strong> deliver to grocery stores, supermarkets,<br />

restaurants <strong>and</strong> government institutions. Depending on the requirements of particular retail outlets,<br />

the vegetables <strong>and</strong> fruits are packed in small trays covered with cellophane or in plastic bags.<br />

Grocery stores. Grocery stores are common in towns <strong>and</strong> governorate cities. Usually, small grocery<br />

stores stock fewer perishable vegetables such as onions, garlic <strong>and</strong> potatoes, <strong>and</strong> the bigger stores<br />

stock a wider range that also includes perishable vegetables <strong>and</strong> fruits.<br />

Supermarkets. Small supermarkets <strong>and</strong> supermarket chains are evolving rapidly <strong>and</strong> are becoming<br />

common in large governorate cities. The supermarkets stock the full range of vegetables <strong>and</strong> fruits,<br />

<strong>and</strong> the larger chains use refrigerated gondolas to keep the produce fresh. Prices <strong>for</strong> the vegetables<br />

<strong>and</strong> fruits sold at supermarkets are often around 10 per cent less than the prices at the stalls <strong>and</strong><br />

grocery stores.<br />

Metropolitan marketing<br />

In addition to the governorate marketing structure, the metropolitan structure also includes<br />

hypermarkets <strong>and</strong> a much greater density of supermarkets.<br />

The metropolitan area includes Cairo <strong>and</strong> Alex<strong>and</strong>ria <strong>and</strong> surrounding satellite cities. The<br />

combined population is around 12 million, which represents a huge market <strong>for</strong> food, including<br />

fresh horticultural produce.<br />

Hypermarkets have succeeded in changing the way <strong>Egypt</strong>ians shop, making it possible <strong>for</strong><br />

shoppers to buy everything under one roof rather than visiting several distant small groceries <strong>and</strong><br />

meat <strong>and</strong> vegetable stalls. The hypermarkets have also prompted local retailers to reinvent<br />

Figure 4 Governorate town <strong>and</strong> city marketing structure<br />

Small<br />

producers<br />

Traders<br />

Governorate<br />

wholesale<br />

markets<br />

Purveyors<br />

– Home stalls<br />

– Street stalls<br />

– Grocery stores<br />

– Small<br />

supermarkets<br />

Consumers<br />

– Restaurants<br />

– Institutions<br />

26

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