POST HARVEST PROFILE OF POTATO - Agmarknet

6.0 MARKETING INFORMATION AND EXTENSION :Marketing information:Agricultural Marketing Information comprises of collection, analysis andcompilation of agricultural marketing related information as well as dissemination of rightinformation to the people in need, at right place, at right time and in right form.In a marketing system, market information is an important function which facilitates themarketing decisions and regulates the competitive market processes and mechanisms.It is helpful to the farmers for planning, production and marketing of their commodities.It is also the key to achieve operational and pricing efficiency in a marketing system. Inthe present context of global agricultural scenario, the small and marginal potatofarmers should change the habit of traditional farming to modern market / exportoriented farming by improving the quality and productivity of the produce.Farmers / traders/ processors should reorient their potato enterprises by usingfacilities of market information and information technology (I.T) for the followingpurposes:►►►►►Planning for market oriented production.Preparation of produce for marketing.Adoption of modern storage techniques.Availing suitable transport facilities.Availing market intelligence for remunerative prices.For effective dissemination of market-led information, almost all the state / U.T.Govt. organizations have some activities for the benefit of the producers, traders,processor, exporters and consumers, which are of conventional nature. Hence, toimprove this entire system, Govt. of India started “Market Research and Information Network” (MRIN) Scheme through the Directorate of Marketing and Inspection (DMI) and itswebsite i.e., AGMARKNET. Besides, there are also other organizations involved in thedissemination of market information of agricultural commodities.Marketing extension:Marketing extension is a tool to educate the farmers, traders, consumers andother beneficiaries regarding the latest knowledge on post harvest management,marketing, value addition, and exploring new market opportunities. It aims to bringdesired changes in their skill, attitude and behaviour towards post harvest managementand marketing practices of agricultural produce. In the present context of globalizationof agricultural trade, it is essential to grow awareness among the producers and otherbeneficiaries regarding proper harvesting, grading, packaging, transportation, storage,maintaining proper quality standards and Sanitary-Phytosanitary requirements, etc.50