Product Marketing Structures and Opportunities

Farmers have several alternatives when it comes to marketing their products. In this session, we will explore different marketing structures and opportunities that are available to you.

Many farmers, especially new ones, are inclined to start production without giving a second thought to the business of marketing. Good marketing is an absolute must for a successful agricultural enterprise. Some would even argue that it ranks higher in importance than the production itself—especially for farmers planning to diversify. After all, what good is a product if one cannot sell it consistently for a profit?

The structure that you choose will depend on the opportunities that you wish to take advantage of. First, you will need to decide what market(s) you are going to focus on. You may focus on the local, regional, national or international markets. Or you may choose to concentrate on more than one market. Each of these markets has its own structures and consumers within them have their own needs that you will seek to satisfy. For example, if you decide to enter into an international market you will need to find out what the legal and market requirements are for your products, including, quality, volumes, packaging and other legal requirements such as licences. It will be more difficult to enter into international markets than to enter into your local market, but the financial rewards may be greater.

Many farmers think of marketing as simply how to dispose of their products. Locked into producing a very small number of major crops and insulated from the market, they have not been required to have a clear understanding of ever-changing consumer wants and needs.

A good marketing strategy begins with making sure the enterprise is right for you and is feasible. This will require a review and evaluation of your present situation, goals, possible enterprises, physical, financial and marketing resources, and market potential.

The evaluation should help you answer some key questions, chiefly:

Click here to download a handout that explains small-holder farmer marketing channels.

Click here to download a handout that explains cooperative marketing.