On Agricultural Marketing – Blueprint Newspapers Limited


The importance of marketing in agricultural production was again stressed. It is essential to affirm that the marketing of agricultural products requires the deployment of the “four Ps” of marketing, which are price, place, product and promotion.

This was revealed by a leading distributor of agricultural products, Mrs. Funmilayo Ayanbadejo, during a broadcast on the agriculture-centric program, Our Farmer on Federal University of Agriculture Abeokuta (FUNAAB), station of Ogun State Radio, FUNAAB Radio 89.5FM. Ms. Ayanbadejo, Agronomist II at the University Farms Department (DUFARMS) of FUNAAB, where she is the Head of the Agro Mart Unit. Speaking on the “four Ps” of agricultural produce marketing, she said produce should be made available to buyers at a convenient place, at attractive and competitive prices, and the necessary promotional platforms should be in place. deployed to reach consumers to induce action purchases.
Ms. Ayanbadejo said that in addition to using conventional and online platforms, a distributor of agricultural products could also bring the products to the doorsteps of targeted consumers. She said: “Because many agricultural products are perishable, a distributor must quickly roll them out to relevant markets and consumers. For example, products like yams, pineapples, eggs and other vegetable fruits are perishable”. Ms. Ayanbadejo noted that in modern times, irrigation is being deployed in agriculture, which allows farmers to plant and harvest throughout the year. She underlined the need for products to be well stored and preserved in order to maintain their freshness and quality, adding that packaging and branding add value to agricultural products by distinguishing them from the competition. Along the same lines, a broiler farmer advised those wishing to get into the production or rearing of broiler chickens to have a solid understanding of the markets available to sell the fully matured birds.

The broiler farmer, Mrs. Olufikayo Obadimu, Senior Agricultural Officer, Broiler Unit, FUNAAB, gave this vital information, saying that apart from the availability of markets, a broiler farmer, after having taken delivery of broiler chicks from a reputable farm, should provide conducive conditions of pens for their housing, clean water and the administration of antibiotics and multivitamins. Ms. Obadimu also explained that broilers should be vaccinated against diseases such as coccidiosis, Gumboro and Newcastle, among others. She said: “A broiler farmer should be good at identifying markets to sell those poultry. At a maximum of eight to 12 weeks, broilers are ready and matured for sale. If a broiler farmer fails to identify these markets, that means the chickens would eat, and that means more feed expenses. In the end, these farmers might not be able to realize any returns on their investment.”

Speaking about the challenges faced by broiler farmers, Ms. Obadimu listed exorbitant feed prices, bird flu, high price of wood shavings used for broiler bedding, market research and the illegal importation of frozen poultry products, among others. She called on the federal government to discourage the illegal importation of frozen poultry products and provide soft loans to young graduate farmers, while Ms Obadimu praised the university management for their support.

In the meantime, any farmer who wants to get the most out of growing leafy vegetables should have their farms close to markets in order to sell them “fresh as they come off the farm”. Mr. Olanrewaju Bello, Market Gardener and Director of Agriculture at DUFARMS, said this, noting that since leafy vegetables were perishable, a market gardener should ensure that he gets his produce to market early, as few buyers would buy vegetables. that are wilted and had lost their nutrients.

Regarding the location of vegetable farms, he said that flower beds must be made for vegetables, adding that site locations should be close to water sources. He added: “Vegetables are best planted on a bed and it shouldn’t be on a sloppy landscape. And the location of the vegetable farm site should be close to a water source because vegetables need constant water for efficient growth. It could be channeled through boreholes, river banks, perennial streams or rivers”. Bello also advised prospective farmers to make sure they get their seeds from reputable companies that sell seeds to get the maximum return from their farms, noting that within 21 days the vegetables would have reached their stage of maturity and could be produced all year round. .

He however recommended good housekeeping for farms in terms of timely weeding and application of proper insecticide to keep insects away keeping in mind that “vegetables and insects are almost inseparable”. Based on the points raised above by experienced farmers, for successful agricultural marketing to take place, there should be effective deployment of the “four Ps” of marketing of price, location, product and quality. promoting; the availability of products in a convenient location for buyers at attractive and competitive prices; the necessary promotional platforms must be deployed to reach consumers to induce action purchases; a solid knowledge of the markets available to sell these products; having farms close to markets for efficient selling activities; and by committing to good management procedures.

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