CTA Rural Radio pack: Marketing strategies for small-scale farmers

To be a successful, profitable farmer, producing a good crop or livestock product is only half the battle. Maintaining a reliable market and earning a good price for the produce also require a lot of work. In recent years, the pressure on farmers to be good marketers has increased, for example with the closure of state marketing boards and the liberalisation of trade. But the increasing wealth of urban populations also creates a potentially lucrative market for farmers who can get their marketing right. This resource pack explores some of the key marketing strategies that small-scale farmers may need to consider if they are to take advantage of new opportunities and prosper. These include understanding the market, meeting needs for quality, quantity and reliability, developing good communication and transport arrangements, and adding value.

http://ruralradio.cta.int/MarketingStrategies.htm