Agricultural Marketing encompasses various strategies and activities that are used in moving the agricultural produce form the farm to the consumer. From production to advertising and sales, Agricultural Marketing comprises of several layers aimed at providing the maximum returns to the producer. However, in India like many other countries, the Agricultural Marketing is subject to regulated markets that tend to mitigate the efficacy of the system for the farmers. There is a need to bring reforms and inculcate new strategies for improving Agricultural Marketing. Some of the required amendments are listed as follows:
Facilitate Direct Sales
Direct sales of agricultural produce means that the farmers have a direct access to the consumers with no middlemen. This reform is particularly a critical one, as it will allow the producers to establish a direct connect with the consumers. The direct interaction is instrumental in building relationships and for agricultural marketing.
Sales To Restaurants
Restaurants are biggest customers for high quality and specialty agricultural products. A genuine patronage from them can do wanders in Agriculture Marketing for suppliers and producers. Restaurants, in their menu, generally list the names of the agricultural suppliers from whom they procure their raw materials. As such sales of standard quality products to restaurants can serve as an effective strategy for Agricultural Marketing. The recognition can help the farmers to develop a brand image and have access to more customers.
Community Events Like Farm-To-Table Dinners
Community events like farm-to-table dinners serve as effective tool in Agricultural Marketing. Farmers bring their produce to farms or pubic places such as community centers. Food is cooked and served outdoors. This provides an excellent platform for the farmers and consumers to gather and share their interests. There is a need to promote such events to add more weight to our Agricultural Marketing system.
Apart from all these measures, farmers should be encouraged and educated to come up with excellent yields. Quality is the best endorsement for marketing. Once you deliver quality product, you win the customers. Better education will also guide the farmers to resort to online means which is a must in this competitive era.
