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A NEW COOPERATIVE MARKETING STRATEGY FOR AGRICULTURAL PRODUCTS IN NIGERIA
Nigeria, an agro based country where 17.3% of GDP comes from agriculture. Despite being an agro based country, the farmers do not get proper price for their products due to improper marketing system of agricultural products. Our field survey in two villages reveals that there are many intermediaries in the market who take the major portion of the benefits. Those intermediaries create artificial shortage of supply which also forces the consumers to pay more. The survey on vegetables and rice market explores that farmers are bound to sell their products to the intermediaries at lower price due to improper marketing systems. A producer organization or growers’ cooperative can be established to reduce the plethora of intermediaries from the supply chain of agricultural products. The establishment of cooperative ensuring the participation of local farmers can ensure fair price for the growers and consumers with the direct marketing system.
Keywords: Agriculture, Marketing, Intermediaries, Value-chain, Agricultural products