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Touhid Reza Shawon – 13-05-3068 SHARMIN SHIFA - 13-05-3070

Faculty of agricultural economics & rural development

HORTICULTURALCROP

THROUGH MODERN TECHNIQUES AND APPROACHES

AN ASSIGNMENT ON

Contents

• What is “Horticultural Crops”.

• Classification of Horticultural Crops.

• Marketing Process.

• Market Extension.

• Improving Marketing Arrangements.

• Helping farmers to understand the market.

WHAT IS “HORTICULTURAL CROPS”Horticulture is a science, technology,

and business involved

intensive plant cultivation

for human use. It is practiced from the

individual level in a garden up to the

activities of a multinational

corporation. It is very diverse in its

activities, incorporating plants for food

and non-food crops. It also includes

related services in plant conservation,

landscape restoration, landscape and

garden

design/construction/maintenance,

horticultural therapy, and much more.

CLASSIFICATION OF HORTICULTURAL CROPS

Horticultural crops are popularly classified into the 3 broad divisions of fruits vegetables andflowers.However, following points are considered to be most important basis for classification of thecrops.1) Classification Based on Growth Habit and Physiological Character.2) Classification Based on Life Span of Plants.3) Classification Based on Climatic Requirements.4) Classification Based on Seasonal Basis.5) Classification Based on Use of Horticultural Plants.

MARKETING PROCESS

This stresses two important points:• the marketing process has to be customer oriented;• marketing, a commercial process, has to provide farmers, transporters,

traders, processors, etc. with a profit or they will be unable to stay in business.Marketing therefore involves:• identifying buyers;• understanding what they want in terms of products and how they want to be

supplied;• operating a production-marketing chain that delivers the right products at

the right time;• making enough profit to continue to operate.

MARKET EXTENSION

ACTIVITIES TO HELP FARMERS INCREASE PROFITABILITY1) Selecting profitable crops;2) Increasing sales by improving access to buyers and markets;3) Reducing costs;4) Reducing post-harvest losses.

INFORMATION NEEDED TO GIVE FARMERS RELIABLE ADVICE1) The farming area;2) The crops grown and the costs of producing them;3) The market and those involved in supplying it

GATHERING THAT INFORMATION1) Using questionnaires and interviews to get information from farmers and traders;2) Analysing the results.

IMPROVING MARKETING ARRANGEMENTS

wAYS OF HELPING FARMERS TO DEVELOP NEW MARKETS1) Linking farmers with buyers;2) Promoting collection centres and village markets;3) Encouraging group marketing;4) Working with cooperatives.

HELPING FARMERS WITH NEGOTIATING AND SELLING1) The need to be well informed;2) Meeting the needs of processors;3) Contracts with processors and others.

USING MARKET INFORMATION1) In the short run;2) In the long-term.

CARRYING OUT TEST MARKETING

HELPING FARMERS TO UNDERSTAND MARKET(cont’d)9)INTRODUCING ICT(INFORMATION AND COMMUNICATION TECHNOLOGY) IN

HORTICULTURAL CROP MARKETING

Ict in horticultural crops marketing

ICTs, especially mobile phones, facilitate the provision of both types of information. ICTs are used for real-time market research to obtain current information and help users gradually accumulate market knowledge and insight.

HELPING FARMERS TO UNDERSTAND THE MARKET

TECHNIQUES FOR COMMUNICATING WITH FARMERS ABOUT MARKETS1) Crop calendars to show seasonality;2) Calculating costs of production;3) Maps showing location of production;4) Diagrams to describe the marketing channels;5) Providing information about traders;6) Price trends over the year;7) Helping farmers to understand their marketing problems;8) Information about demand for different products.

MOBILE PHONES AS A MARKETING TOOL

Now a days farming is becoming more commercial. Trendsemerging around the use of mobile phones include:

1. Farmers deal directly with wholesalers or larger-scaleintermediaries rather than small-scale intermediaries;

2. Farmers conduct market searches over a wider number ofmarkets; and

3. Farmers develop a broader network of contacts than theirpeers who do not own mobile phones

ICT PROCESS

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Market chain development of Horticultural Crops through ICTs

Conclusion

Horticultural farmers frequently consider marketing

as being their major problem. However, while they

are able to identify such problems as poor prices,

lack of transport and high post-harvest losses, they

are often poorly equipped to identify potential

solutions. Successful marketing requires learning

new skills, new techniques and new ways of

obtaining information.

Extension officers working with ministries of

agriculture or NGOs are often well-trained in

horticultural production techniques but usually lack

knowledge of marketing or post-harvest handling.

This Guide seeks to help them to develop their

knowledge of these areas, in order to be better able

to advise farmers about market-oriented

METHODOLOGY

Information and statistics were collected from

Relevant books

Journals

Newspaper

Website

BSMRAU library

Course instructor