Indian Journal of Agricultural Marketing
Year : 2014, Volume : 28, Issue : 3
First page : ( 90) Last page : ( 98)
Print ISSN : 0971-8664. Online ISSN : 2456-8716.

Direct marketing of vegetable in Sri Lanka: Possibilities for women participation as an income diversification strategy

Priyankara E.A.C.

Research Offi cer, Marketing, Food Policy and Agribusiness Division, Hector Kobbekaduwa Agrarian Research and Training Institute, Colombo-07, Sri Lanka. acpriyankara@yahoo.com

Online published on 23 October, 2017.

Abstract

Direct marketing shortens the distance between the farmer and consumers providing more information to both parties. The present vegetable marketing chain in Sri Lanka is extensive and it demands an alternative marketing system. Direct marketing helps to retain a higher share for farmers than it selling to the middle person. Women make significant contribution to many activities in agriculture but for marketing are less. Therefore, productive participation of women farmers in the agriculture sector is left. This paper attempts to review the present status of direct vegetable marketing by women farmers in Sri Lanka and discuss the possibilities for women to participate as an income diversification strategy. Secondary information was collected through literature survey while primary data gathered from fi eld survey. Women in middle age and beyond that tent to vegetable direct marketing than younger and they have sound education. 70 percent has more than five years experience in direct marketing. 57% of the sample have cultivated less than one acre and 94% has allocated less than 60 perches for a single crop. Periodic market was the most popular place (94%). 77% traveled less than 12 km for direct marketing. 60% sold less than 60 kg in a day. Maximum income earned per day was Rs.11000.00 (23%). Freshness and the quality was maintained in the post harvest handling. Agriculture marketing extension for women farmers, reservation of market places for women farmers, identifi cation of vegetable direct marketing as an income diversifi cation activity are suggested to encourage women farmers in vegetable direct marketing system.

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Keywords

Vegetable, Agriculture marketing, Direct Marketing, Women farmers, Income diversifi cation.

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