Horticultural Marketing In Ethiopia

Horticulture marketing is a growing agricultural sector for Africa. The generalrnobjective of this study is to review horticulture sector from marketingrnperspective and recommend marketing strategies to foster the sector growthrnin a profitable manner.rnThe primary sources of data are questionnaire collected from horticulturerncompanies. The secondary sources are publications from websites, books,rnjournals, and periodicals released by ministry of agricultural, EthiopianrnInvestment Authority, FAO, and Ethiopian Horticulture AssociationrnThe analysis part analyzes responses collected from private and publicrnhorticulture marketing companies and enterprises. It selected 15 horticulturerncompanies. Questionnaires that were distributed to 15 horticulture andrnfloriculture companies reflect the industry marketing facts and insights.rnDifferent recommendations are forwarded. The most crucial ones arernHorticulture companies should follow up and conform to quality standards ofrncountries to which they export. In case of domestic markets abundance ofrnhorticulture products may contribute to large scale perish of produces. As arnresult they need to produce optimal quantity to local consumption atrnaffordable price level as price is detrimental to attract more local buyers.

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