Agriculture is the main stay of Ethiopia's economy and it is the point ofrnconcern in today's policy arena. The present government has given a duernand prior importance to the sector and have subscribed to AgriculturalrnDevelopment led Industrialization policy as basic strategy of the economy.rnHowever, Ethiopian agriculture is intertwined with multiple problems suchrnas traditional means of farming along with minimum use of modernrnimputes; ever increasing population and consequently small amount of plotrnper household; poor market infrastructure which is characterized byrninsatiability of prices, financial and credit problems, post harvest losses,rntransportation and communication problems, high and exorbitantrntransaction costs etc. Market among other things playa make or break rolernin agricultural development and transformation since increase Inrnproduction is no more than useless in the absence of efficient markets.rnThis study aims to asses the challenges of agricultural product marketingrnwith reference to cereal crop producing farmers in Bahir Dar Zuria woredarnin terms of production, pricing and distribution of agricultural crops andrnidentifying the major actors in the sector at the woreda. To this end arnsurvey was made on 200 farm households selected from the woreda andrnthe data obtained from the survey (from184 valid cases) was analyzedrnusing descriptive statistics such as percentages, frequencies and graphs.rnIt was learned from the study that farmers who produce the products,rnconsumers who purchase the products for consumption (both rural andrnurban), retailers and assemblers who purchase the products for profitrnpurpose are the main actors of agricultural product marketing at thernworeda level. Majority of farmers in the study woreda are subsistencernoriented in their production decision and hence their business/ commercialrnmotive is low. They mostly select the products that they cultivate in linernwith crop rotation needs, land suitability for the crop under considerationrnand food habit of the family members and the society around. Theirrnconsideration of market prices is low. Land scarcity and lack of finance tornbuy agricultural imputes are the main problems of the farmers. When itrncomes to pricing most farmers are not informed about the price of similarrnproducts in other woredas due to lack information and communicationrntechnologies. Distribution wise majority of the farmers transport theirrnproducts by traditional methods mainly through animal backs such asrndonkeys and mules.