SCHOOL OF GRADUATE STUDIES HARAMAYA UNIVERSITY _______________________________________________________________ ___ Determinants of Agricultural Production and Marketing in Ethiopia _______________________________________________________________ ____ A graduate seminar in Agricultural Economics (Ag Ec. 552) Submitted to Lemma Zemedu (Ph.D.) By Teshome Terefe ID: SGS 194/02 Faculty: College of Agriculture i
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Determinants of Agricultural Production and Marketing in Ethiopia Faculty: College of Agriculture
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produce profitably from a surplus to a deficit market and to
make decisions about the economics of storage, where
technically possible.
The possible increment in output resulting from the
introduction of improved technology could not be exploited in
the absence of convenient marketing conditions. As efficient,
integrated, and responsive market, mechanism is of critical
importance for optimal area of resources in agriculture and in
stimulating farmers to increase their output (Andargachew,
2005). A good marketing system is not limited to stimulation of
consumption, but it also increases production by seeking
additional output. A critical problem stands in the course of
formulating appropriate policies and procedures for the purpose
of increasing marketing efficiency of agricultural product.
This has to do with lack of pertinent marketing information and
other marketing facilities, like storage, transportation, etc.
1.2. Objective of the Paper
The objective of this paper is to raise public awareness and
policy makers on some of the best ways in which Agricultural
production and marketing. Specifically the seminar aims:
To list out those factors that affect agricultural
commodity production and marketing
3
To stimulate dialogue on the best way in which Agriculture
could contribute to achievements of the outcomes of
agricultural marketing.
To give recommendations that can be used to improve
agricultural commodity production and marketing.
4
2. CONCEPT OF AGRICULTURAL PRODUCTION AND MARKETING
Agricultural Marketing:- reference to the agricultural system,
which stresses the importance of this marketing system as a
link between producer and consumer. The traditional farmer in
developing countries sells his produce at the time and for the
price, which are the least advantageous for him. He sells in
order to pay his debts, but the cycle is repeated, and he
becomes involved in new debts. In developing countries, the
farmers sell a "forced" surplus. The farmers are forced to sell
a sizeable part of his produce, sometimes much more than he
would have sold if he had had the choice. In fact, the
surplus marketed in the developing countries is determined as
follows: If we work out the total produce of the peasant,
deduct from this the family’s own consumption, plus payments he
makes by handing over produce, as well as the payment of
various debts, usually to money-lenders, and finally obtained
the amount left to the farmers for marketing, (Adugna, 2006).
Marketing of agricultural product involves various approaches.
The most common are the functional, the institutional, and the
commodity approaches.
2.1. Functional approach
5
Functional approach studies marketing in terms of the various
activities that are performed in getting farm product from the
producer to the consumer. Using the functional approach, it is
feasible to “cost” these functions and to compare them against
others intermediaries doing the same job or against standard of
performance (Rehima, 2006). Moreover, this approach helps to
compare cost and benefits of different functions. The widely
accepted functions are: a) exchange (buying and selling), b)
physical (processing, storage, and transportation), and c)
facilitating (standardization, financing, risk bearing, and
market information). Most of these functions are performed in
the marketing of nearly all commodities.
6
Marketing of agricultural products consists primarily of moving
products from production sites to points of final consumption.
In this regard, the market performs exchange functions as well
as physical and facilitating functions. The exchange function
involves buying, selling and pricing. Transportation, product
transformation and storage are physical functions, while
financing, risk-bearing and marketing information facilitate
marketing
2.2. Institutional approach
Institutional approach examines the activities of business
organizations or people in marketing. The institutional
approach focuses on the study of the various institutions,
which perform the marketing activities. These organizations or
people are middlemen who perform the operations necessary to
transfer goods from the producer to consumer, because of the
benefit of specialization and scale that exist in marketing as
well as production (Adugna, 2006).
2.3. Commodity approach
In a commodity approach, a specific commodity or groups of
commodities are taken and the functions and institutions
involved in the marketing process are analyzed. This approach
focuses on what is being done to the product after its transfer
7
from its original production place to the consumer (Astewel,
2010). It helps to pinpoint the specific marketing problems of
each commodity as well as improvement measures. The approach
follows the commodity along the path between producer and
consumer and is concerned with describing what is done and how
the commodity could be handled more efficiently. This approach
has been used in this study as a guideline to identify
different aspects of the problem.
Astewel, 2010 in his study listed the main functions of
agricultural marketing. These include purchasing, sales,
transportation, storage, sorting and grading, financing, added
risk, and marketing information. Purchase and sale involve
change of ownership. A thing sold is also bought, and anything
bought is sold. Transportation involves the transfer from a
place of surplus to a place of shortage this is the
geographical dimension, while storage involves the transfer
from a period of surplus to a period of shortage the time
dimension.
The performance of business activities directed towards, and
incidental to, the flow of goods and services from producer to
consumer or user." During the 80's the center of gravity of
marketing definitions shifted from its former midway position
between the producer and the consumer, to the side of the
consumer.
8
The consumer and society are the main issues nowadays, and the
manner of satisfying their needs. Successful marketing is that
which accounts for the consumer and its environment, as this is
outlined by the following definition. Consumer satisfaction
with social responsibility has been regarded as the center
around which all marketing activities should revolve. Again,
it was identified that as opposed to the past concept of
marketing, which stressed the sale of products, the approach
nowadays lays emphasis on the satisfaction of consumer needs.
The Mechanism of Marketing Process
\
Most of the operations of the potential production and
marketing require capital, and are carried out at a high risk.
The agricultural produce is usually transported in bulk.
Storage and transportation are very costly. The produce is
seasonal, whereas the demand for it continues all year round.
The traditional farmer is a small marketing unit. Hence,
produce collection is complicated and expensive. Agricultural
marketing involves losses, damage, and quality impairment
during storage and transportation. It is difficult for the
9
The
Producer
The mechanism of marketing in all its aspect
The
Consumer
traditional farmers to undertake the marketing operations, and
therefore intermediaries carry out most of these operations.
10
The obstacles in traditional marketing are the following: The
marketing circle is long and old. The marketing circle: stages
through which the products pass. Starting with the producer,
and on until they reach the consumer. Within the framework of
a traditional market, the stages that the products go through
are extremely long and weighed down by a overabundance of
middlemen.
The infrastructure of transportation is outdated, the roads are
bad or do not exist at all, producers are a long way from the
market, and consequently transportation costs are very high.
The fact that there is no planning in the production and the
irregularity in supplying the market, causes either a surplus
or a seasonal scarcity of products on the market imported
products compete with the local production. Lack of sorting,
processing and of warehouses and lack of organization of
producers and consumers.
The final market is the one in which the produce passes
directly to the consumer, or goes on to be processed, or to be
prepared for transportation to markets abroad. An example is a
market located close to a port. One must distinguish between
the traditional market and the market, which functions
regularly every day and also includes warehouses and wholesale
services, of private or state ownership.
11
The local traditional market is usually maintained in areas
where transportation is almost impossible for the rural
population with its limited means. Moreover, the goods and
services are intended for local consumption. The goods offered
change from season to season in this site. Such local market
forms a network, in which one market is linked to another
through the passage of goods, services and people. The local
market is a meeting place of occasional sellers, who set up at
random in sales shacks, and come together at fixed time
intervals at that fixed site. This is where goods and services
are distributed between the villagers, who act as both buyers
and sellers
One further factor worthy of mention is the price of marketing,
which includes all the subsidiary expenses of the marketing
process. These expenses usually give rise to the difference
between the consumer price and what the producer gets paid.
The reasons for this are many. Farms are widely dispersed and
production units are too small. There is no uniformity in the
quality of the produce. Transportation is difficult, and
marketing information is faulty. There is insufficient capital
for the processing and storage, and financing costs are high.
Other factors, which raise the cost of agricultural production
and marketing, are levies, the failure to sort the produce,
which detracts from the return to the grower, inefficient sales12
procedures, neglecting to weigh the produce. There are too many
intermediaries, and no regulation of the distribution among
markets.
The mechanism of market prices: This is composed of the
following: The price of a product is determined by the supply
and demand in the market. The supply represents the quantity
of products offered the same day on a certain regional market.
The demand represents the willingness to buy the same products
by the consumers, the same day on the market. The price of the
product on the market is not the price that the producer
receives.
2.4. The Role of the Agricultural Sector
The agriculture sector plays an important role in the Ethiopian
economy and posses the potential to advance the country’s
objectives of growth and development. The performance of the
overall Ethiopian economy has been driven by the performance of
the agriculture sector, due to its large share in the economy.
Agriculture in Ethiopian employs the majority of the poor, and
has strong consumption linkages with other sectors. Smallholder
farming dominates agricultural production, and a large
proportion is for subsistence. Since poverty is predominantly a
rural phenomenon, and agriculture is a major economic activity
for rural population, it follows that success in poverty13
Reduction depends critically on performance of the agriculture
sector.
The firm’s main problem is how to manage its resources in such
manner as to maintain an optimum relationship between
expenditure and income. In other words, the firm must
implement an efficient conversion of resources so as to provide
a supply answering an existing demand. The firm should decide
what to offer, and how to pick the suitable market in which to
offer its supply. The combination of all the variables of
which the firm decides to make use constitutes what we call
"the marketing mix."
The firm must decide what is going to be the final price of the
product, the amount of discounts granted to middlemen, what are
going to be the sales areas, and the type and number of
intermediary agencies. Other considerations facing the firm
include the types of packaging, the trade name, possibilities
of obtaining credit, repair service for products sold, product
warranty, subjects that should figure in publicity, promotion
frequency, messages communicated, and gadgets for sales
representatives, points of sale, and gifts to customers.
A good program should take into account all the components for
each and every product. Every variable of the marketing mix is
interchangeable with another. For instance, if we can grant a14
reduction in the price of a product, perhaps we can do with
less promotion outlay.
The firm knows that all the marketing mix components are
expensive, and the main question is how much of each variable
it is worthwhile to apply, and how much money to spend on each
of them. The firm faces the traditional problem of choice, in
view of financing limitations, out of an almost infinite number
of possible combinations of the variables.
On certain of these variables the firm has no control, though
it does exercise an influence on them, such as the market and
the demand it represents, who the competitors are within this
market, what the various sales channels in this market are, the
firm’s employees, and the technology, which affects the use of
the firm’s products. There are also such variables, which are
entirely beyond the sphere of influence of the firm, such as
cyclical price fluctuations, and the change of seasons, the
general level of employment, the legal framework, the social-
environmental framework, and the structure of social
establishments. The people responsible for marketing within
the firm may find themselves in conflict with other factors
within the system, such as restrictions of advertising
budget, forbidden marketing channels, and imposed minimum and
maximum prices.
15
Most small farmers do not possess suitable marketing means, and
this is the main handicap to increased production. Many of the
farmers feel -that they run -too high a risk of not being able
to sell their produce at a fair price. The traditional
farmer’s need above all is to have faith in the marketing
system. It is possible to conclude, and we shall return to
this point further on, that one of the main ways of improving
the farmer’s productivity, does not consist merely in improving
the inputs and the production methods. It is important to
secure a reliable market, a suitable price, and a system by way
of which the farmer can market his produce, and at the same
time receive the highest possible share of the price paid by
the consumer for that produce.
When the farmer sets about marketing his produce, he faces many
constraints. Overcoming them will help us in restoring his
self-confidence, and will help him to develop. The first group
of constraints is those due to physical conditions. The
primary condition is the general infrastructure, which includes
insufficient means of transportation, bad roads, and
undeveloped markets. A further factor is the absence of
agreed standards. There are no agreed standard rates and
measures, and in most places the scales used are biased to the
detriment of the farmer. The next factor is the means of
storage. Insufficient storage space, and faulty facilities
give rise to losses. The lack of storage facilities prevents16
the farmer from keeping over his produce until the season when
its price rises, resulting in loss of income. Handling does not
exist, or is in very bad repair. Transport methods are
outdated, and packing and containers unsuitable. The points of
unloading, loading and supply are unsuitable. The supply
inputs are unsatisfactory to the farmer. These are not
provided in the quantities requested, neither when they are
needed, nor again are they of the kinds and qualities required.
The constraints of agricultural marketing, which hamper the
traditional farmer, also include components, which are more
specifically related to marketing.
Commercial efficiency is hardly accorded any attention,
particularly by government and semi-government institutions,
and sometimes also in cooperative societies set up by the
government. The farmer has a very slim bargaining edge, and
the private traders exploit this fact. The traditional farmer
has no financial means. Further constraints he faces are
related to the marketing price and the pricing policy. In many
cases, the price paid to the farmer leaves him no profit at
all.
The input prices are too high in relation to the marketing
prices. The price fluctuations are excessive, and this in
addition to high and unjustified marketing levies as well as
import taxes and exports taxes. 17
2.4. Empirical Studies Related to constraints in Agricultural
production and Marketing
The weak performance of agricultural markets (both input and
output markets) in Ethiopia has been recognized in various
studies as a major impediment to growth in the agricultural
sector and the overall economy (Eleni et al., 2004, cited
in Dawit, 2005). Wolday (1994) also explained that in
Ethiopia the performance of agricultural marketing system is
constrained by many factors such as: poor quality of
agricultural produce, lack of market facilities, weak
extension services which ignored marketing development
and absence of marketing information.
Many studies conducted in identifying factors affecting market
participation and volume of sale in different crops. Abay
(2005) and Rehima (2006) studied the market participation
of vegetables and pepper marketing at Fogera and Siltie
Zone, respectively. Their studies result indicates that
distance from main road, frequency of extension contact and
numbers of oxen were found significant for onion while
experience of the farmers and distance from road were
significant for tomato. The identified variables found in
pepper marketing study were pepper production, crop
yield of the households and extension contacts.
18
In connection to the above studies Gebremedhin and Hoekstra (2007) identified determinantsof household’s market participation of three crops (teff, wheat
and rice) from three districts of Ethiopia (Ada, Alaba and
Fogera). For analysis, they used community level and
household level data. They identified the determinants of
household choice to produce those market-oriented crops. In
addition to this, the result shows, availability of cultivated
land, traction powers, and household labor supply, are important
factor that induces households to be market oriented.
Dawit (2005) also explained that the flow of
agricultural produce from the producer to the consumer
involves a long chain of intermediaries, who, without creating
value-added, merely keep on stretching the chain. He
further pointed out; the involvement of these superfluous
intermediaries has constrained the development of the
sector and deprived the farmers of equitable returns.
Mohammed (2007) also clearly states that the knowledge gaps in
the crop sector in Ethiopia were inefficiency of the
market system (which includes inefficient marketing
chain, improper transmissions of price to producers and the
type of product produced by farmers i.e. whether it satisfy
the consumers taste and preference).
The nature of the product on the one hand and the lack of19
organized market system on the other have resulted in low
producers’ price. Adugna, 2009 on his study observed that as
there are production and marketing problems challenging fruit
and vegetable development Ethiopia. These are input supply,
pest and disease, low productivity, production seasonality
from the production side and lack of transport, storage,
post handling facilities, organized market system from the
marketing side (WoARD, 2007).
A number of factors related to technological, institutional,
organizational and political situations influence
competitiveness of market chain. So information on factors
that affect competitiveness of fruit and vegetable market is
essential for the design of any strategy or policy that has
an objective of intervention. Identification, characterization
and evaluation of market chain help’s to remove barriers
affecting performance and to strengthen strong sides.
Agricultural marketing acts as an agent of rural
development. Moreover, agricultural marketing will play a
coordinating rule, steering supply and demand with respect to
place, time and form utilities.
20
A properly functioning market (such as pricing system) for
agricultural products is generally perceived as the best
organizational structure to achieve more efficient
production, in terms of type, quantity and quality, and
consumption decisions (Rehima, 2006).
Improved information and marketing facilities enable farmers to
plan their production more in line with market demand, to
schedule their harvests at the most profitable times, to decide
which markets to send their produce to and negotiate on a more
even footing with traders and also it enables traders to move
produce profitably from a surplus to a deficit market and to
make decisions about the economics of storage, where
technically possible.
The possible increment in output resulting from the
introduction of improved technology could not be exploited in
the absence of convenient marketing conditions. As efficient,
integrated, and responsive market, mechanism is of critical
importance for optimal area of resources in agriculture and in
stimulating farmers to increase their output (Andargachew,
1990). A good marketing system is not limited to stimulation of
consumption, but it also increases production by seeking
additional output. However, a critical problem stands in the
course of formulating appropriate policies and procedures for
21
the purpose of increasing marketing efficiency. This has to do
with lack of pertinent marketing information and other
marketing facilities, like storage, transportation, etc.
In Ethiopia, the productions of agricultural commodities are
constrained by variable seasonal conditions. As a result, the
variation in its supply on rural and urban market is
considerable. Rehima (2006), tried to investigating the pepper
marketing chains and factors affecting red pepper supply to the
market in Alaba and Siltie, and reducing the information gap on
the subject and by contributing to work better understanding on
improved strategies for reorienting marketing system for the
benefit of small farmer development and traders.
22
Ethiopia’s share in the world agricultural exports of indicates
reduction in value terms (Teressa, 2000). Among the major
factors affecting agricultural exports, the type of commodities
exported, the trend in the world market and price
competitiveness are the most important ones (Tadesse, 1995). In
order to increase the country’s export performance and
competitiveness, it is important to investigate factors
affecting the export performance on commodity basis.
The government agrarian policy affects the farmer in a major
way. Many governments have a general policy of food imports,
or received food products through foreign aid, which reach that
country at prices far below the prices required by the farmer
in return for his produce. Unrealistic exchange rate policy
results in unprofitable exports, and gives rise to cheap
imports, which compete with the local producer. Many
governments do not carry out a real agrarian reform policy,
which could help the farmers. The small farmer finds himself
in a vicious circle. Companies and marketing organizations
have no economic interest in providing marketing services to a
far ranging and non-uniform farmer population, scattered in
remote and hard to reach places. Without such services, the
small farmers will not take on the risk of stepping up
production beyond their proper consumption.
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3. CONCLUSION AND RECOMMENDETIONS
3.1. Conclusion
Based on the information extracted from literature reviewed of
empirical studies, the major factors affecting agricultural
production and marketing in Ethiopia were identified as
follows.
In Ethiopia the performance of agricultural production and
marketing system is constrained by many factors such as:
poor quality of agricultural produce, lack of improved
seed application, lack of market facilities, weak
extension services which ignored marketing
development and absence of marketing information.
The nature of the product on the one hand and the lack of
organized market system on the other have resulted in
low producers’ price
Improving marketing facilities for agricultural crops
in general enable farmers to plan their production more
in line with market demand, to schedule their harvests at
the most profitable times, to decide which markets to
send their produce to and negotiate on a more even footing
25
with traders. Besides, a proper marketing system is also
enables, to increase production and market efficiency.
Ethiopia agriculture production was constrained by
problem the of formulating appropriate policies and
procedures for the purpose of increasing marketing
efficiency
26
3.2. Recommendation
i) Government intervention There is an urgent need for
government intervention with regard to market price setting
strategy and facilitation of infrastructures. Agricultural
commodity is different from other markets. This needs measures
from the relevant government organs.
ii. Promoting education and trainings in production and
marketing; Changing the attitudes of producers is a crucial
factor in improving the production and marketing performance
of households. If farmers have awareness about the benefit
of the specialty market, they do not need only immediate
economic advantages from the sale of their product.
In case of production, household heads with very limited
education encounter in successfully managing, fertilizer and
pesticide applications, and also what to produce inline with
taste and preference of consumers demand, especially in
the presence of ineffective extension services.
Therefore, stakeholders’, Agricultural, and Rural Development
Offices have to create awareness about the specialty of
market. Continuous education and training on production and
marketing will have a positive impact on their attitudes.
iii. Facilitating extension services; The provision of
27
extension service improves market participation of
agricultural commodities. Farmers have to linking production
with marketing. Also it is good to enlightening farmers to
produce based on market signals, consumer preferences and to
direct or advice on the proper methods of handling, storing,
transporting, and above all improving quality of agricultural
commodity. Hence, it is recommended to assign efficient
extension system, updating the extension agent’s knowledge and
skills with improved production and marketing system.
iv. Establishment of cooperative; The enhancement of
agricultural commodity producers’ bargaining power through
cooperatives is the best measure that should target at reducing
the marketing problem. Such measure also facilitates the
regular supply of a given commodity at reasonable price to
consumers.
Agricultural commodity production and extension contacts are
the positive determinant factors of the quantity of
agricultural commodity supplied. Therefore, policies that would
improve Agricultural commodity production capacity by
identifying new technologies and the causes of diseases
problems. Creating stable demand for surplus production would
enhance farmers’ decisions on Agricultural commodity
production. Agricultural extension services are the major
28
institutions operating in the rural areas. To obtain this
advantage there is a need to improve extension system, and
technical supervision and follow up must be strong.
Strengthening of market extension (linking farmers with
markets, building marketing capacity of farmers, etc.) is
necessary. Moreover, it is necessary to provide information and
enhance the knowledge and skills of farmers and other
institutional changes ought to be made.
The stakeholders should further evaluate critically farmers
cost incurred and benefit obtained from the non-farming income
and agricultural commodity, production and then, let report
them the result. Then, the farmers can decide where to invest
by comparing and contrasting the results of the evaluation.
Competitive market and market information services have to be
established or strengthened to provide farmers and traders
accurate and timely information on current supply, demand and
prices at national and regional levels.
v. Improving the seed system: effective and sustainable seed
system should be implemented particularly the informal seed
system needs to be strengthened since it plays the major role
in seed multiplication and dissemination.
vi. Intervention to increase production and productivity of
29
agricultural commodity
The quantity of agricultural commodity produced at the farm
level affected marketable supply of commodity positively and
significantly. However, farmers are working under limited plots
of land by natural as well as socio-economic factors without
using improved technologies and agricultural inputs. Farmers in
Ethiopia used little inputs (like improved seeds,
pesticides and insecticides and modern technologies). Hence,
increasing production and productivity of commodity per unit
area of land is better alternative to increase marketable supply
of produce. Introduction of improved varieties, application
of chemical fertilizers, using of modern technologies,
controlling disease and pest practices should be promoted to
increase production.
vii. Licensing the traders; Traders should have license
to operate at any level of trade, some of the
traders have continued to operate with no license.
Assemblers and brokers (though few) are with no licensing.
Also no clear demarcation of trading (fore
instance, millers are acting as wholesaler). This has
put the legal traders at a disadvantage when competing in
the market. Therefore, public authorities in collaboration
with representatives of traders should devise means of
controlling those engaged in illegal trade.
30
31
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