Horticultural Marketing in Ethiopia
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Date
2007-08
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Addis Ababa University
Abstract
Horticulture marketing is a growing agricultural sector for Africa. The general
objective of this study is to review horticulture sector from marketing
perspective and recommend marketing strategies to foster the sector growth
in a profitable manner.
The primary sources of data are questionnaire collected from horticulture
companies. The secondary sources are publications from websites, books,
journals, and periodicals released by ministry of agricultural, Ethiopian
Investment Authority, FAO, and Ethiopian Horticulture Association
The analysis part analyzes responses collected from private and public
horticulture marketing companies and enterprises. It selected 15 horticulture
companies. Questionnaires that were distributed to 15 horticulture and
floriculture companies reflect the industry marketing facts and insights.
Different recommendations are forwarded. The most crucial ones are
Horticulture companies should follow up and conform to quality standards of
countries to which they export. In case of domestic markets abundance of
horticulture products may contribute to large scale perish of produces. As a
result they need to produce optimal quantity to local consumption at
affordable price level as price is detrimental to attract more local buyers.
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Keywords
Marketing in Ethiopia