Farmers Advice Series: Market Access Oppourtunities For Fresh Agricultural Produce


this is really insightful


Marketing Channels

Fresh agricultural produce is normally/typically channelled through the following types of market:

Rural Primary Markets:

In rural markets, trade is characterised by direct sales of small quantities of produce by producers to village traders and by sales by retailers to rural consumers. Rural markets form part of a trade network and are normally arranged on a periodic basis on specific weekdays, and are commonly organised at a central place in a village or district centre or beside the village’s access road. In some instances, provincial and district-level markets also serve this function, as well as providing an assembly function (i.e. assembling produce in larger quantities for onward sale to outside buyers).

Assembly Markets:

Larger rural markets are found where greater quantities of produce are traded, either by the producers themselves or by traders. These ‚Äúassembly‚ÄĚ markets (often combined with local rural markets), are normally situated on main highways, or near to ferries and other local transport nodes. Produce is predominantly bought by traders or collection agents on their own behalf or on behalf of urban wholesalers.

Wholesale Markets:

Terminal wholesale and semi-wholesale markets are located within or near major cities (usually with populations exceeding 0.5 million). These markets may be supplied by purchasing or assembly centres in the rural areas or directly from farms, either by traders or by large farmers. Transactions are predominantly handled by traders although many wholesale markets incorporate ‚Äúfarmers‚Äô markets‚ÄĚ where farmers can sell directly to retailers. Some markets also allow traders to sell to retailers ‚Äúoff the back of the truck‚ÄĚ.

Retail Markets:
These are markets directly serving consumers and are found in main urban areas, such as provincial, town and city centres. Although primarily retail, they may have some semi-wholesale functions, particularly if they allow farmers to trade. In that case, they are often called farmers’ markets. This form is very typical in developing countries, but there has also been a strong trend to create farmers’ markets for the sale of specialised produce, such as organically-grown fruits and vegetables.

Other Marketing Channels:

Channels other than markets often exist, particularly in the case of horticultural produce. These include on-farm sales, where collectors purchase the produce (usually under contracts between the producers and distributors) and arrange transport to wholesale outlets, packing houses or supermarkets. The extent to which this is done depends primarily on the general state of development of the economy and the demands of consumers.


Very true… Is there a big market for fresh farm produce?


Yes… I know this because people will always like and need fresh produce…


I have been actively involved in market access development for the last 18 months for small holder farmers and from experience… All I noticed is that our producers needs to be more creative and innovative.

Here are other opportunities:

Farm -To -Table …direct fresh farm produce supply to end consumers

Souks, Trade Show, Exhibitions

Farmers’ Market

Contract farming for specific product

Wholesale from farm to offtakers

Bulk supply to hotels, restaurants and fast food

Supply to retail chain stores

Fruits stores

Farmers/Growers an also go ahead and add value to there fresh product. This mitigates against post harvest losses, increases the value of product, longer shelf life and your customer profile will be unique.

For instance… As I type, I am in the middle of processing 250kg of fresh parsley into dried parsley for a client.



We must eat everyday‚Ķthe market in Nigeria is 200m people+ hugeūüėÄ


Thank you very much.


Great!!! Too much to learn here… :clap::clap:

Its almost 2 pm so we are going to ask our questions just for 10mins…

So @Everybody, Lets go…


Thank you @Detoun

I have a small farm in my backyard where I grow pepper, tomatoes. They grow so fast that I think I need to start selling them.

How do I break into the market?? I intend to make this big too.


I feel like logistics is also a real issue that affects the access to market. do you have any insights as to how to ensure easier movement of commodities to the market.


Your friends and neighbors are your immediate customer…

Grow for your neighborhood.


Please ma, what roles are available for non professionals???


Not just any type of logistics… Cold chain logistics and aggregation centers

It is realm issue that requires affordable solution for smes.

For instance, I do CSA packages (Community Supported Agriculture) supply every weekend and there is no delivery motorcycle that has a chiller box.

I always have to pack my produce with ice to ensure it is fresh before it is delivered.


Please break down non - professionals.


Do you know you can advertise on our platform?

We have the #Advertising category here where you can share the products you want to sell…


thank you so much. how can all this chain of distribution be managed efficiently with effective results?


I mean, the farmers with no educational qualification?


They can be trained to become handlers, supervisors, processors within the value chain.

There is something for everyone one that is willing to learn.


Good question… @Janet


The are various chains of distributions…the trick is to chose one that best suits you and perfect it such that you become an industry expert.

Combining all the various chains usually is chaotic