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Marketing of mushrooms

Mushroom cultivation is a reliable and effective way for resource poor cultivators to grow nutritious food in a short space of time. It also provides an opportunity to generate a highly tradable commodity, thereby contributing to income generation. But, majority of the farmers fails to make profits out of their mushroom production activity due to the poor marketing strategy (Shirur et al., 2015). Marketing of mushrooms in India is not yet organised. It is the simple system of producers selling directly to retailer or even to consumer, which has its own limitations. The production of mushrooms, mainly seasonal, has also exacerbated its marketing problems. There have been frequent reports of gluts in north Indian States during the winter months forcing the distress sale of the mushrooms. This reinforces that effort to increase the production without solving its marketing problems, would be counter-productive. Here are some approaches for successful marketing:

1.   Exploring various marketing options for fresh mushrooms – depending on transport infrastructure, selling directly to local customers, local traders, markets, intermediaries, regional wholesalers, local restaurants, shops or farmer cooperatives.
2.   Adding value and increasing the shelf-life of the mushrooms by creating processed products, including dried or pickled mushrooms, sauces, teas, extracts, etc.
3.   Becoming organized and teaming-up with other producers, to bulk up on volume and the variety of mushrooms, and attract traders regularly to enable reliable sales of the perishable produce
4.    Identifying existing markets and trading routes, and identifying any niches to be filled (for example, organic mushrooms, fair trade or cooperative produce).

Marketing of mushrooms Marketing of mushrooms Reviewed by Biobritte Agro on December 12, 2018 Rating: 5
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