Marketing systems for smallholders: a comparison of assembly markets in areas of production with farmer marketing at Mbare Musika in Harare
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The main traditional marketing channel in the study area involves the transportation of the produce to Mbare Musika in Harare using buses and private trucks, and the marketing is done by the fanners. The system has its own market management strategies but does not apply strategic market management. The innovative marketing system introduced by the project is based on the establishment of farmer controlled associations with the capacity to do primary bulking, grading and packaging of the produce at the assembly markets and then transporting and marketing the produce on behalf of its members. The system is designed to reach a wider range of market outlets and customer segments, thus giving a better potential to maximize profits relative to the traditional marketing systems with narrower market segments.