These physical functions are critical because perishable products have a short shelf life. Failure to perform them leads to post-harvest losses – up to 30% for tomatoes – reducing farmer income and food availability.

Use L.A.T.V.N.R (Location, Area, Time, Volume, Nature, Regulation).

Farmer-owned organizations that market collectively to increase bargaining power.

| Model | How it works | Why cool | |-------|--------------|----------| | | Farmer signs with company (e.g., Pepsi for tomatoes) | Price assured, inputs given | | Farmer Producer Organizations (FPO) | 300+ farmers form a company | Collective bargaining, direct sales | | Direct Marketing | Farm to retail/resort | No middlemen, premium price | | Online apps | Ninjacart, DeHaat | Fresh produce in 12 hours |

Agricultural marketing encompasses all services involved in moving an agricultural product from the farm to the consumer. It is not just about selling; it includes planning, growing, harvesting, grading, packaging, transport, storage, food processing, and distribution. Marketing vs. Selling

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Stronger bargaining power, shared costs, stabilized farm incomes.

. It encompasses every activity involved in moving agricultural products from the farm to the final consumer. 1. Marketing vs. Selling

Holding goods to ensure a steady supply throughout the year, especially for seasonal crops. Grading and Standardisation:

: A strategy involving Product (what is grown), Price (value assigned), Place (distribution channels), and Promotion (advertising and awareness). Primary Functions of Agricultural Marketing

Sorting produce into predefined grades.

Centralized municipal hubs where farmers sell perishable goods (fruits and vegetables) to wholesalers and retailers through agents.