ศูนย์นวัตกรรมเทคโนโลยีหลังการเก็บเกี่ยว

Market outlets for farmer cooperative participation in rice processing and marketing in the Philippines.

Abejuela, A. G.; Manalansang, B. M.;

Increasing handling, processing and marketing efficiency in the grain postharvest system. Proceedings of the Sixteenth ASEAN Seminar on Grain Postharvest Technology 24-26 August 1993, Phuket, Thailand. Year: 1993 Pages: 83-104 Ref: 4 ref.

1993

บทคัดย่อ

Part of the Integrated Jala-jala Rural Development Project of the Philippine Department of Agrarian Reform involves the setting up of a rice processing complex as a commercial enterprise that integrates farm production with the processing and marketing of milled rice. As a first step in planning for the rice processing and marketing programme of the project, a survey of the milled rice market was conducted. The results of the market outlet study are reported in this paper. One of the opportunities is the market for premium grade rice which is presently supplied by a few suppliers and distributors. While the processing and marketing of premium grade rice may entail additional costs, the price it commands more than adequately covers these costs. Consumers of quality or premium rice are customers of supermarkets and employees of corporations in Metro Manila. Identification of this target market segment also provided information regarding the quality of rice expected by the customers. Varieties of rice with these desirable characteristics and good eating quality will be the ones recommended for production. Traditionally, rice passes through assemblers, millers and traders before reaching consumers, adding to the mark-up in price at each stage. A producer/miller-dealer network, whereby premium grade rice is sold to retailers (supermarkets or corporate clients) is shown to be the most desirable distribution network for farmers and consumers.