Towards Improved Agricultural Products Marketing Strategy

The study examines the marketing of cocoa in Nigeria as a pilot study to formulating new strategies for the marketing of agricultural commodities. Three interrelated and interdependent approaches have been developed namely, institutional, functional and market structure strategies. These reveal how exchange, physical and facilitating functions can be effectively utilised to expedite the distribution of cocoa through the marketing system. However, methods in use by the cocoa farmers are not efficient due to problems of shortages and the policies of the Marketing Boards and the commodity boards. Improved methods of cocoa cultivation and the removal of impediments on granting credit facilities are recommended.