3. Agriculture Marketing

Agricultural marketing is mainly the buying and selling of agricultural products. It refers to all the activities, agencies and policies involved in the procurement of farm inputs by the farmers and the movement of agricultural produce from the farms to the consumers.

The National Commission on Agriculture defined agricultural marketing as a “process which starts with a decision to produce a saleable farm commodity and it involves all aspects of market structure of system, both functional and institutional, based on technical and economic considerations and includes pre and post- harvest operations, assembling, grading, storage, transportation and distribution”. The Indian council of Agricultural Research includes three important functions involved in agricultural marketing, namely (a) assembling (concentration) (b) preparation for consumption (processing) and (c) distribution.