Abstract:
Date is one of the major cash
fruits in Pakistan. Presently Pakistan stands
at sixth position in dates producing
countries. Date occupies third position after
citrus and mango in terms of fruit area and
production. The present study was
conducted to explore the current margins of
various stakeholders involved in the existing
marketing system of dates in two leading
districts of South Punjab district, as Dera
Ghazi Khan and Muzaffar Garh. A sample
of 40 farmers, 30 commission agents,
30 wholesalers, 30 retailers and 30
consumers was selected randomly. Pretested
questionnaires were used to collect
the data from selected respondents through
personal interviews. Private sector is
dominant in all major marketing activities.
The market intermediaries in date marketing
system involve commission agent,
wholesaler and retailer. Different
intermediaries were taking different margins
according to form of dates and locality. In
Dera Ghazi khan, commission agent was
getting 13.55%, wholesaler 11.71% and
retailer, 18.09% margins of marketing chain
for fresh date and share of growers in
consumer price was 56.09%. Commission
agent was taking 14.13%, wholesaler,
10.67% and retailer 17.2%; margin of
marketing chain for fresh date and share of
growers in consumer price was 58% in
Muzaffar Garh. The price of date is much
high due to long chain of marketing system.
In order to reduce the wholesale and retail
prices, government should take measures to
establish date marketing centers and supply
chain management training programs for the
date growers.
