Marketing margins of selected stakeholders in the supply chain of dates in South Punjab, Pakistan

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.