Abstract
Fruits are an important sub-sector in the agricultural sector of Pakistan. This paper describes the structure and operation of the marketing channels, and quantifies marketing margins of producers and other market agencies. Survey results show that more than 90 percent of producers sold harvesting rights to their orchards to contractors. The producers’ share of the retail price was calculated to be 25 percent. The other shares were 43 percent for contractors, 6 percent for commission agents, 5 percent for wholesalers, and 21 percent for retailers. Other indicators reported here are net profit margins, duration and type of contract, method of contract price determination, mode of payment, and conduct of auctions.
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