Case study: marketing strategies and performance of small and medium agro-farm businesses in Badia of Jordan

Abstract

The structure of the agro-food system in Jordan is going through changes in the industry including wholesale sector, retail sector, processing, agro-food structure and agricultural marketing systems. The research purpose is to analyse strategies and practices of small and medium farm producers in different agro commodities to access the available supply chains, and the effect of such strategies on farm performance represented by change in household income in the Badia area. The study examined producers' socio-economic characteristics, marketing accessibility, farm capita and sources, and impact on increased income. Research methods included field interviews and surveys with 95 small and medium scale producers from the Northern Badia area. Producers develop strategies to enhance their farm performance that are mainly based on type of produce, available marketing channels, farm location from the major city center, land ownership and the technology they use all at the same time.