Marketing channel of pineapple in Isabela, Philippines

Abstract

Purpose - The study determined the key production area, farming practices, average production volume, marketing channels, and marketing practices of pineapple farmers in Isabela, Philippines. Methodology- Primary and secondary data were used. Through multistage sampling, eighty -four pineapple farmers were chosen to be the respondents as they answered closed and open- ended questions. Findings- Municipalities with pineapple farms are Echague, San Guillermo, Sto. Tomas, Jones, and Angadanan. Pineapple farmers fertilized their farm and covered the fruit with hay to protect it from the sun. Their average production volume was about 23,588 pieces per cropping. The four intermediaries in the channel were canvassers, traders, processors, and retailers. Their marketing practices involved their reasons for choosing the type of buyers, basis in determining the quality of fruit, reasons for product rejection, price monitoring, and negotiation. Conclusion- Most farmers did not have the capacity of marketing their produce. They just waited for their buyers to come in their area. Keywords: Farmers, Farm activities, Marketing channel, Marketing practices, Pineapple JEL Codes: M19, M30, M39