Opportunities, Marketing Strategies and Institutions of Banana Tanggamus Lampung Province

Abstract

Tanggamus is one of the regencies in Lampung Province as a producer of banana commodities. Bananas are the mainstay of agricultural products in Tanggamus Regency. The Tanggamus banana has successfully competed with the Cavendish banana as an export commodity from Lampung Province. This study aims to determine the opportunities, marketing strategies and institutional bananas from Tanggamus. The assessment was carried out through a diagnostic study approach in Tanggamus District. The study was conducted from August to November 2020. The data used in this study are primary data. Primary data were obtained through field observations and FGDs as well as interviews with banana producing farmers, agricultural service officers, extension workers, middlemen, marketing divisions and farmer groups. Data were analyzed descriptively qualitatively and quantitatively. The results of the study explain that the Tanggamus banana makes a positive contribution to farmers’ household income and has the potential to be developed because it is supported by the availability of land that is conducive to cultivation development. The marketing of the Tanggamus banana is quite potential in the domestic and export markets. It is necessary to diversify products to add value added products and develop market networks.