Marketing Channels of Herbal Products and a New Marketing Model Proposal; a case study of Iğdır Province

Abstract

One of the important problems in Turkish agriculture is related to the marketing of products. Therefore, the development of applicable recommendations based on the current situation analysis is important for the establishment of a sustainable marketing system. The aim of this study is to determine the production and marketing structure of the farmers engaged in crop production in Iğdır province, which has a very high crop production potential due to its microclimate feature, and to propose solutions to the problems experienced in this area. The data obtained from the survey conducted in the 2019 production period with 237 farmers determined using the Simple Random Sampling Heap Ratio Estimation Method constitute the main material of the study. According to the results of the research, wheat and barley, which are among the field products, are marketed through the Turkish Grain Board (TMO), while silage corn, grain corn and cotton are marketed through traders. The marketing of fresh fruits and vegetables such as tomatoes, cucumbers, apricots and apples is mostly done through brokers and traders. High input prices, lack of cultivation techniques, inadequacy of irrigation water and wholesale market, and lack of marketing cooperatives are among the important problems related to production and marketing. As solution proposals, providing public support by providing irrigation water and input supply at affordable prices, training on cultivation techniques and organization can be counted. In addition, a model integrating cooperatives and wholesalers, supervised by state institutions, can be created so that fresh fruits and vegetables can be marketed more easily and at the right price.