TRADITIONAL AND MODERN MARKETING CHANNELS FOR HORTICULTURAL PRODUCE IN KENYA

Abstract

Horticultural produce can be retained on the farm or marketed through local fresh markets; local processed markets, fresh export markets, or processed export markets. Kenya has ecological conditions which favor a wide range of horticultural products which has or is being developed and produced to meet various demand in order to satisfy quantity and quality levels of consumers. Their marketing structure depends on where horticultural produce is developed or produced and point of use. Given such a diversified demand structure, there is need to outlay marketing channels that produce need to follow since product supply has to move along distinct marketing channels for it to reach respective target groups. In this research primary data was obtained through field survey using questionnaires and interviews by stratified random sampling method in horticultural markets. Secondary data obtained from varied sources (FPEAK, HCDA and MOA reports) was looked at, compared and analyzed to come up with marketing channels for various horticultural produce putting into account that several systems are operating simultaneously. Analysis of data was done by descriptive and qualitative method in the study. Results showed farmers pass and dispose off their horticultural produce through various market outlets including; modern channels like supermarkets, online trading portal and exports as well as traditional channels including rural and urban wholesale or retail markets. It was concluded that there are varied marketing channels for horticulture producers and marketers use at their disposal to enhance horticultural product flow.