Journal Articles

Permanent URI for this collectionhttps://mro.massey.ac.nz/handle/10179/7915

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    Linking smallholder producers to high-value markets through producer cooperatives: A case study of vegetable producer cooperatives in Cambodia
    (International Food and Agribusiness Management Association, 10/02/2021) Tray B; Garnevska E; Shadbolt N
    Modern retail markets have grown in Cambodia, but vegetable growers are unlikely to gain benefits from these high value markets (HVMs). Producer cooperatives (PCs) could play a critical role in linking smallholder farmers to HVMs. The purpose of this paper is: (1) to examine the role of PCs in linking vegetable producers to HVMs; and (2) analyse the factors affecting successful participation in HVMs. This study applied a mixed methods approach to PCs selling the members’ vegetables to HVMs (PC-HVMs), and PCs selling members’ vegetables to traditional markets (TMs) only (PC-TMs). Both groups of PCs provided services to their members (e.g. input, financial, extension services). However, the content and quality of these services were different. PC-TMs emphasised only on support linked to production, while PC-HVMs focused on both production and marketing support. This study indicated that vegetable farming experience, total vegetable produce, and average vegetable prices had a statistically significant influence on producers’ participation in HVMs. However, vegetable farm size showed a negatively significant effect on participation in HVMs. As one of the very few empirical studies on PCs in Cambodia the research provides valuable context for further studies. It has developed and tested a framework for analysing the factors affecting successful participation in HVMs and provides an explanation of why some PCs can successfully participate in HVMs.
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    Effects of Farmers' Goals on Strategic Marketing Decisions: A Study of Fruit Farmers in Chanthaburi Province of Thailand
    (Political Science Association of Kasetsart University, 5/06/2018) Chiamjinnawat B; Garnevska E; Chetthamrongchai, P
    Strategic marketing decisions (SMDs) of farmers are essential elements in response to the worldwide transformation of agri-food marketing systems. Generally, SMDs are made in regards to the goals that need to be accomplished. This paper aims to analyse the relationship between farmers' goals and SMDs of fruit farmers in Thailand. It is a quantitative survey study with 216 fruit farmer respondents. Nineteen goal statements based on extensive literature review and the results of the pilot study were developed. The survey data was analysed by using the principal component analysis (PCA) that grouped the farmers' goals into four factors, i.e. effectiveness, efficiency, sustainability and self-sufficiency. These factors were then tested based on their effects on the SMDs by using a logistic regression. The results suggested that farmers who participated in high-value markets were usually more market oriented, while farmers who utilised traditional marketing channels were usually production oriented. The results are informative to policy makers and industry stakeholders in fulfilling the complex goals of farmers as they are a key part in success of the fruit industry in Thailand.