Evaluation of marketing problems of greenhouse products in desert area (Case study: Greenhouse cucumber and tomato, Yazd province)

Regarding the importance of greenhouse cucumber and tomato in agricultural economic conditions in Yazd province, this study examines marketing problems of greenhouse cucumber and tomato. Required data were obtained through questionnaire and interview with 67 producers, 8 wholesalers and 13 retailers, during the period of 2010-2011. Systematic method is used for data collection. In this study, marketing channel was recognized wholesaling and retail selling margin, computed by Mark-up model, and marketing efficiency was computed by Shefferd & Footrel model. Result showed prices that flactuations in the harvesting season and unclearitiy of market were the most market problems for producers. Greenhouse cucumber and tomato have simple channel. Net profit from marketing operations of greenhouse cucumber and tomato producer's was 450 and 850 Rials. Wholesaler margin, retailer margin and total marketing margin for greenhouse cucumber is 2000, 4000, 6000 Rials and for greenhouse tomato is 2500, 4500, 7000 Rials, respectively. Evaluation of marketing margin indicates that the marketing margin was high especially in retailer selling margin and marketing margin of tomato. Share of producer, wholesaler and retailer from consumer price for greenhouse cucumber was 55.5, 14.85 and 29.65% respectively, and for greenhouse tomato was 61.1, 13.9 and 25% respectively. Maximum of marketing efficiency was in channel greenhouser, wholesaler, fruit and vegetable center in other provinces, retailer and consumer. In this channel, thechnical efficiency for cucumber and tomato was 90.7% and 91%, respectively. Price efficiency for cucumber and tomato were 69.5% and 79% respectively, and marketing efficiency for cucumber and tomato were 60% and 70% respectively.