MINISTRY OF AGRICULTURE,
FORESTRY AND FISHERIES

MARKETING UNIT

  1.   To stimulate and facilitate the production and marketing of agricultural commodities.

  2.   To direct agricultural output in accordance with clear signals from the market place or
         market requirements at the local, regional and international levels.

  3.   To increase the responsiveness and competitiveness of the agricultural sector to
       overseas market requirements.

  4.   To make the agricultural sector responsive to the requirements of the local market and
         the needs of local consumers.

The unit works to satisfy growers and consumers at two separate levels, domestic marketing level and the Regional and International Level.  Specific responsibilities related to :

Domestic Marketing  Level:

  Conduct market and marketing related activities
  Review pricing structures to increase the efficiency of operations of the market place
  Upgrading of the marketing capacity of the rural organization especially farmer based
       groups
  Increased domestic use of local agricultural commodities
  Upgrade distribution capacity of the agricultural sector.

     Regional and International Level Responsibilities:

  Conduct market promotion activities
  Conduct regular market and market research activities to identify export potential
  Provision of regular and timely information about the export markets to guide the
       production and planning process
  Promote and enforce the requisite grades and standards for agricultural commodities
     (packaging, selection, handling, associated facilities, etc.).
  Provided opportunities for advocacy to strengthen and upgrade the regional and
     international distribution capacity of the sector especially in air and sea transportation.

Apart from the specific responsibilities outlined at each of the above mentions levels, this unit also has the key responsibilities which are to be addressed to ensure that its objectives are achieved. These are as follows:

  To foster commodity chain approach to marketing (inputs, credits, packaging, storage,
       transportation);
  To explore the possibility of penetrating new market and sustaining existing ones;
  Review existing markets and related institutions/agencies;
  Review organizational structure with a view towards making theses organizations more
       responsive to the marketing of agricultural produce e.g. contracts;
  Provisions of organizational capacity building;
  Review legislation and make the necessary recommendations;
  Promote and enforce local and international accepted grades and standards for
       agricultural commodities;
  Promotion of domestic use and exports of agricultural commodities;
  To sourcing and accessing of adequate air transportation and shipping facilities for
       international and regional agricultural trade;
  Work in collaboration with other institutions that have a direct bearing on the marketing
       of agricultural produce
  Increase preference for local produce commodities.

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