Market Orientation Strategies for Root and Tuber Crop Production among Smallholder Farmers in Southeast, Nigeria

Abstract

Root and tuber crop has gained prominence due to its ability to adapt to production ecologies and yield minimal external inputs. In particular, cassava, yam, and cocoyam cultivars have immense potential to improve household income, food security, and nutrition in sub-Saharan Africa. However, farmers need strategies to prosper in the root and tuber crop business for increased sustainability. Therefore,the study was conducted in two States to ascertain the market orientation strategies of root and tuber crop farmers and to analyze levels of market orientation among farmers in the areas studied. Data for the study were collected with the aid of a structured questionnaire.A multi-staged randomized sampling procedure was used to select 192 respondents. Data were analyzed using simple descriptive statistics such as frequency and percentages, and means. The result showed that in Abia State, farm gate markets have the highest percentage (approximately 64.6%).The result of the study revealed that farmers at the farm gate sell their root and tubers in large quantities (94.8% for Abia and 85% for Enugu).  However, in the distribution of forms, by which root and tuber crops are marketed indicated that farmers at the farm gate and village market sell their produce in raw and processed forms (79% and 66.7% respectively). The results also showed a mean market orientation score of 0.026 (cassava), 0.10 (yam), 0.001 (cocoyam), and 0.31(cassava), 0.26 (yam), 53.12 (cocoyam) for Abia and Enugu, respectively, indicating that the Enugu farmers were more market-oriented than their Abia counterparts. The results showed that Abia State farmers allocate an average of 4.15ha, 0.87ha, 0.06ha of land for cassava, yam, and cocoyam production. In contrast, in Enugu State, an average of 5.121ha, 1.24ha, 1.43ha of land were also allocated to cassava, yam and cocoyam production. About 29% of the farmers specialize in cassava, yam, and cocoyam production in Abia State, and in Enugu State, 40% specialize in cassava and cocoyam production only. The result showed that in Abia State, market orientation on yam and cocoyam was low; this may be probably due to land allocated to these crops. The strategies adopted by farmers include; selling at farm gate, village, urban and wholesale markets respectively. The farmers in the study areas indicated that their major market places for the root and tuber crops were farm gate and urban market for Abia and Enugu states farmers. However, other strategies employed by farmers for the marketing of their root and tuber crops were, selling in large quantity, use of improved seeds, better storage methods, advertisements and other marketing channels. The pooled result revealed that the major strategies farmers used in their their produce is selling in large quantity. Thefore, the result indicates that in Abia State, market orientation on yam and cocoyam was low; this may be probably due to land allocated to these crops. The study recommends that the land use act be reviewed and made more operational to serve the interest and ambition of smallholder farmers who are into commercial cassava production for available employment opportunites in the sub-sector.