marketing and distribution of mushroom case study

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CASE STUDIES – MARKETING MANAGEMENT Marketing and Distribution of Mushroom

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Hairazi Rahim

Mushroom is a new and small industry in Malaysia. This industry, however, is growing as one of the sources of food and a new source of wealth for farmers. This study was carried out to understand the potential of this industry, particularly the issues and challenges that could slow down its development from the perspective of growers. A qualitative research paradigm was applied involving 15 people who were involved in this industry. Specifically, a focus group discussion was used to gather information about their perception, expectation and experience in cultivating and marketing fresh mushroom in Malaysia. This study revealed that the three main issues of concern within this industry were related to production, marketing and government policies and initiatives. The production issues were related to managing the hot weather, supply of low quality seeds and the increase in production cost. In general, the demand for oyster mushroom is more than the quantity supplied by growers. Thus,...

International Journal of Technology

Prabhu Mannadhan

The purpose of this study is to examine the value chain analysis of, consumers' awareness level of, and buying motives toward mushroom products. The primary data were collected through face-to-face interviews and by using a questionnaire filled out by 70 consumers from various major mushroom production districts, selected by non-random sampling. Secondary data were collected from various sources. Based on the data analysis, it was found that around 73% of consumers preferred to buy their mushroom products in the supermarket, and 71% of consumers responded that factors other than the shape, color, and size of mushrooms motivated them to buy them. The research concludes that urban consumers were well aware of the nutrition value of mushrooms, but their consumption level was very low compared to non-vegetarians urban consumer in the studied area. Nearly 30% of respondents believed a myth about mushrooms having a mold and were prepared from compost, which causes a bad smell. It was found that that while producers put forth more effort and energy than other actors into the mushroom value chain they received less revenue and profit than wholesalers and retailers. Therefore, policy makers should develop new norms to remove barriers and others issues to safeguard mushroom producers for sustainable growth of the mushroom sector in India. In the future, there will be an increase in the consumption of processed foods. Hence, food companies have to concentrate on mushroom processing and fresh mushroom production.

Mahantesh Shirur

Considering the vast scope for mushroom cultivation, many farmers and entrepreneurs are taking up mushroom cultivation in India. Agaricus bisporus though is the prominent edible mushroom in the country, other tropical mushrooms like Pleurotus sp, Calocybe sp. and Volvariella sp. are getting importance owing to the suitability of agro-climatic conditions. Many farmers succeed in successful cultivation of these mushrooms, while they are unsuccessful in marketing of the same. Several farmers even fail to succeed in mushroom cultivation because of lack of proper understanding about mushroom cultivation and the underlying principles. Hence, the constraints reported in mushroom entrepreneurship were analysed and a successful mushroom entrepreneur was identified among the mushroom growing entrepreneurs from Karnataka State in India. The case study and SWOT analysis was done to draw the inferences and lessons for new entrepreneurs to succeed in mushroom cultivation in India and in other tro...

Journal ijmr.net.in(UGC Approved)

Mushrooms are considered to be a complete, health food and suitable for all age groups, child to aged people. Mushrooms are rich in protein, dietary fiber, vitamins and minerals. In addition to good quality protein, no cholesterol, high fiber, low sodium, good quantity of vitamins and minerals, the mushrooms also have bioactive compounds like b-glucans, protein polysaccharide complexes that impart unique medicinal values like anti cancer and anti-viral properties. With ever increasing demand for quality food, mushroom cultivation is emerging as an important activity in different parts of our country. This activity requires very little land and can be good source of employment for small and landless farmers, educated youth and women in rural areas. The two primary inputs for mushroom cultivation i.e. agro-wastes and labour, are easily available in our country. Integrating mushroom cultivation in existing farming systems will supplement the income of rural masses, provide gainful employment and will lead to inclusive growth as all sections of society can adopt this venture. In this research paper an attempt is made to explore the commercial utilization of mushroom cultivation in Assam and also to suggest policy implications. Introduction:

Journal of Krishi Vigyan

Manoj Sharma

Mushroom farming is increasingly becoming attractive to marginal and small farmers because it is simple, low cost, labor intensive and eco friendly profession and can provide employment in both rural and semi urban areas. The study was conducted in four districts of Gujarat in order to assess the knowledge gained and technology adopted by the trainees and analyzes the factors influencing adoption of mushroom production technologies. The data were collected from 244 farmers through structured questionnaires and was analyzed by using the suitable statistical methods. It was observed that pre training knowledge score was not much satisfactory. However, the knowledge score gained by participants after training was more satisfactory in all aspects. Except farming experience, all the variables i.e., age, education, land holding, family income, farming experiences, achievement motivation, economic motivation and knowledge of mushroom production technology were positively and significantly correlated with adoption of mushroom production technology.

KVK SUNDARGARH

Dr. Basanta Kumar Barmon

A study was conducted during 2011 to estimate profit, benefit cost ratio (BCR) and household income of mushroom production and also to explore the problems of producing mushroom and its marketing channels in Bangladesh. Thirty samples were randomly selected and information on mushroom production was collected using comprehensive questionnaire from Savar Upazila in Dhaka district. Mushroom was found to be a profitable agricultural enterprise (22,888 taka per farm). The benefit cost ratio (BCR) was 1.55. The average family household income was about Tk. 43,731. Usually, three intermediaries (mushroom office, wholesalers and retailers) are involved in the marketing channels of mushroom. The marketing margin of mushroom for farm-gate to wholesalers and wholesalers to retailers were taka 50 and 70 per kg, respectively. It was revealed that rich and middle income group people were the main mushroom customers. Even though mushroom is a profitable enterprise, the producers faced numerous pr...

Santosh Kumar , Prabhat Kumar

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