The era of globalization has created vast potential and scope for the exports of horticultural produce, both fresh as well as processed. The department of Marketing in our state has been doing commendable job in creating facilities and linkages for the Agricultural Sector, however, Horticulture sector being the major revenue earner for the State, the development made to this sector in terms of creation of infrastructure for handling and processing of the fresh produce which is highly perishable in nature has been very negligible. More than 30% of the horticulture produce is wasted on account of lack of infrastructure and handling facilities alone.

The scenario today demands for promotion of Marketing of Horticulture crops This will enable active participation of market forces and consequently improve quality and price realization for the produce. The Department of Horticulture has, therefore evolved the following strategies for immediate implementation.

Major interventions for promotion of Marketing of Horticulture crops

Orientation of farmer’s towards market oriented approach by creating awareness and market Intelligence systems. Market Intelligence / Market Information can be created through 1) Obtaining Feasibility reports 2) Calling for Expression of Interest from reputed organizations.

• Identify regions and crops that are amenable to contract farming in Andhra Pradesh.
• Identification of progressive farmers and orienting them to export procedures.
• Assistance in procurement of right quality farming inputs
• Training on various aspects of farming and processing
• Assistance in setting up of requisite Infrastructure
• Special incentives are to be given to for exporters especially in the Agri Exports Zones.
• Identify corporates willing to participate in contract farming in Andhra Pradesh.
• Promote contract farming, identify interested corporates and motivate them to establish operations in AP.
• Promote retail outlets of Horticulture crops. Identify corporates interested in establishing central distribution centers (cash & carry model).
• Ties can be made with corporate bodies from Production to Marketing for promotion of exports.