MARGINS AND CHANNELS FOR SHIN KULU (GOLDEN DELICIOUS) APPLE PRODUCED IN PISHIN: A CASE STUDY

The aim of this study was to evaluate the marketing margins and costs involved under different markets phases and channels of Shin Kulu apple in the Pishin District, Balochistan, Pakistan. The segregation facilitated to further evaluate the marketing margins of different middlemen involved. The volume of marketing margins generally reflects the efficiency of marketing system. The higher market margins reflect fewer shares of producers and more benefits to marketing middlemen and vice-versa. We study two common marketing channels Producers-Preharvest Contractors-Commission Agents-Wholesalers-Retailers and Consumers (Channel 1) and Producers-Commission Agents-Wholesalers-Retailers and Consumers (Channel 2). The results revealed very higher marketing margins for Shin Kulu apple. The marketing margins were 76 % when apple is marketed through preharvest contractor (Channel 1) while direct marketed (Channel 2) the marketing margins were 58 %. These higher margins also indicates an inefficient marketing system which may deter apple growers the profit they deserve.The result also indicates that apple growers have incentives to directly market apple in relevant markets. However, timely and reliable marketing information is prerequisite for effective grower based marketing systems.