AGRICULTURAL AND FOOD ECONOMICS, cilt.10, sa.28, ss.1-13, 2022 (SSCI)
Agricultural research institutes in Sub-Sahara Africa have focused on establishing
farmer groups that facilitate the commercial production and marketing of African
Indigenous Vegetables (AIVs) to address food and nutritional security. With the freedom
of selecting the choices of market outlets, we explored the factors such as farmers’
characteristics, farm attributes, selling preferences, social relations, and other primary
reasons that infuence farmers’ decision to choose a particular outlet to sell AIVs. A
purposive random survey was conducted among the AIV farmers to understand the
preferred market outlets for AIVs in Zambia. The results of the multinomial logit model
indicate that male respondents are more likely to choose intermediary options to sell
AIVs, particularly brokers and wholesalers. The rainfed farmers and those who receive
primary income from farming activities are less likely to choose retailers and wholesalers to market their AIVs. Similarly, those who expect instant payment for their produce
indicate that they are less likely to prefer retailers and brokers. Farmers who belong to
the farmer’s group exhibited a positive coefcient, meaning that they are more likely to
choose intermediary options to sell their AIVs compared with the farmer-to-consumer
direct sales option. However, good price, a positive momentum of AIVs price in the
past, and processing activities were found to be insignifcant determinants for market
outlet choices when compared with farmer-to-consumer direct outlet option. Our fndings could help to better cognize AIVs marketing channels and develop the intervention for new farmers to make an informed decision as to how best to market their AIVs