Marketing strategies of farmers and middlemen on selected locally produced vegetables during the Covid-19 pandemic

Abstract

This study investigates the marketing strategies employed by farmers, middlemen, and resellers in the production and trade of locally produced vegetables—cabbage, pechay, and spring onions—during the Covid-19 pandemic. Focusing on respondents from four cities and 12 municipalities in Cebu, Philippines, the research explores the challenges faced by smallholder farmers, middlemen, and resellers, accentuated by mobility restrictions, supply chain disruptions, and shifts in consumer behavior. A total of 745 farmers, 48 middlemen, and 412 resellers were surveyed, revealing the multifaceted impacts of the pandemic on the agricultural sector.

The findings underscore the vulnerability of High-Value Crop (HVC) farmers. Market inactivity, transportation constraints, and price fluctuations emerged as critical challenges faced by stakeholders. The study provides insights into adaptive strategies employed by farmers, middlemen, and resellers, emphasizing the need for targeted interventions to enhance supply chain resilience and market access.

Implications drawn from the study emphasize the importance of policy interventions and capacity-building initiatives to support the long-term sustainability of local vegetable production and trade. This study serves as a foundation for further research endeavors aimed at enhancing the resilience and sustainability of local vegetable markets in the post-pandemic era.