ABSTRACT
Agricultural marketing performs an important function in the agricultural economy of Pakistan by transferring agricultural commodities from different production areas to diverse consumption points. This is practiced through a system of various agencies/institutes which add some sort of utility as the commodities pass through different phases of marketing chain. Public sector regulates whereas the private sector operates the marketing system. Agricultural marketing system has passed through many phases during past but it now gets much attention because the government has sensed that agricultural development is not possible without an efficient marketing system. As the nature of different agricultural commodities vary from each other they need commodity-specific marketing interventions. Some of the major agricultural marketing problems include shortage of storage facility, lack of infrastructure, absence of standardizing and grading system, prices fluctuations, hoarding, exploitation of farmers by middlemen, and weak governance systems. Recently some initiatives have been taken like development of model cattle marketing system with a new private model of operating wholesale markets, online trading of agricultural commodities to eliminate middlemen, and ensure better prices to farmers and vegetable trading platforms for vegetables to motivate small farmers to operate in group action. Such initiatives may change the marketing system in the country, which can help achieving agricultural development; however, certain other actions need to be taken to support changing scenarios in the country. These actions include updating the governance system through revitalizing legal and institution frameworks in the country supported with provision of enabling environment.
