MUSHROOM INDUSTRY AND ITS MARKETING STRATEGIES.

Mushroom industry is a new and small in Tanzania. This industry, however, is growing as one of the sources of food and a new source of wealth for farmers. There are many potentialities of this industry, although the industry faces issues and challenges that could slow down its development from the perspective of growers. The production issues are related to managing the hot weather, supply of low quality spawns and the increase in production cost. In general, the demand for oyster mushroom is more than the quantity supplied by growers. Thus, there is no competition in marketing the oyster mushroom, especially in Tanzania. The higher demand resulted in a higher price. The price of oyster mushroom is determined by marketers. However, the marketers still need to strategize the marketing effort by fulfilling the consumer needs and wants. The mushroom industry has the potential to be developed due to higher demand from local and global consumers.

 

Marketing agricultural product is considered to be a very challenging and complex effort. It involves moving of products from farm-gate to retail consumers. It is a dynamic process and involves a number of ownership changes and economic activities such as harvesting, processing, storage, transporting and retailing. Furthermore, the marketing of agriculture food products requires some public rules such as grading and standards, food-safety policies, market information and future markets. The marketing of agriculture food products is very different from marketing of agriculture commodities in general. Some uniqueness of agriculture food products is their short shelf life, non-uniform size, colour, physical shape and taste. The other important distinguishing characteristic of agriculture food products is the remoteness of the farms from the final consumers. Thus, these characteristics require special handling treatments and marketing strategies. 

Mamaland Mushroom Farm(2015).
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