Marketing of Avocado in High Altitude Zone of Kerala, India

The study on the marketing of avocados highlights the major marketing channels in the High-Altitude Zone of Kerala, India. The analysis revealed differences in fruiting seasons, marketing hubs, and intermediary roles between the districts. Wayanad farmers benefitted from a more developed marketing network, with wholesalers as dominant intermediaries, whereas Idukki farmers relied heavily on contractors, particularly among small farmers. Farmers in Wayanad received better prices due to off-season fruiting and superior quality, while blemished monsoon harvests in Idukki fetched lower prices. Marketing analysis identified seven channels in Wayanad and five in Idukki, with direct marketing to consumers having the lowest marketing costs and the highest efficiency and Channel III (Producer- Contractor Wholesaler (within the country) - Retailer - Consumer) having the highest marketing margin and the least efficiency in both districts.