Production and marketing of strawberry in west Garo hills, Meghalaya-economic analysis

This study was conducted in the West Garo Hills district of Meghalaya, specifically in the Rongram block, where strawberry farming is prevalent. The majority of farmers in the block cultivate strawberries under the Mission for Integrated Development of Horticulture (MIDH), a centrally sponsored scheme, and the Fruit Development Scheme (FDS), a state initiative. Both primary and secondary data were used for analysis. The cost of production was calculated at Rs. 97.65 per kilogram, and the benefit-cost ratio of 4.10 indicated that strawberry farming in the region is both successful and profitable. In terms of marketing, Channel II, which involves fewer intermediaries, allowed producers to retain a higher portion of the consumer's payment, reflecting an efficient direct marketing approach. Channel II had the lowest price spread at Rs. 41.41, while Channel I had a significantly higher price spread of Rs. 200. The marketing efficiency of Channel II was calculated at 12.28, compared to 1.26 for Channel I, further demonstrating the advantage of direct sales. The study also identified significant spoilage issues throughout the strawberry production process, from harvesting to transportation. By addressing these contributing factors, the overall spoilage rate can be significantly reduced, leading to higher profit for producers.