ECONOMIC VIABILITY OF FRESH TOMATO MARKETING IN YOLA NORTH LOCAL GOVERNMENT AREA OF ADAMAWA STATE, NIGERIA

Abstract

The study analyzed the economic viability of fresh tomato marketing in Yola North Local Government Area of Adamawa State, Nigeria. Purposive and random sampling techniques were employed to select 125 fresh tomato marketers from Jimeta modern market, old market and Yola by-pass market. Data was collected between January and March 2021, which was analyzed using descriptive statistic and marketing margin model. The study showed that majority (84.21%) and 59.77% of the wholesalers and retailers respectably were male. The young and middle-aged traders constituted 92.11% and 100% for wholesaler and retailers, while 65.79% and 72.42% of wholesaler and retailers have no formal education, with 76.32% of wholesalers having marketing experience above 10years, and 70.14% of retailers having between 5-10years. Marketing margin of 26.92% and 17.39% was realized for wholesalers and retailers respectively. Five (5) marketing channels were also discovered through which fresh tomato passes to its final destination. Challenges of poor storage facilities and inadequate capital among traders were seen as the most pressing. It was concluded that fresh tomato marketing in the study area was dominated by average aged married men, battling with poor storage facilities and inefficient capital. Despite all these, the enterprise is economical viable judging from the marketing margin. Therefore, it was recommended the need to encourage female participation in fresh tomato marketing, provision of storage facilities, special transportation vans and improvement of road network by the government.