Distribution Channels Used in Apple Distribution in Himachal Pradesh

Dr. Kiran Chanda

Abstract: A fruit marketing agency may have the activities and its operations related to fruit procurement, packing, storage, transportation, processing and marketing of fresh fruits as well as the fruit products. Efficient marketing strategy especially for horticulture produce depends mainly on the decision on where, when, how much to market. In the process of marketing a product has to pass through a number of marketing agencies and make use of the services of several functionaries. The fruits and vegetables pass through different channels on their way to the ultimate consumers and the share of consumer?s money received by the producer depends upon the channel followed. The present research paper focuses on the different distribution channels adopted by the apple growers in Himachal Pradesh.

Keywords: Horticulture, Apple, Himachal Pradesh, Problems, prospects